The initial strategic focus centered on establishing a solid technical foundation and baseline metrics. Before targeting competitive search terms, the team had to ensure the domain carried enough inherent trust and authority. Once the foundation was secure, the approach expanded into creative public relations. The strategy actively pivoted in response to the growing influence of generative AI search engines that prioritize established brand authority over traditional link volume. Shifting to Digital PR earned exclusive features in major national titles like De Telegraaf and ELLE. Building brand authority through mainstream media mentions sent strong trust signals that regular link building simply cannot match. Earning high-quality media citations directly resulted in the brand being picked up and cited in generative AI search results. This holistic execution paid off immensely by elevating their market reputation and reaching a much larger audience. The combination of strong foundational links and high-quality PR placements led to significant domain authority growth and increased organic visibility.