Case study: 100 Links secured in 8 weeks
Christmastrees.co.uk is an online retailer of Christmas trees, selling and delivering real Christmas trees across the UK. With four varieties of fir to choose from, all the Christmas trees are sustainably grown and nurtured at specialist farms in Scotland for up to 12 years before being hand-picked and delivered to customers' homes the next day.
100 Links secured in 8 weeks
300 Links secured in 3 seasons
The Challenge
Increase the brand presence and link authority of the website by securing coverage and links.
As a newcomer to the industry, the primary objective was to rapidly establish a robust link profile for Christmastrees.co.uk. Establishing these links would lay the foundation for establishing its SEO authority and competitiveness against established players in the market, some of whom have had a significant online presence for many years.
To gain organic visibility, generating a well-rounded portfolio of links would be crucial. This would include acquiring high-authority links from prestigious publications to establish credibility, as well as links from niche and industry-related sources to reinforce relevance.
As the Christmas season presents a narrow window of opportunity, lasting only 6 to 8 weeks, this adds an additional challenge to gain the attention of journalists and secure valuable links at a highly competitive time.
The Solution
Generate and disseminate relevant stories and campaigns to media outlets to acquire valuable links.
To address this challenge and achieve a balanced mix of high-authority and relevant links as well as press coverage, we executed multiple digital PR campaigns.
We timed some of these campaigns to launch well in advance of the normal Christmas window of opportunity, like the Christmas tree shortage campaign launched in September. While other campaigns, we executed throughout and even after the festive season like the idea of a Valentines Day tree, effectively extending the window of opportunity.
The Result
In just three seasons, our efforts yielded over 300 referring domains, outpacing a decade-old competitor and reaching parity with an established competitor with 18 years in the market.
In a matter of weeks, over 100 links were obtained to Christmastrees.co.uk. This achievement didn’t go unnoticed, with the SEO tool Majestic describing the activity as “exceptional link-building” in a blog post of theirs at the time.
In the second season, a single campaign from Christmastrees.co.uk on potential Christmas tree shortages received national coverage appearing on the likes of ITV, The Guardian and Forbes, international coverage and even landed a slot discussing Christmas tree shortages live on Sky News.
High-authority placements were obtained alongside highly relevant publications such as the likes of Hortweek.com, Christmas.co.uk, and Gardeningetc.com.
In terms of link acquisition, Christmastrees.co.uk has surpassed one of its main competitors, SendMeAChristmasTree.co.uk (established in 2010), and achieved equal footing with its other main competitor, PinesandNeedles.com (established online in 2003).
In terms of organic performance, Christmastrees.co.uk performs well for several crucial search terms, such as 'Nordmann Fir' (a type of Christmas tree) and sizes of trees such as '6ft real christmas tree'.
If you would like to increase the number of high-authority and relevant links to your business and generate more demand for your products, simply get in touch with us today.