263% increase in media coverage in six months

Content Marketing, Digital PR, Outreach, SEO

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The Brief

The adult industry has experienced a shift in search engine results over the years. Several years ago, terms such as ‘sex toys’ and ‘vibrators’ were primarily reserved for adult retailers – UberKinky included – but now a search shows more general health/wellbeing and even beauty retailers appearing for these terms, with adult sites nowhere to be seen.

UberKinky needed an agency that would focus heavily on their ‘dildo’ category and its 22 sub-categories to see rankings improve across the board. There was also to be a heavy focus on increasing brand awareness, and delivering relevant and high quality link coverage. They also wanted to improve the quality, and therefore rankings, of their ‘Essential Guides’, which used to be a major source of traffic for them, but had recently experienced a significant drop in rankings and traffic.

The Solution

What we did – Technical SEO

  • A full technical SEO audit to identify issues with the site and any post-migration problems
  • Separate analyses conducted on the internal links within the website to other categories, the ‘Guides’ section of the website, and an impact of the migrated links from the .co.uk to .com

What we did – Content marketing

  • Each page of the website underwent thorough commercial keyword research
  • All title tags and meta descriptions were re-written to be keyword optimised and enticing for searchers. H1s for each category were also optimised
  • Internal links from categories to other categories were added
  • An editorial calendar with informational keyword research was produced based around the ‘dildo’ category and its sub-categories
  • Blog content based on the keyword research began production, with more than 30 pieces produced in six months
  • All blog posts were authored by Ruby Payne – the expert and spokesperson for the brand – who now acts as a visible and authoritative voice, to help meet Google’s E.A.T criteria
  • All 23 of the dildo sub-categories underwent a thorough re-write to bring the tone of the copy aimed at someone who is new to the world of sex toys and dildos in particular. We utilised space at the top of the page and beneath products to provide more contextual relevance to the pages in the search engines’ eyes

What we did – Digital PR

  • Analyse competitors in the same space and examine the kinds of links they were acquiring. Then we knew what was getting coverage and what we could take influence from and improve
  • Brainstormed creative campaign ideas that could work from multiple angles, such as sex, relationships, dating and product launches. It takes approximately three meetings to narrow down our many ideas and then elaborate on our chosen few
  • Whilst campaigns were ongoing, we noticed a huge demand for reactive PR in the sex and relationships industry, so we knew we had to capitalise on that
  • We created the persona of Ruby Payne – someone within the sex toy industry who works with UberKinky on product consultations and gave them a pseudonym to protect their real identity  – who then became the spokesperson for the brand. Journalists prefer to attribute a comment to a person, and having an author is another important factor in Google’s E-A-T criteria

Our Results

  • 15 out of 23 ‘dildo’ sub-categories have experienced a stark rise in their ranking position
  • 15 out of 23 are now ranking on page one or two of Google for their target keyword, having increased from pages three and four, with two being out of the top 50 before our work began. Nine of these are on page one
  • 43 pieces of coverage from high quality publications
  • 263% increase in media coverage
  • In 12 months we have secured more than 500 pieces of coverage
  • The publications we gained coverage from have had an average Domain Authority of 54
  • We gained coverage in well-known and reputable publications, such as Cosmopolitan, The Sun, Grazia, Lad Bible, GQ Magazine, The Tab, Daily Mirror, The New York Post, Yahoo, Huffington Post, and the Metro
  • The DA of the UberKinky.com website has increased from 33 (April) to 47 (November) – a 42% increase in six months
  • Our online coverage has gathered an estimated 4.14 million views, has reached an audience of 358 million, and received an estimated 17.3k engagements

Find out what we can do for your brand

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