Focusing on SEO

Ogilvy worked with Select Comfort, which makes sleep number beds, to optimize its site's search engine optimization.

It needed more third-party corroboration. People were talking about the product, but they weren't very influential.

So Ogilvy aggregated mentions of the bed, pulling them in to beds.com, which allowed people to talk about their experience with the bed. It reached out to people with issues to address their problems, and allowed people with interesting stories ("This bed saved my marriage!") to post their anecdotes.

Eventually, the site became much higher ranked on Google and other search engines, Bell said.