35% increase in visibility for leading fitness and leisure brand
Services
CHALLENGE
GLL, a leading UK-wide not-for-profit charitable social enterprise managing over 258 leisure centres, libraries, and arts venues, was determined to significantly enhance its digital presence after COVID.
Although we had already achieved remarkable results through SEO, we recognised that a wealth of untapped potential remained, particularly in the fiercely competitive fitness and health-related search landscape. Competing with both direct rivals and esteemed media publications presented a distinct challenge.
We identified the critical need for high-quality backlinks and a strategic partnership with GLL's internal PR team to harness these opportunities and elevate the visibility of key pages, especially the /gyms section.
SOLUTION
To address this challenge head-on, we concentrated on fostering a robust collaboration with GLL’s internal PR team, leveraging their expertise to amplify our Digital PR efforts. We implemented regular communication to share insights, discuss performance, and align on priorities, building a foundation of trust and synergy.
This collaboration enabled us to initiate multiple link-building streams: reactive PR supported by internal specialists, evergreen “always-on” tactics like link reclamation, and targeted mini-campaigns like the Better Body Confidence Report. Additionally, we joined forces with our Content and Digital PR teams to innovate new initiatives like the “Weight Loss with Better” program, ensuring every landing page was optimised and bolstered by effective link-building strategies.
As a result of this intense collaboration, we secured over 170 high-quality links from top-tier national and regional publications. Our proactive approach significantly enhanced search visibility for GLL’s core offerings, positioning them to capture heightened interest in a competitive post-pandemic market.
This close collaboration helped us secure over 170 high-quality links from top-tier national and regional publications. Our approach directly improved search visibility for GLL’s core offerings, helping them capture more interest in a competitive post-pandemic market.
results
+35% increase in visibility for the /gyms landing page
Links secured from Grazia, The Independent, Women’s Health, and other major outlets
178 links built with average DA of 46
+9,000 impressions for the "Weight Loss with Better"
“The past two years have been particularly challenging for the leisure industry, which has meant there has been an even greater need to maintain visibility of the Better brand.
Driving awareness and securing editorial features within relevant publications requires dedicated resource, the right expertise and strategy, alongside close collaboration by the relevant stakeholders.
Brave Bison’s Digital PR team has played a key part within the wider marketing mix, helping us to build our brand awareness and effectively communicate key messages. The team has often gone the ‘extra mile’ to secure coverage, working flexibly and reactively to seize opportunities and react to the wider news agenda. We have developed a strong working partnership, which is a crucial foundation to any successful digital PR campaign.
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