Fery Kaszoni has come a long way in his life. From being a 12-year-old nosy lid who set up a tech lab in the loft of their home, and wiretapped every room with a secret microphone, to being the founder and owner of one of the best link-building firms in the UK, Search Intelligence Ltd.
He now owns SaaS tools and dozens of websites that get in touch with millions of users every month. He is able to use these to help businesses and digital agencies with advice and strategies that help them effectively utilize digital marketing.
He also carries out in-depth case studies on both unsuccessful and successful websites, and then he shares these findings on LinkedIn and YouTube.
If you are looking for the most competent and effective backlinks on high-tier media, then he and his company are well-positioned to blow up your website with earned, scalable press links, on top-tier websites like Forbes, The Sun, Bloomberg, The New York Post, The Guardian, Vogue and thousands more.
In this article, we look at how Fery Kaszoni does what he does. He is able to create a buzz within no time, and his SEO methods are somewhat revolutionary.
Never before have you seen an individual like Fery Kaszoni, who is oddly in touch with some of the best ways of getting high traffic to a website within a very short time, and all of that done without using the detestable black-hat SEO methods.
Roll up your sleeves and get ready to dive into the life and times of Fery Kaszoni.
First, let us look at an example of some of his innovative SEO methods. They can really go viral!
Agency-owner Goes Viral on LinkedIn With Post Announcing Launch of Four-day Work Week
On May 10th, 2022, readers of “The Wise Marketer” an online magazine for customer service woke up to the above screaming headline.
The CEO mentioned in the title was Fery Kaszoni.
He had announced that his company, Search Intelligence Ltd, was going to introduce a system where workers only work for 4 days a week.
That was definitely going to catch someone’s eye, right?
People working from Monday to Thursday, rather than Monday to Friday?
Well, diving deeper, the story takes a twist and it seems like Kaszoni is infringing on the perks that his employees enjoy at the company.
Now that got people talking (the news got over 120,000 reactions on LinkedIn)
The first thing that the LinkedIn post said was:
“Enough is enough! No more pizza Fridays at our company. We are also cutting out the Beer Friday initiative. No more beers or alcohol on Fridays. And no more casual dress for our staff members on Fridays, either.”
I can bet that some people who work in HR were already getting irritated by the post by this time.
Anyway, it goes on to give another twist to the story.
The reason why all these Friday Perks would no longer be offered at the company is simple – every Friday, all employees can have the whole day off.
Oh Yes! Now that got a lot of people talking, and the post, as we mentioned before, got a whopping 120,000 reactions over a 3-day period.
Basically, the company was giving employees a 4-day working week.
The post goes on and makes the following statements:
“Yes, we are scrapping all the good things that our team at Search Intelligence Ltd has benefitted from on Fridays because we are adopting a 4-day work week from this month (May), and Fridays will be permanently off.
“From today, every week is a bank-holiday week at our company, with close to 40 team members having an extended weekend, every week! We are also keeping the same wages, and we don’t require people to work longer hours on the four remaining workdays of the week.”
By the end of the week after the post went up on LinkedIn, it had not only gotten 120,000 reactions, but 668 shares, and over 1,200 comments. All-in-all, the post gathered about 9 million views.
On top of that, the company was bombarded with over 400 applications and requests from individuals all over the world asking to work for Fery. The number of followers on LinkedIn increased by more than 200%.
The comments brought up a lot of debate on whether there would be pizzas served on any of the other days and also wondered if their current employers can adopt such perks for them.
When asked about the popularity of the post on LinkedIn, Fery said that he loves using LinkedIn to share his insights and knowledge. He built Search Intelligence Ltd from three employees to a team of nearly 40 people within a year.
He went on to say that the post on LinkedIn had really struck a chord with people on LinkedIn, and it was evident that the 4-day work week was a trending topic.
There was a lot of excitement at the company about the introduction of a 4-day work week, as it gave everyone a better work-life balance, which allowed them to be more productive within the four working days, Monday to Thursday.
Some interesting reactions to the post included:
“Cue Search Intelligence Ltd.’s inbox going into meltdown with CV’s 😂 great to see another company introducing a modern, forward-thinking, people-centric benefit that offers genuine value to their teams”
“I think it’s amazing that you’ve organized your team to be able to work a 4-day week, deliver for clients, and give your team the time they need and undoubtedly deserve, to live their lives!”
