Dentons SEO & Paid Ads

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.

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.

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

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:

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.’

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:

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.

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. 

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.