Organic Growth through SEO Content & Link Strategy

Cision Canada operates Newswire.ca, one of the leading press release distribution and media communication platforms in North America. The company provides trusted PR, communication, and news distribution services to businesses across industries.

When Seologist began its SEO partnership, the goal was clear: strengthen organic visibility, improve keyword dominance for competitive media distribution terms, and expand thought-leadership through educational content.

Objective

The campaign aimed to:

Increase organic visibility for high-value press release and content distribution keywords.

Build a strong content ecosystem to attract journalists, marketers, and businesses.

Diversify and expand the backlink profile through outreach and citation campaigns.

Improve engagement metrics and lead generation from organic traffic.

The Challenge

Stagnant Keyword Growth

Despite high domain authority, Newswire.ca lacked visibility in competitive niches.

Limited Content Assets

The blog was underutilized, preventing effective targeting of informational and long-tail queries.

Broken Backlinks

Lost authority from high-quality referring domains reduced domain trust and SEO impact.

What we did

Content Strategy & Optimization

Developed an editorial roadmap targeting top-funnel and mid-funnel searches around press releases and content distribution.
Produced and optimized blog articles such as “Media Alert vs. Press Release – When to Use Which” and “How to Write a Press Release for an Event.”
Refreshed meta tags, titles, and internal linking across core landing pages.

Link Building & Citation Growth

Conducted an outreach campaign resulting in 50+ high-authority contextual backlinks from industry-relevant websites.
Built over 40 new business citations on major local and industry directories.
Recovered broken backlinks from previously lost referring domains.

Technical SEO & Monitoring

Implemented monthly crawl audits and indexation checks.
Addressed technical errors and improved canonical and schema implementations.
Monitored engagement and conversion tracking for “Become a Client” and “Demo Request” forms.

Our Results

Ranking Distribution Improvements

Between June 2023 and January 2024, Newswire.ca experienced a remarkable jump in search performance:

Top 1 keyword positions: +32.4 percentage points (from 5.4% to 37.8%)

Top 3 positions: +48.6 pp (from 10.8% to 59.5%)

Top 5 positions: +58.1 pp (from 16.2% to 74.3%)

Top 10 positions: +56.7 pp (from 28.3% to 85.1%)

New Keyword Acquisition

Over 40 new keywords entered Google’s Top 3 results, including “press release platform”, “press release submission service”, and “content distribution services.”

The French-language section gained 13 new #1 keywords, including “communiqué de presse” and “communiqué de presse pour un événement.”

Keyword Ranking Highlights

Keyword	Jun 2023 Rank	Jan 2024 Rank	Change
press release distribution	1	1	—
press release service	2	1	+1
press release services	7	1	+6
press release distribution agency	4	1	+3
global press release distribution service	—	1	new
paid press release distribution	9	1	+8

Traffic & Conversions

Organic traffic continued to represent over 60% of total site sessions.

SEO conversions reached 108 per month, including form submissions and demo requests.

Overall engagement metrics (average session duration and new users) improved significantly compared to the start of the campaign.

Backlink & Domain Authority Growth

The number of referring domains increased by approximately +17% during the campaign.

Authority gains translated directly into stronger ranking stability across high-value competitive keywords.

Conclusion

Through a comprehensive SEO content and link strategy, Seologist helped Cision Canada achieve measurable growth in rankings, traffic, and conversions.

By combining data-driven content, technical precision, and strategic outreach, Newswire.ca became a leading authority in organic search for press release and media distribution queries across Canada.

This success demonstrates how a focused, multi-layered SEO approach can transform even a well-established brand into a category-dominant search performer.

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