MattressNextDay had around 400 pieces of content across the three different sections on their site, so our first job was to audit that content, and identify optimisation opportunities, as well as redirecting duplicate or irrelevant content. 

 From there, we created a priority list of guides to optimise, alongside conducting keyword research and ideation, to identify gaps competitors were covering. We then divided this work between ourselves and MattressNextDay’s in-house content writer. 

 MattressNextDay were removing the /advice/ section, so we worked with them to identify which guides sat best under their guides section (buying guides focused solely on bedding), and snooze news (a blog focused more around sleeping and lifestyle).  

We worked closely with both the Organic Strategist and PR Strategist on the account; ensuring we prioritised informational content that could link back to key product areas (memory foam mattresses and bed frames); as well as utilising some of our time to optimise priority landing pages.  

From a PR perspective, we shared roadmaps to ensure that guides we were writing could then be outreached to gain high-quality backlinks.