Delta Strom: How SEO Can Lead an Already Well-Known Brand to the Top
In January 2024, we began our SEO collaboration with the well-known mattress brand Delta Strom and faced a significant challenge. It was a popular business with a fairly good organic presence and several years of SEO history.
Therefore, it wasn’t a blank slate nor a company just starting in the organic world. It needed a well-thought-out and inspired strategy to go the extra mile, as the goal was not to go from zero to a good position, but from mediocre to excellent (and that’s always the most difficult…).
✅ The Starting Point
In such a case, the key was a thorough SEO Audit, which would show us the weaknesses and areas for improvement. Since it was a well-developed site, we had to go deep and employ our experience and inspiration to find the points where it would be interesting to focus.
And precisely because the enemy of good is better, our audit yielded many interesting conclusions, providing highly effective ideas.
✅ The Method We Followed
For an already established brand, the focus is not so much on brand awareness but on authority, especially topical authority, which plays a very significant role in such businesses. To increase the company’s credibility, we emphasized the E-E-A-T algorithm (Experience – Expertise – Authoritativeness – Trustworthiness) and clarified the company’s positioning and USP.
The content strategy revolved around the main axis that applies in the mattress market, namely that searches are not only related to purchase intent but also to information or brand search. With this logic, we divided the keywords into the main categories according to user intent (business keywords, sales keywords, informational keywords) and followed a different approach for each category.
Given that the site’s blog had quite rich content, the next step was to properly organize the content based on the above differentiation. The articles were categorized into thematic units, interlinked both thematically and at the interlinking level, strengthened and improved both in terms of SEO and keywords and more broadly in terms of information and structure.
Aiming to create the most up-to-date and useful blog in the field, we did not hesitate to completely remove low-value articles, those that wasted the crawl budget or were thin content.
Regarding the landing pages, we created new texts in the main categories and created new and targeted landing pages for better targeting. The important sales pages were further strengthened to achieve better results.
This cohesive on-page strategy was accompanied by careful off-page actions, so with targeted links, we strengthened the brand but also specific pages.
Finally, seeing the ever-increasing dynamics of shopping ads and knowing the contribution of SEO to the final result, we optimized all products to the maximum and implemented an A/B testing strategy so that they appear higher in this channel of free listings.
✅ What We Achieved
Our method and dedication had impressive results:
⭕ Increase in the average position of the site and especially of important keywords by 25%
⭕ Spectacular increase in organic clicks by 180%
⭕ Increase in impressions by 160%
⭕ Increase in clicks in shopping ads free listings by 147%
⭕ Increase in online sales from the organic channel by 65%
⭕ Increase in store customers by 43%
In short, a beloved brand that already had a significant number of sales saw its sales (online and offline) soar thanks to SEO. Proving that SEO is a very powerful tool for every type of business, no matter what position it is in. A tool whose usefulness is continuous, as long as it is in the right hands.
