In the first month, we allocated about half of the budget to completing our SEO research and strategy formulation project. We knew it was necessary to understand all the potential business opportunities and get the various teams aligned on a 12-month plan rather than operating within a myopic view of best practices to undertake month-to-month. However, we also knew that we needed to keep the momentum going on the execution side during the transition, and we were able to do so with success.
Our SEO research project highlighted some key strategies that we have implemented. These are a few examples of the initiatives made in the early months of the partnership:
Strategy #1 – Improve Link Quality
Layla Sleep was working with an agency that produced low-quality links. We produced a thorough analysis of the links and determined that we should pivot to a safer, more natural linking approach.
After agreeing to the shift, there have been positive results on pages that have focused on the new campaigns.
Strategy #2 – Product Size Variants
In our research we identified an area for opportunity to expand the keyword universe of Layla Sleep by creating pages with size modifiers. For example, we already had a page for “memory foam mattress” but the product page utilized JavaScript in the size selector, meaning the primary product page did not create a new URL for “queen memory foam mattress.”
We saw this as an obvious place to capture additional demand with existing products, and suggested we adjust the current approach to spark growth.
Strategy #3 – Hub Pages
As Layla Sleep has products that can cover large categorical terms (such as “mattresses”) we needed to strategize on the best way to tackle these broader keywords. Through competitive research we uncovered that a hub page strategy could facilitate these types of rankings and started documenting the necessary on-page SEO elements we’d need to rank for these
valuable keywords.
The SEO team worked closely with the creative team to produce a finished design of our ideal hub page after analyzing the current SERP’s top performers. These pages have proven to be very successful for Layla Sleep.
