Digital pr case study
SkipsAndBins

The challenge

SkipsAndBins is an online provider of waste disposal services, offering pay-as-you-go skip hire and wheeled bin waste collection. The brand approached us shortly before launching their first website in 2020, seeking guidance on their initial SEO strategy. The client was keen to start driving organic traffic and sales to their growing business as soon as possible after the site went live.

As a brand-new business in a reasonably competitive industry, SkipsAndBins were starting out with very little domain authority. To help their site compete in the search results, we designed a digital PR strategy that would secure quality backlinks and position the brand as an expert within their sector.

Our results

218
links built on a diverse range of high-DA sites
+1,000
new organic visits per month
60
unique backlinks generated by one digital PR campaign

Over the course of our campaign for SkipsAndBins, we’ve helped secure 218 links, including linking exposure on some of the biggest and best-known national news publications. All links were secured in an ethical way that exceeded Google’s guidelines for link building, using quality content that helps cement our client’s reputation as trustworthy experts in their industry.

Our digital PR activity has had decisive impact on rankings, and our client’s relatively new site now holds some great positions for commercially important keywords.

Keyword Volume Jul-20 Apr-22
8 Yard Skip 6,000 No Rank 4th
Skip Sizes UK 5,400 No Rank 19th
12 Yard Skip 2,400 No Rank 19th
8 Yard Skip Size 1,900 No Rank 14th
Green Box Skips 1,300 No Rank 23rd
Green Waste Skip 880 No Rank 5th
1100 Litre Bin 720 No Rank 8th
360 Litre Wheelie Bin 720 No Rank 16th
1000l Bin 480 No Rank 5th
Green Skips 480 No Rank 5th

These rankings have in turn had a positive impact on traffic, with the site going from 0 – 1,000 estimated organic visits per month.

By using creative digital PR techniques, we were able to help get their online business off to the best possible start.

Our solution

Our Outreach team focused on creating unique, creative content that editors would want to publish, and users would want to read. We used the latest newsjacking tactics to piggyback onto the hottest trends and conversations, covering topics such as sustainability, awareness days, and zero-waste lifestyle tips, all in a light and engaging style.

This approach would help our client secure authority-boosting backlinks on top sites. Our campaigns would also work to build brand awareness among key demographics, while also establishing our client’s reputation as experts in their field.

 

Standout digital PR campaigns

5 things to do with leftover pancake batter

Capitalising on the trend for zero-waste living, this campaign shared some unique ideas for using up leftover pancake batter. Our team targeted journalists just before Pancake Day, providing them with an original story that was fresh, on-trend, and a bit different to other content out there.

This campaign was picked up by 38 different outlets, including Metro (DA 93), Daily Record (DA 87), Delish (DA 81), Yahoo (DA86), and MSN (DA 95), to name just a few.

This story became so popular that it was even listed on Google Trends during Shrove Tuesday — a major achievement for a brand-new business.

 

5 unusual ways to recycle Halloween pumpkins

Another successful seasonal campaign, this content shared some unusual ideas for recycling carved pumpkins after Halloween. Featuring attention-grabbing stats on food waste alongside actionable tips, this campaign helped to cement our client’s reputation as waste experts, as well as gaining top linking exposure.

Our campaign resulted in links on 36 sites, including Heart (DA 78), Lancashire Telegraph (DA 76), PlantBased Mag (DA 32), Kitchen Garden (DA 36), and London Mums Magazine (DA 47) — a wide range of publications with distinct audiences. This helped increase brand awareness across a diverse range of different demographics, as well as ensuring a varied backlink profile.

 

5 zero waste methods to banish fruit flies

Editors and journalists are always looking for content that will help their readers solve problems in their day-to-day lives. This campaign provided practical tips on how to reduce waste and banish annoying fruit flies in the summer months, further establishing our client as experts in all things waste-related and gaining 60 links for their site.

Top domains included Bournemouth Echo (DA 81), Oxford Mail (DA 75), The Mirror (DA 95), Glasgow Times (DA 73), and County Press (DA 62).

 

The UK’s most and least eco-friendly advent calendars, revealed

For Christmas 2021, we created a campaign that revealed eco-credentials of some of the UK’s most popular high-street chocolate advent calendars. Sustainability and eco-conscious living continue to be huge trends, and this sort of research would put our client at the centre of the conversation on waste and recycling.

Our team carried out original research on several advent calendars from popular confectionery brands. We gathered data on criteria such as food miles, use of palm oil, carbon emissions, and the recyclability of the packaging. We then created a rankings table, revealing the most and least eco-friendly and wasteful calendars.

This research was accompanied by original tips from a SkipsAndBins expert on how to make an eco-friendly choice when purchasing an advent calendar, and how to dispose of the packaging responsibly when the festivities are over.

Our Outreach team then sent the finished campaign to a diverse array of online publications, including national, regional, sustainable, parenting, lifestyle and confectionery websites. Notable links included Newsweek (DA 93), Packaging News (DA 54), The HIU (DA 54).

 

Technical SEO and content

While the majority of our work centred around digital PR techniques, we supplemented this with technical SEO recommendations and onsite content work to ensure that their website was technically sufficient upon launch.

Our Technical SEO team worked closely with the external development team in a staging environment to eliminate typical WooCommerce issues and optimise site speed performance. Our SEO copywriters also prepared optimised content for their key category pages to target all related transactional search demand. This would help our client to start ranking as soon as their domain authority grew.

 

Where We Built Links

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