Run With Rob: How a charity PR campaign won 14 months at Position 0 on Bill 226

May 22, 2024 min read

The cause

Bill 226 — Canadian federal legislation supporting Multiple Myeloma research funding via the proposed Canadian CMB Foundation. Rob Tetrault — wealth advisor, philanthropist — built a campaign calling Canadian MPs to support the bill. The SEO outcome was the byproduct of a real cause-driven PR effort, not a vanity SEO play.

The pipeline

  1. The wire: EIN Presswire — a paid press-release distribution service ($15/release [EIN Presswire pricing]1) — syndicates the campaign story across regional news, financial publications, and policy-tracking aggregators.
  2. The volume effect: EIN’s syndication produces dozens of editorial pickups within hours. Google sees a coordinated topical signal.
  3. The structured content: The release was written with FAQ-style structure — “What is Bill 226?” / “Who supports it?” — which Google’s snippet extractor reliably parses [Google Featured Snippets documentation]2.
  4. The owned property: Rob’s site (robtetrault.com at the time) carried matching long-form coverage with the same Q&A pairs, which Google surfaced as the Featured Snippet.

The result

Position 0 (Featured Snippet) on the primary query. Held for approximately 14 months — spring 2024 through mid-2025 [engagement records; Serper SERP verification, May 20, 2026]3.

What it actually cost

  • One EIN Presswire wire: $15 [EIN Presswire pricing]1
  • Long-form coverage on robtetrault.com: existing site, no incremental cost
  • FAQ structure: 1–2 hours of editorial work
  • The cause itself: Rob’s own

Total marginal SEO spend: ~$15.

Why most consultants don’t run this play

It requires a real cause. The pipeline only works when the underlying story is true, the wire carries an actual newsworthy claim, and the owned property has genuine long-form coverage to anchor the snippet to 2.

What ended it

The Featured Snippet stopped surfacing in mid-2025 — not because of an algorithm change, but because Rob’s domain was migrated/rebranded after the wealth advisory engagement wound down [Serper SERP test, May 20, 2026]3.

Sources

  1. EIN Presswire. Pricing. einpresswire.com. $15/release pricing verified at time of campaign. ↩︎ ↩︎

  2. Google Search Central. Featured Snippets and Your Website. developers.google.com/search/docs/appearance/featured-snippets. Documents how Google selects content for featured snippet extraction. ↩︎ ↩︎

  3. Serper. SERP test conducted May 20, 2026. Featured Snippet no longer present for primary Bill 226 query, consistent with post-engagement domain migration. ↩︎ ↩︎