E-Commerce Bed Store SEO: Marketplace Analysis

Standing out in the competitive online bed furniture market hinges on your search engine visibility. As shoppers turn to Google more often to find their ideal bed, ensuring your website ranks high is essential for capturing their attention and driving sales.

In this analysis, we will uncover the SEO tactics used by the top five online bed furniture stores. We’ll explore how these leading retailers optimise their sites, from effective keyword strategies to creating successful link-building campaigns to improve organic performance.

We will be using the brands Land of Beds, Beds Online Store, Happy Beds, UK Bed Store and Bed World in this analysis.

Organic Traffic Analysis

The graph below displays the branded and non-branded traffic of the most popular bed online stores.

As you can see, the UK Bed Store is leading the way with the highest amount of non-branded traffic. This type of traffic is something all types of websites, lead generation or e-commerce, should be targeting. Failing to do this only focuses your audience on branded traffic and repeat users who already know about the brand.

On the other hand, Bed Online Store and Bed World both have the highest number of branded traffic with 39.3% and 26.1% respectively. On closer inspection, the Bed Online Store seems to be missing a blog section on its website. This is a large opportunity for them to create a bigger divide between branded and non-branded traffic. In addition to this, Bed World does have a news/blog section, but they have only posted one blog in the past four years. We would recommend increasing their posting to a minimum of four times per month to see any kind of improvement in non-branded traffic. 

One important point is the number of categories Happy Beds has on its website. Their navigation bar is full of non-branded terms for users to find products easily in search results. Please see the below screenshot for an example of this.

Each of the categories above contributes to improving the amount of non-branded traffic by utilising broad terms with commercial intent for users to land on in organic results. This is something all of the brands in this analysis should be implementing. If we look at a brand that can improve its navigation, and in turn non-branded traffic, it would be Bed Online Store. The screenshot is an example of their current navigation bar under ‘Beds’.

In light of this, we would recommend a complete redesign of the navigation, including the creation of more product categories to match user intent.

The brand ‘Land of Beds’ sits in the middle of all the businesses in this analysis. They have an in-depth tiered navigation bar with numerous categories which does contribute to a positive SEO strategy to boost non-branded traffic. One thing we have noted is Land of Beds does have two physical retail locations, which will ultimately increase their branded traffic as users search where they are based or see their shops on the high street.

Number of Keywords

The graphic below displays the number of keywords each brand is ranking for organically.

It is no surprise that Happy Beds are ranking for the highest number of keywords given their in-depth category pages and their informational blog posts. A well-rounded content and SEO strategy works wonders for increasing the number of keywords a brand ranks for. 

The brand which is trailing behind is Bed Online Store as they are only raining for around 2,100 organic keywords worldwide. To put this in perspective, it is only 2% of the number of keywords Happy Beds is ranking for organically. 

UK Bed Store and Land of Beds do seem to have an SEO strategy in place currently. However, they are failing to reach the heights of Happy Beds. To compete with this large brand, we would recommend reviewing the content they are publishing to ensure they are targeting new keywords.

Organic Visibility

To compare the online bed stores’ keyword rankings, the bar chart below helps us understand where they place in search results.

As you can see, Happy Beds is leading the way with the number of keywords ranking in positions 1-3. This is no surprise given their well-rounded SEO strategy involving numerous category pages and optimised metadata including the target keyword of the page. They could however work on improving the ranking of low-hanging fruit keywords which are in positions 4-10. This can provide quick wins if any of these keywords move into the top 3 positions. 

It is clear to see the overall differences between the number of keywords each brand is ranking for. Bed Online Store only has 30 keywords in positions 1-3, whereas Land of Beds has 468. 

Little to no users will venture to the 5th page of search results, so the keywords ranking in positions 51-100 essentially drive no clicks to each website. With this in mind, over 23% of the keywords Bed World is ranking for fall into this category which limits their overall SEO performance and the number of organic clicks they receive. 

Below we have displayed the amount of organic traffic every month going to each website. This data is from SEMRush.

The clear winner here is Happy Beds, outperforming each brand by far. However, they seem to have had a drop in organic traffic between May and June 2024. We have taken a look at this and it seems they dropped 39 positions for the keyword ‘double bed’ which has a monthly search volume of 90,500. Something else we noticed was that ‘double beds’ is ranking a category page for ‘Double Wooden Beds’ and not the generalised ‘Double Beds’ category page. Working on ranking the latter page would provide users with more options and can increase the number of conversions and sales. Another change we noted was the keyword ‘single bed’ was completely lost, which has a search volume of 90,500 too. 

