CE Safety - B2B

One of the biggest safety training courses in demand, was around choking and CE Safety had very low visibility and zero organic traffic around these terms. We built a hub of content and data statistics to position them as the authority around choking in adults and children and pushed data to the media to build links back to site. 

The Choking Deaths Report was designed to fill a clear authority gap in UK safety training content. While choking is one of the most in-demand safety training topics, there was little centralised, data-led content explaining the real-world risks - particularly when it came to everyday children’s products. We also highlighted adult and children choking death statistics with useful advice/guides on how to prevent this.

We created a comprehensive content hub anchored by a bold visual graphic, “The Deadliest Toys,” which brought together 12 months of product recall data and reframed it through a Toy Story–inspired creative lens. This contrast between playful design and serious subject matter helped the data cut through, making the risks impossible to ignore while remaining highly shareable.

The piece went beyond visuals alone. It contextualised choking deaths, cited recall statistics, and provided clear educational value - transforming CE Safety from a training provider into the UK’s most referenced source for choking data. Its combination of original data, expert framing and accessible design is what made it an authoritative, link-earning asset across national media.

We got 77 of their top keywords around safety training to page 1, previously 34 were on page 1.

 We became the pos #1 source for choking statistics/data in the UK which earnt 120 links from The Guardian, NetMums, The Sun, Huffington Post & many more. We saw a 122% increase in organic traffic to site of which 98% came from non brand terms around safety training courses.