How Casper Captures $43.01M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Casper is a leading sleep brand dedicated to enhancing your rest with innovative mattresses, bedding, and round-the-clock expert support. Casper has successfully generated $43.01M in traffic cost value through its SEO strategies as of January, 2025. This growth is driven by a combination of keyword targeting, content optimization, and on-page SEO improvements.

In this article, we’ll dive into the key marketing strategies that contributed to their success.

Keyword Strategies

A well-planned keyword strategy helps connect your content with the right audience by aligning it with their searches.

Boost SERP Rankings by Understanding Search Intent

The key to this strategy’s success is casper's deep understanding of search intent. Search intent isn’t just a buzzword—it’s the reason people type queries into search engines and a major driver of search traffic.

There are four main types of search intent:

• Informational: When someone is looking to learn more (e.g., “What is casper?”)
• Navigational: When someone is trying to find a specific page or site (e.g., “Personal CRM Template”)
• Commercial: When someone is comparing options (e.g., “casper vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “casper Pricing”)

As search intent moves from Informational to Navigational, Commercial, and Transactional, users become more specific and action-driven. Initially, users seek general information, but as they move down the funnel, they get closer to making a decision or purchase.

Considering various keyword variations that users might search for in areas like UX or template solutions, Casper's top 1,000 organic keywords have been categorized into these intent types.

Notably, commercial keywords are displayed using examples such as 'sheets', 'casper', 'queen bed dimensions', 'queen size bed dimensions', 'queen size', 'full size bed dimensions', 'king bed dimensions', 'queen bed size', 'pillows', 'full bed dimensions', and they account for the largest share, contributing $981.82K in traffic cost.

Optimizing Content for Search Intent

To rank well on Google, it's important to create content that aligns with what users are actually searching for. Google aims to provide answers by using advanced algorithms to understand the intent behind each query. Understanding search intent helps ensure your content meets users’ needs.

Below are the top five pages on casper that generate the most organic traffic through content optimized for keyword intent:

casper's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. The chosen keywords focus on specific, user-oriented queries – for example, "how big is a queen size bed" and "king size bed dimensions in feet" deliver detailed, practical information, while "california king vs king" provides a valuable comparative perspective. Additionally, "mattress size chart" serves users in search of clear sizing guidance, and "how to fix sleep schedule" demonstrates casper's ability to address broader lifestyle concerns. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they're looking for.

Choosing the Right Keywords to Attract Quality Traffic

The more organic keywords you rank for—that is, words and phrases that draw people to your site from a search engine results page (SERP)—the better. Organic keywords are free, help improve online visibility, and attract quality traffic.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO refers to the optimizations made within individual webpages—including title tags, meta descriptions, headings, and of course, URLs—to improve their rankings in search engine results. A vital part of this process is creating a URL structure that is not only easy for users to navigate but also helps search engines quickly grasp the content and hierarchy of the site.

Casper follows a clear and systematic URL format that uses subfolders to denote different sections and areas of interest. By organizing their content in a simple structure (casper/[subfolder]) for high-level categories and employing a nested structure (casper/[subfolder]/[keyword]) for more specific topics, Casper ensures that both users and search engines can immediately understand the page’s purpose. This strategy reinforces keyword relevancy within the URL while supporting an intuitive site hierarchy.

This uniform approach to URL structuring contributes significantly to Casper’s overall SEO strategy. Clear and consistent URLs improve crawlability and indexation by search engines, while a logical organization makes it easier for users to navigate the site and locate their areas of interest. Overall, the methodical use of simple and nested URL structures serves as an effective technical SEO tactic that enhances Casper’s online presence and organic search performance.

Examples of URL Structure:

casper/[subfolder]

• https://casper/bedding
• https://casper/pillows
• https://casper/mattresses

casper/[subfolder]/[keyword]

• https://casper/bedding/sheets
• https://casper/blog/duvet-vs-comforter
• https://casper/pages/mattress-size-comparison-guide

Conclusion

This report showcases Casper’s successful marketing strategy that generated $43.01M in monthly traffic cost value through focused SEO efforts. Key tactics include a deep understanding of search intent, effective keyword targeting across informational, navigational, commercial investigational, and transactional types, and robust content optimization that addresses users’ queries. Casper ranks for over 236,528 organic keywords, with specific emphasis on high-value terms in the "Bed Sizes" category. Additionally, the uniform URL structure—with both simple and nested formats—enhances crawlability and improves on-page SEO. These integrated strategies collectively contribute to Casper’s dominant online visibility and targeted traffic acquisition.