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Silentnight SEO visibility doubles following 2023 Summit appointment

Performance Marketing specialist Summit has increased SEO visibility for Silentnight by over 100% since its appointment in June 2023.

Following a competitive tender, Summit was awarded the paid media, SEO and affiliate contract for Silentnight in 2023. By rolling out a new strategy over the past nine months, Silentnight’s SEO visibility has increased by 103%, demonstrating Summit’s understanding of the brand and its audience.

From the outset Silentnight had very clear objectives including reclaiming market share, consolidating performance marketing and improving efficiency. Based on these targets, Summit created a plan which maximised performance across paid media, SEO, and affiliate channels, achieving significant ROI improvements for the client.

As a result of Summit’s initiatives, Silentnight has seen:

  • 33% improvement in ROAS, with revenue growth
  • 103% improvement in SEO visibility
  • 28% increase in Search Revenue, despite PPC spend falling by 11%
  • 24% improvement in Affiliate ROAS

To generate these results, Summit improved ad strength to ensure creative excellence, reviewed and improved account hygiene, and completed a full restructure across all Google and Meta activity.

This, coupled with both SEO tech and content recommendations, and a thorough affiliate review and redefined strategy, drove performance forward. With Silentnight moving paid media, SEO, and affiliates under one agency, Summit was able to improve efficiencies through single communications for all three channels.

Tom Sloan, head of ecommerce and digital at Silentnight, said: “Since working with Summit, they have revolutionised our Paid Search activity. We have collaborated with Summit to achieve clarity in strategic direction, paid marketing efficiencies, and a clear strategic roadmap to drive incremental revenue. We have seen this flow through when Summit came onboard. I’m proud of what we’ve been able to achieve so far and excited for the future.”

Martin Corcoran, CEO of Summit, added: “People, and their strategic thinking, were really at the heart of our success for Silentnight. We kicked off our relationship with a full team immersion – this was key to understanding the business and the complexities around direct vs reseller strategies. It allowed us to align with their ambitions and fully understand what we needed to do to drive success.
“Against a backdrop of high levels of investment from disruptor brands and fierce competition within SERPs from retail and D2C brands, these results are particularly impressive, and we are very proud of the team.”

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