MultiplierHR, a Professional Employer Organisation (PEO) startup, was looking to acquire relevant traffic for its recently launched website. Appearing on Search Engine Results Page (SERP) 1 of Google for strategic keywords was a good way to get leads and provide the social proof needed to land in the good graces of VCs who could back the new venture. But like all startups, MultiplierHR was on a time crunch. SEO takes time to yield results but the VC pitches were just weeks away.
The search for the quickest route
We had to find a shortcut. As an agency that occasionally dabbles in PR work, we knew the secret power established news sites held. Beyond just being publishers with a captive audience, they also had websites with great SEO value. And it hit us: What if we ride on the shoulders of these giants?
The road less travelled
We zeroed in on high-authority publications that could both cater to our target audience in the HR industry as well as deliver the traction we were looking for. We eventually landed on the perfect vehicle: entrepreneur.com. After just a couple of days of talks with the publication, we developed a content piece that was optimised to rank for our keyword, send readers to the MultiplierHR website, and follow entrepreneur.com’s editorial guidelines.
