Their strategy was based on two stages. In the first stage, the chosen media were national newspapers, targeting the home page of the media with brand anchor text. This branding action, together with their own SEO work on the page, has made them gain authority and become known to a wider audience. In a second stage they have focused their attention on themed blogs, varying between anchors of generic terms related to the product category, as with exact product and brand terms, directing all of them to the corresponding vertical of their website.