Most PR agencies are delighted when the coverage lands. We are interested in what it did to your category pages.
Generic PR and ecommerce PR look identical from the outside. Both earn coverage. The difference is what happens to the business afterwards, and it comes down to four things general agencies rarely think about.
In most PR a homepage link is a fine outcome. For a store chasing commercial results, it is rarely the most valuable placement available.
You do not sell evenly across twelve months, so coverage landing at the wrong time is worth a fraction of coverage landing at the right one.
Most businesses commission research. You generate original data every day and almost certainly do not use it.
Constant opportunities, and a constant temptation to waste them on product pitches nobody covers.
You cannot ask a journalist to link to your outdoor rugs category page. That is exactly the sort of commercial request that gets a pitch deleted. Links have to be editorially natural or they do not happen.
The craft is designing campaigns whose natural link destination is a commercially useful page, so that the natural link and the valuable link turn out to be the same link.
SEO works on a delay. Authority earned today does not lift rankings tomorrow. For a business with seasonal peaks, that delay is not a nuisance. It is a planning instruction.
If Christmas is your season, the campaigns lifting your category pages need to land coverage in the months before, not in December.
The run-up to your peak is when journalists are hunting for stories about your category, because their readers are already thinking about it.
We map your trading calendar at the start of the engagement and plot campaigns against it, so consistency is designed in rather than hoped for.
Every order, every on-site search, every product that sells out or flops, every regional difference in what people buy. All of it is potentially a story, and it is a story only you can tell.
What is selling far more than a year ago, and what is falling away. Sourced from data nobody else can access.
Which parts of the country buy what. A ranking with a geographic dimension gives every regional outlet its own local angle.
The gap between what people search for and what they actually buy is frequently a story in itself.
A campaign built on your proprietary data cannot be replicated, cannot be dismissed as recycled, and carries built-in credibility because the numbers are real and yours.
When you launch a product, every cell in your body wants to do PR about the product. Resist it. The press will not cover your new product because it is new.
The rug company launches an outdoor rug, so it pitches journalists about the rug. It earns nothing, and the launch window is gone.
The launch becomes a reason to talk about outdoor living: how people use their gardens, trends in entertaining, the regions that socialise outdoors most. Real coverage, and the relevance lands on the category the new product sits in.
Most of digital PR happens out in the world. This part happens on your product pages, entirely within your control, and store owners forget to exploit it more than any other benefit. When a recognisable publication covers you, you have earned the right to say so.
We hand over coverage in a form you can use: logos, quotes, screenshots and links, ready for your homepage, collection pages, product pages, checkout, ad creative and email. The campaign that earned the links then lifts conversion on every visit that follows.
No journalist writes about a pet tracker just because it exists, so we built Maven Pet's campaign around something dog owners already worry about: ticks. We ranked every US state by searches for tick bites, removal and treatment, adjusted for population. Maine came out top. Launched as tick season started, it ran on PetHelpful, AOL, Weather.com and Yahoo, and a state ranking gave every regional outlet its own headline.
No product pitch. Just a story dog owners wanted to read, with Maven Pet's name on the data.
Yes, and in one respect it favours them. These systems weight credibility and relevance rather than size, so a focused store that earns genuine coverage in its niche can appear alongside or ahead of much larger competitors who have neglected earned media.
Almost always, because the story is rarely the product. It is the world your product lives in: the season, the behaviour, the risk, the trend, the data. Some of the best campaigns we have built came out of categories the client had written off as unremarkable.
Some of it will, since editorial referral traffic converts better than cold paid traffic. But the bigger returns are indirect: rankings on your commercial pages, branded search demand, trust signals that lift conversion sitewide, and being cited when a customer asks an AI for a recommendation.
Yes, and we often do. We will need access to rankings and analytics so we can plan campaigns against the pages that matter and report honestly on what moved.
Come with your brand and your goals. We will tell you honestly whether there is a strong digital PR programme here, and if there is, what it would look like.
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Searchant is an SEO agency based in North Yorkshire, UK.
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