Mattress To Door Portfolio

Mattress To Door’s SEO Strategy That Boosted Organic Users by 26.66%

We’ve experienced a significant uplift in organic visibility and user acquisition across our Brampton, London, and Scarborough locations. With top rankings for location-based mattress keywords such as “beautyrest mattress Brampton” and “serta mattresses London Ontario”, our strategic SEO efforts have helped Mattress To Door dominate local SERPs. Content-driven landing pages and map pack optimization have played a crucial role in attracting and converting location-intent shoppers.

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%

Increase in Organic Traffic

Increased Keywords Ranking

%

Clicks in Last 3 Months

Brand Overview

Mattress To Door is a fast-growing Ontario-based mattress retailer offering a wide selection of top mattress brands—Serta, Beautyrest, Sealy, and more—across locations in Mississauga, Brampton, London, and Scarborough. Known for affordable pricing, same-day delivery, and top-rated service, they make premium sleep accessible to everyone, right at your doorstep.

Challenge

Although Mattress To Door had an existing digital presence, it lacked structured local SEO, consistent keyword targeting, and high-performing content to compete with national mattress brands in organic search. There was a clear gap in localized rankings, CTR performance, and user engagement—especially on mobile.

 

Google Search Console Insights (Last 90 Days)

  • Total Clicks: 2.34K
  • Total Impressions: 683K
  • Average Position: 34.9
  • CTR Optimization: Indicates visibility is high but CTR optimization is the next priority

Google Analytics Insights (Last 90 Days)

  • Organic Users Growth: 2,651 users (+26.42%)
  • Organic New Users: 2,627 users (+26.66%)
  • Organic Event Count: 20,729
  • Returning Visitors: 287 users (+7.09%)

Solution

To scale Mattress To Door’s organic growth and improve its local search visibility, we launched a comprehensive SEO and content strategy with a geo-targeted foundation.

1. Local Keyword Strategy:
We conducted location-based keyword research to identify transactional terms by city (e.g., “Serta mattress London ON”) and aligned the site structure with these high-value keywords using new location pages optimized for search.

2. On-Page Optimization:
We improved site architecture, internal linking, header structure, and metadata to support organic indexing. A complete content overhaul was carried out across category pages, aligning with mattress-specific keyword clusters and buyer intent.

3. Technical SEO Fixes:
Our 70-point technical SEO audit revealed crawl budget waste, under-optimized schema, and slow mobile speeds. Fixes included image compression, caching, structured data integration, and improved mobile responsiveness.

4. Google Business Profile & Map Pack Optimization:
We optimized all local GBP listings (Brampton, Mississauga, Scarborough, London), standardizing NAP consistency and enhancing categories, service areas, and visual content. This drove measurable improvement in visibility and user actions (calls, directions, clicks).

5. Content Marketing Rollout:
We published educational blogs, comparison guides (e.g., “Foam vs. Spring Mattress”), seasonal buying tips, and city-based mattress buying guides to support informational intent and topical authority.

6. Backlink Acquisition:
Through outreach, niche directories, and branded press features, we secured high-authority backlinks that elevated domain trust and helped achieve Page 1 rankings for competitive local mattress terms.

Results

Keyword Growth
Mattress To Door began ranking for 1,100+ new keywords, including top spots for “Serta mattresses London Ontario” and “Beautyrest mattress Brampton.”

Traffic Performance

  • Organic Users: Increased from 2,097 → 2,651 (+26.42%)
  • New Organic Users: Jumped by +26.66%, confirming expanded brand discovery
  • Returning Organic Users: Increased by +7.09%, thanks to improved experience and content recall

Local SERP Impact

  • Achieved Map Pack rankings in competitive zones like Brampton and Scarborough
  • Drove 20,729 organic events and top 3 listings in Google Maps for mattress-related keywords

Engagement Metrics

  • Average Engagement Time: Improved to 1m 04s
  • Event Count (Organic): 20,729
  • CTR Opportunity: With 683K impressions and 0.3% CTR, there’s high visibility and room to grow click-throughs with UX and meta enhancements

Our Objective and Goals

  • Drive more qualified organic traffic across Mississauga, Brampton, London, and Scarborough
  • Improve rankings for commercial mattress-related search terms
  • Capture top positions for local product-intent queries (e.g., “Serta mattress Brampton”)
  • Enhance Google Business Profile engagement and map pack visibility
  • Increase page engagement and lower bounce rate with relevant content

Challenges & Learnings

  • Challenge: While impressions skyrocketed, the click-through rate remained low due to limited differentiation in metadata.
  • Learning: Future optimization must focus on compelling meta descriptions and enhanced visual elements in listings to improve CTR.

Client Endorsement

The SEO team behind Mattress To Door has helped us rise above the noise in a very competitive market. We’ve seen thousands of new users, sharp gains in local rankings, and strong engagement across all our city pages. From technical improvements to content and GBP optimization, the results have been both strategic and sustainable.

— Digital Growth Manager, Mattress To Door

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