All of the other brands are performing at around the same level in terms of the number of organic traffic per month. This is a clear sign that they need to improve their SEO strategy to increase the number of organic traffic.

Backlink Analysis

The below graph displays the number of referring domains each brand has pointing to their website.

Once again, Happy Beds is performing the best in terms of number of referring domains. However, having a high number of referring domains isn’t always a positive sign. The quality of the domain and relevancy is an important factor. 

Happy Beds has a high number of referring domains which are spammy and provide little relevancy as a backlink. See the below screenshot for a list of examples of active backlinks.

We would recommend improving their natural backlink profile by working with blogger websites.

In contrast to this, upon reviewing each of the brand’s referring domains, we feel that Bed World has the most natural non-spammy backlink profile. They have numerous links from highly relevant blogger websites and have claimed their business listings on directories like Yell.

Backlink Domain Authority

The below graph displays the breakdown of referring domains pointing to each brand along with their domain authority.

As you can see, Happy Beds have a very high amount of backlinks from low-authority websites. This also supports the idea we had earlier on in this analysis where they have numerous spammy websites linking to them. We would suggest, again, reaching out to blogger websites with a domain authority of 25 or above with an interest in a relevant sector. 

Interestingly, Land of Beds has seven backlinks from websites with a domain authority of 81-100. See below for a list of these referring domains.

We can discount the links from Pinterest as they are from their own social media accounts, of which they have two. 

The links from ‘Independent’, the news outlet, is a shopping round-up of black Friday mattress deals in 2021, which would now have little traffic due to the date it was posted. 

As a general comment, we would recommend that each of the brands in this analysis, except Bed World, reach out to industry-relevant bloggers to improve the number of referring domains with an authority score of 25 or above. 

UK Bed Store stands out as the worst-performing brand in this metric due to the sheer number of low authority referring domains they have. To put this in perspective, 96.8% of their backlinks are from referring domains with authority scores of 0-20. These links provide little to no increase in their SEO performance. 

Backlinks Over the Past Year

The graph below displays the number of backlinks each brand has had every month over the past year.

We can see that the UK Bed Store has rapidly increased the number of backlinks they have over the past year. In July 2024, they had 218% more backlinks when compared to July 2023. However, the majority of their referring domains link to them multiple times which is bad practice. This can signal to Google this is a spammy link and harm rankings. 

Land of Beds has seen an increase in their number of backlinks since around March 2024. However, the majority of these are going to the homepage, which is not a page of value. We would recommend increasing the number of backlinks for high-value pages like product categories. 

It is no surprise that Happy Beds has one of the highest amount of backlinks in this analysis. They have been the front-runner from the start given their overall SEO strategy. However, we noticed that their number of backlinks failed to grow in March 2024, which is around the same time they declined in rankings and lost vital keywords like ‘double bed’ and ‘single bed’. This shows the importance of keeping on top of high-volume keywords and ensuring they continue to rank in well-performing positions to avoid a decrease in SEO performance.

Domain Authority

The graphic below displays the domain authority of each website we are analysing.

Domain authority is calculated using several metrics, such as:

• Link power
• Organic traffic
• Spam factors

These metrics are taken into consideration to evaluate overall SEO performance.

It is again no surprise that Happy Beds have the highest domain authority, given their performance throughout this analysis. 

Bed Online Store can significantly improve its domain authority by engaging with various SEO-led tasks, which we can assist with to improve SEO performance. 

Land of Beds, UK Bed Store and Bed World all have a similar domain authority, which does reflect the amount of SEO activity they have on their website. Who will be the front-runner of these three websites in a year?

Analysis Round-Up

It is safe to say that Happy Beds is the website with the best SEO performance in this analysis. They have thoroughly developed their navigation and category pages with organic keyword research in mind and developed helpful and insightful blog content to aid the user journey. Their internal linking structure is also strong. However, we noted they could benefit from a better link-building strategy, targeting higher authority websites with relevant anchor text.

The other four brands have a way to go to match the performance of Happy Beds. They have some good elements of SEO, but they fail to be a stand-out brand in their sector.

Every e-commerce website wants to be the best in their industry in all marketing channels like PPC and SEO. However, it takes a lot of work researching and auditing to discover opportunities and quick wins to boost SEO performance. 

At Fly High Media, this is what we do best. We have the knowledge, skills and experience to improve organic traffic to each website in this analysis so they are the best in their industry.

If you are interested in our SEO services after reading this, please contact us to see how we can improve your organic performance!