Mattress category redesign mockup:

One of redesign goals is to optimize page for SEO needs. Since one of main ranking factor is page dwell time and bounce rate, new design is covering all possible needs / concerns customer might have by including guides and articles, and advanced filtering

Inspired by best practices from top competitors:

https://kaup24.ee/et/mbel-ja-sisustus/magamistoambel/madratsid
https://www.ikea.ee/et/rooms/magamistuba/madratsid-ja-madratsitarvikud/madratsid

Keyword positions for top grossing mattress category

Our SEO positions for main keywords in the top grossing mattress category have improved significantly in the past months. This means that more people are finding our website when they search for the mattresses online.

How to achieve this? Follow a few simple steps that help us optimize our content and website for the main keyword. Here are some of the things:

What are Core Web Vitals

Core Web Vitals- is a tool for measuring user experience on the page by 3 main metrics- how quickly page content loads, how quickly a browser loading a webpage can respond to a user’s input, and how unstable the content is as it loads in the browser.https://web.dev/measure/

Conclusion

From the test we see that focus should be on fixing technical issues – as such as use next gen aka compressed images and reduce amount of render blocking scripts

How to evaluate backlink

For evaluation we use SEMrush domain authority score.

Delfi is taken as benchmark- most visited local site in all 3 markets. Its score is from 70 to 72 depending om market. Generally speaking, the higher the Authority Score of a domain, the more trusted it is. It is based on a scale of 1 to 100 so the closer the Authority Score is to 100 the better. As the score increases, the impact of a link will increase. However, the impact of a link also strongly depends on your website’s niche. High SEO rate has site with high engagement rate ( large number of mothly visits/ average time spend on site and number of referring domains pointing to the site, comments and shares)

Conclusion

In case of Dormeo best match would be site with high authority score + posting about sleeping, home decoration and wellbeing.

F.e its better to get a backlink from https://www.sveikaszmogus.lt/ ( with score 45)

than from https://www.zmones.lt/ (score 53)

since first portal is writing mostly about wellbeing, second one is yellow press about celebrities.

SEO project was kicked off in June 2022

It’s a long process and by now, we have implemented a few technical / content adjustments on our pages.

Our progress so far:

we got on 1st position in google.ee for keywords “pillow” and “mattress protector”

and in top 10 for keywords “bedding 200×220” and most importantly for “mattress” and “mattresses”

Why it’s important? Explaining on mattress keyword example

There are 2 ways to be visible in google search results. First one is easy, cause its paid. Cost per Click for keyword mattress is on average 1 eur- meaning we, as advertiser, pay 1 eur to google for each click user makes. Average monthly click volume is 590. You can easily calculate how much we pay only for 1 keyword ( we advertise dozens of keywords)

Second option is SEO, and its more complex. Unfortunately, we aren’t the smartest ones, who is willing to get free, and most importantly targeted traffic.

SEO market is competitive, and our positions are pretty weak, but we are just in the beginning of the journey. There was absolutely nothing done in SEO terms till this July. And nowadays we have the biggest growth trend compared to all competitors. Our goal for next months is get to TOP5. Ikea just launched about a year ago and its skyrocketing. Its totally not reachable, we have to admit that. Jysk is loosing ist top positions to Ikea, and will be dropping positions constantly.

Good news is that we are in growing trend

The Visibility index is based on click-through rate (CTR) that shows a website’s progress in Google’s top 100 for keywords from the current tracking campaign. A zero-percent visibility means that the domain isn’t ranking in Google’s top 100 results for any of these keywords; and a 100-percent visibility means that the domain keeps the first position in the SERP for all of these keywords.

Feature snippet in SERP

Featured Snippets are the expanded snippets that appear on the Google SERPs. The purpose of the Google featured snippets is to answer the user’s need right there in the search results.

Step 1

Find and answer real google search queries with monthly volume over 30

Step 2

Create a FAQ on categories pages as part of SEO optimization. Answers should be in 2-3 sentences, and NOT identical

Step 3

Create a script and place on page

Step 4

Check in google search console if faq is validated

Results preview in SERP