Our First PR Campaign for AI Visibility
One survey of Lee Asher's pet-parent following became three press releases, roughly 1,265 new backlinks, trade coverage from PetfoodIndustry, and about $12K in revenue from the survey's thank-you coupon, on top of the press coverage and links.
By SEOasis · Lillie&Lee, pet and human wellness on Shopify · Semrush, October 13, 2026; baselines from July 23, 2026, two days after the first release
revenue from the survey coupon
net new backlinks
high-quality links, ~$31,200 value
search impressions, last 3 months
The Campaign in One Table
| Client | Lillie&Lee (lillieandlee.com), pet and human wellness, Shopify |
|---|---|
| Asset | The Pet Wellness Consumer Trends Report 2026 (lillieandlee.com/pages/survey) |
| Goal | Earn press coverage and brand mentions that support AI visibility |
| What we ran | Three press releases from one survey: Jul 21, Aug 25 and Sep 28, 2026 |
| Total backlinks | About 260 on Jul 23 to 1,525 today, roughly 1,265 net new |
| High-quality backlinks | 46 to 150, 104 net new, worth about $31,200 at $300 each |
| Authority Score | 21 to 23 |
| Google Search impressions | 44.7K in the last 3 months |
Source: Semrush, October 13, 2026. Baselines are from July 23, 2026, two days after the first release.
Original Data, Published Where AI Engines Look
This was SEOasis's first public relations campaign built for AI visibility. AI answer engines draw on what is published about a brand across the web, so we set out to earn credible third-party coverage of Lillie&Lee, anchored by original data.
Original research gives the press something new to cite, and Lee Asher already has the one thing most brands lack: a large, engaged social following. That audience became the sample.
What We Built
The survey went out to Lee Asher's social media following in early June 2026 and ran for two weeks.
- 5,000 pet parents responded; 4,095 qualified responses (respondents without a pet at home were screened out)
- No personal data collected, participation voluntary, completion coupon disclosed
- Four chapters, each built around a quotable stat
The Report Page
The report lives on a dedicated page on the client site, with a press section offering the PDF report, full data tables, print and web charts, the questionnaire and a press contact. Findings are attributed to “surveyed pet parents” from the community rather than all Americans, which keeps the claims defensible.
View the report page →
What Gave the Press Something to Run With
95%
strongly agree their pet is a full member of the family
97%
say caring for their pet gives their day a sense of purpose
74% vs 66%
of pets had a preventive vet visit in the past year, vs. their owners
72% vs 58%
trust their vet vs. trust their own doctor, a 14-point trust gap
29% vs 19%
gave their pet CBD in the past year vs. took it themselves
One Survey, Three Press Releases
Three releases over about ten weeks, each taking a different angle from the same data and linking back to the report page. Lee Asher is quoted in each. The releases were syndicated across news and lifestyle sites, and PetfoodIndustry covered the survey with its own headline.
9 in 10 Pet Owners Say Their Pets Are Family. More Than 80% Say Caring for Them Gives Their Day Purpose
As the U.S. Pet Supplement Market Reaches $3.4 Billion, New Survey Finds Pet Wellness Is Becoming a Household Routine
35.3% vs. 29.2%: New Survey Finds Vets Barely Edge Out Self-Research on Pet Supplement Choices
Links, Search Impressions and Sales
These totals cover everything earned after July 23 and are credited to the PR effort as a whole, not to a single release. At $300 per high-quality backlink, the 104 net new followed links are worth about $31,200 of link-building value.
| Metric | Jul 23 | Oct 13 | Change |
|---|---|---|---|
| Total backlinks | ~260 | 1,525 | +1,265 |
| High-quality (followed) backlinks | 46 | 150 | +104 |
| Authority Score | 21 | 23 | +2 |
$12K in revenue
The thank-you coupon shown at the end of the survey brought in about $12K, so the survey drove sales as well as links.
Google Search
- 44.7K search impressions in the last three months
- Daily impressions rose from roughly 250 to 300 in July to roughly 600 to 1,000 since early September
- Visible spikes on about August 25, the day release 2 went out, and again around the end of September, when release 3 went out
The survey page
- 41 referring domains and 77 backlinks point directly at the report page
- Each release brought a new wave of domains: 16 first appeared before Aug 25, 17 between Aug 25 and Sep 27, and 8 from Sep 28 on
- PetfoodIndustry (Authority Score 44) and Q923 Radio (26) are the standouts
Context on the Numbers
- Volume grew far faster than authority: Authority Score rose 2 points.
- 32 of the 41 survey-page domains have an Authority Score of 6 or below, mostly syndication sites.
- Most syndicated pickups are nofollow; PetfoodIndustry's link was followed.
- "High-quality" here means followed backlinks, so the count says nothing about each link's authority.
- Syndicated pickups work best as brand mentions and AI-visibility signals, with followed links from trade media as the upside.
What a Single Survey Produced
PR builds brand authority, top-of-mind presence and, most of all, branded organic search, and it puts the brand in the sources AI answer engines draw on.
01
Branded organic search
Coverage puts the brand name in front of readers, and some of them later search for it by name.
02
Brand authority
Trade and consumer outlets, including PetfoodIndustry, ran their own headlines on the survey.
03
Top-of-mind presence
Three releases over ten weeks kept the brand showing up in front of the same audience.
04
Links
More than 100 new high-quality backlinks came along with it.
05
Sales
The end-of-survey coupon brought in about $12K.
06
Reusable content
Social posts, blog content, sales material and a press kit from one data set.
This first campaign is a repeatable process for earning AI visibility through PR.
Seven Steps From Survey to Coverage
Step 01
Find the audience
A client with a community, list or social following to survey.
Step 02
Design the survey
Questions that produce quotable, comparison-style stats.
Step 03
Field it
Two weeks, with a thank-you incentive shown at the end.
Step 04
Publish the report page
Charts, methodology, a clear attribution line.
Step 05
Build the press kit
PDF, data tables, charts, questionnaire, contact.
Step 06
Release in waves
Several angles from the same data, weeks apart, each linking to the report.
Step 07
Track
Total and high-quality backlinks, referring domains, authority, referral traffic, AI citations, coupon revenue.
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