Case Study

Success Story: Sleep-Coach

• Company: Sleep-Coach
• Industry: E-commerce / dental and sleep products
• Location: Netherlands
• Use case: Launching and growing a German-language site

About Sleep-Coach

Sleep-Coach sells custom-fit dental and sleep products direct to consumers: made-to-measure retainers, night guards for teeth grinding, teeth-whitening trays and anti-snoring chin bands.

The Challenge

The German site was new, recording just 13 clicks in January 2026 at an average position of around 30, which is page three. It had no established authority in German search results.

These are high-intent, considered purchases. Someone searching "retainer schiene online bestellen" (order a retainer online) is ready to buy, so the value of ranking is high, but so is the competition, and getting the German product terminology right is essential.

The Solution

The work built the German site up around the products people search for and buy:

• Product pages for each item, matched to the German search terms for retainers, night guards and whitening trays
• Technical content that answers the questions buyers ask before ordering a custom-fit product
• AI-assisted content production in German to cover the range at a realistic pace
• Search Console tracking for the German market on its own

The Results

Comparing the six months to August 2026 against the six before it:

• Organic clicks up more than fifteenfold, from 43 to 696
• Impressions up more than fourteenfold, from 1,861 to 26,729
• Average position improved from 29.8 to 16.0, a gain of nearly 14 places
• Click-through rate up from 2.31% to 2.60%

Because the site launched inside the comparison window, the monthly trend is the honest view: 13 clicks in January 2026 grew to 182 in August, having peaked at 200 in July. The growth is recent and steep rather than a one-off.

The queries reaching the site are commercial, not casual. "Retainer schiene online bestellen" and "retainer schiene nachbestellen" (reorder a retainer) both rank on page one, and the range extends into night guards ("knirschschiene nach mass"), whitening trays ("bleaching schiene anfertigen lassen") and anti-snoring chin bands ("kinnband gegen schnarchen"). The made-to-measure retainer and night guard pages are the top entry points, ahead of the homepage.

At an average position of 16 there is clear room to keep climbing on searches the site already appears for.

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