Client Overview

• Client: Bissell
• Industry: Floor care and home cleaning appliances
• Market Position: Category-leading manufacturer of carpet cleaners, vacuums, and floor care solutions
• Engagement Focus: High-authority link building to strengthen trust, rankings, and product discoverability

The Problem

Bissell competes in a highly commercial and review-driven search landscape where rankings are heavily influenced by third-party authority and brand trust.

Key challenges included:

• Crowded SERPs dominated by retailers, marketplaces, affiliates, and review sites
• Strong competition for product-category and problem-based keywords (e.g., carpet cleaning, pet messes, stain removal)
• Dependence on external validation, with search engines rewarding brands referenced by trusted publishers
• Fragmented off-site authority, with many mentions not translating into meaningful SEO value
• Need for brand-safe, white-hat execution appropriate for a well-established consumer brand

The issue was not product quality or brand recognition—it was earning consistent, authoritative validation in the same places consumers and search engines trust most.

Strategic Objective

The engagement focused on:

• Acquiring high-authority, relevant backlinks from trusted consumer, home, and lifestyle publications
• Strengthening domain- and page-level authority for priority product and category pages
• Improving organic visibility across high-intent cleaning and home-care search terms
• Building a sustainable backlink profile aligned with long-term brand equity

The Solution

Digital.Marketing implemented an editorial-first link building strategy designed to reinforce authority in competitive consumer-product SERPs.

Topic & Authority Mapping

• Identified content themes where external authority had the greatest impact, including:
  • Home care and cleaning
  • Pet ownership and mess management
  • Lifestyle, household tips, and product education
• Mapped Bissell’s products and expertise to relevant editorial contexts

High-Authority Publisher Targeting

• Prioritized placements on:
  • Home, lifestyle, and consumer publications
  • Product education and household advice platforms
  • Trusted media outlets influencing purchasing decisions
• Applied strict vetting for:
  • Editorial credibility
  • Audience relevance
  • Brand alignment

Editorial & Resource-Based Link Acquisition

• Earned backlinks through:
  • Contextual editorial mentions
  • Educational and problem-solving content
  • Resource-style placements tied to cleaning expertise
• Ensured links were natural, non-promotional, and value-driven

Brand & Quality Safeguards

• Maintained enterprise-grade controls to ensure:
  • Brand-safe messaging
  • Editorial integrity
  • Long-term algorithmic defensibility

Execution Highlights

• Delivered a white-hat, authority-focused link building campaign
• Avoided low-quality affiliate or transactional link tactics
• Focused on publisher trust and relevance, not volume
• Supported both ecommerce visibility and brand credibility

Results (High-Level)

While specific metrics remain confidential, the campaign delivered:

• Stronger off-site authority signals supporting key product categories
• Improved organic visibility for competitive cleaning-related queries
• Increased presence in trusted consumer and lifestyle publications
• A backlink profile built for durability in a competitive retail landscape

Why It Worked

• Treated link building as third-party validation, not manipulation
• Focused on where consumers look for advice and recommendations
• Balanced SEO outcomes with long-term brand protection
• Executed with discipline appropriate for a national consumer brand

Takeaway

For manufacturers like Bissell, organic growth depends on earning authority in the same environments consumers trust when making purchasing decisions.

Digital.Marketing helped Bissell strengthen its search presence through high-authority, editorial link building, creating sustainable visibility in one of the web’s most competitive consumer categories.

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