Case Study
An Authority Engine, Built on the Team's Own Expertise.
An established vacation rental technology company needed to expand organic share against larger competitors and turn the deep operator expertise sitting inside the team into a media-driven authority position.
- Industry
- Vacation Rental Technology / SaaS
- Engagement
- Full-Service Retainer, $20K/mo
- Timeline
- 8 months (ongoing)
- Status
- Anonymized
01 / Challenge
An established vacation rental technology company had deep operator expertise across the team, but that expertise wasn't getting out of the building. Larger competitors with weaker products were winning category coverage in travel and STR media. Organic search was flat, and the brand wasn't showing up in the industry conversations it deserved to be part of.
02 / Approach
We ran a two-track playbook: a full-scale technical and content SEO program targeting non-branded category terms, and a HARO/expert-source spokesperson program that trained 11 internal subject matter experts to respond to journalist queries weekly. Every placement got woven back into on-site content and PR pages, producing compounding authority signals.
- Technical SEO
- Programmatic Content
- HARO / Expert Source
- Spokesperson Training
- Authority Building
03 / Results
Non-branded organic grew 148% in eight months. The team is now quoted regularly in travel industry coverage, with downstream effects on partnership inbound and recruiting. The spokesperson program is now run by the internal team as a permanent capability.
- +148% non-branded organic traffic in 8 months
- 47 expert-source media placements (HARO + direct outreach)
- 11 internal spokespeople trained on the response framework
- Authority signals compounding, partnership and recruiting inbound up significantly
- Engagement extended past initial term; now in month 8 of an indefinite retainer
“Our team always had the expertise. What we didn't have was a system for getting it out the door. That changed in the first ninety days.”CEO, Vacation Rental Technology Company