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Dentons Pillows

Australian made therapeutic pillows for over 40 years

If you live in Australia and you’re serious about getting a good night’s sleep then you will be familiar with Dentons Pillows. The Victorian-based team at Dentons Pillows have specialised in the design and manufacture of high-quality and extremely comfortable pillows for more than 40 years. 

As leaders in therapeutic pillows, Dentons currently retail out of the most esteemed big box department stores across Australia. They are masters of local manufacturing, traditional marketing and have excellent relationships with their retailers and suppliers alike.

Dentons website screenshot

How we got here

A Convert Digital & Optimising collaboration

Moving from one platform to another is always a big challenge. Dentons was on an old legacy WordPress (Woocommerce) website and decided the time was right to move to a more sophisticated e-commerce platform to focus on driving direct-to-consumer sales.

Convert Digital (the website developer) worked with the client and Optimising to ensure the migration from the old platform to this new Shopify build went as smoothly as possible.

Involved throughout the process (consulting throughout the design and build stages), Optimising were able to ensure Dentons launched with a well optimised website that would stand the test of time.

Dentons embarked on a significant development project with Convert Digital, transitioning from a dated Woocommerce build to a much more sophisticated Shopify build to enable them to truly focus on driving retail sales through their own channels. Working with Optimising we were able to ensure that not only did the site perform well, we were able to maintain the brand authority the site already had, and turn that into new sales opportunities.
Andrew Waite - Convert Digital

Prior to launch we worked on the following key areas to manage the transition:

  • Setup our SEO tooling (keyword tracking, reporting, GA, GTM, etc.)
  • Map required redirects between old and new URLs (A combination of scripting and manual work)
  • Check no major missing content themes
  • Work on metadata across the website (And ensure any old is carried over)
  • Validate XML sitemap/s
  • Liaise with Convert Digital  on implementation of SEO functionality

The Challenges

COVID-19 happened...

Dentons i Phone

When the COVID-19 pandemic hit, large retailers shuttered their doors and locked-down Australians took to online shopping in record numbers. Due to this shift in consumer behaviour, Dentons Pillows found themselves competing for traffic against some of the country’s most influential stores.

In many cases, Dentons Pillows were not ranking on the first page for their own products, despite having just invested in a beautiful, fast and functional new website. This is the point in time when the Dentons Pillows marketing team recruited Optimising’s SEO and PPC specialists to grow their online presence, and fast.

Optimising from the start understood our brand and its needs, and the team are amazing to deal with. It really feels like they are part of The Dentons team. We couldn't be happier and would highly recommend them to anyone out there seeking their expertise.
Nigel Maddern - Dentons

The Impact

Fast action, big results

Luckily, the team at Dentons Pillows had already done most of the hard work. Their positioning as pioneers of pillow technology raises awareness, drives branded search volume, and boosts conversion rates.

Optimising’s strategists recognised this demand from the moment that they began their keyword research. Using a number of industry tools, official Google products, and lesser known techniques, they compiled a list of target keywords – both branded and non branded.

From there, the SEO and PPC teams worked closely to devise short, medium and long term strategies to skyrocket the website’s visibility. It was clear to both parties that paid ads would be a fantastic way to get in front of consumers.

When discussing the launch of the campaign, Mike Nicholas, PPC Specialist at Optimising, said:

Every Client is Different. In the case of Dentons Pillows we noted large demand for branded keywords, but a lack of coverage across search engines
Mike Nicholas, PPC Specialist

Initially, instead of spending budget on general terms, Optimising  decided to keep our campaign hyper-focused; we created a small number of ad groups centered around one or two keywords and worked with the Dentons Pillows marketing team to write concise copy.

As the campaign matured, we optimised for Impression Share and utilised machine learning to identify the highest converting combination of ad headlines and descriptions.

As a result, to date, the Dentons Pillows ad campaign has a click through rate of 30% and a return on ad spend of more than 6X.’

google ads data graphic

The Strategy

Sprinkling in some SEO magic

While Mike’s Google Ads started pulling in clicks and generating revenue, Sam Penny, our Senior SEO Specialist, began work on the organic side of the campaign.

Like Mike, he honed in on the issue at hand:

The Dentons Pillows campaign is particularly interesting. They were ranking on the 2nd and 3rd page for their own products, despite having built an incredibly strong brand in a very competitive industry.
Sam Penny - SEO Lead

At the start of the campaign, we solely focused on optimising their site for branded terms. We started by improving the content on the collections, updating titles and meta descriptions, and working with the Dentons Pillows team to add a number of new features to the site – such as product reviews with schema. Review schema is a great way to make products stand out on the search results page.

google analytics graphic average search results position going up

The Result

An old dog learning some new tricks

After a number of weeks our keywords started to climb – first onto the second page, and then to the top of the first page.

Some SEOs might be satisfied with those keyword movements, but we weren’t done there. We didn’t want to just rank well – we wanted to dominate and deliver as many users as possible. 

graph explaining users going up

That’s when we teamed up with our PPC team to test titles and meta descriptions in real time – using paid ads we drafted a number of variants and ran rapid split tests to find the best results.

This approach, paired with broken link building and continuous testing of onpage data took the Dentons Pillows site to the top of Google. Today, we rank #1 across all of Australia for every single branded term we identified in our keyword research – and we’re not done there. 

Next, we’ll move onto our content and link building strategies – these will help us rank for general terms and drive large amounts of non-branded traffic.


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