Case Study: Boosting SEO for a Luxury Bedding Brand
In six months, SEO helped a premium bedding brand improve visibility for “luxury” and “hotel quality” searches, drive more organic purchases, and strengthen its presence in a competitive e-commerce market — even during a cost-of-living crisis.
The Challenge
The brand needed to:
Grow sales from organic search, targeting luxury and hotel quality bedding terms
Improve rankings for key categories and products
Make better use of Google Merchant Centre for free shopping listings
Strengthen site performance in a highly competitive retail space
With ten hours a month, the focus was on tackling the biggest opportunities first.
The Approach
I focused on optimising category and product pages to align with search demand:
Assigned transactional keywords to categories and products
Fixed keyword cannibalisation across bedding and linen pages
Updated titles, meta descriptions, and on-page copy for relevancy
Reviewed competitors and restructured content to compete more effectively
Optimised images, alt text, and internal linking
Created redirects from old to new pages
Fixed sitemap issues and indexing errors
Set up Google Merchant Centre to capture organic shopping traffic
The Results (in six months)
Noticeable growth in impressions and clicks for luxury and hotel quality searches
Organic search became a stronger purchase driver than direct traffic
Organic shopping via Google delivered additional revenue
Top category pages now ranking more strongly after optimisation
Improved engagement: more visitors exploring multiple pages and products
The Impact
Despite postal strikes, rising costs, and a competitive market, SEO delivered:
Stronger rankings for competitive luxury and hotel quality searches
More relevant traffic converting into organic purchases
A better-optimised site that is easier for both customers and search engines to navigate
The result: measurable growth in visibility and sales from organic channels.
Want to get your products found in a competitive retail market?
Book a Milkshake Audit or explore my done-for-you retainers — and let’s get your store climbing the search results.
