An expert's guide to surviving Squid Game's glass stepping stones
Founded in 2003, Specialist Glass Products (SGP) is a structural glass manufacturer specialising in bespoke annealed, laminated and toughened bends, as well as manufacturing and supplying all types of flat glass.
increase in organic traffic to website
increase in goal conversions
keyword rankings improved
pieces of press coverage
Wild PR was appointed by bespoke glass manufacturer Specialist Glass Products back in 2018 to raise the brand profile, and increase turnover by positioning SGP as the number one in the glass manufacturing industry.
We developed a comprehensive marketing strategy delivering all aspects of the marketing mix such as PR, social media, events, digital marketing as well as an SEO-friendly website in line with SGP’s values and objectives.
What we do for Specialist Glass Products
PR & Digital PR
Following the implementation of an SEO optimised website, we have focused on building high-quality onsite content and PR campaigns to support.
This has resulted in a 24% increase in overall traffic and a 25% increase to website page views with blog page views, in particular, increasing by 46%.
The increased traffic is not only spending longer on the website but it is also converting leads with overall goal conversions increasing by 505%.
PR coverage has included a total of 140 pieces across national, regional, industry and business publications supporting the improvement of organic keywords (+64%) and increasing referring traffic by 51%.
We have also written and submitted over ten award entries resulting in seven shortlists and three award wins. SGP is now currently part of The Manufacturer 100 as an exemplar.
The Squid Game series took over nearly every corner of the internet reaching 111 million viewers worldwide and recently knocked Bridgerton off the top spot as Netflix’s most successful series. The penultimate ‘Glass Stepping Stones’ round featured in episode seven caused interest in searches for ‘tempered glass’ to increase by 200%.
At the time, SGP was not ranking for the search term ‘tempered glass’ so we set out to newsjack this trend, gain links back to the SGP website with the aim of improving SEO. To do this we created a PR campaign that gave tips on how to ‘beat the game’ which linked back to a blog on SGP’s website which provided more detailed expertise to identify the difference between regular and tempered glass (which would help you cross the bridge).
To date, the campaign has achieved 22 pieces of press coverage (and 21 backlinks) including many regionals like Wales Online, Hull Live and Nottingham Live as well as industry publications such as Glass Times. It is still the third most visited webpage and to date has generated over 900 page views.
Most importantly, SGP now ranks on the first page of Google for the search term ‘tempered glass’ alongside generating a further 18 keywords centred around this search term.