357 to 22,100 monthly organic visitors over 24 months.
A B2B relocation management platform scaling organic in a category with almost no existing search content.
Relocate Pro helps global employers manage employee relocation — a category that's lucrative but poorly represented in organic search. When they engaged Dot Mirror, they had a DR of 24, 357 monthly organic visitors, and a small sales team relying almost entirely on outbound. The opportunity was clear: almost no competitor was investing in content or link building. The challenge was that the category — global mobility, relocation management, expatriate services — had few existing publications to build links from. We were essentially building topical authority in a niche that barely existed online.
Rather than chasing volume in a thin vertical, we took a two-channel approach: HARO editorial to establish Northform in mainstream HR and business press, and bespoke guest posts in the adjacent publications where Relocate Pro's buyers — CHROs, global HR directors, talent acquisition leads — actually read. The slow accumulation of genuine editorial authority in the right publications proved more durable than a high-volume insert strategy would have been in a category with limited existing content.
How we built it
HR & business media HARO pitching
We positioned Relocate Pro's CEO and Head of Operations as expert sources on global workforce trends, remote work policy, and employee relocation costs. Over 24 months, we secured editorial citations in HR Dive, SHRM, Business Insider, and The Wall Street Journal — 18 Tier-1 editorial placements in total. These citations established Relocate Pro as a credible authority in a space where almost no competitor had press.
Adjacent HR publication guest posts
We placed 112 guest articles in HR trade publications, global business media, and talent management blogs — covering topics like managing international hires, relocation package benchmarks, and remote work compliance. Publications included HR Technologist, Workable Blog, Lattice Blog, and Personio. Each article linked naturally to Relocate Pro's category pages.
Content creation for link acquisition
Relocate Pro had no original data assets. We worked with their team to produce two annual relocation benchmarking reports, which generated 32 natural inbound links from HR publications and consultancy blogs in their first year of publication. These evergreen assets now drive links without active outreach.
Publications & placements
From 357 to 22,100 monthly visitors — and a pipeline that didn't exist before.
Over 24 months, Relocate Pro's organic traffic grew from 357 to 22,100 monthly visitors. Their domain moved from DR 24 to DR 51. The category terms they now rank for — including 'global relocation management software' (position 2) and 'employee relocation services' (position 4) — were either unranked or non-existent as search queries when the campaign started. The organic channel now contributes 34% of Relocate Pro's demo requests, up from effectively zero.
“The publications we ended up in — SHRM, Business Insider, WSJ — are the exact places our buyers read. Every sales call, someone mentions they've seen us there. The link building and the brand building happened at the same time. That's the thing Dot Mirror understood that others didn't.”