Achieving digital PR coverage and high value inbound links for one of the UK’s largest personalised number plate companies.
Setting the Scene
National Numbers contacted Quba because their search traffic had collapsed owing to a Google Panda penalty. Their in-house SEO worked to fix the penalty, but recognised the need for a specialist partner that could help rebuild their link profile and generate referral traffic to plug the gap.
We proposed a content marketing campaign to achieve links and coverage amongst a target audience of car enthusiasts. The campaign objectives were:
- To achieve coverage that would expose the brand to the target audience
- To generate quality inbound links from relevant authoritative websites
Our campaign comprised a schedule of high value, interactive pieces that would generate interest from the editors of well known, high quality car related websites. Ultimately we wanted referral traffic from their websites and also valuable inbound links.
From the outset we used a calculation of link quality based on domain authority. This ensured that any links achieved met the criteria we knew would be necessary to significantly improve their link profile.
A further added benefit would be brand exposure and visits to the National Numbers website.
A targeted campaign was essential so we began by creating detailed personas which allowed us to really understand the personalities and characteristics of our target audience and their online habits.
We researched which topics were proven to resonate with these personas then we brainstormed creative content ideas.
Campaigns were created that were highly interactive with a focus on appealing imagery, bold colours and compelling statistics.
Pre launch our outreach specialists created a contact database of target publications and began nurturing relationships with influential content publishers so we had strong relationships in place enabling us to quickly gain traction and links into our content.
You can take a closer look at some of the content here.