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ERF Electrical

Electrical wholesaler earns 75+ links with trade press coverage

ERF Electrical has been helping electrical installers across the UK since 1967. It provides wholesale products to clients across a wide range of sectors, with 12 physical branch locations up and down the country. Impression also supports ERF Electrical with its paid media strategy but this case study solely focuses on digital PR.

The Challenge

Leading UK electrical retailer ERF Electrical approached Impression for digital PR services in early 2020, just before the pandemic hit.

At the time, the site had a Domain Rating (DR) of just 7, making it weak in comparison to some of its competitors. ERF wanted to boost its brand awareness and backlink profile, helping it to attract new trade customers while increasing its position in the SERPs

The Strategy

From our initial audit, we determined that more SEO-driven tactics would be a good place to start with the link building, primarily through directory placements. We supplemented this activity with reactive PR, thought leadership and campaigns, with a focus on gaining coverage in the trade press.

Many of the campaigns were informative in nature, providing electrical trade publications with content that serves their audience.

Here are a few examples:

In addition, we occasionally created press releases to announce important business news, such as when ERF Electrical appointed a new Managing Director to drive the company’s next phase of digitalisation and growth.

Business news can be fun too; in April 2021, ERF gained six pieces of coverage for a competition that offered the winner their weight in chocolate!

The Results

The following results have been achieved with the help of digital PR activity.

75+

pieces of coverage secured since March 2020. On average, we secured 5 links per campaign.

514%

increase in Domain Rating (DR)

#3

ranking position for ‘electrical wholesalers Nottingham’ vs #9 in Jan 2020

476

No. of ranking improvements overall from new or improved keywords since working together

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