“If I ever became an employee again, this is the type of company I’d like to work for!”
Now you may be wondering how Fery Kaszoni built up a company from 3 employees to 40 in less than a year. You may also be wondering how he gets such interesting and viral results to boost the marketing and link building efforts of his clients.
The secret behind this success is a process known as REACTIVE PR LINK BUILDING.
Before we talk more about Fery Kaszoni, we should understand what Reactive PR is, and see how it can be a powerful tool, especially for link building and creating viral content.
What is Reactive PR LINK BUILDING?
In a nutshell, Reactive PR Link Building can be described as the process of finding, or creating a trending story, and then using that to create links to a website or blog.
However, there is a lot more that goes into the process, so let us break it down a little bit.
Does anyone, who is not directly involved in the PR industry understand what it is all about? Definitely, almost everyone has heard of the word public relations, but very few, outside the industry insiders understand the ins and outs of PR.
There are two distinct categories of public relations;
- Reactive PR
- Proactive PR
An organization will choose between the two based on the circumstances and goals of its PR campaign.
For example, in cases where a company wants to manage a crisis, or drive up its SEO, reactive PR is the best way to go.
In cases where a company wants to have long-term growth, the Proactive PR is the best choice.
Describing Public Relations
Public Relations campaigns can be challenging and complex and use several methods to achieve their goals. However, in its basic form, PR is just about how a company relates and shares itself with the public.
Advertising, Press Releases, and Branding are all crucial aspects of PR. PR also includes the ways companies build relationships with one another for mutually beneficial purposes.
The term advertising in PR does not refer to commercials and billboards, but to the more subtle form of advertising a business. This is perhaps one of the main reasons why many people don’t understand PR.
This means that the goal of a PR advertising campaign is not to blast commercials, but to turn the public into your advertisement. This means getting the public to talk about your business and spreading the word by mouth, personal recommendations, etc.
The Crucial Importance of Public Relations
Public Opinion is powerful, and it can make or break a company.
It can take about 2 hours to confirm a true rumor, but it would take about 14 hours to prove a false rumor.
Mass boycotts have been known to drive companies into the ground within a month or two.
In today’s world, Social Media is a tool that can be used to break or make a company, based on the stories being circulated by people.
Companies have to be very careful about public relations, given the power of social media.
The platforms thrive on user-generated content and are more accessible than ever before. This means that there are varying opinions about business everywhere you look. A company must stay on the right side of these opinions.
Digital PR agencies, such as Search Intelligence, use social media to curate specific opinions about the clients that they represent. Unlike paid forms of advertising, people tend to think that the word being spread around by their friends to be trustworthy.
This is why celebrities and other influencers play a huge role in shaping public opinion.
PR specialists like Fery Kaszoni know this very well, and they leverage it accordingly. Public relations is the business of public persuasion. People are more likely to be persuaded by other people that they relate to, rather than a billboard placed randomly on their road back to their homes.
Now let us look at how all this comes together when we talk about Reactive, and Proactive PR.
Proactive vs Reactive PR
The difference between Proactive PR and Reactive PR can be found right there in their names. With Reactive PR a company is reacting in response to an event. With Proactive PR the company looks at means that will generate a response.
Let us look at a few examples to illustrate this difference further:
Examples of Reactive PR
As we had mentioned earlier, the first thing that you might think about when you hear about reactive PR is a situation where a company is trying to manage a crisis. This should not be likened to newsjacking, which refers to responses generated out of the news about other companies.
Reactive PR refers to watering down a story that is potentially harmful to a company before it runs amok. But that is not everything that goes into reactive PR.
It is curial that a company stays prepared to respond to harmful stories. There are many ways to be prepared, including:
Maintaining Relationships With Media Partners
You should always keep in touch with people who you have worked with in the media industry. Generating a constant stream of content, published in reliable media outlets will keep your brand vibrant in the public eye.
It will also help in nurturing professional relationships in a positive manner, and this may lead to new contacts that you can convert.
Generating and Nurturing New Partnerships
Looking for new partnerships may sometimes feel like a proactive process, but it is also a part of reactive PR. You must keep in mind that the partnerships you generate do not have to relate directly to public opinion, or the media.
