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Case Study: How We Secured 100+ Pieces of Media Coverage for a Locksmith (Including the New York Post and Express)

Case Study: How We Secured 100+ Pieces of Media Coverage for a Locksmith (Including the New York Post and Express)

At Cupid PR, we specialise in securing high-impact digital PR coverage for businesses of all shapes and sizes, including those in industries you wouldn’t expect to see in the headlines.

One of our recent wins? Turning a local locksmith platform into a national talking point, with coverage in The Express, Yahoo News, New York Post, and over 100 regional and trade publications, all while driving high-authority backlinks and boosting the site’s visibility.

Here’s how we approached it, and why this digital PR campaign is a perfect example of what’s possible when content, timing and strategy align.

The Brief

The client behind The Perspicacity Life runs a UK-based website that combines practical security advice with a local locksmith directory. The platform is designed to help consumers better understand lock-related issues, from stuck keys to dodgy installations, while also connecting them with trusted locksmiths in their area.

Despite the value of the site, they had zero media coverage and limited organic authority. They came to Cupid PR looking for a digital PR strategy that could build backlinks, increase brand recognition, and position them as a go-to source for security advice across both homeowner and motoring audiences.

Our job? Take a niche site and make it relevant to mainstream media, while driving the kind of coverage that supports long-term SEO growth.

Our Approach

We built a campaign rooted in news relevance, expert insight, and smart content targeting. Here’s what we focused on:

Predictive PR

We pre-planned angles around seasonal topics like cold weather damaging locks, the rising cost of home insurance, and low-cost key replacements voiding cover. These allowed us to hit the news cycle ahead of time — and ensured our stories were always relevant.

Reactive PR

We capitalised on trending stories, from Martin Lewis money-saving warnings to viral TikTok locksmith fails. One breakout story from a number of football fans  warning against snorting substances through their car or house keys - landed national headlines and drove major syndication.

Expert Commentary

We positioned the client as a credible, plain-talking voice. Whether it was commenting on dodgy key cuts or giving insurance-proofing advice for winter, every piece was designed to be easily quotable for journalists and helpful for readers.

The Results

This campaign landed over 100 pieces of media coverage, including major nationals, regional syndications, and niche trade publications.

Key coverage and metrics included:

Publication
Link Type
DR
Follow
91
No Follow
89
Brand Mention
91
Brand Mention
80
Follow
47
Follow
48
Brand Mention
43

We also secured backlinks from over 80 regional media titles, thanks to syndicated pickup of a single expert comment on home insurance risks, a huge boost in terms of both visibility and SEO impact.

What About Syndication - Does It Matter for SEO?

Another successful part of this campaign was syndication.

Our Martin Lewis-style insurance story was picked up by over 80 UK regional news outlets, from Oxford Mail to South Wales Argus, Times Series, and dozens more.

Here’s what you need to know about syndicated digital PR content:

  • Canonical tags: These articles often point back to the original source. That means they don’t duplicate SEO value but still contribute to authority by reinforcing a brand’s presence across trusted domains.
  • Nofollow links: While most are nofollow, they still drive traffic, brand visibility, and build trust signals that matter long-term.
  • Link profile diversity: Syndicated coverage adds a broad spread of domain diversity, something Google considers when evaluating backlink quality.
  • Press momentum: Journalists are more likely to reference brands they’ve already seen in the press, and syndicated coverage increases those touchpoints dramatically.
    The outcome? Even without every link being a dofollow, the client saw sustained referral traffic and measurable uplift in branded search.

Key Takeaways

This campaign proves that digital PR for locksmiths, or any local trade business, can go far beyond local listings and directory submissions. With the right approach, you can land:

  • Top-tier press coverage (even internationally)
  • High DR backlinks that strengthen your SEO
  • Mass brand exposure through regional media networks
  • A long-term lift in authority, traffic and press opportunities

If you're a local service business or directory-based platform looking to grow your authority through PR, we can help.

At Cupid PR, we build bespoke digital PR strategies for trades, service brands, and challenger sites that need more than blog content to compete. Whether you need backlinks, expert positioning, or national brand presence, we’ll get you in the press, the right way.

Get in touch to find out how we can build a campaign around your business.

 

Sophie Rhone
I began my journey in Digital PR in 2014, witnessing firsthand the evolution of the industry. Over the past decade, I worked in agencies, collaborating with a diverse range of clients from global top-tier brands to smaller, emerging names. In 2024, I acquired Cupid PR, driven by a vision to channel everything I’ve learned into creating innovative and impactful PR products.

We specialize in high-velocity Digital PR Link Building.

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Sophie Rhone
Managing Owner - Cupid PR
We’re a bespoke link building agency that delivers outstanding results globally. Our focus is on building white hat links for ambitious brands & agencies. We serve clients internationally, including the UK.
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