SEO + Content Case Study

Annual Content Earns 300+ Placements, Drives Organic Visibility

Bold SEO content strategy drives organic visibility growth with annual, data-led content campaigns, earning organic coverage and increasing keyword visibility.


  • 300+

    media placements

  • 46%

    DA 70+ links

  • 120%

    increase in top 10 keywords

The Client

The Client is an online B2B advertising company. They help Consumer Packaged Goods (CPG) advertisers target, optimize, measure and enable sales-based outcomes.

The Objective

Our team was tasked with turning our successful digital PR campaign on the sober curious movement into a high-performing annual campaign for the Client. The Client’s particular focus on digital PR is to enhance their website’s visibility by growing a robust backlink portfolio of links with high-quality earned media coverage.

Content Strategy

Combining digital PR research with SEO best practices


    The Problem

  • After the success of the Client’s first content campaign on the sober curious movement, our team had the opportunity to determine how best to optimize and present this annual campaign in a way that would provide the same highly effective results for their organic visibility.

    The Client wanted to continue strengthening their digital visibility and build brand awareness in high-authority publications but didn’t have the staffing to execute an outbound link-building strategy on their own that would secure the magnitude of earned media places they wanted to see. Similarly, we didn’t want any new or updated content campaign to compete for keyword rankings with the original page.


    The Solution

  • We redesigned and optimized the page for the annual research-based campaign on non-alcoholic drinks and the drinking preferences of young adults by clearly laying out year-over-year data and answering consumer questions about this trending topic to capture journalists’ attention. Our meticulous update to the page led to immediate widespread interest and media attention, earning an additional 50 links in less than 30 days from top-tier media outlets.

    This digital PR campaign included a survey of more than 1,000 Americans to understand their drinking habits and preferences better. The annual campaign included valuable year-over-year data and was also analyzed by generation, which provided another notable and interesting angle for journalists. The topic of being ‘sober curious’ was not just timely with the news cycle, but it also held relevance to both the client’s industry and their areas of expertise.


    Why it matters

  • In choosing to update the existing campaign page with new data, and formatting accordingly we were able to build off the strength and authority the page had already earned. The first report was a resource for journalists seeking data and statistics on the sober curious movement, and earned high-authority links organically in the months after we ended active media outreach because of it’s top-ranking visibility for targeted keywords. By publishing the updated research on the page above the original research, we offered organic visitors a comprehensive experience with year-over-year data on a topic they were interested in.

Organic searches increased 123% in the first month after updating the piece. The campaign also had a 73% increase in rich snippets on Google during that same time period. In the months after publishing the new data, the campaign saw an increase in keywords in the top 10 positions growing from 25 in December 2023 to 55 in April 2024.

The two studies on the Sober Curious Movement have collectively earned 300+ media placements and more than 7,000 social media engagements across Twitter, Facebook, Pinterest, and Reddit.


In less than 30 days after publishing the new annual campaign, the Client’s website saw an increase in high-authority and high-quality linking domains along with a spike in organic traffic and rich snippet features. Coverage included publications such as Fortune, CNBC, and Inc. It has since earned links from CNN, the Wall Street Journal, and the New York Times. Through strategic content creation and outreach, we reinforced our client’s position as a trusted industry leader and drove substantial organic growth.

Our digital PR content campaign earned over 300 media placements from high-authority publications. The average DA of backlink coverage was 62. This backlink-building success significantly boosted our client’s SEO efforts, enhancing their online visibility and credibility.

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Lyndsey Maddox

Chief Executive Officer

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