For example, if you are a small business, generating a partnership with a larger organization that operates within the same niche as you can be of great benefit to your company. It will lead to better and larger public exposure.
Generating and nurturing new partnerships may not alter public opinion, as this is what proactive PR is about. However, it will open up your company to new opportunities that you may not be able to find on your own.
You must always keep in mind that a major part of reactive PR is to be prepared.
The Benefits of Reactive Public Relations
- It will keep your organization primed for new opportunities
- It will foster and nurture positive relationships with contacts for a long period
- Whenever you get bad press, it will not necessarily lead to the ruin of your brand reputation if it is handled in the proper manner.
Examples of Proactive PR
Proactive Public relations is concerned with outreach campaigns that create opportunities. Reactive PR will set the scene, and Proactive PR will perform or implement.
Proactive PR is all about sharing information and stories with the public, which then showcases the values of the company. This will in turn inform the public on how to relate to the products or services of the company.
It is all about getting the word out. This can be done in a variety of ways, such as:
Active Pitching
One of the main aspects of proactive PR is reaching out to new prospects and pitching your ideas to them. The goals with change as the year goes by, but the main objective will not change.
Take the example of a gift shop. They get the most customers during special occasions like Christmas, so they will pitch their big ideas during such periods, even though they may still pitch for birthday, and anniversary gifts throughout the year.
The main goal is to keep people interested in their products.
You may be pitching your ideas to social media influencers or other media outlets, so they can work with you to get the word out to the public.
Generating Content
Yes, it is one thing to reach out to your media contacts to share your press releases, but you should remember that generating new content is crucial in this time of social media. You can leverage this concept in various ways.
You can use blog posts, which are very common. You can also use case studies, which show how a company has improved in its product creation and service delivery. This helps in improving public opinion.
You may also use new content to pitch new ideas, which you can release at various times of the year based on your objectives.
Benefits of Proactive PR
- It improves your brand exposure to a wider audience
- It helps keep a positive brand reputation
- It fosters brand awareness within your niche
That said, the main difference between proactive and reactive PR lies in the expected outcome.
With reactive PR, you are preempting the public’s opinion, whether it may be positive or negative, and then preparing yourself accordingly.
With proactive PR, you are actively working to build relationships and opportunities, and this will expose your brand in a better light to a wider audience.
The methodology may be similar, but their intent and desired outcomes are different.
Now that you have a better understanding of public relations, let us get back to Fery Kaszoni, and how he has used reactive PR to build an SEO agency that has gotten the attention of many.
Fery Kaszoni – An Unexpected Journey into SEO
Fery Kaszoni did not formally study marketing, or any other course related to search engine optimization.
He was actually a motor vehicle detailer and worked to restore classic cars. He was working in the motor vehicle industry, making sure that classic cars looked great for his clients.
When Fery decided to venture online, he saw SEO as some form of magic. According to him, SEO was a magic wand that was waved to do something that would ultimately affect how Google ranked a site.
Around 2007, and 2008, he started a blog on BlogSpot. He would write blogs on a daily basis, and get some form of engagement.
It was not until much later when he published a blog post that went viral. It brought in over 10,000 readers within a few hours, and by the end of the day, the post had more than 20,000 users hooked.
Fery decided to look into what exactly had made people react in such a manner to this particular post and not any of the others that he had published before.
He studied the features of the post, and then he started experimenting with various methods of tweaking these features and seeing how people reacted to each of his posts.
Fery had no technical knowledge, and he simply used the blogpost subdomain method to create his blog. Oddly enough, he was able to generate hundreds of thousands of views, without a dedicated domain name.
So, he would go to work as a classic car specialist in the morning, and in the afternoon, he would go home and learn about SEO and coding online. He truly wanted to venture into the online world and make his mark.
In 2016, he quit his managerial job at a classic car body shop and started working in SEO. This was at the age of 38.
Instead of jumping into general SEO, he saw a huge opportunity in link building. He realized that link building had an instant and profound impact on rankings.
He saw that other disciplines of SEO were getting diluted with time, but link building did not. It stood the test of time, and this is where he put all his efforts.
However, the fact that link building was a powerful way of improving rankings on search engines did not mean that it was easy to perform.
This is what Fery says he loved the most about it. He loves a challenge, but that is not the only reason. He says that he had to find a way to perform link building well because he knew he would not have a lot of competition.
