Case studyDigital PR & links
Havtorn Offshore
Offshore wind crew-transfer services · Stavanger
How a Stavanger crew-transfer firm earned links from 60 energy titles
Fig. 1 — Isobars of authority: each contour is a referring-domain milestone
01 — Sea state at departure
Tender teams checked the record. There wasn’t one to find.
Tender teams vetted suppliers online, and the firm had almost no third-party mentions to show its safety record.
Wind-farm operators shortlist crew-transfer suppliers months before an invitation to tender goes out. Procurement and HSE leads search the operator’s name, read what the trade press says, and look for independent evidence of a safety culture. Havtorn Offshore had an excellent record and a fleet of modern catamarans — but online it looked smaller and less proven than rivals with half its sea-days.
- Operator A212
- Operator B188
- Operator C164
- Operator D141
- Operator E97
- Havtorn Offshore40
02 — Diagnosis
A shipping forecast for the brand: six warnings in force.
- HS-01Severe
No third-party proof of safety
Zero trade-press mentions of the firm's incident-free record. Tender teams searching the brand found only a directory listing and a 2019 job advert.
- HS-02Severe
A link profile of directories
40 referring domains, 31 of them business directories or vessel registries. Not one energy title linked to the site.
- HS-03High
Safety data locked in a PDF
Nine years of transfer logs, wave-height limits and incident statistics existed only in a tender appendix, invisible to search and to journalists.
- HS-04High
No newsroom, no spokesperson
No press page, no named expert, no images or fact sheet — so reporters covering weather-window delays quoted competitors instead.
- HS-05Moderate
Brand SERP owned by others
Positions 2–6 for the brand name were aggregator profiles. Sitelinks absent; no knowledge panel facts about fleet or certifications.
- HS-06Moderate
Conference presence left no trace
The firm exhibited at Stavanger's offshore energy conference twice without a single pre-briefing, write-up or linked mention afterwards.
03 — Course plotted
Make the safety record a story editors want to cite.
Built on our Authority plan (Digital PR & links): earn coverage with original data, then route that authority to the pages tender teams actually read.
- 01
Digital PR
One newsworthy asset per quarter, each built around a question tender teams and editors already ask: how often does North Sea weather cancel a crew transfer, and what does it cost a wind farm?
- 02
Industry research
The North Sea Crew Transfer Index: nine years of anonymised transfer logs turned into weather-window, wave-height and turnaround benchmarks, with open methodology and downloadable charts.
- 03
Trade press
A column calendar with offshore wind, maritime and HSE editors: contributed analysis, data exclusives and a named master mariner available for comment within two hours.
- 04
Conference coverage
Pre-show briefings, a speaker slot built on the index, and same-day write-ups of the panel — so the event's media and attendees' blogs had something worth linking to.
04 — The voyage, month by month
One turbine per month. Faster blades, more links.
Each turbine spins at the speed of that month’s link velocity and stands as tall as the cumulative profile. Select a turbine or drag the slider to read the log.
On deckConference week: floor interviews and panel write-ups published
Survey
- M1Link and mention audit; benchmark against six CTV operators+1 domains
- M2Data room: nine years of transfer logs, anonymised and checked+2 domains
- M3Newsroom and safety-record hub built on the site+3 domains
Launch
- M4Pilot release: weather-window study for regional business desks+4 domains
- M5First contributed columns pitched to offshore trade editors+6 domains
- M6North Sea Crew Transfer Index launched with full methodology+8 domains
- M7Index cited by energy titles; journalists request data cuts+5 domains
Programme
- M8Pre-conference briefings and a speaker slot secured+7 domains
- M9Conference week: floor interviews and panel write-ups published+9 domains
- M10Methodology explainer becomes the page reporters link to+6 domains
- M11Winter weather-window data cut released+5 domains
- M12Year-one safety review offered to trade press as an exclusive+8 domains
Compound
- M13Supplier-vetting guide written for tender teams+4 domains
- M14Expert-commentary rota for weather and safety news+3 domains
- M15Fieldwork for the second edition of the index+3 domains
- M16Index v2 launched; trade and regional desks run it together+7 domains
- M17Unlinked brand mentions reclaimed across past coverage+5 domains
- M18Tender-team pages linked from the strongest coverage+5 domains
05 — Arrival
Pressure rising: +91 referring domains.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Rankings for tender-stage searches
| Keyword | Intent | Vol. | Before | After |
|---|---|---|---|---|
| offshore wind crew transfer stavanger | Commercial | 12 | 1 | |
| crew transfer vessel operator norway | Commercial | 34 | 3 | |
| crew transfer safety statistics | Research | — | 2 | |
| significant wave height ctv limit | Research | 58 | 4 | |
| ctv operator north sea | Commercial | 41 | 6 | |
| ctv supplier pre-qualification | Tender | — | 7 | |
| offshore wind vessel charter norway | Commercial | 29 | 8 | |
| walk to work vs ctv | Research | 66 | 9 |
Where the 60 energy titles came from
- Offshore wind trade18
- Maritime & vessel press14
- Energy business11
- Norwegian regional & business9
- HSE & safety journals5
- Conference & event media3
The other 31 new referring domains came from industry associations, port authorities, university research pages and partners citing the index.
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