SEO strategy ranks mattress brand for 12,000 keywords

A revolutionary "new" mattress material, 20 years in the making, launched on Kickstarter with tremendous success in 2016. The founders of the company, two brothers, created possibly the most innovative sleep technology in decades and were able to achieve phenomenal Ecommerce success in just six months. The brothers came together with deep knowledge sets - one an aerospace engineer (us normal folk call them rocket scientists) and the other an expert in materials and manufacturing - to solve a problem every person in the world experiences: a bad night’s sleep.

Part of the company's early marketing strategy was a good website with a strong technical SEO framework in place, coupled with organic PR outreach for broad exposure.

We focused on building their brand and authority through various organic efforts, to support some of the paid advertising and viral videos they were planning. We began to do some strategic outreach and were able to get them featured on Forbes and TechCrunch. They had a cool story to tell, and we felt their brand was poised to grow really quickly.

The exposure on those national media outlets drove a lot of early awareness and traffic and added a lot of authority to their site, which helped them rank for a most of the keywords they really cared about. In the first 12 months we took them from 800 ranking keywords to over 12,000 ranking keywords and sales on their site started to skyrocket. The early revenue from their organic marketing efforts helped fund additional paid advertising efforts, which in turn drove more traffic and more revenue - a very virtuous cycle that helped them grow continuously for years afterwards.

They also were early pioneers in the direct-to-consumer shipping model for mattresses (previously unheard of) and coupled that with satisfaction guarantees and easy returns, removing most of the friction and risk associated with buying a mattress unseen.

Many Ecommerce mattress brands started popping up after that, but they were able to sustain their market lead with a smart combination of organic and paid marketing strategies, and a great product.

Customers have had an overwhelmingly positive response to the mattress. There are thousands of reviews online and most talk about how well the mattress relieves their pain and helps them have deeper sleep - the original goal the founders were striving for.

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