Case Study:
Mattress Online
Ecommerce / Retail / Entity-led Digital PR
Building expert entity awareness through deep-linked sleep commentary
The Project
Mattress Online wanted to strengthen the visibility of its in-house sleep expertise and build clearer connections between expert Hannah Shore and the topics on which she provides advice.
The campaign was designed to secure authoritative coverage while building deeper links into Hannah’s expert profile rather than relying on homepage mentions alone.
Our Approach
We used media monitoring and proactive journalist outreach to identify relevant sleep, wellness and product opportunities. Each contribution was matched to Hannah’s genuine areas of expertise and supported by useful, quotable advice.
By linking coverage back to the expert page, the campaign helped reinforce entity awareness around Hannah Shore and Mattress Online while also improving the depth and topical relevance of the site’s backlink profile.
Our Results
Top-tier and niche coverage across sleep, health, lifestyle and product-review publications.
Deep links into the Hannah Shore expert profile.
Named placements on domains with Domain Ratings of up to 91 at the deck snapshot.
'Potato Beds' Have Gone Viral. Do They Hurt Or Harm Your Sleep?
If you haven’t seen one of the many viral videos about “potato beds” yet, allow me to explain the adorable term.
I’ve been using sleep sprays for years — these are the best for helping you switch off at night
Whether you often find yourself struggling to drift off at night or you want to create a more calming bedroom environment for you to relax and unwind, a good sleep spray could be the answer.
I sleep less than 7 hours a night and didn't think it was an issue until a recent study said otherwise — an expert explains more
I function well on around six hours a night, but now I'm wondering if I should try to sleep more and, if so, how?
9 best memory foam mattresses for an amazing night's sleep
Finding one of the best memory foam mattresses can be the difference between a restless night of tossing and turning and waking up fully refreshed. While you may be practising good sleep habits like limiting screen time, meditating before bed, and avoiding caffeine, a worn-out, sagging mattress can still hinder your chances of achieving the rejuvenating rest you deserve for optimal well-being.
Why your mattress could be ruining your sleep
If you are struggling to sleep, your bed may be to blame. We've got 8 questions to ask to find out whether your mattress is keeping you awake at night.
Testimonial
The partnership with Cedarwood Digital continues to go from strength to strength. As a result of Cedarwood’s agile Digital PR strategy, they’ve built hyper-relevant links to our site while reinforcing reliability and credibility with journalists and highlighting product awareness with relevant and targeted campaigns. Improvements to our E-E-A-T signals have strengthened our website authority through their expertise and advice, helping to position us as a trusted voice in our sector. Crucially, deep linking to key category pages and our expert panel author profiles has helped us to improve our entity SEO and visibility overall. The team at Cedarwood are constantly adapting to the ever-changing search landscape, keeping us informed and sharing knowledge — something that we value highly. This keeps us competitive, even in an environment becoming so highly driven by AI.
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