CLIENT: BPI Auctions
CLIENT OVERVIEW:
Based in Wakefield, BPI Auctions is an online asset disposal specialist which helps both businesses and individuals achieve corporate objectives ranging from environmental targets, space utilisation and cash flow generation.
Their bespoke disposal solutions enable them to offer support for businesses of all sizes and individuals. Clients benefit from their unrivalled turnaround times, free marketing strategy & specialist account managers within your market sector.
KEY STATS:
– 20 pieces of press coverage
– A healthy mix of industry and national press coverage
– Average domain authority for online press coverage of 47
– Coverage resulted in a total reach of over 376.4 million
– Website page views increased by 5% compared to the previous period
– Supporting blog content generated 161 entrances and 230 page views
CAMPAIGN BRIEF:
In 2022, we were appointed to raise the brand profile and online visibility of BPI Auctions through a strategic PR strategy focusing on securing high authority linking coverage from key media verticals, and the creation of onsite content that will support both the UX of the website and the SEO objectives.
As BPI offers a variety of specialist classic car auctions, we wanted to work on a campaign that drove traffic to relevant selling and buying pages on the site.
To secure high-quality linking coverage from publications with high authority and relevancy to support keyword rankings around classic cars, we worked on a digital PR campaign to find out what makes and models will most likely be classic cars in the next few decades.
TACTICS USED:
A classic car is defined as a make or model that is 25 years or older and has an enthusiastic following of both collectors and restorers. Although many cars made today are mass-produced and so lose the appeal of ‘collectability’.
In order to understand which makes and models could be considered a classic as of 2022, we looked at all cars that have been in production since 1997 to the present day and ranked them by rarity and search volume.
THE RESULTS:
We secured 20 individual pieces of press coverage in a mix of national, regional and industry publications. Three of those linked directly back to the website. The coverage had a total reach of over 376.4 million, featuring titles such as The Yorkshire Post, Daily Mail, This is Money, Auction News, Car News Daily and more!
The coverage supported website traffic with BPI seeing 11% more new users, an increase in overall page views (+5.35%) and a reduced bounce rate of 16%.
The supporting on-site content on the blog generated 161 entrances and 230 page views in the first two months alone with users spending an average of eight minutes on the page.
Following this, we saw significant improvements in related keyword rankings, with the number of keywords overall increasing by 47% and estimated traffic cost by 39%. New and improved keywords included ‘auction cars’ (new), ‘classic car auctions’ (+16), ‘auction classic cars’ (+11), ‘classic car auction yorkshire’ (+15) and ‘classic cars and campers’ (new).
These improvements are a great example of how digital PR can support a website’s SEO and performance. If you’re looking for ways to boost online visibility and brand awareness, get in touch with our Wild team today.
Check out the campaign here or head over to our full case study here to learn more about our work with BPI Auctions.