Case Study: How We Secured 100+ Pieces of Media Coverage for a Locksmith
Case Study: How We Secured 100+ Media Placements for a Locksmith Platform
At Cupid PR, we specialise in turning niche businesses into national talking points. A recent example? A UK-based locksmith directory and advice site that went from zero media coverage to over 100 pieces of press, including the New York Post, Express, and Yahoo News — alongside 80+ regional pickups and multiple trade publications.
This campaign not only built brand authority but also delivered high-quality backlinks, entity mentions, and measurable SEO growth. Here’s how we did it.
The Brief
Our client, The Perspicacity Life, runs a UK website offering security advice and a local locksmith directory. Despite its value, the site lacked:
Media visibility
Organic authority
Backlinks from trusted outlets
The challenge: make a niche locksmith site relevant to mainstream media while delivering links that support long-term SEO and search visibility.
Our Approach
Predictive PR
We planned ahead with seasonal and consumer-relevant angles, from cold weather damaging locks to home insurance loopholes. This kept us one step ahead of the news cycle.
Reactive PR
We jumped on trending topics — including Martin Lewis-style warnings and viral TikTok locksmith fails. One breakout story on car key misuse went national and triggered mass syndication.
Expert Commentary
We positioned the client as a plain-speaking, quotable expert. Journalists used their insights to explain issues like dodgy key cuts, low-cost lock risks, and insurance-proofing advice.
The Results
This campaign secured 100+ media placements across national, regional, and trade outlets. Highlights included:
PublicationLink TypeDRNew York PostFollow91ExpressNo Follow89Yahoo NewsBrand Mention91Birmingham MailBrand Mention80West Wales ChronicleFollow47PSI MagazineFollow48Pham NewsBrand Mention43
On top of this, 80+ regional outlets syndicated our insurance story — creating domain diversity, branded mentions, and referral traffic at scale.
Why Syndication Still Matters for search
Canonical tags often point to the original source → reinforces authority
Nofollow links still build trust signals, visibility, and referral traffic
Domain diversity across 80+ local sites strengthens the backlink profile
Press momentum increases chances of journalists reusing or referencing the brand again
Even without every link being “dofollow,” the campaign delivered measurable uplifts in referral traffic, branded search, and authority.
Key Takeaways
This campaign shows that digital PR for trades and directories can deliver far more than local listings:
Tier-one coverage — nationals & international press
High-DR backlinks that move rankings
Mass exposure through regional syndication
Long-term SEO and authority gains
Final Word
At Cupid PR, we specialise in senior-led, newsroom-style digital PR for service businesses, trades, and challenger brands. Whether you need backlinks, expert positioning, or national coverage, we’ll build a strategy that earns the right headlines — and drives measurable growth.
Contact us to find out how we can do the same for you.