Dreams dominates almost everywhere in the UK mattresses click market, from overall share and visibility, to three of the biggest categories. There’s one place where they don’t though, and it happens to be a crucial area that’s grown in significance.
We pulled the organic click share data behind the UK mattresses market to see how far that dominance really extends:
The lead is real
Dreams’ overall lead is huge in the market (4.67%) and their widest margin anywhere in the market is in Mattress Types, where it takes a clear lead over Mattressman and Bensonsforbeds.
They also lead Mattress Sizes outright, and stay on top in Purchase Intent, the category with the most individual keywords in the market and terms spanning across “best” and price searches.
Sleep and health is the exception
MattressNextDay leads Sleep & Health, ahead of Dreams, which is the category covering back pain, allergies and sleep quality. Sleepfoundation.org, a site that doesn’t sell a single mattress, is inside the top five here too – which really says it all.
Every other category in this market rewards range, price and product depth, all things Dreams already has.
Sleep & Health rewards something else entirely – genuine expertise on why a mattress actually helps someone sleep. That’s the one type of authority scale alone doesn’t buy.
What this means for your brand
Beating Dreams on size isn’t realistic for most retailers in this market.
But on expertise, the searches where health and wellbeing come before product and price, likely is given Google’s focus on rewarding these factors.
How we built this
We built a tool that models the commercial organic click market using Google’s keyword infrastructure, live search data and industry benchmarks. Click Share, not ranking position, is what we measure, weighted by visibility, realistic click-through potential, and the SERP features that impact clicks before a shopper reaches a website.
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Get a copy of the full Mattresses Click Market Report here, or fill out the form below.
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