How having a purpose can get you places - including The Guardian

We've been pretty quiet the last few weeks working on an environmental protections strategy for a client.

Part of that strategy is to get noticed and to get people talking - and that means PR.

We worked with an amazing local PR agent, Lucy Atherton , who got us into all the right places - including The Guardian

Read the article here.

But, in addition to good coverage, we also got a link from The Guardian website to the client's website - which is a big deal. But why?

High Domain Authority

Domain Authority (DA) is like a popularity score for websites, ranging from 1 to 100, created by a company called Moz. It guesses how well a website will show up on search engine results pages. Think of it as a scorecard where the higher the score, the more likely a website is to appear at the top of search results when you look something up online.

Websites with high DA scores are usually big, well-known sites that have a lot of content and are often mentioned and linked to by other websites. Examples include major news websites, popular blogs, and websites that are authorities in their field.

In simpler terms, DA is a way to see which websites are likely to be more influential and visible online. However, it's just a guide and not the final word on how well a website will do in search engine rankings, since search engines like Google use their own secret criteria for ranking websites.

Getting a Link on a High Doman Authority Website.

Getting a link for a business website on a high domain authority website like The Guardian is beneficial for several reasons. First, it significantly enhances the website’s search engine optimisation (SEO) performance. Search engines trust high domain authority sites, and links from these sites serve as strong endorsements of your website’s credibility and relevance. This can lead to higher rankings in search engine results pages (SERPs) for targeted keywords, making your site more visible to potential customers. The algorithm views a link from a reputable source like The Guardian as a signal that your site is trustworthy, improving your site’s search rankings and driving organic traffic.

Second, a link from The Guardian can significantly increase your brand’s visibility and reputation. Being mentioned on a prestigious platform exposes your business to a large and diverse audience, enhancing brand recognition and credibility. This level of exposure is beneficial for building a brand’s image and can differentiate your business in a competitive market. The association with a respected and widely recognised publication can also instil trust in potential customers, making them more likely to engage with your brand. This can lead to increased traffic, higher engagement rates, and potentially more conversions.

Last, the referral traffic from The Guardian can be highly valuable. Visitors who click through to your website are likely to be interested in your content, products, or services, given the context in which they encountered the link. This targeted traffic can have a higher conversion rate compared to other sources since it comes from readers already engaged in related content. The audience from The Guardian is typically well-informed and engaged, meaning that the traffic not only brings quantity but quality as well, with a higher likelihood of engaging deeply with your site or even completing desired actions like making a purchase or signing up for a newsletter.

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