TRG Datacenters is a data center based in Houston, Texas. To improve their SEO we wanted to increase their backlink profile through digital PR campaigns, however as their particular niche is quite specific, we had to come up with a way of making datacenters consumer friendly in order to achieve high quality coverage.
We decided that focusing the campaign on cryptocurrency may be an effective way to gain reliable links. Generally cryptocurrency is produced in datacenters, so it was relevant to the clients brand and it is a topic that appears in media outlets often, so it was also newsworthy.
We looked at the environmental impact of crypto by uncovering how much energy per transaction (KWh) seven of the most well-known currencies use. The data we found was approximate figures taken from reliable sources and any currencies that had conflicting KWh published in different sources were extensively cross referenced with the goal of seeing which number repeated itself the most in order to present accurate data. We published this on TRG’s website here.
The landing page for this campaign was published on 14 April 2021 and was outreached to media outlets around this time also. However, on 13 May 2021 Elon Musk announced that ‘Tesla would no longer accept Bitcoin over climate concerns’, despite announcing they would accept the cryptocurrency as payment just two months prior.
As a result of this announcement, the research published on TRG’s website was used as a resource and has received over 2,600 backlinks (as of the end of June 2021). Publications included Market Watch, LA Times, the Independent, the New Scientist and Business Insider. In addition to this, the landing page has had 114,816 organic sessions!
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