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SEO + Content Case Study

10 unique TV news segments boosts rankings

How DTC utilized link building to land ImproveNet over 100 media placements and earn several on-air television segments.

Media Coverage

  • 102+

    media placements

  • 10

    unique TV
    news segments

Client:

ImproveNet.com is a popular home improvement resource and partner website to category-leading HomeAdvisor.

Objective:

Given the breadth and diversity of ImproveNet’s target audience, our objective was to produce content that is broadly relatable and positioned to earn high-value publicity throughout the country.

Content Strategy:

Produce original content to earn widespread, inbound media coverage.

  •  

    The Problem

  • Identify and produce content that both general and industry publications would be interested in covering, and was relevant to the client’s business and expertise.

  •  

    The Solution

  • For this campaign, we chose to explore the subject of annoying neighbors, one that millions of Americans are familiar with, and many very passionate about. The way we see it, neighbors are an integral part of the home ownership experience. People may invest great amounts of time and money in improving the interior and exterior spaces of their homes, but as many have learned, it can take just one inconsiderate neighbor to color the entire experience of a home.

    In order to complete our study and tell this story, we surveyed 2,500 people living in two dozen of the most populous cities in America, to find out how much their neighbors annoy them.

  •  

    How We Did It

  • In September and October of 2018, over the course of just 31 days, our outreach team pitched the results of our survey to more than 1,500 individuals, pursuing websites in a wide array of verticals and enacting a formidable “ground game” to secure record levels of local news coverage for our agency and client.



The Nuisance Neighbors campaign has earned 102+ media placements to-date.

Highlight placements include The Washington Post, CBS News, Realtor.com and a front-page feature in the Miami Herald.

Results

This campaign represents a quantum leap in our team’s capacity to earn highly visible local news coverage in major media markets.

Our study was featured live on-air across 10 unique TV news segments, in San Diego, Denver, Philadelphia, Las Vegas and Cleveland. The average linking media placement had a Domain Authority (DA) of 56.

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Lyndsey Maddox

Director of Business Development
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