And so, his passion for link building grew, and he woke up every day wondering how he could do it better and end up dominating the niche.
In 2014, while he was still working as a classic car detailer, he decided to post services about SEO on Upwork. A lady from London, who had a flower card business, reached out to him and asked if he could help, even though she had a small budget of about 30 pounds a week to work with.
Fery was so excited, and he jumped at the opportunity. He did a great job, and very soon, the lady started seeing increases in sales, and rankings. She was at one time competing with Interflora, which is a huge flower delivery company.
Fery had to work very hard to achieve this, and the payment did not truly reflect on the work he did, but he did it with passion all the same; the lady was his first-ever client. The lady then brought along her friend, Coral Turner, who is a famous fashion designer in London.
As time went on, word of mouth spread and he got more and more clients, and eventually, in 2016, Fery Kaszoni rented an office, quit his job, and started working hard to build his agency, Search Intelligence.
Fery inadvertently found out that reactive PR was the best way to go about building links for a client using viral content. Let us look at how he does this.
Fery Kaszoni – The Art of Reactive Link Building
Generally, as we mentioned earlier, reactive PR is about identifying stories that are trending, by going to Google trends and other resources, and then finding trends that are relevant to a business, and creating stories that go viral, and generate engagement.
Reactive PR link building uses the same methodology, to generate links back to a business website, especially through social media posts.
However, Fery does not just look for the “traditional” reactive PR link building methods. He goes a little further, pushes the status quo, and generates massive results.
Traditional reactive PR will look for trending stories that have some sort of overlap with the products and services of a company, and then leverage these stories to build engagement and links for the business.
Fery always looks for a weird twist, and this is perhaps why his efforts are very successful.
In one example, he talks about how he used a heat wave event to generate engagement and links for a client who was manufacturing boilers.
Now this will sound crazy. How do you use a heatwave story, to generate viral content for a client who manufactures boilers which are used to heat homes?
You would expect someone to use a heatwave event to generate stories about products that will help bring down the temperature, right?
So, he went ahead and created a piece entitled:
“The UK Heatwave is Coming, You Should Turn On Your Boiler Now”
The news piece went viral on the news. People were asking why they should turn on their boilers when there is an impending heatwave coming their way.
The title served as a hook to talk about something else.
Basically, the story was that since it was summer, and there may be a heatwave on the way, people should not forget that winter is coming along, and they need to prepare their boilers for the cold season.
If there were rusted pipes and anything else that need fixing on their boilers, then they should contact the boiler company that Fery was representing.
Fery has this uncanny way of playing with headlines which makes people want to read the content he creates.
Think about the 4-days work week, and how he got people to engage with the post, simply because of using a quirky headline, saying that all Friday employee perks at his company would be withdrawn.
Well, the piece for the client generated 50 different links from regional news publications. Now that is amazing; having 50 high-profile news outlets linking back to a client website.
And this is something that he leverages very well.
If a famous celebrity turns up for the Oscars wearing a red dress, then the search for red dress goes up, and he leverages this for his fashion clients, by adding a funny title that has the keyword “red dress” for a press release.
Keeping Up With Idea Angles
Many who are familiar with the work that Fery has wonder how he manages to get various angles for his stories all around the year.
For example, he has a number of fashion clients, and many people wonder how he is able to serve all of them successfully, all around the year without having a conflict of interests or running out of ideas.
His response:
He owes his success to his team.
Having a huge team of innovative and creative people on his team has always ensured that Search Intelligence does not run out of reactive PR ideas.
It does not matter whether the company has 5 or 10 clients in the same industry. The fact that there is a lot of brain power at the agency ensures that there are many ideas flowing, which are not in conflict with one another.
The result is having a great result for all his clients, without any of them feeling like he is underperforming for them in contrast to his performance for his other clients.
If he was working alone, he probably would not have as many ideas.
He says that without his team, the company would not be as successful as it is. Perhaps this is why he decided to give them a long weekend by shortening the working week to four days.
Whenever a new viral story crops up on the news, there is always someone on the team who picks it up and asks anyone with a client in the same niche to pay attention.
The team works well with each other. They complement each other and uplift each other, and this contributes to the success of the company as a whole.
To avoid conflict, Fery and his team do not pitch a story to multiple clients.
