Dr du Matelas · Custom mattress manufacturing · SEO and local search · 2026
How a custom mattress maker more than doubled its profile calls
A small manufacturer that says 85% of its business comes by referral has a specific problem: everything good about it is invisible to anyone who has not been told.
+118%
profile calls
78 → 170, twelve matched months
The results, up top — every number is in the strip below
+118%
profile calls
78 → 170, matched twelve months
+55%
organic clicks
783 → 1,212
+25%
profile website clicks
499 → 624
1,212
organic clicks
Search Console, twelve months
01 — The challenge
A referral-driven local manufacturer against national mattress retail.
Dr du Matelas manufactures and sells custom mattresses and box springs in Sherbrooke, in the Estrie region — the smallest manufacturer in the area, by its own description — and also supplies hospitals, long-term care facilities, recreational vehicles and boats.
Roughly 85% of its business arrives by referral. That is a strength and a ceiling: national mattress retailers and direct-to-consumer brands own the generic search terms, and none of the things that make a custom manufacturer worth choosing were discoverable.
“If somebody needs a mattress for an odd-sized boat berth or a hospital bed, a national brand cannot help them and I can. They just have to find out I exist.”
So the work targeted the searches only a custom manufacturer can answer.
02 — Our approach
Custom and specialist demand, plus a local presence that answers the phone.
Rather than competing for generic mattress terms against national retail budgets, coverage was pointed at the demand a custom manufacturer uniquely serves: non-standard sizes, medical and long-term care mattresses, and recreational vehicle and marine berths.
Local presence was worked in parallel, because this is a business people phone rather than check out online. Business-profile calls grew from 78 to 170 and profile website clicks from 499 to 624.
Organic clicks rose 55% to 1,212 on a footprint up 10%.
03 — What we did
Specialist demand capture, local presence, technical cleanup.
Targeting the orders national retail cannot fill.
Specialist demand capture
Skipped the terms it could never win
Non-standard sizes, medical and care-facility mattresses, RV and marine berths — demand a national retailer simply cannot serve.
Local presence
Profile calls from 78 to 170
This is a phone business. Profile website clicks also rose from 499 to 624 across the same twelve months.
Organic growth
Clicks up 55% to 1,212
On a footprint up only 10%, so most of the gain came from winning existing appearances rather than new reach.
Profile calls more than doubled
78 → 170 calls
For a manufacturer whose work arrives by phone rather than by checkout, this is the metric that matters most, and it grew 118%.
04 — The results
Twelve matched months: profile calls +118%, organic clicks +55%.
Content highlights
The stack we ran it on
Google Business Profile
Local SEO
Google Search Console
Search
GA4
Analytics
Ahrefs
SEO
CallRail
Call tracking
Screaming Frog
Technical SEO
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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