Less Reliance on PPC. More Organic Growth. Stronger eCommerce Performance.
The Brief
+55% YoY eCommerce Revenue
+26% YoY PPC Revenue
28% to 98% Site Health
A Strong Retail Brand With More Organic Potential
Dreams.ie already had strong brand recognition, an established eCommerce operation and a broad product range across beds, mattresses and bedroom furniture.
The opportunity was in organic search. Paid media was doing much of the heavy lifting online, while technical SEO issues, limited category content and a lack of supporting guides meant the site was not capturing as much non-brand search demand as it could. Our role was to help close that gap and build a stronger organic foundation for growth.
The Challenge
Dreams.ie was already an established eCommerce business, but organic search had significant room to play a bigger role in its growth.
The site had been launched to a demanding timeline and had continued to evolve quickly, with new commercial requirements and development priorities being introduced on an ongoing basis. As a result, a number of SEO refinements had naturally been deferred while the team focused on keeping the site moving forward and delivering against wider business targets.
Our audit was therefore less about finding fault with the existing website and more about identifying where technical SEO, content and site structure could now be strengthened as the platform matured.
There was also a clear opportunity on the content side. Important category pages could target search demand more effectively, store pages had scope to provide greater depth, and useful search-led guides were largely absent.
The challenge was to prioritise the SEO opportunities that would have the greatest commercial impact, while working within an active eCommerce environment that continued to change week by week.
What We Did
SEO Audit & Strategy
We began with a detailed SEO audit in November 2025 to understand where organic search could contribute more effectively to Dreams.ie’s wider eCommerce performance.
Rather than treating every audit finding equally, we created a prioritised roadmap covering technical SEO, on-page optimisation, site structure and content opportunities.
This gave the Dreams.ie team and their existing development partner a clearer view of which improvements were most likely to deliver meaningful SEO value, while allowing the work to be balanced against ongoing commercial and development priorities.
Technical SEO Consultancy
The technical element of the audit highlighted a backlog of SEO refinements that had accumulated as the site launched and continued to evolve.
These covered areas such as international targeting, canonicalisation, metadata, internal linking and asset references. Many were the type of technical housekeeping issues that can develop naturally on a large eCommerce site undergoing frequent changes.
Vend Digital’s role was to identify the SEO impact, prioritise the work and provide recommendations. Dreams.ie’s development partner then played an important role in reviewing those recommendations, advising on implementation and delivering the technical changes alongside their ongoing development work.
That collaborative process helped move the SEO audit Site Health score from 28% at the initial audit to 98%.
On-Page SEO
Alongside the technical work, we focused heavily on improving the search visibility of commercially important pages.
We worked across category and store pages to strengthen titles, headings, supporting content, internal linking and overall keyword targeting, while keeping the copy useful for customers rather than simply adding text for search engines.
The aim was to help Dreams.ie appear for more non-branded searches from customers actively researching beds, mattresses and related products.
Content & Search Strategy
One of the largest opportunities was expanding the amount of useful search-led content available on the site.
We introduced new buying and informational guides, developed more detailed store pages and strengthened category content across important areas of the website.
FAQs were added where they genuinely supported customer questions and search intent, creating more opportunities for Dreams.ie to appear throughout the research and buying journey.
The Results
The work has helped Dreams.ie build a significantly stronger organic search presence, alongside continued growth across the wider eCommerce business.
Since the initial audit, the SEO Site Health score has increased from 28% to 98%. This was achieved through close collaboration between Vend Digital, the Dreams.ie team and their development partner, with technical recommendations reviewed, prioritised and implemented alongside the ongoing development of the site.
Organic visibility has grown alongside those improvements. Monthly organic traffic has increased from 18,551 at audit stage to a predicted 22,822, while non-brand traffic has grown by around 2,700 visits. Commercial search traffic is up by approximately 2,900 and transactional traffic by around 1,400.
Important commercial searches have also made significant gains. “Single beds” moved from position 18 to position 1, while terms including “small double bed” and “ottoman bed” have seen substantial improvements in visibility.
The wider commercial performance provides useful context for that growth. Between 5 January and 2 August 2026, overall eCommerce revenue increased by 55% compared with the same period in 2025. PPC revenue also increased, by 26% year-on-year.
We do not manage Dreams.ie’s PPC activity and would not attribute the wider revenue increase solely to SEO. What the results do show is that overall eCommerce revenue has grown substantially alongside improvements in technical SEO, organic visibility, non-brand traffic and rankings for commercially valuable searches.
Dreams.ie now has a technically stronger site and a growing organic search presence capable of contributing more effectively alongside its other acquisition channels.
23% Increase in Monthly Organic Traffic
2,700 More Non-Brand Organic Visits
“Single Beds” Moved From Position 18 to #1