Using the red dress example, the company would pitch that for one particular fashion client, and not do the same for the rest of their fashion clients. This helps avoid conflict of interest and keeps ideas fresh and enticing.
The company does about 200 press releases per month, and they have never lumped in two clients in the same press release.
Timelines for the Best Results
In reactive PR, time is a crucial factor. Trending stories have a very short shelf life, and you have to be very fast in releasing content related to a trending topic if you want to get the best results.
So, what kind of timeline does Fery have for unleashing his famous press releases?
The story breaks, and everyone is talking about it, Fery needs to see the story, react to it, and come up with an angle to use for his press release pitch.
This must be done as fast as possible in order to get the best results.
Fery says that the shorter the timeline, the better the impact. When talking about a short period, it can sometimes be as little as 30 minutes after the news has broken.
Yes! That is how quickly Fery and his team have to be so they can get the best results for their clients.
However, there are times that they can take up to half a day to get their pitch out. It all depends on the story and the perceived shelf life.
For the team to succeed, they also need to have clients who are quick to respond to their emails and messages.
If a story would have a high impact on a client if they got a PR out to the press in a day, then it would be ineffective if the client responded to their emails after two days.
If something happens, then they quickly send out an email to the client, telling them that a story has come up, and they could benefit if they were linked to the story.
The client then gives the go-ahead and within 30 minutes, Fery and his team have sent off an email to media houses and social media influencers, which eventually bring in the links for the client.
However, it does not mean that the first reactive PR message lands immediately and brings in the links. Sometimes they have to stick to the story and send out five or more PR emails to get the desired results.
The timeline, therefore, depends on the kind of story that they choose to leverage.
Some stories will be an instant hit.
Others will need a longer campaign, that will be based on data, and other factors.
So, the team has big campaigns that are already planned out, where they are leveraging a story for a month or two. They also have short “highly-reactive” stories that can crop up on any day. The team starts every day prepared for the unexpected.
What about content?
It would surprise you to know that the company does not come up with the content for the campaigns. All they do is write an email highlighting the story, and how it can be leveraged, and then others create the content.
For example, they could have a client who commissioned a research or case study, which we shall look at later, and when a story breaks about the topic, then they send out emails to the media houses covering the story, asking them to link back to the client who commissioned the case study or research.
A typical email would go in the following format.
“Hi. We have a client who has discovered that this and that has happened, and there is a search surge of 275%, the client advises people to respond in this manner, so if you have covered the story, could you link back to the client?
Of course, this is a very simple way of putting the outreach email. Normally, the email that Fery and his team send out has a lot more detail, which shows the client’s expertise or angle, and this is what leads media houses and influencers to link back to their clients.
For reactive PR link building to be successful, you must be fast. That is crucial.
This means that you cannot take time to start creating content to match a breaking story.
The way that Fery and the rest of the Search Intelligence team do it is, send out a short email with a catchy angle, then relate that to the client’s products or services, and ask any media outlets running the story to link back to their client somewhere in the content they create.
And if someone runs with the pitch idea and does not link back to the client, Fery and his team simply let it go. You cannot go around telling media outlets that they ran with your pitch and did not create a link to a client.
These are the ups and downs of the PR industry, and you have to learn to swing up and down accordingly. You have to keep a clean relationship with journalists; one day they may link back to your clients in a major way.
Nurturing Contacts with Journalists
Fery says that they send out emails to 400 journalists at the same time.
One would wonder how he is able to categorize his database so his email pitches go out to the right people. You cannot send an email pitch about a fashion show to a journalist who covers politics.
The team has a tool that they use to find journalists and categorize them according to their areas of interest. This way, they are able to send emails to the journalists who would be ready to respond to them and write a story based on the pitch they have sent.
However, you would be surprised to learn that as an agency, the company sends out 80,000 to 100,000 emails per day, covering pitches for its wide range of clients.
It is quite a humongous task, but Fery and his team manage it seamlessly and with great impact and results.
Each employee has a dedicated email address from the tools that they use, and they have particular topics to cover, and particular journalists to contact.
One would think that this would be termed as spamming journalists, but as Fery says, some journalists need to write 8 to 10 different stories every day, and they are actively looking for interesting ideas to write about.
Search Intelligence actually supports these journalists by giving them story idea pitches, that have a quirky nature, and are bound to go viral. So, one can say that Fery Kaszoni, and his team, help the journalists.
