Position One for Radiators on a Category Page Holding 229 Referring Domains

Link building owned the always-on acquisition of editorial, trade and institutional links to Stelrad’s category pages, and the authority metrics that follow: 448 live dofollow referring domains at DR 50 or above, 132 at DR 70 or above, and the link equity held on six category URLs. The SEO retainer owned on-site work and reports traffic. Digital PR owned the creative campaigns that earned the largest single bursts of national coverage. Category rankings are the shared outcome and this page says so.

Because the homepage does not sell radiators. The category pages do. A manufacturer of Stelrad’s standing already had brand authority; what it did not have was page-level authority on the URLs competing against BestHeating, Screwfix and the aggregators for terms like radiators, electric radiators and column radiators. Building 229 referring domains onto the radiators category page is why it holds position one for two terms with a combined 80,000 monthly searches.

By giving the sector something worth citing. Heat-loss data, specification guidance and installer resources earned links from CIBSE, CIPHE, BIID, Make UK and the Supply Chain Sustainability School, and from merchants and housebuilders including City Plumbing and Bellway. Those are links a consumer PR campaign never produces, and they are the ones that tell Google a manufacturer is the authority in its category.

The reported bar was DR 50, dofollow, editorial or institutional, with every domain named. 448 live referring domains at that bar is the count that matters; the raw total is larger and less useful. Volume was never the target.

Yes, where it is pointed at the right pages. Stelrad’s Domain Rating moved from 57 to 64 across the programme, which is a modest change for a domain that size. The category pages moved far more: UK terms in the top three rose from 421 to 2,035 at the latest reading, with a high of 2,354, because the equity landed where the competition was.

By reporting only what clears the bar and reviewing the disavow file against every crawl. Brands attract unsolicited links at scale; the programme reported dofollow domains at DR 50 or above, excluded anything sitewide or flagged as spam, and kept the client’s attention on the links that moved the category pages.

Ahrefs UK organic traffic rose from 20,455 at the opening checkpoint to 126,024 at the latest reading, with a high of 148,270, a sixfold increase. Semrush corroborates independently, with UK organic traffic at a record 122,531 from 35,105. That movement is shared with the SEO retainer, and the Stelrad SEO case study reports it in detail.

Yes. The method is the same for any brand whose revenue sits on category pages: map the categories that compete, build the trade and editorial reason to link, place the links on those URLs, and hold the bar. Absolute Digital Media runs it across eCommerce, manufacturing and regulated sectors.