Who they are & what they wanted
The relationship between BuyItDirect (BID) and PR Agency One originated from a need to enhance BID’s digital PR and SEO strategy. PR Agency One had previously worked with BID until 2018 on consumer PR for Appliances Direct. However, after a shift in resources, the partnership was paused. Despite this, PR Agency One continued to support BID on corporate and B2B PR (via Trojan).
Fast forward to 2024, BID found itself in a challenging position with declining organic search traffic and reduced digital visibility. Recognising PR Agency One’s expertise in both traditional and digital PR, BID re-engaged them for a new digital PR campaign focused on strengthening SEO authority, improving media presence, and increasing product visibility. The agency’s track record of securing high-authority media placements and delivering results through strategic link-building made it a natural choice for BID’s renewed focus on SEO-driven PR.
Organisational objectives
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Enhance digital presence and SEO performance
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Increase brand awareness across target markets
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Drive sustainable organic traffic growth
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Strengthen market competitiveness
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Support product-specific commercial objectives
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Establish thought leadership in e-commerce
Communications objectives
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Increase media coverage in high-authority publications
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Improve brand messaging consistency across channels
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Enhance engagement with key stakeholder groups
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Promote BID as a trusted expert in consumer electronics and home appliances
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Support SEO through strategic content and link-building
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Increase visibility around seasonal and product-led campaigns
What We Did
The audience for this campaign consisted of multiple stakeholder groups. Primarily, individuals looking to purchase home appliances, electronics, and other BID products online. The goal was to engage them through media coverage, expert commentary, and data-driven content to influence their purchasing decisions.
The campaign aimed to foster relationships with journalists, bloggers, and online publications, ensuring that BID products and stories received coverage on high-domain-authority websites.
The strategy was designed to enhance BID’s search engine visibility by improving backlink profiles and ensuring that its content aligned with Google’s “helpful content update.”
By targeting product-specific PR campaigns, the campaign intended to capture the attention of audiences interested in new appliances, consumer electronics, and tech-related trends. This audience segmentation ensured that the PR efforts aligned with BID’s commercial priorities while also improving organic reach through credible media sources.
Our Campaign
BID was facing several key challenges that required PR Agency One’s expertise. Appliances Direct, a key BID brand, had experienced steady organic traffic growth until 2018. However, since then, traffic had been in decline, exacerbated by evolving SEO trends and Google’s algorithm updates.
Compared to competitors like AO.com, BID lacked strong backlinks from high-authority websites. This reduced its overall search visibility and competitiveness in the e-commerce space. Competitors, like AO.com, regularly secured high-quality media coverage and backlinks, further strengthening their online presence.
With Google’s focus on “helpful content,” BID needed to create more authoritative, data-driven, and expert-backed content to improve its search rankings.
Given these challenges, BID required a robust digital PR strategy that would not only improve its SEO performance, but also differentiate its brand in a crowded marketplace.
To address BuyItDirect’s challenges, PR Agency One developed a comprehensive digital PR strategy focused on boosting SEO authority, increasing product visibility, and securing high-quality media placements. This approach combined multiple tactics designed to enhance BID’s online presence and competitiveness.
A key component of the strategy was the establishment of a Digital PR Press Office. This initiative aimed to engage journalists and bloggers, ensuring consistent media coverage for BID’s products. Weekly product blasts and press releases were issued to generate ongoing interest, with a particular focus on securing media reviews for BID’s most commercially relevant and editorially engaging product categories.
To align with Google’s evolving SEO standards, the campaign incorporated an EEAT (Expertise, Experience, Authority, and Trust) content strategy. This involved producing expert-driven content that positioned BID as a thought leader in the e-commerce space. By developing “EEAT advisories” featuring expert commentary on product trends and consumer insights, PR Agency One ensured that BID’s content was authoritative and valuable to both search engines and consumers.
Performance tracking through OneEval was implemented to measure success. The primary KPI was securing at least 10 high-quality backlinks per month over six months. Additional metrics, including link quality, content performance, SEO impact, and campaign reach, were closely monitored. Quarterly OneEval reports were provided to evaluate progress and refine strategies.
Finally, media relations and competitor benchmarking played a critical role in the campaign. By analysing the media strategies of competitors like AO.com, PR Agency One identified opportunities for BID to strengthen its backlink profile. The focus was on securing coverage from high-domain-authority publications, including The Guardian, BBC, The Telegraph, and The Independent, to improve BID’s SEO performance and brand credibility.
This structured and strategic approach provided BID with a scalable, results-driven digital PR framework designed to reverse its declining organic traffic and enhance its competitive position in the e-commerce market.
The results
One of the standout achievements of the campaign was the successful media coverage in high-authority publications. BID secured placements in top-tier outlets. These media features included product recommendations, expert reviews, and consumer buying guides, effectively positioning BID as a trusted brand within the industry. The coverage from these well-respected sources helped establish greater consumer trust and contributed to a stronger SEO profile.
From an SEO perspective, the campaign delivered significant improvements in online visibility and backlink quality. By securing high-quality backlinks, PR Agency One successfully addressed the challenge of declining SEO visibility, helping BID regain its competitive edge in search engine rankings.
Beyond SEO, the campaign achieved substantial audience reach and engagement. The media outlets featuring BID’s products collectively attracted millions of readers per month. This broad exposure ensured that BID’s products were placed in front of a highly engaged audience, increasing the potential for website traffic and conversions.
Another crucial aspect of the strategy was its alignment with key product categories and seasonal trends. The campaign’s PR pushes were strategically timed to coincide with peak consumer interest, ensuring relevance and maximizing impact. Coverage on BBQs and outdoor heaters was well-positioned for summer demand, while dehumidifier features tapped into concerns about home humidity control. This targeted approach reinforced BID’s reputation as an industry leader in home appliances and smart home technology.
Final Thoughts
Overall, the campaign has successfully achieved its core objectives, demonstrating the tangible impact of SEO-driven digital PR. By securing high-authority backlinks, increasing brand awareness, and aligning PR efforts with key market trends, the strategy has delivered measurable improvements in BID’s online presence and search performance. These results highlight the importance of maintaining a long-term PR approach to sustain momentum, further improve rankings, and continue building BID’s authority in the e-commerce space.
