Purple

Strategic, Tailored Link Building for Purple Mattress

How Link.Build Helped Purple Stand Out in a Crowded SERP Landscape

Client Overview

Name: Purple Mattress
Industry: Direct-to-Consumer (DTC) eCommerce – Sleep Products
Founded: 2015
USP: Patented Hyper-Elastic Polymer™ for superior comfort
Challenge: Competing for organic traffic against massive content aggregators and review sites

The Challenge

Purple didn’t have a visibility problem—it had a differentiation problem in search.

In an industry dominated by affiliate marketers, mattress comparison sites, and SEO-heavy blogs, Purple needed a way to elevate its organic presence without sacrificing brand integrity. Most link vendors relied on mass guest posting or low-authority outreach—tactics that risked diluting Purple’s premium positioning.

Purple came to Link.Build with three goals:

• Acquire editorial-quality links that aligned with their brand voice and compliance standards
• Strengthen topical authority in areas beyond “best mattress” (e.g., sleep science, wellness, ergonomics)
• Avoid generic placements and instead pursue highly targeted outreach for real publisher value

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Our Approach

Purple’s audience wasn’t sleeping on search—so we couldn’t sleep on strategy. We deployed a tailored outreach campaign built around precision, personalization, and content relevancy.

1. Audience-Aligned Publisher Mapping

We began by reverse-engineering the audiences Purple cared about: wellness-conscious professionals, tech-forward consumers, health-optimized parents. Then, we mapped the exact blogs, magazines, and news outlets those audiences read regularly—and identified editorial gaps where Purple’s value could fit in naturally.

2. Custom Content Ideation

Every pitch was custom. Our team developed article angles tied to real-world trends—such as:

• “Sleep Tech Innovations Changing the Smart Home Experience”
• “The Link Between Posture, Sleep, and Productivity in Remote Workers”
• “What Elite Athletes Know About Recovery—and Why It Starts with Your Mattress”

These pieces weren’t about product placements—they were about value, insight, and storytelling that resonated with both the publication and the reader.

3. Personalized, High-Touch Outreach

No mass emails. No templated pitches. Each editor or contributor received a hand-crafted pitch showing familiarity with their work, audience, and tone. This human-first approach opened doors that most agencies can’t even knock on.

The Results

In just a few months, we delivered:

• 18 premium editorial backlinks from DA 60–90 publications
• 100% white-hat, manually placed, and brand-compliant
• Inclusion in articles ranking for high-intent search terms (e.g., “how to improve sleep recovery,” “sleep tech for athletes”)
• Multiple backlinks from first-time referring domains
• Enhanced authority in wellness, tech, and home lifestyle content verticals

Why It Worked

In a saturated category, link quantity doesn’t cut it. Purple needed link quality that matched its product quality.

We didn’t “spray and pray.” We built relationships, customized pitches, and thought like editors. This approach earned Purple not just links—but trust, context, and topical depth across the long tail of SEO.

Client Feedback

“We’ve worked with agencies that build links. Link.Build went further—they helped us build credibility. Their attention to editorial alignment was a game-changer for our SEO program.”
— Director of Digital Marketing, Purple

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