Retail & leisure
Woolroom
Woolroom’s sleep experts wanted to boost brand awareness, organic search sessions, direct traffic and quality backlinks. After two years of partnership, our 2025 results are not to be slept on.
612
clippings
251
backlinks
£78,756
referral traffic revenue
Insight
Woolroom needed to turn PR into a measurable search growth engine by strengthening non-branded visibility for high-value category pages. Analysis of purchase behaviour, revenue, traffic and search visibility identified the fastest commercial opportunity in wool duvets, mattresses, pillows and mattress toppers. The strategy targeted eco-aware consumers seeking natural, traceable bedding.
Intelligence
Having become a go-to thought leader for women’s interest titles such as Ideal Home and Woman & Home in year one, we set our sights higher in year two, soon becoming bed fellows with The Standard, Independent and Guardian.
Through a blend of compelling digital PR stories, a stellar sampling strategy and creative campaigns, we aimed to raise the digital authority of key category pages. A backlink gap analysis benchmarked Woolroom against competitors to identify authority-building opportunities across national media and high-domain publications.
Strategy focused on:
- Building authority through high-quality brand mentions and do-follow backlinks
- Strengthening category relevance via hero campaigns, digital PR and reactive commentary
- Driving referral traffic and non-branded search demand for priority categories
PR activity supported SEO by directing link equity to priority pages: duvets, mattresses, pillows, protectors and toppers.
Impact
Through multiple syndications in national media, our coverage results skyrocketed. When it comes to wool bedding, our team knows a thing or two about how to secure a baaa-cklink, with 251 links secured in total. This boosted domain trust flow from 25 to 41 for Woolroom’s main site, while halving all key category page positions in Google – improving discoverability.
Keyword impressions and clicks followed suit, with total website impressions jumping from 4.23 million in December 2024 to 5.34 million in December 2025 - and clicks climbing from 56k to 66k.
The cherry on top of a successful year was gaining two shortlisting's for our work from the UK Search Awards and the Northern Digital Awards 2025.
Contact us today to discover how our PR team can lay the foundations of success for you.
We are really pleased with the level of service and results from Cartwright’s digital PR efforts since we began working with the team in 2024. They have been instrumental in driving not just trust and awareness of our brand, but revenue and digital impact above all.
Chris Tattersall
Managing director of Woolroom
