Case study
Carbon steel collection into the top 5 via chef education
29
Editorial links
Top 5
Collection rank
+ 58 %
Session lift
79
Cluster RDs
Challenge
The carbon steel pan collection hovered outside the top 10 while stainless and nonstick lines absorbed most historical PR. Food publishers cited competitor seasoning guides far more often, leaving the brand's commercial URLs under-supported despite strong product reviews.
Approach
We launched a seasoning-and-heat-control guide as the primary citation asset, placed 29 editorial links over six months into culinary education, recipe roundups, and selective kitchen-resource lists, then layered SKU mentions after the guide stabilized.
Interactive outcomes
Toggle each metric to compare the starting baseline against the measured result.
13
Prior-year period
31
Campaign timeline
Select a phase to see what shipped and why the sequence mattered.
Phase 01 · Weeks 1–4
Shipped the heat-control and seasoning guide with photographer assets editors could reuse without another shoot request.
Phase 02 · Weeks 5–14
Twenty-two placements favored the guide and collection ahead of individual SKU pitching.
Phase 03 · Weeks 15–24
Remaining roundups and two data PR pieces on home-cook technique gaps closed the cluster.
Full narrative
A premium cookware DTC brand had carbon steel stuck at position 13 while stainless soaked up PR. Competitors owned seasoning-guide citations.
Guide-first for roughly three months, then SKU roundups. Exact-match under 11 percent. Median DR: 50. Coupon and “kitchen deals” sites were rejected.
Collection entered the top 5 by week 18. Non-brand sessions rose 58 percent year over year by month six. Cluster referring domains reached 79.
Services used
Newsroom and trade citations for ecommerce stores. We pitch stories journalists can justify, track acceptance rates, and map links to category and launch URLs that matter.
Roundup and best-of list inclusions for hero products. Timed to seasonal demand, mapped to parent collections, and pitched with samples and specs editors actually use.
Contributor placements on publishers with real traffic and topical fit. Built for category and buying-guide URLs, not marketplace articles with three advertiser links.
More evidence
Next step
Send your domain, primary money pages, and current monthly organic sessions. We reply within two business days with a gap note and a fit recommendation.
After you submit, a strategist reviews your referring domains and replies with whether we can help, and at which tier.
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