The journalists look forward to reading emails from Search Intelligence, and this is why the company is very successful when it comes to reactive PR link building.
What about Conversion (Success) Rates?
It is important that Fery and his team keep an eye on how successful their reactive PR link building campaigns are.
Fery says that internally, they have about a 65%-70% success rate, but for their clients, it is always a 100% success rate.
How can this be?
Well, Fery and his team make sure that every campaign they carry out for a client is successful.
If they send out a reactive PR link building email and it does not get the desired result, then they carry out 2 or 3 more (at no cost), till they get the desired links set out at the start of the campaign.
So, every client is 100% happy with the results, but internally, Fery admits that some of the campaigns do not perform as they expected. This is why their internal analytics stand at a 65% to 70% success rate.
Fery admits that when they first started scaling up their service, the company would have an 80% failure rate. Yes! Only 20% of their campaigns would succeed at the start.
However, as they gained more experience, and started nurturing contacts with journalists, their success rate improved drastically.
This is why nurturing contacts with journalists is a crucial component of successful PR.
The conversion rates are one of the major indicators of the success or failure of a link building agency. It is one of the toughest things to achieve, and Fery is happy that he and his team have such a high rate of success.
Scaling the business is a big thing when it comes to success rates.
You must be prepared to scale the PR agency by having the right team.
Remember that when you scale up the business, you are scaling up the number of stories that you have to generate and the number of journalists that you must keep happy.
Without a great team, you cannot successfully scale up your reactive PR link building efforts.
This is why Fery is very thankful to his team, who work hard to ensure that they meet the demands of scaling up the business.
With 100 clients and about 50 team members, it means every member handles 2 clients. This is manageable. However, you cannot handle 50 clients, when you are operating solo.
Some advice
Fery says that if you want to succeed as a reactive PR linking building agency, or any other form of a PR agency, then there are some things that you MUST do:
- Buy the tools required for mass communications – you need tools that make it easy for you to categorize your journalists and send out massive email blasts at the same time.
- Training and Inspiration – you need to keep yourself updated with PR methods. These change quite fast and you need to have consistent training in order to keep up with the big boys in the industry.
Fery Kaszoni – Reactive PR Link Building Case Studies
Now that you have seen how Fery Kaszoni and the Search Intelligence team go about their work, it is time to look at specific case studies of jobs that they have succeeded in executing, so you can learn and be inspired by their work.
Reactive Link Building Generates 50 Links for CarGuide
It was on a Saturday, and Fery Kaszoni decided to work on a client and get some links in.
So, he took 3 hours of his Saturday afternoon to work on the reactive PR session, and the results that he got were more than amazing.
He says that he got the most powerful coverage and backlinks in the world from some of the globe’s most recognized publications:
He got links from Standard UK (DR 89), The Telegraph (DR 92), Bloomberg (DR 92), Electrek (DR 80), The Sun (DR 90), Yahoo (DR 91), MSN (DR 92), and a lot more.
The campaign went viral and it was covered by every big news outlet in the United Kingdom and around the globe.
The campaign was for a client, CarGuide, who earned some of the most prominent links that you could ever envisage.
Fery did this based on a reactive PR campaign, using research findings from Google Trends, around the topics that arose out of the fuel shortage crisis.
If you want to learn what Fery did, then you can watch below video and be inspired. The video shows the steps he took and the email that he sent out to journalists.
Reactive Link Building – 50 Links Built in 3 Hours
This is one example that will show you how to think out of the box when you are considering a reactive link building campaign.
You will also see that a simple campaign, with minimal budget and resource requirements, can bring huge results by getting backlinks from the big fish in the media.
Massive Links from the Pink Tax Campaign
This is a campaign that deserves credit because it was done by a new hire at Search Intelligence, who had zero experience in PR. The hire had only been at the company for a period of 3 weeks.
The story that was released generated a huge volume of coverage from some of the best publications in the world. We are talking about The telegraph (Digital and Print), Chronicle Live, The Mirror, and The Daily Record.
How did the newbie reactive PR link building hire go about this?
- They had done huge research on the prices of school uniforms for both boys and girls. They did this at one of the most visited online school uniform stores in the UK.
- They compared the gathered data and came to the conclusion that uniforms for girls were much more expensive than uniforms for boys.
