It is tough work to get your website to show up higher in Google search. PR campaigns are honestly one of the smartest ways to build that kind of authority. When done right, they get journalists, bloggers, or influencers talking about you. Often with a link back to your site. It’s natural, not forced. And unlike tweaking your own pages (that’s on-page SEO), this builds real credibility that lasts. I’ve seen sites stuck in the middle of search results suddenly climb after a good PR hit. The links from respected places make all the difference.
Lately, with search getting smarter about real-world signals, off-page stuff matters even more. Brands running clever PR keep pulling ahead. Here are some campaigns that stood out to me. They come from the last couple of years, and they all brought in strong backlinks and mentions. I’ll explain what they did and why it worked for off-page SEO.
How PR Actually Helps Your Off-Page SEO
The beauty of PR is that it earns attention the honest way. You put out something interesting, and if the media picks it up, links follow without you chasing them. One placement in a big outlet can boost your site’s authority way more than a bunch of sketchy links. It also gets your name out there, so more people search for you directly. That’s another signal search engines love.
Plus, good coverage often leads to shares on social media or forums. All those mentions add up, even without direct links. Search algorithms notice brand chatter now. It’s not just about gaming the system anymore; it’s about getting real people excited.
If you’re thinking about trying this, here are a few things that tend to work well:
- Sharing new data from surveys or studies, journalists can use
- Jumping on current trends or news hooks
- Teaming up with influencers in your niche
- Aiming for coverage in sites Google already trusts
- Creating visuals or content that others want to reference
- Spreading the word about any coverage you do get
Nothing too fancy. Just focus on value.
Some Campaigns That Nailed It
- Spotify Wrapped
You probably know this one. Every year, Spotify gives users a fun summary of what they listened to most. Favorite artists, top songs, total minutes. They make it super easy to share with bright graphics. People post theirs everywhere. Then the media runs stories on bigger trends, like what the world listened to overall.
Those articles almost always link back to Spotify. Year after year, it pulls in tons of high-quality backlinks from music sites and news outlets. For off-page SEO, it’s perfect because it keeps building authority in entertainment searches. Users do half the work by sharing.
- Grammys Helping After Wildfires
A while back, bad wildfires hit parts of California. The Grammys decided to use their platform to spotlight local businesses that were hurt. They had artists record quick messages encouraging donations, complete with easy QR codes. It raised a bunch of money fast.
News sites, entertainment blogs, and local papers covered it heavily. Lots of links went to the campaign details. The emotional angle made it spread naturally. Off-page-wise, those credible links from a variety of sources strengthened trust signals a lot.
- Canva’s Funny Billboard Trick
Canva wanted to show off its design tool without being boring. So they put up billboards that looked terrible on purpose. Bland layouts, bad fonts. The message? Bad design gets noticed, but great design (made easy with Canva) is better. People snapped photos and shared them online, laughing about it.
Marketing blogs and design sites wrote it up, linking to Canva. It was clever and light. Brought in relevant backlinks from creative niches. Shows humor can get attention without big spending.
- Heinz and Absolut Team-Up
Heinz joined forces with Absolut vodka for a limited-edition pasta sauce flavored with vodka. They played it up with events and teasers. Food writers and lifestyle sites jumped on the odd combo. Recipes, reviews, all linking back for more info.
Expanded reach to new audiences. Off-page SEO got a lift from food and drink domains. Partnerships like this open doors you can’t open on your own.
- Travel Companies With Smart Surveys
A few hotel chains and travel sites started releasing surveys about how people travel now. Stuff like sustainable choices or differences between generations. They timed it well and shared fresh numbers.
Big papers and travel blogs quoted the stats, linking to full reports. Some did this annually, so backlinks kept adding up. Over time, they owned certain topics in search. Great example of using data to stay relevant.
- Duolingo Being Cheeky Online
The language app’s owl mascot is famous for sassy posts. Reminders that roast you for missing lessons, jumping on memes. It keeps people engaged.
Tech sites often cover their social strategy. Steady mentions and links build up. Personality drives ongoing conversation.
All these worked because they felt real. Not pushy sales.
How to Start
Don’t overcomplicate it. Figure out what your business knows best. Maybe run a quick survey in your industry. Or comment on something timely. Find contacts at relevant sites and send a short note about why it’s interesting.
If it lands, share the coverage yourself. Check what new links show up using free tools. Adjust and try again. Even small placements help over time.
Wrapping This Up
Off-page SEO can feel out of your hands sometimes. But PR gives you a real way to influence it. These campaigns show what’s possible when you create something people want to talk about. Whether it’s fun data like Spotify, helpful causes like the Grammys, or playful ideas like Canva. The common thread is authenticity. People share what feels genuine.
If your rankings have plateaued, give PR a shot. Start simple. One strong story can spark momentum. Over time, those external signals compound. Your site gains trust, climbs higher, and brings more visitors. It’s not instant, but it’s sustainable. In a world full of quick tricks that stop working, this approach holds up. Worth trying if you want lasting growth.
FAQs
- How does digital PR compare to the traditional kind for off-page SEO?
Digital is more targeted at online spots where links happen. Think news sites, blogs, social. Traditionally, it might be TV or magazines, great for name recognition, but with fewer direct links. Digital feeds SEO better because everything’s trackable. Often, they overlap now, like a TV mention leading to online articles.
- Is it necessary to get loads of backlinks from one campaign?
Not really. A few from strong, related sites beat a ton of junk ones. Quality shows expertise clearly. I’ve noticed that even three or four good ones can shift rankings if the rest of your site is solid.
- Do small companies stand a chance with PR?
Definitely, start with local outlets or niche blogs. No need for fancy agencies. Offer something useful, build a few relationships. Wins come slower, but they stick.
- When do you start seeing off-page changes from PR?
Usually, a month or two for links to get noticed, longer for big ranking jumps. Depends on how fast sites index. Traffic from the actual coverage comes quicker, though.
