Increase

2604% Increase In Featured Snippets
42% Increase In New Users YoY
31% Increase In “Dream Meaning” Ranking Keywords

What Dreams are Made Of…

We launched the digital magazine Sleep Matters Club in 2015 to expand Dreams’ organic footprint into themes related to sleep.

By 2022, we had established Dreams as a leader in organic for sleep topics. In 2023, we wanted to to build on existing audiences and expand reach into new topics related to the core commercial offering of beds, sleep and mattresses.

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Richard Waters
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42% New Users YoY Increase

Vision & Goals

One clear vision was set: Expand organic footprint into “Dream Meanings” to grow the organic audience, build new customer relationships and enhance authority through strong EEAT.

As editorial content has been consistently published to Dreams’ digital magazine Sleep Matters Club since 2015, there already existed several articles that covered Dream Meaning topics. This meant that an audit of existing content was required, as well as the production of new content based on an editorial plan for the Dream Meanings topic.

The clients vision is to expand organic footprint into “Dream Meanings” to grow the organic audience, build new customer relationships and enhance authority through.

Target audience & strategy

Individuals intrigued by dream interpretation and symbolism, delving into dream meanings and the mysteries of the subconscious. At a more granular level:

Subgroups:

  • Dream enthusiasts and symbol seekers
  • Those into dream analysis psychology
  • Long-tail searchers for dream insights

The Sleep Matters Club

As editorial content has been consistently published to Dreams’ digital magazine Sleep Matters Club since 2015, there already existed several articles that covered Dream Meaning topics. This meant that an audit of existing content was required, as well as the production of new content based on an editorial plan for the Dream Meanings topic.

  • Audited existing content and created new articles based on a Dream Meanings plan.
  • Streamlined two tasks: new article creation and existing article optimization.

Optimisation Dreams...

We meticulously addressed various aspects for both new and existing articles, ensuring comprehensive coverage:

  • Detailed focus on research, expert engagement, and keyword targeting.
  • Consistent brand voice, imagery selection, and interlinking articles for a unified approach.

Finally, a hub and spoke approach was taken to ensure that new articles were interlinked with and signposted to existing articles and vice versa. This allowed for an extensive ecosystem of content around legacy hub articles and new articles that focused on longer-tail topics.

Mobile view of Dreams website
Desktop view of Dreams website

Content publishing at velocity

Given the ambitious 6-month period, the velocity of article production was a challenge. To deliver, we created a template and editorial rules with Dreams’ marketing team to reduce edits and improve publishing frequency.

  • Challenges in article production handled with template creation and rule establishment.
  • C-Suite approval needed due to content variation from core themes.

The Results

  • 42% Increase In New Users YoY
  • 2604% Increase new featured snippets through Dream Meaning articles.
  • 31% Increase organic keywords related to ‘Dream Meanings’ content.
  • An additional 376 DR30+ referring domains were generated through Dream Meaning content.
  • Top of market for Bed & Mattress categories achieved.

Featured Snippets Through Dream Meaning Articles Increase

2604

New Users YoY Increase

42

“Dream Meaning” Ranking Keywords Increase

31

What Dreams are Made Of…

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