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Eleganté’s hotel-bedding guides bring in orders twice the size of an average sale
Australian luxury bedding store Eleganté runs its SEO through its agency, Revelation Digital, on Ryze. In its first month, Ryze published 130+ hotel-bedding guides in the store’s Shopify blog, and 250+ so far. Shoppers who start on one of these guides spend an average of A$672 per order, against A$326 for the store as a whole, and the biggest single order so far, attributed to these new SEO guides, came to A$950.
Readers who research the fill, the loft and the hotel standard don’t buy the cheapest option
“We’ve tried SEO a bunch of times over the years with little success. SEO has taken way too long to scale, or deliver results quickly. Our new Programmatic SEO campaigns with Revelation & Ryze clearly show which new articles are bringing in sales, and some of them have been big orders from people reading about and comparing five-star hotel pillows! To see SEO actually delivering strong sales and ROAS performance in a short period of time has been a real game changer for our digital marketing and continued sales growth.”
From article to order
Every Shopify order records the page the shopper first landed on. Since Ryze started, three orders began on a Ryze guide. Each reader went from a buying question to a premium product:
Bigger baskets
A guide reader arrives already knowing what they want: the fill, the size, the hotel standard. So they go for the premium option. The average order that starts on a Ryze article is about twice the store’s usual order value.
Why those buyers can now find the store
Before Ryze, Eleganté showed up in Google’s top 10 for about 220–360 search terms a week, mostly its brand and product names. From early September the new guides began to rank, and by the end of the month the store was on page one for more than 900 search terms a week. It has stayed above 800 a week since.
The blog became a way in
The blog itself went from almost invisible to a real entry point. In the 28 days before Ryze, 11 blog articles appeared in Google search. In the latest 28 days, 242 did. Together they were shown 36,379 times, up from 1,782, and brought 414 clicks instead of 17.
About Eleganté
Eleganté is an Australian online store for luxury five-star hotel bedding, designer furniture and modern homewares. Its best-known products are 5 star hotel-grade bedding, including InterContinental 50/50 goose down and feather pillows, goose down doonas and complete hotel bed sets, delivered globally.
Visit elegante.com.au
About Revelation Digital
Revelation Digital is an Australian digital marketing agency that runs SEO, paid media and creative for its clients on Ryze, with each client in its own workspace and optimised to deliver growth.
Executive summary
Eleganté sells luxury products people research before they buy: which pillow suits a side sleeper, what a doona’s warmth rating means, whether 50/50 goose down is worth it. Its blog had a handful of posts and almost no search visibility. Through Revelation Digital, Ryze built a library of more than 250 guides around the store’s hero products and published about three a weekday in the Shopify blog. The guides now lead straight to premium orders: shoppers who start on one spend A$672 on average, twice the store’s A$326. At the same time, the number of search terms where Eleganté ranks on Google’s first page grew from 800 to 2,418.
The challenge
Hotel bedding is a high-consideration purchase. Shoppers compare fill ratios, thread counts and pillow lofts long before they pay A$185 for a pillow, and they do that research in Google.
Research happened on other sites
In the 28 days before Ryze, the blog appeared in Google 1,782 times and brought 17 clicks. The buying questions customers asked were answered elsewhere.
Ranking mostly for the brand
Most of the store’s page-one rankings were for its own name and product names, which only help people who already know Eleganté.
Content had to sell, not just rank
With a small catalogue of premium products, traffic alone wasn’t the goal. The agency wanted articles that lead to orders, and a way to see which ones do.
An agency with several clients
Revelation Digital needed SEO that keeps running every day for each client without a writer on every account, while it stays in control of the brand voice.
What Ryze did
Built topic clusters around the hero products
Instead of scattered posts, Ryze grouped the content around what Eleganté sells best: dozens of guides on InterContinental hotel pillows, 5-star hotel pillows, 50/50 goose down, Australian doonas and quilts and luxury sheets. Each guide answers one specific question and links to the matching product.
Answered the questions shoppers ask before they buy
Guides such as Soft vs firm pillows for neck pain, Best Australian doonas: how to pick the right warmth rating, 50/50 goose down pillows: what the ratio actually means and Doona vs quilt vs duvet: what’s the difference in Australia meet shoppers at the research stage, in Australian terms and for the Australian climate.
Published every weekday in the store’s own blog
From 16 August Ryze published straight into Eleganté’s Shopify blog, about three guides a weekday, more than 250 so far. It also covered the wider range: mattress toppers, silk pillowcases, marble coffee tables and gift ideas such as luxury bedding for a wedding registry or Airbnb hosts.
Let the agency steer by sales
Revelation Digital reviewed which articles brought sales and fed that back to Ryze: more content like the guides that convert. Rules the agency gives in chat are saved in the workspace’s brand memory, so every new article follows them.
Results
Average order that starts on a Ryze article, about twice the store’s average of A$326.
Sales from three orders that began on Ryze guides, including a A$950 hotel bed bundle and A$840 of InterContinental pillows.
Search terms where Eleganté ranks on Google’s first page, up from 800 (28 days before Ryze vs. the latest 28 days).
Blog articles that now appear in Google, up from 11, shown 36,379 times in 28 days.
Why this worked
Research readers are premium buyers
Someone who reads about fill ratios and hotel standards is choosing quality, which is why orders that start on an article are twice the usual size.
Depth around a few hero products
Dozens of guides on the same pillows and doonas tell Google the store is an authority on hotel bedding, so the whole cluster ranks.
Agency control, daily output
Revelation Digital sets the direction and checks the sales; Ryze does the daily publishing in each client’s workspace.
