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Case study: Reinforced Beds · SEO and Google Ads
An SEO and Google Ads case study: how content-driven SEO and tighter Shopping bids grew organic traffic and revenue for Reinforced Beds, a UK supplier of strong bed frames and mattresses.
About the client
Reinforced Beds supplies extra strong bed frames in metal, wood and fabric, and firm and specialist mattresses, from a base in Walpole Cross Keys. Its website describes stock for both domestic and contract use, with beds for care environments, hostels, students and hotels.
That is specialist furniture that people research before they buy, which shaped the whole SEO plan: reach them early, while they are still finding out what they need.
The customers are varied. A family member looking for a bed that can take extra weight, a care home manager furnishing rooms, a landlord fitting out a hostel and a hotel buying in bulk all have different priorities, but each of them is solving a problem rather than browsing for pleasure. Many begin with a question, such as what kind of frame suits a particular need, and only later move to comparing products and prices.
Online furniture is a hard place to stand out. Large retailers dominate the general searches for beds and mattresses, so a specialist is better placed answering the questions those retailers do not address. Helpful, well-organised content can earn trust with people at the start of their search, and that trust is what brings them back when they are ready to buy.
Google Ads has its part to play as well, particularly for people who already know what they want. Searches and shopping listings reach buyers who are ready to purchase, and the more closely they are managed, the less is spent on clicks that were never going to lead to an order.
Our records show Google Ads work agreed in March 2020, SEO in May 2020 and Bing Ads in March 2021.
The challenge
Reinforced Beds approached DPOM in early 2020 with the task of improving its organic visibility, in addition to improving ROI from its Google Ads campaign.
Using a content-driven SEO approach, the objective was to help Reinforced Beds rank for early-funnel search terms, as potential customers researched the specialist furniture it offers. The strategy was to educate early searchers and build brand affinity, so that when they are ready to buy they recall the brand and convert.
What we did
We used a content-driven SEO approach to reach people early in their search, and worked on both search and shopping campaigns to improve ROI by reducing wasted spend.
Early-funnel searches are made by people who are still finding out about a problem or a product, before they are ready to buy. Content that helps at that stage introduces the brand early.
The results
Organic traffic more than doubled in 1 year, with revenue increasing by 1.5x the previous year from organic alone. On Google Ads, search and shopping work reduced wasted spend and raised ROI.
Across the account, our original page reports a 95% reduction in CPA, a 124% increase in revenue, a 13% increase in average order value and a 150% increase in organic traffic.
More results
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240% reduction in CPA.
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Search engine optimisation
A content-driven SEO project in a crowded market, aimed at long tail, high intent keywords.
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They are searches made by people who are still researching, before they are ready to buy. A business that helps at that stage can be the brand they remember later.
Shopping campaigns show products with their picture and price. Controlling bids product by product, rather than for a whole group, lets you spend more on products that earn their keep and less on those that do not.
Average order value is the average amount spent on each order. It rose by 13% in this case study.
No. Every account and website starts from a different place. These figures are what happened for Reinforced Beds, not a promise of what will happen for you.
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