‘Paws in the City’ digital PR campaign

As a nation of pet lovers – and owners – it’s no wonder the UK pet nutrition market is huge. And with so much competition, it’s a must for brands to create pedigree-first onsite content to hold onto top spots in unbranded search, on Google.

We’ve been working to paws-itively boost organic search visibility for natural dog food brand Harringtons since the start of 2023. Our findability strategy is to answer the high search demand questions pup-parents have, both onsite and offsite, better than anyone else in the space is doing.

In this example, an in-depth guide to walking dogs earned 284 high quality backlinks, and worked quickly to introduce 206 new unbranded keywords to the brand’ s site – a third of which are ranking in positions 1-20.

The brief

Each quarter we come up with a new audience-demand-led, tactically-topical onsite content campaign to earn backlinks back to. In this instance, our jumping off point was a long-tail query, typed into Google over 1000 times a month - ‘how often should I walk my dog?’. Obvious stuff, huh.

Creativity & execution

We created an infographic that confirms how often a dog needs to be walked based on their breed, size, stamina, and age. We also added considerations for owners around how much food to feed at what time before or after a walk, and the best time of day and temperature it would need to be to walk a dog.

To make the page as irresistibly linkable as possible, we also featured different regions of the UK. Spotlighting famous parks where dog-walkers thrive so journos around the country would have even more reason to include a link.

Offsite:

Nationals, regional news, and consumer lifestyle media have lapped up the Harringtons dog walking guide since launching, with the asset earning a total of 284 backlinks, 208 of which were URDs. The quality of this coverage was high too - an average DA of 55 across all backlinks -provided oodles of positive ranking signals to Google.

Onsite:

Not only is the Harringtons website now ranking for 206 new highly relevant, unbranded keywords thanks to the introduction of this 10x content, but also there’s been a direct correlation between keywords ranking in positions 1-10 and organic traffic increasing.