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And So To Bed

Digital PR strategy delivers 60% uplift in organic traffic for luxury bed retailer

And So To Bed is a retailer of the world’s finest luxury beds, mattresses and bedroom furniture. They have been curating, recommending and retailing the world’s finest luxury beds, mattresses and bedroom furniture for nearly half a century. And So To Bed is an e-commerce site with 20 showrooms nationwide.

The Challenge:

And So To Bed has been a client of Impression since June 2021. At the time, they were seeking an agency partner to help them increase their organic search visibility.

And So To Bed faced the following challenges:

  • Big players in the industry were investing in proactive digital PR activity
  • A larger volume of high authority links was required to boost search visibility and page one keyword rankings
  • Despite already having created credible content, specialist partnerships were not being utilised to position the brand as an expert in its field

To align with their wider business goals, our strategy set out to showcase ASTB’s excellent knowledge and industry insight through proactive and reactive opportunities, targeting new and relevant domains to increase organic presence and position the brand credibly.

The Strategy:

Due to a slightly more scaled-back PR investment, larger creative content campaigns were unrealistic and so our approach needed to work hard to maximise results within the time that we had.

Our digital PR strategy focused on quick win reactive and proactive pieces of content and commentary utilising the expertise of its partnered specialists. For example, leaning on the advice from And So To Bed’s in-house sleep doctor, we produced a reactive piece of content on how to prepare for the clocks going forward/backward.

This “always-on” approach to link building allowed for flexibility with reactive topics depending on the month, industry seasonality and wider news agenda. We collaborated closely with both the And So To Bed internal teams to ensure topics aligned with their content calendars and any focuses they had.

Across a 12-month period, PR activity focused on topics and content that And So To Bed’s core audiences would find genuinely interesting, for example, content around sleep awareness days, seasons (like this one on how to sleep in the heat) and themes that the brand itself would be proud to promote.

Informative content, such as ‘how to’ guides, helped position And So To Bed as experts in their industry. For example, this guide on how to look after your new mattress included content that ASTB’s audience would find useful, such as what to do when your new mattress arrives, caring for your mattress, how often you should flip your mattress and cleaning tips.

The Results:

Since the start of our relationship, we are proud to have achieved the following results.

In addition, our strategy drove an overall improvement on branded and targeted core keywords with the majority moving onto the first page.




Avg. Domain Rating


DR rating, increased from 36


Increase in organic traffic YoY


organic visibility

The graph displays And So To Bed’s organic visibility over the last year.

Pins A-L highlight where a large influx of backlinks have been earned through digital PR activity, correlating with an increase in visibility.

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