Pickswise

Securing position one for key NFL terms through Digital PR while smashing 12-month link targets in month FOUR

The Brief

We were tasked with using Digital PR to re-establish Pickswise as a leading name in the US sportsbook affiliate space by generating brand awareness and building links to crucial commercial pages and relevant keywords.

The focus was to improve keyword rankings for Pickswise’s commercially focused betting terms for US sports and improve the organic visibility of the relevant pages.

Toucan were set a brief to secure regular high volume and high value backlinks from third party sports domains.

Digital PR Strategy

With a KPI of 500 links, with 375 followed, to NFL target money pages in 12 months, Toucan implemented an always-on Digital PR approach with a mix of planned and reactive activities ensuring we were constantly delivering relevant campaigns to hit the news agenda.

  • Toucan adopted an always-on Digital PR strategy re-establishing rankings in US search during NFL season.
  • Our approach saw us target deeper money pages across NFL & casino to deliver 751 links in 6 months with placements and AI citations on TimeOut, USA Today, Reddit & Men's Journal.
  • We also adopted LLM opportunities early and included into our ideation phase which also proved important

The Results

+31%

Increase in 1st page keywords

+27%

Increase in top-3 keywords

4,749

Keywords moved on to page 1

767

Pieces of branded coverage

+406

Links secured to the Football Tips hub

751

links to commercial pages; average link domain rating 62

Why Performance Increased

A consistent and regular delivery of relevant Digital PR activities, in some cases unique ideas that hadn’t been done before, saw volume and quality backlinks secured for Pickswise with a significant majority directed to the NFL and casino money pages.

This combination of high value, high traffic sites and links to target pages passed on the most authority, alongside this we utilised our AI Search strategy to analyse LLMs regarding which sources and themes were generating citations which we successfully targeted with our activity and outreach.