T1
Digital PR
One story, pitched three ways. A launch pitch to 31 regional news desks timed a fortnight before the autumn storm season, reactive commentary within hours of the first gale warning, and district-level cuts for neighbourhood titles.
Keremida Roofing Roofing contractor · Burgas
How a storm-damage data study put a Burgas roofer on every regional news site
+64
+64 referring domains from regional press. 9 months, local services, Burgas.
- Digital PR
- Data study
- Local news links
- Unlinked mentions
Fig. 1 — One tile per new referring domain
82
Referring domains
#2
'Roof repair Burgas'
61
Quote requests / mo
Month 9. Study refreshed; position 2
01The challenge
Competitors with decade-old domains dominated roof-repair searches and the client had fewer than 20 referring domains.
Roofing in Burgas is won after a storm. When a gale comes off the Black Sea, homeowners search with water coming through the ceiling and call whoever is in the top three. Keremida Roofing did good work and had the reviews to prove it, but its four-year-old domain was competing with firms that had been collecting links since before smartphones. Content alone would not close a gap that size: it needed other sites to vouch for it.
- Competitor A (est. 2009)410
- Competitor B (est. 2012)290
- Competitor C (est. 2014)205
- Keremida Roofing (est. 2021)18
Roof survey: what the audit found
- 01 · LINK PROFILECritical
18 referring domains, 11 of them business directories and 4 supplier 'where to buy' pages. Not a single link from a news site.
0 news
- 02 · ANCHOR TEXTHigh
61% exact-match 'roof repair Burgas' anchors, all from directories: a pattern that invites a manual review rather than trust.
61% EMA
- 03 · UNLINKED MENTIONSHigh
23 mentions of the brand in local news, council minutes and forums, from storm-season repair stories, none linking back.
23 found
- 04 · LINKABLE ASSETSHigh
Service pages only. No data, no newsroom, nothing a journalist could cite. Nothing on the site earned links on its own.
0 assets
- 05 · MONEY PAGEMedium
The roof-repair page was 240 words with 2 internal links, so whatever authority arrived would never have reached it.
2 inlinks
- 06 · LOCALMedium
Business Profile rated 4.8, but the name, address and phone differed across 6 citations and the storm call-out number was not listed.
6 NAP gaps
02The strategy
Give the regional press a storm story only Keremida Roofing could tell.
Built on our Authority plan (digital pr & links). Instead of buying links, we turned the client's own job sheets into the most detailed record of storm damage on the coast and let journalists do the linking.
T2
Data study
The Burgas Storm Ledger: six years of anonymised call-out logs (2,140 jobs) joined to the municipal weather station's gust records, mapped by district, with an embeddable chart and a plain-language methodology page.
T3
Local news links
Every journalist got a district figure they could not get elsewhere, a named spokesperson role and a photo-free fact sheet. Links landed on the study, and the study passes them to the repair page.
T4
Unlinked mentions
The 23 existing brand mentions were triaged by authority. Polite, specific requests to the editors with a better source to cite reclaimed 13 of them before the study even launched.
- Sarafovo38
- Kraimorie34
- Meden Rudnik29
- Lazur27
- Izgrev22
- Slaveykov19
- Zornitsa17
- Vazrazhdane14
03Month by month
9 months, one course of tiles at a time.
- M1groundwork
Audit and storm-data sourcing
Link audit, competitor gap analysis and a data-sharing agreement for six years of call-out logs.
- M2+2 domains
Unlinked mention sweep begins
Mention sweep: 23 unlinked brand mentions found and triaged; the first two editors add links.
- M3+7 domains
Study built, first reclaims land
Storm Ledger built and fact-checked, methodology page written, five more mentions reclaimed.
- M4+14 domains
Storm Ledger launches to regional desks
Launch to 31 regional desks before the storm season: eight news links in a fortnight.
- M5+15 domains
Autumn storm: reactive commentary
First autumn gale. Reactive commentary with district figures goes out within three hours.
- M6+8 domains
District cuts for neighbourhood outlets
District-level cuts pitched to neighbourhood titles and community sites along the coast.
- M7+7 domains
Winter-thaw update re-pitched
Winter-thaw leak update re-pitched with fresh numbers; second wave of coverage.
- M8+6 domains
Equity routed to the repair page
Repair page rebuilt to 1,400 words and linked from the study, so the equity reaches it.
- M9+5 domains
Study refreshed; position 2
Study refreshed with the new season's data; 'roof repair Burgas' settles at position 2.
04Results
+64 referring domains from regional press, and the repair page they were for.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
- Referring domains
- 18 → 82
- 'Roof repair Burgas' position
- 14 → 2
- Organic quote requests
- +97%
- Existing
- Regional news
- Study syndication
- Reclaimed mentions
- Local organisations
| Keyword | Searches / mo | Month 0 | Month 9 |
|---|---|---|---|
| roof repair burgas | 880 | 14 | 2 |
| ремонт на покрив бургас | 1,300 | 17 | 3 |
| roofers burgas | 590 | 11 | 3 |
| покривни услуги бургас | 480 | 19 | 5 |
| roof leak repair burgas | 260 | 22 | 4 |
| flat roof repair burgas | 170 | 31 | 6 |
| storm damage roof burgas | 140 | — | 1 |
| chimney flashing repair burgas | 90 | 40+ | 8 |
Get a plan like this
A story worth covering, the outlets that cover it and links that reach the pages that sell. That is the Authority plan.