It’s no secret that there are a gazillion options when it comes buying a mattress.
If you’re like me, you begin your search by trying to identify what everyone else is buying.
We ask family and friends for recommendations.
We look at customer reviews on products we’re interested.
We watch unboxing videos on YouTube.
However, there is another piece of data you may not have considered.
Google Monthly Search Volume
Using 3rd party tools, we can estimate the number of searches a mattress brand gets in an average month.
Do that for a bunch of brands, and then rank them in terms of search volume, and you can see who’s the most popular.
That’s exactly what I set out to do.
Using a variety of online sources, I came up with a list of 48 mattress companies and I identified their highest traffic search term using the paid agency version of Ahrefs Keyword Explorer.
Before I began, I suspected the results would be dominated by the big “S” brands Sealy, Simmons, Serta, and Sleep Number.
Surprisingly, only two of those brands made the top 5 for Google search volume.
Take a look at my findings below:
Want to use this graphic on your own site? You’ve got two options below! Please link to MattressInsider.com in your post. 🙂
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Note: Ahrefs Keyword data was queried on 3/2/20
- “Purple mattress” (437k) and “Casper mattress” (341k) get the most Google searches each month by far. Sleep Number (180k) comes in at a distant 3rd. 4th and 5th places went to Tuft and Needle (136k ) and Tempurpedic (113k) respectively.
- With the exception of Sleep Number, the main “S” brands that account for 90% of the domestic mattress sales get very little Google search volume: Sealy Posturepedic (23k), Simmons (37k), and Serta (37k).
- After 7th place Leesa, the search volume drops off dramatically for the remaining brands by at least 56%.
To state the obvious, this chart is not a ranking of mattress sales or revenue. In fact, as of 2018, online mattress sales still only account for 10% of total sales. That according to the report E-Commerce in the Mattress Industry, 2019: A World Overview put together by ResearchAndMarkets.com
That means the big “S” brands and Tempurpedic which sell primarily in “brick and mortar” stores are still dominating the mattress industry in revenue. I suspect that their customer base is searching for retailers instead of specific brands. Searches like “Mattress Firm” or “Denver Mattress”.
How did I come up with these numbers?
- First I compiled a list of around 48 mattress brands that I could find on the web. Brands I found on sites like The Mattress Underground and over a dozen other mattress review websites.
- Brands that don’t focus exclusively on mattresses were eliminated from the list (ex: Ikea)
- Next I used Ahrefs Keyword Explorer to identify the highest volume keyword for each of the brands. For example: Casper’s was “Casper Mattress” and not “Casper” or “Casper Bed”.
- Brands which I found had a very generic main keyword, where the search intent wasn’t clear, were also eliminated from the list. For example, the query “Bed in a Box” (51k) might be someone looking for the retailer/manufacturer bedinabox.com or they might be searching for bed in a box type mattresses which is a category in itself).
- Sorted by average monthly Google Search volume according to Ahrefs Keyword Explorer.
- The 20 brands with the highest average monthly search volume made the final cut. Note: The brands that didn’t make the cut and their monthly volume are listed at the end of this article.
1) I mentioned earlier that I didn’t include Ikea because they don’t focus exclusively on mattresses. “Ikea Mattress” gets an average of 39k searches per month. If we included them, they’d be in 11th place.
2) Bedinabox.com was also not included because their main keyword is also synonymous with the category of bed in a box style mattresses which most of the brands in the chart fall into (ie most offer mattresses in a box). The search volume for “bed in a box” is 51,000. If we assumed the search intent for “bed in a box” was for Bedinabox.com, that would put them in 8th place.
Here are the brands that made the top 20:
Brand Search Volume
|Tuft and Needle||136,000|
Here are the brands which didn’t make the cut:
|Bed in a box||51,000|
|Boyd specialty sleep||600|