Having established Dreams at the top of the market for beds and mattresses since 2013, we recognised the need to apply ingenuity to our SEO campaign and continue growth rather than relying on pre-built success.
The results captured were far more than we could’ve imagined.
Sector dominance + industry-wide recognition.
We were nominated for UK Agency Awards, UK Search Awards, European Search Awards and the Global Search Awards. Best of all, we won the best large search campaign for all but the Global search awards. Loved to have had it, but there’s no shame in falling short on a global stage!
The following analyses our last 3 months of activity with the hope of providing an up-to-date and clear view of how we impact change quickly and with direct effect in a channel that is often considered a slow-burn.
Vision: Grow and expand opportunity areas with the ultimate goal of remaining top of the market through the following goals:
We focused on traffic and visibility as we are aware of the economic impacts on revenue. We decided with the client that maximum traffic and visibility are key to escaping this period in a strong position when purchasing intent returns.
Creation of dream encyclopaedia: this project included sourcing a web design agency and collaborating on wireframes, alongside writing content for 40+ dream meaning articles:
https://www.dreams.co.uk/sleep-matters-club/dream-encyclopaedia
Creative approach to ensuring traffic through featured snippets:
We identified this space as snippet-heavy ensuring a quick ROI; articles wouldn’t need to target traditional P1 spots. Getting to page 1 and taking the snippet would achieve the required traffic to achieve the goal.
The original project was a sleep encyclopaedia – it became apparent the focus was too broad and we decided to focus solely on dream meanings instead. With limited resources, we had to ensure we targeted the dream meanings with the highest chance of success.
With 350,000+ terms we needed to analyse where to apply effort. A long-tail keyword audit identified an opportunity in bed-size terms: i.e., super king divan bed frame, single beds for adults. We targeted these through on-page optimisations and varying internal link anchor texts. We provided technical SEO audits for the holistic improvement of broad long-tail keywords. This played a part in site-wide improvements seen on long-tail.
Additionally, most keywords needed search results to present a 5-product preview on the SERPs to boost CTR.
To achieve this, we identified the need to:
We had to convince the client that low-volume terms would result in large gains. Difficult as they advocated for a defensive focus on head terms as opposed to lower volume en-masse.
No site but Dreams has been P1 for beds and bed frames within our 8 years in this industry. The challenge was to ensure optimisations around increasing rank on bed frames didn’t affect rank on beds.
Competitors have much greater product ranges making it difficult to rank.
We could have been defensive, focusing on high-performing areas to remain at the top of the market. To achieve the same goal, we pulled apart site performance to find niche areas to continue growth.
Numerous risks were involved and trust between the agency and the client was key with expected drops during implementation.
With the current economic climate, we need to dominate the market at the top level but also improve performance on high-intent, longer-tail keywords.
Our approach to numerous areas of the site, over a specific quarter, presents our ability to impact quick change in a channel deemed one which requires wait times before success.
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We’re really pleased with the consistent top-of-market performance the SEO campaign work we’ve delivered with Salience, has returned over the last several years.
Online visibility is crucial to any brand and we’re delighted to see that in 2022 Dreams is once again the most visible bed and mattress retailer online.
Simon Moore, Director Of Marketing
