This is a case study for an SEO project in the Everon bedding industry, a well-known brand in Vietnam. The goal is to expand the overall keyword groups, reaching users with a need for quality bedding products. Below is an evaluation of the implementation process and initial results based on Google Search Console data.
I. PROJECT SUMMARY:
- Client: Everon (A renowned bedding brand)
- Project: Search Engine Optimization (SEO) for the website with the goal of increasing organic traffic, brand awareness, and online sales for Everon bedding products.
- Target Market: Consumers looking to purchase bedding, especially those interested in the Everon brand or related products such as mattresses, sheets, pillows, and toppers.
- Key Target Keywords (Based on initial GSC data):
- Brand: “Everon”, “everon mattress”, “everon bedding”
- Specific products: “everon bedding set”, “everon mattress 180×200”, “everon topper”, “everon anti-reflux pillow”
- Specific needs: “office mattress”, “office sleeping mattress”, “everon bed linen”, “cooling mattress pad”, “cooling mattress protector”
- Location-based keywords: “buy old mattress hanoi” (can be expanded to other regions)
- Challenges: High competition in the bedding industry, diverse search queries from customers, and the need to optimize the website to appear not only for branded keywords but also for product-specific and need-based keywords.
II. IMPLEMENTATION PROCESS:
Website Audit:
Detailed evaluation of the current website structure, existing content, loading speed, user experience across devices, and current SEO optimization capabilities. Identification of technical issues requiring rectification.
Competitor Research:
Analysis of direct and indirect competitor websites in the bedding industry, studying their SEO strategies, content, and website structure to learn and identify differentiation points.
In-depth Keyword Analysis & Topical Map Building:
GSC Data Exploitation: Based on the “SEARCH QUERIES” table from GSC, analyze keywords that are generating high clicks and impressions. Prioritize keywords with low CTR but high impressions for optimization. For example: “everon mattress” has 4,052 impressions but only a 0.9% CTR -> title and meta description need improvement.
Building a Topical Map: Based on keyword analysis and user search intent, we proceed to build a topical map to comprehensively cover all aspects related to Everon bedding and customer needs. The Topical Map will help identify core topic clusters and sub-topics, ensuring the website possesses strong authority and knowledge in this field.
Core Topic: Everon Bedding
Pillar Topics:
Everon Products:
- Everon Mattresses (Including types: compressed fiber, spring, latex, foam)
- Everon Blankets (Winter blankets, summer blankets, all-season blankets)
- Everon Sheets (Fitted sheets, flat sheets, waterproof sheets)
- Everon Pillows (Head pillows, bolster pillows, throw pillows, anti-reflux pillows)
- Everon Toppers
- Everon Accessories (Mattress protectors, pillowcases, duvet covers)
Knowledge & Usage Guides:
- Consultation on choosing the right Everon bedding (by material, size, firmness, user group: adults, children, elderly, back pain sufferers)
- Guides on cleaning & maintaining Everon bedding (washing, drying, storing)
- Comparison of different mattress/blanket/sheet types (Everon vs. other brands, Everon product lines)
Everon Brand & Services:
- Everon history, product quality
- Warranty and return policy
- Everon store system, dealers (by region)
- Everon promotions, offers
- Related services: old mattress recycling, home mattress cleaning (if applicable)
Trends & Updates:
- New Everon collections by season/year
- Bedding designs, colors according to interior trends
- New mattress manufacturing technologies by Everon
- Sub-Topics and Specific Articles: Develop detailed articles under each pillar topic, optimizing for niche and long-tail keywords based on GSC data and market research. For example:
- Under “Everon Mattresses”: “everon mattress 180×200”, “how much is everon compressed fiber mattress”, “is everon spring mattress good”, “korean everon mattress”.
- Under “Everon Pillows”: “everon anti-reflux pillow review”, “everon bolster pillow”.
- Under “Specific Needs”: “which everon office mattress is good”, “is cooling mattress pad effective”.
- Under “Related Services”: “buy old mattress hanoi”, “everon mattress cleaning service address”.
- Search Intent Analysis: Understand what users are looking for when typing these keywords (purchasing, seeking information, comparing products…). This will guide the type of content to be created.
