The Edinburgh Boiler Company: 65% More Organic Impressions with an Infographic Submission Campaign
How a targeted infographic distribution campaign earned 15+ quality backlinks and grew organic impressions by 65% for a UK home heating company.
The Edinburgh Boiler Company is a UK-based home heating business. They wanted to rank higher for boiler sizing topics and FAQs, and to grow their presence in a space where educational content drives a large share of search traffic. The brief was to build quality backlinks and bring more referral visitors to a key FAQ article: “What Boiler Size Do I Need?”
The challenge
- Organic impressions for target keywords such as “common boiler questions” and “best boiler size” were low.
- The FAQ page had no backlinks pointing to it, which limited its ability to compete in search results.
- The client needed a content-driven approach that would build authority for a niche but high-intent topic: helping homeowners choose the right boiler size.
What I did
Content asset creation
I designed a visually engaging infographic summarising the most common boiler sizing questions. It covered the best boiler size for different property types, the most frequently asked boiler FAQs, and guidance for choosing the right unit. Target keywords, including “common boiler questions,” “best boiler size,” and “find out the best boiler size,” were woven into the infographic’s headings and labels.
Submission and distribution
I manually submitted the infographic to high-authority infographic directories, image-sharing sites, and niche-relevant platforms. Every submission included a unique title and description optimised with target keywords, a source URL linking back to the client’s FAQ page, and relevant tags for discoverability. This created a consistent stream of backlinks from trusted external domains.
SEO integration
Anchor texts in all submissions were aligned with the client’s keyword strategy. The source links pointed directly to the FAQ article, channelling referral traffic and link equity to the page that mattered most for conversions.
Results
| Metric | Before campaign | After 1-2 months |
|---|---|---|
| Organic impressions for target keywords | Low | +65% increase |
| Referral traffic from submissions | Minimal | +38% |
| Backlinks acquired | 0 | 15+ quality backlinks |
| Average time on page | 1 min 10 sec | 2 min 05 sec |
The infographic ranked on multiple external platforms, expanding brand presence beyond the client’s own domain. Rankings improved for “common boiler questions” and “best boiler size.” The jump in average time on page from 1 min 10 sec to 2 min 05 sec showed that the visual format was drawing in users who then stayed to read the full FAQ.
Why it worked
- Infographics simplify complex topics like boiler sizing into shareable, digestible content, which encourages other sites to embed and link to the original source.
- Submitting to high-authority platforms passed genuine domain trust to the FAQ page rather than just adding volume.
- Careful keyword optimisation in every title and description kept the submissions search-relevant and helped the infographic surface in its own right.
- Backlinks from infographic directories tend to persist, so the SEO value compounds over time rather than fading.