Digital PR is essential to business growth and development. Whether you’re looking to attract new customers, potential investors, raise your company’s profile or increase your organic search ranking on Google – we can help.
We’ll take your story and distribute it to your target media to secure coverage that includes backlinks to your website, improving SEO and overall search rankings on Google. Your business story can be anything from a product launch to raising the profile of your Managing Director or generating awareness for an upcoming industry event, or piece of creative content.
Our brief and objectives were clear from the early stages of this partnership. Aira was tasked with helping increase organic search traffic, keyword rankings and the quality of external links through a sustainable SEO and content marketing strategy.
Aira started working with RS Components in October 2015 and since then, the project scope has increased year on year. We now launch between 10 and 20 high quality digital PR campaigns for link building per quarter – we know, it’s a lot – along with supporting internal SEO activity. The content campaigns Aira launch are diverse in nature and can range from interactive to static graphics to long-form guides and GIFs (nobody likes boring, right?) to ensure we’re attracting high quality links, and coverage.
It’s not just about the links though. All of our work is designed to improve specific keyword rankings in order to measure the value of our work and drive real business performance for RS Components.
Over the course of the last 12 months, Aira have successfully secured high quality coverage and links from a range of top tier nationals including Entrepreneur, Daily Mail, Telegraph, USA Today and IBM, which has had a positive impact on SEO. Specifically, core target keyword rankings have improved year on year as a result of our link building campaigns.
Link building still plays an important part in SEO, it’s important that we consider the best methods of generating links to your website. Our approach here is very content-driven – after all we’re a digital PR agency, not just a “link building” agency – and built around the idea that you need to deserve links by producing great, relevant content.
We have a thorough idea generation and validation process to produce content ideas which are likely to attract links. From here, we then work with our designers and developers to bring the content idea to life. When the campaign is live on the brand’s site, we then launch it in the press and build those all important high quality backlinks that will improve your SEO, as well as brand awareness.
This is the first, and arguably the most important part of the process, simply because there is a huge difference between a good content idea and a good content idea that gets links. Aira will spend time researching into your target audience with the aim of getting under their skin to see what they’re reading about online, what they’re interested in and what journalists in any given industry are most likely to cover.
We have built a robust idea validation process which weeds out ideas that may be good, but are unlikely to get links. We ask ourselves questions such as: ‘What target media are going after? Why do our audience care? What are we adding to the online conversation that’s new?’. By answering these questions, it means that we’re confident in any ideas that move into production, reducing the risk of a piece failing by a large margin.
Next, we move into content production. This will include design and possibly development if the idea is best executed as an interactive piece. We then give you (and other external agencies) the opportunity to feedback and go through a final QA process before going live.
Outreach & Promotion
Using a variety owned, earned and paid channels, we’ll approach journalists and influencers to make sure that they aware of your story and have everything they need to turn it into an article. This is where a digital PR agency really earns their crust – creating content is one thing, but really getting it to stick is another.
Everything so far has been building toward this crucial step in the process. While we expect content pieces to attract links naturally, they always need a push and we put a lot of work into building strong prospect lists and finding the right writers and journalists to speak to. We have strong relationships with the press across a number of sectors, and use this to our (and your!) advantage.
We’ve secured coverage in:
On The Go Tours
In 2016 On The Go Tours engaged Aira as their digital PR agency to undertake an in-depth technical SEO audit and keyword research. Over time, the relationship developed and now two years on, Aira takes a data-driven content-led link building approach to the project to earn links from top-tier news sites to increase rankings, organic search visibility and ultimately the site’s authority in the highly competitive travel sector.
Aira has launched 10 creative content campaigns over a 12 month period for On The Go Tours, taking a highly sustainable approach to content-driven link building. As a highlight, Aira utilised publicly accessible data and launched their first campaign,‘The Wonders of the World According to Instagram’, revealing the most popular landmarks in the world on the social media platform. You guessed it, the Eiffel Tower came out on top. This campaign was also shortlisted for two awards; ‘Best use of PR’ at the UK Search Awards and ‘Best use of PR’ at the EU Search Awards.
Aira’s creative content ideas have secured more than 430 pieces of coverage within some of the world’s most authoritative news sites – TimeOut, Lonely Planet, USA Today and Indy100 including over 220 earnt links. As a result, this has contributed to the site’s overall traffic increasing by 21% year on year, leading to more potential travelers and bookings for On The Go Tours.