How Happy Beds Rose to Page One and Boosted Organic Revenue by 8%

When Happy Beds started working with Evolved, the brand had been increasingly penalised by Google algorithm updates, and performance had suffered as a result. Working with previous agencies had added questionable links to their backlink profile and bloated the site with low-demand category pages that led to cannibalisation. 

They enlisted our help to develop an SEO strategy to address this performance decline, returning high-priority keywords to page one and ultimately futureproofing their site against further algorithm impact. Our technical SEO, onsite content and digital PR teams began by conducting in-depth audits to establish what the priority actions were. 

We developed a strategy that aimed to improve the site’s E-E-A-T credentials, improving content and backlink quality to better connect to the brand’s target audience.

A large part of our strategy was focused on onsite content. After reviewing the content, the site had a number of unnecessary category pages where new pages had previously been created for very granular keywords. As a result, pages were competing with each and rankings were spread very thinly. 

We reviewed all of the bed and mattress category pages and removed underperforming pages, merged redundant pages and optimised key pages in order of priority. We took a user-centric approach to content improvements, addressing thin content to provide real value for users. 

While the site did have some informational content, it was separated into an ‘advice’ section. Taking a silo approach, we moved relevant guide content from this section to the /beds/ and /mattresses/ URL structure. 

This approach improved internal linking and added contextual relevance around the keywords we were targeting. We restructured these pages, removing any unnecessary content, enhancing existing content and creating new, highly targeted guide content to further strengthen the site.

To improve the site’s backlink profile, we disavowed a range of low-quality links. Following this link profile cleanse, visibility jumped 32% after the next Google core update, which was the brand’s first major gain in two years. 

Once complete, our priority was improving the quality of Happy Beds’ backlink profile. We conducted several digital PR campaigns using a mix of approaches to secure backlinks from new, authoritative and relevant websites in the home, interiors and lifestyle space. 

We had a technical SEO focus throughout, executing a full site restructure and migration as part of comprehensive technical SEO improvements.

As a result of our work, we exceeded Happy Beds’ organic revenue target, delivering growth of 8% year-on-year. Non-blog organic traffic grew by over 85,000 sessions year-on-year, surpassing our monthly traffic targets.

Our focus on onsite content delivered incredible keyword ranking growth. The 193 keywords we targeted across the campaign had a total monthly search volume of 1.57 million. Over the course of the campaign, we improved the average rank of these keywords from 45 to 8 (+37 places). 

We successfully returned the site to page one for the priority beds keywords, and bolstered performance for other key terms, including: 

• “Beds” (#3, up from #14) – 201K searches/month
• “King sized beds” (#2, up from #4) – 135K searches/month
• “Single beds” (#3, up from #8) – 110K searches/month
• “Bunk beds” (#3, up from #4) – 91K searches/month
• “Ottoman beds” (#3, up from #5) – 91K searches/month
• “Kids beds” (#2, up from #6) – 41K searches/month