With over 30 years’ experience and a genuine passion for sleep, Dreams are a successful UK bed retailer. They wanted to establish themselves as ‘owners of sleep’ and the leading specialists in their market.
They wanted to improve organic performance and drive engagement online reinforcing their brand value of caring for the nation’s sleep. This was more than just a marketing strapline, it was a genuine desire to create a resource that helped people and provided a digital voice.
Audience data outlined the overall strategy. Technical auditing identified critical recommendations and fixes. Reader profiles and search data informed the editorial strategy.
The Sleep Matters Club was born. A platform for Dreams to explore the topic of sleep, why it matters and how to improve it.
Becoming the UK’s leading bed specialists and owning sleep didn’t happen overnight.
Technical SEO auditing identified over 50 recommendations. Digging further into extensive keyword and market data, we provided a strategy and identified content gaps.
This was layered with data from competitors, mining the Google suggest API and third-party tools such as SEM Rush.
A detailed link audit was carried out to ensure there was no threat from a rapidly evolving Google algorithm.
We created copy briefs that highlighted a primary keyword, a bucket of semantically relevant terms and meta data for each page that ensured the website covered a full range of search terms.
The team then worked to develop over 50,000 words of copy that could be applied in a manner that would not affect user experience.
This has been an ongoing process with a GAP analysis applied once the rankings had settled down. The aim was not only to improve rankings but ensure that the correct page was ranking to aid in conversion rate.
We began by looking at our customer profile. Significant work had already been carried out breaking customers into six core personas.
After completing initial audits, we found that content for certain areas of the customer journey had already been attempted but needed reworking to become fully established and beneficial.
Having already fulfilled the Intent phase with our page copy, we looked at content through Consideration and Awareness phases, creating a strategy with exciting prospects.
We updated the existing Bed & Mattress guide, built on WordPress to integrate seamlessly into the Dreams site.
The guide evolved into a resource centre, answering FAQs in a visually appealing and interactive way. We built a self-optimising connector between the Magneto shopping feed and WordPress that allowed us to bring shoppable products into the guide.
We launched the Sleep Matters Club as a digital magazine to introduce Dreams to an audience that were not yet in market.
The editorial program focused on a wide range of formats from long form editorial, expert influencers, visual, video and interactive content. With a readership of 90,000, the Sleep Matters Club has become a key tool for the SEO, PR, Social and PR teams.
The success of the integrated content has been fantastic. We set out to ‘own sleep’ within Dreams’ retail sector and they currently have category-leading organic visibility, regularly beating the likes of Ikea and John Lewis.
Working with Salience, we have developed a rich source of informative content around sleep and wellbeing for Dreams customers, which drives regular social engagement and web traffic to our site - contributing to our SEO success and underpinning the company’s genuine passion for sleep.
Dhiresh Hirani, Digital Marketing Manager