Generative Engine Optimisation (GEO)

Affinity, a creative software provider, needed support for the global rollout of its new V2 package. Tank was to design and deliver a strategic lead generation and PR campaign to announce and drive sales of the software.

Tank delivered a localised multi-channel strategy across Google Search, Google Display, Google Shopping, Facebook, and Instagram over a three-month period.

Campaigns were built to target clearly defined audiences across 10 countries in four languages, driven by the careful creation of over 3,200 ads – all with specific and localised design, messaging and calls to action.

Tank was also the lead agency, coordinating with Japanese, French and German-speaking PR professionals, to activate an integrated PR launch campaign and ongoing thought leadership activity.

Creditfix is one of the UK’s largest debt insolvency businesses and suppliers of Individual Voluntary Arrangements (IVAs) helping thousands of people to manage their unsecured debt levels. The business hit a ceiling with its organic strategy and engaged Tank to support with its link building efforts.

IVAs can be a taboo subject with journalists and Tank has had to think creatively to deliver relevant audience campaigns that journalists are happy to link to.

With energy prices at an all time high, Tank developed Creditfix’s Christmas Lights Calculator, allowing users to enter their type and quantity of Christmas lights, date of installation and usage levels to establish the cost of running these over the festive period. Links so far include Sky News, Metro, Daily Mirror and Daily Record.

House builder Miller Homes wanted to become a resource for homeowners looking for advice on lifestyle, property and family matters. Despite its strong reputation it had limited backlinks to its site. Miller needed regular activity to build its profile with new links from a variety of trusted sources to improve rankings for new homes-related keywords.

Over 12 months, Tank has taken a multifaceted approach to digital PR, mixing data-led campaigns with advice on trends and topical thought leadership.

For example, we used information on changing trends in décor-based Google searches to provide expert comments on colour schemes.

We also used data to reveal the UK cities where residents are most likely ditch the gym and pursue fitness at home. In partnership with Blue Cross, we also managed a campaign to educate dog owners on how to help their pets keep cool in hot weather.

Almond Financial came to Tank to grow its financial advice and retirement planning services nationally.

While its website ranked well for local Lincolnshire keywords, its lack of content and quality backlinks meant it struggled to compete for the most lucrative terms – particularly those relating to pensions advice.

Tank doubled down on pensions advice. A multi-layered style of digital PR was used, alongside insightful keyword-focussed content and off-page technical SEO work.

By combining data-focussed content campaigns with timely thought leadership advice about pensions, Tank’s team positioned Almond as a true authority in the sector – with the insight and content to back it up.

On-page content was written in line with regulatory requirements. The digital PR campaigns had broad appeal, achieving coverage and links from a wide variety of the target audience’s preferred titles.