Link gap
F0134 vs 410
Referring domains for Brusna versus the median of the top 12 ‘Bohemian crystal’ resellers outranking it.
SEO case study · Brusna Glassworks
Hand-cut crystal maker · Nový Bor
How a Bohemian glass workshop cut its way into luxury gifting searches worldwide
- Maison Quarterly+22
- Atelier Review+18
- Kiln & Wheel+20
- Glass Collectors Society+16
- Home Science Weekly+11
- Glass Route Bohemia+5
Headline result: +92 high-authority links
One beam, six colours. Over 10 months a single workshop story was split into 6 kinds of editorial coverage, each ray an earned link from a publication that luxury gift buyers actually read.
01 · The challenge
Real crystal, invisible in its own category.
Mass-produced 'Bohemian crystal' resellers dominated results; the real workshop had beautiful craft but almost no editorial links.
Brusna has cut glass by hand in Nový Bor for three generations. Yet a buyer searching for a Bohemian crystal gift met marketplace resellers first: big catalogues, thousands of directory links, and machine-pressed stock borrowing the name of the region.
The site itself was sound. What it lacked was authority: the citations that tell a search engine this workshop is the original source, not one more seller.
Diagnosis · link & authority audit
Thin profile
F0261%
Share of existing links from directories and marketplaces, with no editorial context or topical relevance.
Unlinked fame
F03140
Brand mentions in travel blogs, collector forums and old features that never linked to the workshop.
Broken equity
F0423
Backlinks pointing at retired /cz/ product URLs that returned 404 after a replatform.
Borrowed anchor
F050 / 50
Top-50 results for ‘bohemian crystal gift’ owned by Brusna: resellers had claimed the words the workshop makes.
No source page
F06None
No press room, no maker biographies, no proof of hand-cutting: nothing a journalist could cite or link to.
- 1crystal-outlet-shop.example
- 2bohemia-wholesale.example
- 3giftcrystal24.example
- 4megaglass-store.example
Brusna Glassworks: position 62, page seven.
- 1giftcrystal24.example
- 2Brusna Glassworks · hand-cut in Nový Bor
- 3maisonquarterly.example › gift guide
- 4crystal-outlet-shop.example
02 · The strategy
One story, refracted.
Built on our Authority plan. Four tactics, Digital PR, Craft journalism outreach, Link reclamation and Expert sourcing, aimed the same white light (the workshop’s craft) at different kinds of publication. Choose a ray to see what it produced.
- T1
Digital PR
A data story, the ‘true cost of a hand-cut glass’, timed for the autumn gift-guide window, plus a sample loan library for editors.
+40 links
- T2
Craft journalism outreach
Workshop access days for craft writers: the furnace, the cutting wheels, the eleven-year apprenticeship, filmed and documented.
+25 links
- T3
Link reclamation
140 unlinked brand mentions and 23 backlinks into dead /cz/ product URLs, each turned into a live, credited link.
+16 links
- T4
Expert sourcing
The master cutter registered as a source on journalist request platforms: lead crystal safety, care, spotting fakes.
+11 links
Digital PR
Luxury & gifting press
A data story, the ‘true cost of a hand-cut glass’, timed for the autumn gift-guide window, plus a sample loan library for editors.
- Links earned
- 22
- From DR 70+
- 9
- Maison QuarterlyGift guide: heirlooms worth the waitDR 84
M5 - The Gift Edit42 hours inside one decanterDR 77
M6 - Northlight LivingWedding lists, rewrittenDR 72
M8
Example placements; outlet names are fictional.
03 · 10 months
The spectrum widens, month by month.
- M1 · Audit+2
Link gap mapped against 12 reseller domains; 140 unlinked mentions found.
- M2 · Reclaim+4
Dead /cz/ URLs 301-redirected; first wave of mention-to-link requests.
- M3 · Access+6
First workshop access day with four craft writers.
- M4 · Asset+7
Cut pattern atlas published with embed code and press kit.
- M5 · Gift PR+8
Autumn gift-guide pitching opens; sample loan library live.
- M6 · Story+10
‘42 hours in one decanter’ data story lands with gifting press.
- M7 · Expert+12
Master cutter quoted as a source in home and science titles.
- M8 · Season+13
Wedding & gift season: coverage peaks, branded search follows.
- M9 · Amplify+14
Atlas re-pitched to interiors titles; second access day.
- M10 · Compound+16
Christmas gifting: revenue up 137% on the prior season.
Month 10 · Compound
Christmas gifting: revenue up 137% on the prior season.
126
Ref. domains
+92
New
28
DR 70+
04 · Results
+92 high-authority links, and the gift season that followed.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
- Referring domains
- 34 → 126
- Links from DR 70+
- 28
- Organic gift-season revenue
- +137%
- Branded search
- +88%
Rankings · month 0 → 10
| Keyword | Vol. | Before | After |
|---|---|---|---|
| hand-cut crystal vase | 6.6k | 48 | 4 |
| bohemian crystal gift | 9.9k | 62 | 7 |
| czech crystal decanter | 3.6k | 57 | 8 |
| hand blown crystal tumblers | 2.9k | 39 | 6 |
| engraved crystal anniversary gift | 2.4k | 100+ | 5 |
| luxury glass wedding gift | 5.4k | 100+ | 9 |
| nový bor glassworks | 1.3k | 11 | 1 |
| bohemian glass workshop visit | 880 | 22 | 2 |
Blended positions across Google UK, US and DE. The largest single ray: luxury & gifting press, +22 links.
Get a plan like this
If your craft is better than your link profile, the Authority plan turns it into coverage that ranks.