Successfully Building 2,000+ backlinks for Piglet in Bed

Working with Piglet in Bed

Piglet in Bed is a British brand known for its practical bedding, sleepwear, and homewares made from sustainably sourced natural materials. Its linen bedding features long natural fibres that help regulate body temperature, offering comfort in both warm and cool conditions.

The Challenge

Before they joined us in mid-2021, their visibility for organic search terms had been fairly flat for some time and wasn’t showing much improvement. It was clear that a fresh approach was needed to help boost their performance and grow their presence in search results.

With that in mind, our goal was to:

1. Grow non-brand organic search traffic
2. Improve visibility in the U.S. market
3. Focus on moving page 2 keywords to page 1, and achieve higher rankings for the term "Piglet"
4. Generate greater buzz and visibility around their existing collections through creative digital PR campaigns
5. Build authority and improve search visibility through a dedicated link building strategy

Our Strategy

A major priority was improving the performance of key PLPs, particularly linen bedding and the broader bedding category, as well as their bathroom offerings. 

The main focus for us as an agency was on boosting non-brand rankings by targeting commercial terms and boosting their ranking onto pages 1 and 2 of search results. This was achieved through a combination of onsite content recommendations, technical SEO changes, and a consistent link-building strategy over the past four years, driving deep links to both PLPs and PDPs.

Over the past few years, we’ve meticulously optimised a wide range of pages across the site making strategic updates to meta descriptions, FAQ sections, content snippets, and internal linking. Each change was designed to ensure target keywords were effectively supported and pages had the best chance of ranking.

We built links to deep category pages through two main digital PR tactics. First, we positioned Piglet in Bed as an expert in interior design particularly in topics related to the bedroom and sleep, with a strong emphasis on linen bedding. Through our support, they were regularly featured in PR articles covering these themes, which helped enhance their E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in Google's eyes. 

Secondly, we executed product-led PR campaigns, promoting new product launches, sales, and timely items aligned with key retail moments like Black Friday, Mother’s Day, and Valentine’s Day. These efforts ensured Piglet in Bed’s products were considered for inclusion in journalist gift guides and editorial features.

Results

Digital PR

Securing coverage in high-authority and highly relevant publications signaled to Google that Piglet in Bed is a credible and valuable source, supporting improved rankings. 

We successfully built 1,644 links for the UK domain and 418 links for the US domain, despite not working on the US domain for the full duration of the campaign. The average domain rating for all links was 76, with 70% of the US links directed to target PLP or PDP pages, and 64% of the UK links targeting the same high-value pages.

We achieved outstanding results with our link-building strategy, ensuring that 91% of the links we built for the UK domain were classified as relevant. Of these, 17% were deemed of super strong relevance. For the US domain, 97.5% of the links were also considered relevant, with an impressive 49.2% classified as of really high relevance. Although we built fewer links to the US domain, the quality of the links was exceptionally strong, resulting in a higher percentage of relevant and authoritative links. Notably, the total number of really high relevance domains linking to both the UK and US domains was similar when considering the volume of links we built for the UK, demonstrating the strategic effectiveness and global impact of our approach.

SEO

Since working together we have seen fantastic growth for the UK market over the last few years, with a +707% increase in visibility from June 2021 to now. For the US market there has been a +15,381% increase in visibility.  Since the summer of 2023 the growth has been significant. 

Since working together back in June 2021, we have seen fantastic growth for non-branded keywords in the UK. For positions 1-3, there has been +600 new keywords and +1000 new keywords for positions 4-10. 

Tthe US market has gained over +2000 non-branded keywords in positions 1-3 and over +1700 keywords in positions 4-10 in the same time frame. When comparing YoY we have seen a +90% increase in pos 1-3 & +34% in positions 11-20.