Envirovue provides its customers with a range of waste management services nationwide, eliminating the difficulty, risk and expense of managing multiple waste streams across various locations.
46
pieces of coverage
42.2M
total PR reach
331%
rise in new users
83%
increase in goal conversions
The Brief
Wild PR began working with Envirovue in July 2022. We were brought on board to support SEO objectives and strengthen the brand’s backlink profile. Key objectives for our activity included achieving high-quality links from a dedicated wishlist of media publications, including national, regional, businesss, and industry-specific publications.
We developed a full digital PR and link-building strategy after undertaking a media and competitor analysis to achieve the desired outcomes. This was then followed by creating a bespoke activity matrix, including digital PR campaigns, PR mailers, SEO-optimised blog content, and ongoing press office monitoring.
The Results
Since working with Envirovue, the team has developed two PR campaigns and three PR mailers, as well as developing business news press releases, including contract announcements.
In order to target decision-makers dealing with commercial waste management, we developed a PR campaign revealing a top ten ranking of the locations in the UK that have committed the most fly-tipping offences and have subsequently paid out the most fines between 2019 and 2022.
To obtain this data, we drafted and submitted an FOI request that was sent to 424 UK countries, of which 117 responded. Once all responses were received, we got to work on analysing the insights and pulling out the top 10 councils with the most fines. In doing this, we were able to target a substantial amount of regional publications, as well as national and industry-specific contacts.
Overall, this campaign achieved nine pieces of coverage, including four backlinks, and a PR reach of over 2 million with standout publications, including Business Chesire, FM Business Daily, Edinburgh Evening News, MSN, London Daily News, Circular Online, Twin FM, FMJ, and Facilitate Magazine.
Another digital PR campaign we worked on revealed the UK locations that send the most waste to landfill. Similarly to the above campaign, this required us to draft and submit an FOI request to understand how many tonnes of waste each council has sent to landfill between 2020 and 2022. This request was sent to 424 councils, of which 45 responded. Overall, this campaign achieved six pieces of high authority and wishlist coverage in the likes of Falkirk Herald, Sussex Express, Ends Waste and Bioenergy, Daily Record, I-FM, and Dundee Courier (print).
One of the PR mailers we developed focused on whether waste companies are really committed to waste reduction. This resulted in four pieces of coverage in Environmental Leader, OEN Magazine, Business Concept, and BBP Media.
Alongside planned activity, the team continues to work on an active press office function that involves responding to media requests from key news outlets, monitoring trending news stories, and responding with expert commentary from Envirovue. This activity stream has led to linking and print coverage in wishlist titles such as FMUK. For this particular request, we drafted a bespoke article on measuring and reducing waste using technology.
Following various successful PR campaigns and press office monitoring achieving high-quality linking coverage alongside SEO-optimised content creation, Envirovue’swebsite metrics have seen a significant improvement.
Comparing the last six months of 2022 to the previous period, Envirovue saw an increase in users (+32%), new users (+311%), and goal conversions (+83%). Additionally, page views were up by +27%, and user engagement saw an uplift of +30%. Pages that have performed well during this period include ‘contact us’ (+54%), ‘services’ (+28%), ‘articles’ (+124%), and ‘our tech’ (+31%). Domain authority has also improved by five places since July 2022.
We’ve also seen some fantastic improvements to keyword positioning. Since beginning PR activity, we have seen the number of organic keyword rankings increase from 28 to 205 (+327%).
Stand-out improvements to keyword positions include, ‘contaminated dirt disposal’ (+63), ‘contaminated soil recycling’ (+64), ‘contaminated soils disposal’ (+20) and ‘waste management supplier’ (+20). We have seen new relevant keyword rankings too such as: ‘waste management supplier’ (position 33), ‘environmental waste removal’ (position 38) and ‘hazardous waste removal services’ (position 36).
