Don’t Panic is a London creative agency known for purpose-led campaigns for charities and brands. We have worked with the team since 2019.
Our first case study covered the content refresh that ran until October 2025.
This one covers what came next: new content, link building and AI search work, measured from July to September 2026 against the same months in 2025.
The Challenge
Don’t Panic’s blog already ranked well for brand-purpose topics, but its website was missing content targeting searches closer to a buying decision:
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Missing agency comparison pages. The site lacked dedicated pages targeting searches such as “best creative agencies” and “best advertising agencies”, which marketers use to research and shortlist potential partners. - Limited coverage of campaign roundups. Don’t Panic had an opportunity to appear in searches for the best advertising, charity marketing and purpose-driven campaigns, reaching marketers looking for inspiration and potential agency partners.
- Low visibility for commercial searches. Competitive terms such as “marketing agency London” averaged position 44, limiting the agency’s visibility when potential clients were actively looking for a partner.
To fix those, we needed to strengthen the site’s authority and help Don’t Panic appear in the places where marketers discover, compare, and select agencies—including AI-generated recommendations.
Our Strategy
We combined on-page content creation with offsite brand building activities to make sure Don’t Panic is visible wherever potential clients search.
Create content for every stage of the buying journey
We divided the content strategy into two groups: informational guides that build topical authority and bottom-of-funnel (BOFU) pages that reach people researching agencies and campaign ideas.
Informational content: Build topical authority
These guides answered practical marketing questions while strengthening Don’t Panic’s expertise in brand response advertising and regenerative food marketing.
New articles included:
- 9 July: How to Market Regenerative Farming the Right Way
- 29 July: Brand Response Advertising: What, Why and How
- 27 August: Regenerative Food Advertising Gone Wrong
- 22 September: Brand Response vs Direct Response: Which One?
- 22 September: How to Do B2B Brand Response Advertising
This content helped expand the topics Don’t Panic could rank for and gave marketers useful resources to discover the agency through relevant industry questions.
BOFU content: Reach marketers comparing options
We also created and refreshed pages targeting searches with stronger commercial and discovery intent. These included agency comparisons, campaign roundups and marketing tool lists.
Campaign examples
Tool listicle
These pages targeted the kinds of searches marketers use to explore ideas, compare providers and build agency shortlists. They also created opportunities for Don’t Panic to be discovered through third-party recommendations and AI-generated answers.
Earn relevant backlinks through link building and digital PR
Between July and September 2026, we ran 4 link-building campaigns designed to earn relevant links from websites with established authority.
Listicle outreach
We secured listings for Don’t Panic in third-party agency roundups, extending its presence beyond its own website.
Guest posts
We contributed expert articles to marketing and video platforms, securing relevant backlinks to Don’t Panic.
Placements included:
Skyscraper content
We developed a more comprehensive resource answering “What is a creative agency?” and promoted it to websites covering agency-related topics.
The campaign earned a link from Adria Solutions in an article comparing marketing agencies with in-house teams.
Ego bait
We created a list of the best social media management tools, featuring platforms relevant to marketers. We then contacted the brands included in the article to share their inclusion and encourage them to reference the resource.
Seven featured brands linked to Don’t Panic from their own blogs, including Emplifi, SocialBee and Sked Social. The Emplifi link was associated with a guest post.
The links earned
The campaigns secured 11 backlinks between July and September 2026, with an average Domain Rating (DR) of 67. Six links came from websites with a DR above 70.
- veed.io (DR 85): Guest post
- adriasolutions.co.uk (DR 37): Skyscraper
- tourboxtech.com (DR 59): Guest post
- dashsocial.com (DR 71): Ego bait
- heyorca.com (DR 63): Ego bait
- recurpost.com (DR 72): Ego bait
- cuttingedgepr.com (DR 55): Inbound link request
- nuelink.com (DR 62): Ego bait
- skedsocial.com (DR 74): Ego bait
- emplifi.io (DR 84): Ego bait and guest post
- socialbee.com (DR 80): Ego bait
The goal was not simply to increase backlink numbers. We focused on earning relevant links that could strengthen the site’s authority, support organic search performance and expand Don’t Panic’s visibility across the marketing ecosystem.
The Results
Between July and September 2026, Don’t Panic improved its new-business inquiries and expanded its organic search and AI visibility:
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22% more new-business inquiries (from 123 to 150, July to September, year on year) - 1,510 organic clicks in Q3 2026 from 14 new pages that did not exist a year earlier
- 11 new links from sites with an average Domain Rating of 67, secured between July and September 2026
- Clicks for “marketing agency london” up from 7 to 35 (August to September, year on year), now averaging position 10, up from 44
- 35% AI share of voice, the highest of six tracked London agencies across 83 AI answers (5 October 2026)
- 48% more referring domains (from 1,389 to 2,051, October 2025 to October 2026)