- They then came up with the title, “The Pink Tax” and then they sent out a press release.
- The topic was so hot, that it was covered by every big media outlet in the UK, and this was just the beginning.
- This case study shows that you do not have to be an overly-experienced PR specialist to get great results. You just need the right inspiration.
Here is the piece written by the Telegraph on the Pink Tax topic.
“Girls’ school uniforms more expensive than boys’ outfits due to ‘pink tax’”
Research-Based PR Campaigns Earn High DR Links
Fery and the Search Intelligence Team have earned powerful links from publications such as EatThis, InYourArea, and MSN, just to mention a few. They have managed to do this using research-based campaigns.
In one such case, they got huge results due to a process that they always follow, and here it is:
- They started off by creating a huge list of the top 50 beer brands in the world.
- They then looked at the search volumes for every beer name in a base of 180 countries.
- They specifically carried out research for the keywords “brand_name beer”.
- From this research, they were able to come up with a list of the top beers that were being searched for in each of these countries. We are talking about the beers mentioned in their list of top 50 brands in the world.
- The company then went ahead and came up with a crafty press release, which explained their research, and the conclusions.
- They sent the press release to journalists who talk about foods and drinks in the various countries.
Well, as you can imagine the story was picked up by several food and drinks media publications. They were also able to land links coming from reputable websites such as MSN, TheDrinksBusiness, InYourArea, and many more.
You can come up with an unlimited number of stories, and these can help journalists in performing their jobs.
Whether the story is based on data and research, just like the one outlined in this example, or one that comes out of an insight that you have seen that can add an angle to a trending story, you can manage to pull links out of thin air.
Fery says that they all think of themselves as assistants to the journalists, and they make it easier for them to come up with interesting stories.
In return, they feature their clients in their work and provide those crucial backlinks.
Search Intelligence Boosts Client Organic Traffic by 100%
Fery Kaszoni and his Search Intelligence team did a PR link building campaign for one of the largest franchises in the UK.
The franchise had reached out to them requesting help in revamping one of their other websites, and also building backlinks, and increasing their lead generation efforts through their organic channels.
The team started by deleting all the content from the website, and replaced it with spun content derived from a template – this drove up the rankings a little bit.
This proves that you can get more engagement using spun content despite what others say.
The website is a multi-location service site, which targeted hundreds of different locations.
This is the way the team went about this task:
They began by rebuilding the WordPress theme of the website, which allowed them to implement their campaign in a custom manner.
They then gave each paragraph on the “/service-name/location-name/” 10 unique variations.
For example, each of the H1 tags for these pages had 10 different variations.
They then came up with 10 variations for the backend of each paragraph. One thing that you must pay attention to is that each variation MUST be talking about the same thing.
For example, if the paragraph contains a call to action, then all the 10 variations MUST have a call to action.
They then came up with a CSV file containing data for all the locations in the UK, which allowed them to generate location pages dynamically on the website.
They finally used the Google Maps API to come up with a unique image for every location page, overlaying it with a second image through PHP.
With a simple click of a button, the team was able to launch over 100 locations pages, which spun the 10 variations of each section and paragraph. This ended up creating an unlimited volume of pages, with each one having unique content.
Google was able to pick this up, and the result was that the website ended up on page 1 for hundreds of keywords including “Service + Location”.
NOTE: If you would like to see the real-life showcase and a demo for this case study, you can contact them and they will show you the actual website.
These are some of the case studies based on the work of Search Intelligence, which show you how successful they are when it comes to reactive PR link building.
Apart from learning from the exploits of the company, you can view more case studies that Fery has conducted and showcased on his YouTube channel.
You can learn a lot by viewing these case studies on his YouTube Channel.
In Conclusion
Fery Kaszoni was not cut out for reactive PR link building. It simply became a hobby and turned out to be a successful business enterprise.
He started working by restoring classic cars for clients, but soon got bit by the internet SEO bug, and singled out link building as a challenging but highly lucrative niche to work in.
If you would like to generate powerful links for your business or your clients, you should consider reactive PR as a tool for achieving this goal.
You can learn a lot and be inspired by the work that Fery Kaszoni has done.
If you have any experience in reactive PR link building, or have had great result running such a campaign, share your experience with us in the comments section of this article.
