Client Overview

• Client: Purple.com
• Industry: Sleep products and consumer home goods
• Market Position: Category-disrupting brand known for proprietary mattress technology
• Engagement Focus: Sustained visibility growth through keyword strategy and digital marketing support

The Problem

Purple entered a crowded, aggressively competitive mattress market dominated by legacy brands, DTC disruptors, and review-driven affiliates.

Key challenges included:

• High competition for mattress and sleep-related keywords
• Consumer education requirements, given Purple’s differentiated technology
• SERPs dominated by reviews, comparisons, and affiliate content
• Need to synchronize SEO with broader media and brand exposure efforts
• Requirement for sustained momentum, not short-lived ranking spikes

The challenge was not awareness alone—it was translating brand buzz and media exposure into durable organic visibility.

Strategic Objective

The engagement focused on:

• Supporting a sustained media and exposure strategy with SEO alignment
• Identifying and targeting high-impact commercial and educational keywords
• Ensuring Purple’s unique technology was visible across relevant search journeys
• Creating a long-term digital marketing framework that scaled with brand growth

The Solution

Digital.Marketing partnered with Purple to deliver ongoing keyword research and a targeted digital marketing strategy designed to complement broader brand initiatives.

Continuous Keyword Research

• Conducted recurring keyword analysis to:
  • Identify emerging sleep and mattress search trends
  • Capture both commercial and informational intent
  • Adjust targeting as consumer behavior evolved

Technology-Led Search Positioning

• Positioned Purple’s proprietary technology within:
  • Educational content
  • Comparison and evaluation contexts
  • High-intent purchase pathways

SEO & Digital Marketing Alignment

• Ensured SEO efforts aligned with:
  • Media campaigns
  • Brand messaging
  • Product launches and promotions

Sustained Optimization Framework

• Maintained ongoing optimization to:
  • Reinforce keyword relevance
  • Support compounding visibility gains
  • Avoid volatility common in DTC-heavy niches

Execution Highlights

• Delivered ongoing strategic support, not one-time optimization
• Aligned SEO execution with a broader media-driven growth strategy
• Focused on keyword precision rather than broad, unfocused targeting
• Adapted continuously to a fast-moving consumer market

Results

While detailed metrics remain confidential, the engagement resulted in:

• Stronger organic visibility across mattress and sleep-related searches
• Improved alignment between brand exposure and search discovery
• More consistent performance across competitive, high-intent keywords
• An SEO strategy capable of scaling alongside national brand awareness

Why It Worked

• Treated keyword research as an ongoing discipline, not a one-time task
• Integrated SEO into the broader marketing ecosystem
• Focused on educating consumers while capturing demand
• Maintained consistency in a highly volatile DTC market

Takeaway

For brands like Purple, organic growth depends on connecting innovation with discoverability.

Digital.Marketing helped Purple translate sustained media exposure into long-term search visibility through disciplined keyword research and a targeted digital marketing strategy built to scale.

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