SEO route for Matrasfactory

Starting point

In spring 2021, Matrasfactory knocked on our door to structure the SEO approach. A great challenge in a competitive market! In terms of search terms, we saw a lot of potential in the whole customer journey towards buying a mattress. A mattress is not really an impulse purchase. On the contrary, we see that the average purchase or quotation request is often made only after 12 days.

Matrasfactory.co.uk runs (with a few more domains) on a Magento2 multistore setup.

SEO starting point

In the 1st month, we started working on a plan of action for the rest of the year. We conducted a comprehensive search analysis, analysed technical areas for improvement, created a content plan and carried out link analysis for Matrasfactory and competitors. 

Striking features that came out of the analysis:

• Large number of non-indexed URLs that were crawled
• High level of duplicate content between pages
• Lack of canonical tags on a good proportion of pages
• Performance issues
• Lack of structured data
• Lots of informative content
• Overoptimisation

We then partnered with Matrasfactory to implement the areas of improvement and the content plan.

Intention and category

The search analysis showed that there is high demand for specific types of mattresses, such as cold foam mattresses, memory foam mattresses and latex mattresses. These were also the categories where we could initially make the most profit. From Matrasfactory's positioning, these were also definitely search terms that potential clients search for in Google.

However, we had one big challenge: it was mainly Matrasfactory's knowledge base that came up on all kinds of 'category' search terms. For example, an article on the benefits of cold foam mattresses was the best ranking page on the search term 'cold foam mattress', somewhere onder ranked in the top 10 in Google. While obviously just having a commercial page.

Landing pages and intent: the switch

Intention in search results has become more important in recent years. Increasingly, we match pages to the intent we see on a particular search term in the top 10 in Google. In this case, we mainly saw pages with an information intent ranking on the category. We found the following about that ourselves:

• A large proportion of searchers on cold foam mattress, memory foam mattress etc will know well what they want and be in the market for a mattress
• The top 10 in Google showed a combination of 'buy' and information

So the goal was to get a category page to rank for these kinds of search terms, preferably as high as possible, of course.

We initially used the following tactics for this:

• We partly moved the content of the ranking information page to the commercial page and rewrote it here and there
• We then set a canonical tag from the info page to the commercial page. The moment this did not have the desired effect, a 301 redirect from info page to commercial page would follow

In the end, it became a redirect that brought us the success we were looking for:

It was clear that this was a tactic that paid off, so we took the same approach for the other search terms with partly commercial intent. Why rank with an information page if the intent also matches one of the commercial pages?

Being ready for the season

You wouldn't say it beforehand, but a mattress is also a seasonal product. Those who cause this are boat, caravan and camper owners. The moment the first spring sun comes out again, these people start itching. Caravans, campers and boats are taken out of storage. And then they find out that the mattress is actually in need of replacement. Fortunately, Matrasfactory makes customised mattresses! We then see a considerable increase in the number of requests for quotations, especially during this period.

From the SEO perspective, it is important to be ready for this season. In terms of boat mattresses, fortunately, we already have that pretty much in place:

Craft + craft

We see SEO and conversion as a craft and that is what makes the partnership with Matrasfactory so great. Because making a mattress is also a craft. The team in Heerenveen is enthusiastic, down-to-earth and not too afraid to stick their necks out with a view to positioning themselves in the future. On to even better visibility!

Matrasfactory

Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to talk everything through. After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.

Marten Stellingwerf

Webmaster