The Challenge
Stokemont, a chartered surveying company targeting the London area, needed to earn high authority backlinks to compliment their wider SEO strategy.
The main keywords being targeted on the site are very competitive, and the brand is competing with some big brands in the property space. So, we needed to earn the highest authority links possible whilst staying within the broader topic of property.
The Strategy
Our experience in the property space has shown us that a couple of key things work when trying to build high authority links in the property space:
- Data sets with a regional breakdown
- Stories which involve property prices and the things which can effect them
Naturally, property owners are always curious as to which things will impact their property price. As a result, journalists covering property related topics are often keen to pick up and share stories which involve look at factors that influence property prices.
Since we were running this campaign in the lead up to Christmas, we also knew that seasonal related stories would do well.
Following an internal ideation session, one of the ideas that we came up with was to look into the data and find out if festive street names have any correlation with property prices. To our surprise, festive street names like roads containing ‘Snowball’ and/or ‘Reindeer’ do indeed correlate with higher street prices in certain regions.
We compiled the data, including a regional breakdown across the UK, and crafted a press release presenting our findings. We also created an infographic which we could share with journalists:

With our data, infographic, and press release to hand, we next put together an extensive outreach list containing as many property related journalists as possible.
Our aim was to reach the right journalist at the right time, and we spent a lot of time on the large-scale and manual outreach of the campaign, getting our piece in front of journalists who were most likely to be interested in sharing it.
The Results



The timing of our piece could not have been better, with property sales often slowing in the lead up to Christmas before picking back up in the New Year. This meant that property journalists were hungry for content, and our story landed in their inbox at exactly the right time.
Many journalists picked up and shared the piece, and we managed to earn links and coverage from websites like Yahoo, MSN, London Daily News, Property Reporter, Get Surrey, London Loves Property and Property News Desk. We even earned coverage from hyper-niche websites like David James and the piece was also syndicated across countless Reach PLC publications (like Hampshire Live and The Cornish Times).
The campaign earned 9 links, not counting the 20+ syndicated ones, with an average ahrefs Domain Rating of 56 and a high of 91.
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