Maximising search performance with Digital PR

Background

Across 2022-2023, Moonpig’s competition had become more aggressive, investing heavily in their organic search strategies, which saw improvements in their keyword rankings in the SERPs. As a result, Moonpig’s market share for key products, including birthday cards, was in decline, with keyword rankings dropping and organic traffic and revenue decreasing. Trunk were appointed to implement a digital PR strategy that was designed to improve backlink relevancy, site authority and regain important birthday card keyword rankings.

The strategy

Our initial backlink audit and gap analysis revealed that while Moonpig had some quality backlinks from top tier press, their profile lacked diversity and contextual relevancy.

To address this, we developed a campaign strategy targetting new, product and audience relevant publications. Our initial campaign focussed on the evolving birthday card market, unlocking new press niches with angles tailored to design trends, printing, pet owners, AI, tech, and alternative milestones.

This allowed us to target previously unlinked, highly relevant domains, enhancing the quality and diversity of Moonpig’s backlink profile.

Working with Moonpig’s PR team

Moonpig has an internal traditional PR team that focuses on driving top-of-funnel brand awareness through partnerships and national press relationships. To ensure there was no conflict of interest, we collaborated to agree on a clear split of responsibilities, in which Trunk would focus on digital PR activity designed to acquire backlinks to the website to drive search performance.

Our campaign formats and strategies were inherently different to Moonpig’s internal PR teams, with a clear focus on acquiring backlinks from a diverse range of publications, that did not conflict with Moonpig’s PR team’s existing relationships.

The results

Our strategy and delivery was a cause for celebration, delivering significant increases in organic rankings, leads and conversions.