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The business already had a strong internal SEO resource and strategy, as well as a high-performing content team, however, the overall authority of the site was limited by the quality of links coming into the domain. This limited the site’s potential to rank towards the top of page one for its hero keywords.\u003C\u002Fp>\n\u003Cp>With this in mind, we were challenged to improve organic performance while showcasing their excellent knowledge and industry insight.\u003C\u002Fp>\n","4",[],{"acf_fc_layout":379,"reduced":265,"top_overlap":371,"bottom_underlap":371,"disable_observer":-1,"style":-1,"layout":-1,"size":380,"container":381,"gutter":-1,"left_gutter":382,"position":30,"image":383,"image_width":65,"image_height":66,"alt":384},"banner","full","container","gutter","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FA2hDb7N3-Boiler-Guide.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","Boiler-Guide",{"acf_fc_layout":369,"reduced":265,"top_overlap":371,"bottom_underlap":371,"disable_observer":-1,"style":386,"layout":387,"heading":388,"intro":389,"cta_text":30,"cta_link":30,"columns":376,"show_steps":84,"grid_items":390},"blue_background","content_grid","The Strategy","\u003Cp>Our approach to Boiler Guide’s \u003Ca href=\"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20220516094522mp_\u002F\u002Fdigital-pr\u002F\" target=\"_blank\" rel=\"noopener\">digital PR\u003C\u002Fa> and link-building strategy was to use a layered approach encompassing a wide array of the below tactics.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20220516094522mp_\u002F\u002Fdigital-pr\u002Fcreative-content-campaigns\u002F\" target=\"_blank\" rel=\"noopener\">Creative content campaigns\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20220516094522mp_\u002F\u002Fdigital-pr\u002Fthought-leadership\u002F\" target=\"_blank\" rel=\"noopener\">Thought leadership\u003C\u002Fa> and feature opportunities\u003C\u002Fli>\n\u003Cli>‘Traditional’ PR tactics and announcements\u003C\u002Fli>\n\u003Cli>Reactive opportunities and comments\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>The client’s main KPIs and requirements were predominantly focused on achieving a consistent stream of quality links into the domain as opposed to intermittent flurries of links coming in through quarterly campaigns, for example.\u003C\u002Fp>\n\u003Cp>Using this layered approach allowed us to take an “always-on” approach to link building, meaning we could be flexible with the tactics used each month depending on industry seasonality and the wider news agenda.\u003C\u002Fp>\n\u003Cp>The campaigns we focused on were based around topics and content that Boiler Guide’s core audiences of homeowners, landlords and installers would find genuinely interesting and that the brand would be proud to also promote as a marketing asset. Some campaign examples include:\u003C\u002Fp>\n\u003Cp>\u003Cb>\u003Ca href=\"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20220516094522mp_\u002Fhttps:\u002F\u002Fwww.boilerguide.co.uk\u002Farticles\u002Fuk-boiler-breakdown-study\">Boilers on the Blink\u003C\u002Fa>. \u003C\u002Fb>This campaign used Boiler Guide’s own internal data to calculate how likely your boiler is likely to break down based on where you live in the UK. This compared the number of recorded boiler repair enquiries and compared it to the number of properties in the same location and was picked up by both the regional and industry press.\u003C\u002Fp>\n\u003Cp>\u003Cb>\u003Ca href=\"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20220516094522mp_\u002Fhttps:\u002F\u002Fwww.boilerguide.co.uk\u002Farticles\u002Fbest-customer-service-names\">The names of the UKs most trusted traders\u003C\u002Fa>. \u003C\u002Fb>It turns out the tradesmen named Nigel are the most trusted in the UK, who knew? This campaign took a deep dive into review data from sites including Boiler Guide, Google My Business and Yell to work out the average ratings for the most common first names in the UK. Gary and Paul also fared well.\u003C\u002Fp>\n\u003Cp>\u003Cb>\u003Ca href=\"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20220516094522mp_\u002Fhttps:\u002F\u002Fwww.boilerguide.co.uk\u002Fupgrade-boiler-covers\">Customisable boiler cases\u003C\u002Fa>. \u003C\u002Fb>We also worked with Boiler Guide to produce a range of customisable boiler cases – the perfect accessory to ensure your boiler stands pride of place in your property! Options included the Liverpool FC branded version “You’ll never warm alone…” (sorry), The Throne and The Pat (Butcher inspired). 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The team takes feedback well and are really easy to work with.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FCPzIuYcr-boiler-guide-logo.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Chris Tyrell","Chief Marketing Officer",{"acf_fc_layout":414,"reduced":265,"top_overlap":371,"bottom_underlap":371,"disable_observer":-1,"heading":415,"layout":416,"cta_text":417,"style":406,"featured_post":-1,"posts":418},"blogs_module","Related Digital PR blogs","full-width","Read all articles",[419,433,446],{"title":420,"excerpt":421,"to":422,"postedAt":423,"readingTime":424,"image":425,"authors":426,"category":430},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. 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