How Flooring Hut Used Expert-Driven PR to Build Category Links at Speed

	placements secured in just 6 months
%	of links directed to priority blog pages
	average Domain Rating across secured backlinks

Flooring Hut, one of the UK’s go-to retailers for luxury vinyl and wood flooring, wanted more than just general press coverage. They needed relevant, trusted links that directly improved visibility for their most important commercial pages.

The Brief

Flooring Hut’s goal was simple: secure links that drive organic performance – fast. But tapping into the news cycle as a product-led brand isn’t easy. It takes speed, access to internal expertise, and a process that can deliver quotes tailored to what journalists actually need.

What We Did

Working hand-in-hand with Flooring Hut’s team, we developed a reactive PR model that responded to live news stories within 48 hours. Quotes came directly from Flooring Hut’s in-house experts, helping to land placements that felt credible, timely and useful to journalists.

This approach allowed us to naturally integrate links to category pages and the homepage, without forcing the angle.

But it wasn’t just speed for speed’s sake. Everything was built on strong relationships: with journalists who trust our team, and with the client team who helped us move quickly through approvals. Every quote was written to match the format, word count and editorial tone that individual writers prefer, which kept us front-of-mind for future requests.

The Outcomes

In six months, we delivered:

80 press placements in high-authority outlets
45% of links pointed directly to product category pages or key blog URLs
Links were tracked and measured across:
- Domain Rating (DR)
- Trust Flow
- Citation Flow
- Product page visibility across priority flooring categories

Everything we produced had one job: support SEO growth in a measurable, scalable way.

Why It Worked

Instead of treating PR and SEO as separate strategies, we built a system that did both. Our work helped Flooring Hut grow their off-site authority where it mattered most, not just with national press mentions, but with the kind of links that move rankings.

We achieved this by mapping every PR output to a targeted keyword or commercial category, prioritising placements that allowed us to link to deeper URLs, not just the homepage. The expert-led approach meant journalists consistently saw value in our contributions, leading to repeat coverage and stronger editorial relationships.

Because we tracked Domain Rating, Citation Flow, and Trust Flow from the start, we were able to prioritise high-authority opportunities and course-correct when links weren’t passing SEO value. This made our link profile both defensible and effective.

By combining speed, credibility, and SEO alignment, we delivered a model that scaled — fast — and delivered measurable results for priority pages.

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