Driving significant traffic through targeted content and PR activity

The Client fit over 20,000 boilers in the UK each year and built their entire business around quality of service, affordability, and professionalism. With a commitment to energy efficiency, they not only fit boilers, but repair, service, and maintain them, too.

The Challenge

We were challenged to create a number of Digital PR campaigns to improve’s back-link profile.

In comparison to their competitors, their backlink profile was weak and they needed to improve this to boost organic rankings.

To do so, Help-link wanted to generate a number of small campaigns that would build high quality links and drive traffic to their site.

The Strategy

The strategy was to run a campaign which put Help-link at the centre of conversations surrounding the property market in the UK. Help-link needed to not only gain high quality links, but build relevant links for the brand, too. Therefore, we aimed to achieve links from both property publications and national journalists.

Last year, Citizens Advice reported that rogue landlords were raking in £5.6b in rent payments each year for unsafe homes that did not meet legal standards set out by the Housing Health and Safety Rating System.

This included category 1 hazards, such as severe damp, rat infestations, and even risk of explosion. The report also revealed a whopping 740,000 households in the UK presented a “severe threat to tenants’ health”.

This was a huge conversation in the press and on social media, with many tenants using Facebook and Twitter to vent their frustrations about bad landlords.

Because of this, we decided to partner with the star of Channel 5’s Nightmare Tenants and Slum Landlords, Paul Shamplina, and launched our Nightmare Landlords campaign.