Case Study
Client Overview
Client: Layla Sleep
Website: laylasleep.com
Business Type: E-Commerce
Services:
Content Marketing Link Building Full Service Orchestrated SEOThe Situation
Layla Sleep was working with a well known SEO company for over a year and not seeing the results they wanted. Their previous agency’s approach was to focus on content and linking, but Layla Sleep felt they lacked an over-arching strategy and ability to pivot quickly when issues arose. Beyond that, they were concerned with the quality of the deliverables, especially given the high prices they were paying. After being referred to us, we introduced the team to our full service coordinated approach to SEO.
Our model which puts us in the drivers seat as the strategic leaders for the channel and gives us the flexibility to custom shape the service mix across our 6 SEO departments every month was immediately interesting to the Layla staff. They began to understand that it was the right model to solve for the workflow issues and service gaps that were caused by the “packaged” approach utilized by the legacy agency. When they saw that they could also get a much higher quality and quantity of content and links from Inseev for the same price, they were sold.
What Happened
After taking over the account we hit the ground running. In the first month we allocated about the half budget to completing our SEO Research and Strategy Formulation project. We knew it was necessary to understand all of the potential opportunity for the business, and to 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 momentum going on the execution side during the transition, and were able to do so with success because our pricing was so much better.
Our research project highlighted some key strategies that we have pursued. These are a few examples of the initiatives we took on in the early months of the partnership:
Strategy 01
Improve Link Quality
The client was working with an agency that produced very 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, we’ve seen very positive results on pages that have been a focus of the new campaigns.
Strategy 02
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” (MSV: 165k) 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” (MSV: 22k).
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 03
Hub Pages
As Layla Sleep has products that can cover very large categorical terms, such as “mattresses,” we needed to strategize on a 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 been extremely successful for Layla.
Results
After ~6 months of partnership we have started to see substantial non-brand growth, and Layla Sleep has favored very well in recent algorithm updates.
+72%
+72% in organic revenue y/y within 6 months
+160%
+160% non-brand rankings visibility
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