Bedding Royal sells bedding, duvets, pillows and mattress toppers online. Organic search became its strongest traffic channel.
- #1“thick mattress topper” on Google UK
- #1“what pillows do 5-star hotels use”
- #1Organic search is the top traffic channel in GA4
Sources: Semrush (UK database), Google Search Console, GA4
Starting point
Few top rankings
In May 2021 the shop had about 2,200 organic visits a month and only 14 keywords in Google's top 3.
Strategy
Answer customer problems
- Researched what buyers struggle with before ordering
- Wrote helpful guides, e.g. “13.5 or 15 tog for winter?”
- Optimised product pages and built backlinks
Result
Top rankings for key products
- Organic traffic up 162%
- Top-3 rankings grew from 14 to 187
- One buying guide alone brought 5,100+ clicks in 16 months