We love nothing more than having a good ol’ dig around our clients’ Google Analytics – it’s why we ask to be added as users from the moment we begin working together. As well as the obvious newsworthy data points (huge spikes in traffic, sales figures, business growth etc.) you never know what ideas other, sometimes seemingly mundane, information might spark.
When we spotted a jump in traffic to OnBuy.com’s home and cleaning categories beginning from the middle of March 2020, we were quick to come up with an editorial idea to interest the press and create content around that idea to force the link back to OnBuy.com.
Given reports at the time of how long COVID-19 can last on surfaces, people were cleaning and disinfecting more thoroughly than ever before, and the spike in traffic for cleaning products coincided with the beginning of lockdown in the UK.
What we did
We conducted a survey into the cleaning habits of people in the UK before lockdown and now, and did our own research to find the most common household chemicals and the ways in which people could be putting themselves at risk by using them incorrectly.
The result was a quick onsite guide with detailing the most dangerous cleaning mistakes people make without realising, and the household chemicals you shouldn’t mix, that we could use to force the link.
Link-building results
Ou
tputs
- 237 pieces of coverage covering the whole of the UK – with pieces including Metro (DA 93), Express (DA 93), The Scotsman (DA 90), and Yorkshire Evening Post (DA 78).
Outcomes
- 120 follow links
- Average DA – 54
- Pieces of coverage with 60+ DA – 59
Want to know what link-building campaign we could do for your business?
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