Case Study:

Startle SEO Case Study

Multi-award-winning SEO, Content Marketing & Digital PR Campaign


Startle curates bespoke background music, digital signage, and all-round atmospheres for a range of venues, primarily in the hospitality and retail sectors. They combine innovative technology and behavioural science, helping businesses to achieve their goals from increased covers or dwell time to driving repeat custom.

The Brief

Startle approached Screaming Frog shortly after launching a new website because they wanted to supercharge its impact and drive success through organic search. We quickly identified the need to increase brand awareness and authority through Digital PR and link-building activity as well as to optimise the new site for organic performance.

Our Strategy

Our Digital PR and SEO Teams worked collaboratively to plan a campaign that enabled us to secure media coverage and backlinks quickly whilst simultaneously refining the website itself.

For the offsite side of the campaign, our ideation focused on Startle’s internal expertise with music and behavioural science, brainstorming ways we could apply it to topics with mass appeal and those that solved real-world problems. This strategy led to the Screaming Frog team producing research-based hero content projects as well as smaller articles, which had both a B2B and B2C angle.

From sharing the tricks restaurants use to get you to spend more, to revealing the best radio stations to keep your dog calm on Bonfire Night, our campaigns were insightful, useful, and genuinely related to Startle’s business and expertise.
The onsite side of the campaign was a little trickier to strategise; due to the niche nature of Startle’s services (primarily because people don’t realise this type of business exists), we carried out a general technical audit of the site, and then focused our time on driving traffic from users at earlier stages of the funnel.

To do this, we optimised the blog for organic search and created new content that solves problems or answers questions for Startle’s target audience. This allowed us to target additional keywords, showcase Startle’s expertise, raise awareness of their services, and funnel interested users onto dedicated commercial pages.

Screaming Frog has become essential to our marketing function and we trust them completely for our SEO and content strategy. We’re so impressed with their research-based ideas, their on-brand writing and the results we’ve achieved, which has surpassed anything we’ve seen from partners in the past.

Mel Fulker

Chief Customer Officer - Startle Music

Featured In...

Below is a small selection of mainstream and industry media coverage received from our content & digital PR.

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Pieces of Coverage


Referring Domains


Organic Traffic



Our campaign with Startle has resulted in 424 pieces of coverage and 819 backlinks so far, as well as increasing the site’s referring domains by 320% – we secured top-tier media coverage, raising awareness of Startle’s brand and their service.

We also increased sitewide organic traffic by 36% year-on-year and the blog itself saw a 121% increase in organic traffic following our changes.

Not only that, we’ve picked up 2 UK Search Awards and a Digital PR Award!

How can we help you?

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Contact us today if you'd like to know more about what our search marketing services can do to boost your business.

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