Case Study BG 1
Case Studies

Helping Mattress Online to bounce back

Mattressonline.co.uk had lost almost 75% of their organic visibility in the space of just a few months after a penalty. This was having a devastating impact on the business, as organic traffic accounted for a sizeable percentage of their annual turnover. The brand needed expert, urgent attention, so in 2017, they enlisted the help of Evolved Search.

At a glance:
+74%

growth in organic revenue YoY

+79%

increase in organic visibility YoY

+57%

lift in organic traffic vs. the previous year

It's an award-winner!

The Brief:

Mattressonline.co.uk 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

Our Approach:

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.

  • Technical consultancy helped us pinpoint performance-hindering issues in forensic detail, helping us prioritise tasks and sort through these problems efficiently, so as to prevent further damage.  We identified extensive duplicate content issues, which we fixed, as well as getting the site in the best possible position for mobile users, as this had been neglected.
  • The Content Marketing team has produced comprehensive site content to help users when looking for a mattress, with buying guides, help for better sleep, bed care information and clear product descriptions. In addition, they’ve produced extensive content marketing pieces relating to the interests of the Mattress Online customer.
  • Digital PR has been a big boost to improving the credibility of the brand online, particularly post-penalty, and the high-quality coverage and links – across sites including Glamour, London Evening Standard, Daily Mail, Cosmopolitan, MSN, Ideal Home and The Sun – have built a positive link profile for the brand.
  • As part of our ongoing work and strategic approach, we’re constantly revisiting their objectives and coming up with new and relevant ways to grow the brand online and keep performance on an upward climb.

Campaign highlights:

2

leading industry award wins for this campaign.

300+

referring domains since we commenced work.

“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 have 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.

I’m very happy to recommend Evolved Search.”

Steve Adams Managing Director
Mattress Online (Organic Search)
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