Dura Digital PR
When global provider of composite products, Dura Composites, initially approached us in mid-2015, one of their primary objectives was more visibility within Google’s search results for terms relating to their key products such as “composite decking”, as well as to build overall awareness of the products and their benefits online.
The first stage of the project involved improving the technical health of the site. Disavowing a number of harmful links allowed us to stabilise their previously declining rankings, whilst we began rebuilding their site.
Our attention then turned to implementing a digital PR strategy that would strengthen their link profile, acquiring natural and high quality links and citations. Targeting both their commercial and residential audiences, our priority was also to raise the company’s profile and showcase their products in the build up to the decking season.
Keen to focus our PR activity around the key benefits of Dura Composites’ decking products, our initial campaign explored the relationship between composite decking and property value. Collaborating with well-respected estate agents, Boydens, we were able to release figures on the value homeowners in different local areas typically added to their properties by installing composite decking.
As well as securing extensive coverage online from regional press and industry publications, our content helped to educate readers on the benefits of composite decking as a long-term financial investment. Working with Boydens helped us extend our reach and access a new market of potential customers.
Another, concurrent campaign concentrated on exhibiting the quality of Dura Composites’ decking boards. Highly visual residential and commercial case studies in lifestyle magazines and industry publications allowed us to display the natural wood appearance, whilst showing the products in context. Advisory content focused around installation and maintenance was published in regional magazines.
Offline content in national magazines such as Grand Designs, also helped to establish Dura Composites as an authority in their field.
Throughout both campaigns, continuing to secure coverage for company news and events helped to maintain the growth of our link profile.
The progress made through technical SEO work and PR activity helped Dura Composites to rank in the top half of page 1 for the phrase “composite decking” for which they were previously on page 4, a move that has caused a huge surge in web visitors.
- Page 1 for a vast range of decking terms the site was not previously visible for
- Paid search spend halved thanks to search position increases
- Year-on-year decking leads increased by 300%
- Website traffic to the decking section doubled year-on-year
Expanding our activity
Following the successful impact of our digital PR activity on Dura Composites’ decking range, we have been undertaking similar campaigns around their other service areas.
Digital PR campaigns around Dura Composites’ cladding products have helped to significantly boost the search positions of their architectural pages, now ranking at the top of page 1 for the term “composite cladding”.
Digital PR activity around other areas such as their rail and industrial products is also underway to build Dura Composites’ profile further in these sectors.
Dura Composites is a leading global supplier of composite products for flooring, structures and façades, which are ideal for the industrial, construction, rail, marine, landscaping & architectural sectors as a long-lasting and cost-effective replacement for wood, steel and concrete.
What we did
- Digital PR
- Search Engine Optimisation (SEO)
- Conversion Rate Optimisation (CRO)
- Display Advertising
- Paid Search (PPC)
Delivering increased awareness, brand recognition and promotion by transforming their digital.