How GLL increased organic visibility by 35% with digital PR
Services
CHALLENGE
GLL manages more than 250 leisure centres and public facilities across the UK, but faced strong organic competition across fitness and health topics from both direct competitors and major media publishers.
While existing SEO activity had already delivered growth, further gains depended on increasing authority around important commercial pages, particularly GLL's gym offering.
Brave Bison needed to connect GLL's internal PR expertise with an SEO-led digital PR strategy focused on high-quality links and commercially relevant visibility.
SOLUTION
Brave Bison established a closer working model between GLL's PR team and our Organic Performance specialists, sharing search insight, media opportunities and performance data.
We developed several complementary link acquisition streams, including reactive PR, always-on link reclamation and targeted campaigns such as the Better Body Confidence Report.
Content and digital PR teams also collaborated on initiatives including Weight Loss with Better, ensuring campaign landing pages were optimised for search and able to transfer earned authority into priority sections of the site.
The programme increased organic visibility by 35% while strengthening GLL's authority in highly competitive fitness search results.
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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