Mattress Online

Project Brief had lost almost 75% of their organic visibility in the space of just a few months. This was having a devastating impact on the business, as organic traffic accounted for a sizeable percentage of their annual turnover. 

Mattress Online engaged with Evolved in March 2017. Prior to this, the business had been with another agency for 7 years and their work led to a link-based penalty which they struggled to recover from. When Evolved took over, the site was in very poor shape, with traffic and organic revenue both significantly down year-on-year, and the business was struggling to cope with the loss of performance.

Our work and objectives were set to try and undo this, specifically to:

  1. Reverse the downward trend in overall organic visibility, traffic, and revenue.
  2. Implement an on-site content strategy to address Panda-related issues
  3. Increase domain authority through a white hat, content-led approach
  4. Backlink profile clean-up and monitoring

Services Delivered

Content Marketing
Content Marketing


growth in organic revenue YoY
increase in organic traffic YoY
lift in organic visibility YoY
Mattress Online - What we did

What we did

Due to the extent of the damage caused by the penalty, we needed a cohesive strategy that addressed issues and strived to make improvements. We completed thorough audience research and analysis, as well as a full site analysis to fully understand the extent of the problem. From there, it was down to work.

We completed a forensic technical audit, pinpointing past and current issues and getting these rectified as efficiently as possible, as well as future-proofing their online visibility with a Mobile-first approach, in preparation for significant search updates. We also addressed cross-domain and on-site duplicate content issues, which, unknowingly to Mattress Online, were both self-caused and down to a mismanagement of affiliates. This was followed by the submission of a link disavow file to combat the negative effect caused by ‘do follow’ links purchased by the previous agency.

With a more solid foundation in place, we then focused our attention on building the brand online in the correct way, strategising specific campaign pieces with a view to gaining links from legitimate sites with high domain authority, thus achieving brand visibility and earning credibility from quality, authoritative sources.

Mattress Online - What we did
Mattress Online - How we did it

How we did it

A content strategy was implemented which featured a range of content types such as blog posts, infographics, surveys, and quizzes. We also aimed to balance the tone of our content between more serious pieces (such as the latest sleep-related research) and “quirky” creative pieces.

Earning links through high-quality content was central to this campaign, we did not add additional funding or incentivise sites to re-publish our content.  Every element of this campaign was above board in terms of practicing honest search methods built on expertise and creativity, something which was of utmost importance to both client and agency.

Our content pieces were featured in several of our desired target publications, including London Evening Standard, Elite Daily, Glamour magazine, MSN, Ideal Home, BT, Your Home magazine and My Weekly.

The creative work we produced has contributed to over 160 additional referring domains since the start of the campaign.

Case Studies
Choosing a digital marketing agency is one of the most challenging decisions for any e-commerce company. After receiving tenders from 4 agencies we decided to work with Evolved and are very pleased we did. Our SEO activities has seen our organic presence continually increase every month since we started work in spring 2017. Evolved are a great team to work with, they cut right to the chase and are practical and pragmatic. Very happy to recommend.
Steve Adams, MD at Mattress Online

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