III. SEO STRATEGY
Based on the analysis and Topical Map, the SEO strategy will focus on the following elements:
On-Page Optimization:
Keyword Research and Optimization: Integrate target keywords from the Topical Map into page titles, meta descriptions, headings (H1, H2,…), page content, URLs, and image alt attributes. Prioritize keywords with low CTR in GSC to improve titles and descriptions.
High-Quality Content Creation, Covering the Topical Map:
- Detailed Product Pages: Optimize individual product pages for each type of Everon mattress, blanket, sheet, and pillow with detailed information on materials, sizes, technology, pricing, and outstanding advantages. Ensure each product page serves as an authority page for that product.
- Product Category Pages: Create clear category pages (e.g., “Everon Mattresses”, “Everon Blankets”, “Everon Pillows”) and optimize them for general keywords, acting as Pillar Pages.
- In-depth Blog Articles/News (Cluster Content): Develop detailed articles for each sub-topic in the Topical Map.
- Guides on choosing the right Everon mattress for various needs (e.g., “how to choose a mattress for back pain”, “which mattress is good for children”).
- Comparisons of Everon product lines (e.g., “comparing Everon compressed fiber and spring mattresses”).
- Tips for cleaning and maintaining Everon bedding.
- Updates on Everon promotions and events.
- Content exploring need-based keywords such as “which Everon office mattress is good”, “is Everon cooling pad effective”.
- Website Structure and Navigation Optimization: Ensure the website has a clear structure that is easy for both users and search engines to navigate. Special emphasis on Internal Linking between Pillar Pages and Cluster Content following the Topical Map structure to enhance the website’s relevance and authority.
- Image Optimization: Use descriptive file names and alt attributes containing keywords for product images.
- Page Speed Optimization: Improve page loading speed to enhance user experience and SEO.
- Mobile-friendly Optimization: Ensure the website displays well on all devices, especially mobile.
- Schema Markup Implementation: Deploy appropriate schema markup for products (Product schema), reviews (Review schema), and LocalBusiness schema (if applicable for physical stores).
Off-Page Optimization:
- Quality Backlink Building: Seek and build links from reputable websites in the home furnishings, home decor, health, and product review sectors.
- Social Media Marketing: Share product content and blog articles on social media platforms (Facebook, Instagram, Pinterest) to increase visibility, engagement, and attract traffic.
Local SEO:
- Optimize Google My Business (now Google Business Profile) for Everon stores with accurate and complete information.
- Encourage customers to leave positive reviews on Google Maps and other platforms.
Technical Optimization:
- Crawl Error Checking and Fixing: Ensure search engines can easily crawl and index the website.
- XML Sitemap Creation and Optimization: Helps search engines discover all pages on the website.
- Robots.txt Creation and Optimization: Guides search engines on how to crawl the website.
- HTTPS Implementation: Ensure the website is secure.
- Analysis and Monitoring: Use Google Analytics and Google Search Console to track SEO performance, traffic, keyword rankings, CTR, and other important metrics. Adjust the strategy continuously based on collected data.
Measurement and Evaluation (Based on GSC):
Key Metrics to Monitor:
- Clicks: Total number of clicks from organic search results.
- Impressions: Total number of times the website appeared in search results.
- Click-Through Rate (CTR): The ratio of clicks to impressions. Focus on improving CTR for keywords with high impressions but low CTR (e.g., “everon mattress” from 0.9% to higher).
- Average Position: The average ranking position of keywords. The goal is to push important keywords to the top 1-3.
- Number of keywords achieving high rankings in the top 10, top 20.
- Average Session Duration and Bounce Rate from Google Analytics to assess content quality.
- Number of conversions (orders, consultation requests, additions to cart).
Tools Used: Google Analytics, Google Search Console, professional keyword ranking trackers.
IV. CONCLUSION:
Based on initial Google Search Console data and the implementation of a structured SEO strategy driven by a Topical Map, the SEO project for the Everon bedding website has significant potential for increasing clicks and impressions. Focusing on optimizing keywords with good performance (such as “buy old mattress hanoi” with 19.7% CTR, “everon coconut fiber mattress” with 36% CTR), while simultaneously improving keywords with high impressions but low CTR (“everon mattress” – 0.9%, “everon” – 0.9%) through optimized titles, meta descriptions, and content, will be crucial. Building content according to the Topical Map will not only help improve rankings for target keywords but also establish Everon as a reliable and comprehensive information source for bedding, thereby attracting and retaining users more effectively, contributing to sustainable traffic and sales growth.
