Every September, the launch of a new iPhone becomes a digital and media earthquake. Millions of people search for information, comparisons, and deals, while major retailers and tech media outlets compete to dominate search engine results. From our experience at Growwer, we know that months of work in link building, digital PR, and SEO optimization are behind that visibility.
In this article, we analyze how the big players prepare for events like the iPhone 17, what tactics help them gain traction, and what lessons can be applied to other recurring milestones such as Black Friday or Prime Day.
Why timing is key in events like the iPhone 17
When it comes to SEO in mass-market launches, timing is a critical factor. The players who rank best don’t improvise: they usually have the product URL created months before the official announcement. That page, even if it doesn’t yet show the product, starts receiving internal links, external mentions, and updates that gradually strengthen it.
At Growwer, we see this constantly: “warming up” a URL in advance significantly increases its chances of ranking well on launch day. Being visible in Google early sends clear signals of relevance and builds momentum for when the trend explodes.
That said, starting early is not an absolute guarantee. Domain authority, the strength of the backlink network, and the ability to generate buzz in the media weigh just as heavily as timing.
Link building strategies used by major retailers
Looking at examples from Amazon, PcComponentes, or MediaMarkt, we find recurring patterns:
- Links from specialized media: before each launch, tech portals publish articles that link directly to retailers’ product pages.
- Digital PR campaigns: press releases and collaborations with journalists secure strategic mentions in generalist and business outlets.
- Evergreen content: pages like “history of the iPhone” or “previous models” that attract traffic year-round and are updated at launch, passing authority to the new URL.
- Partnerships with influencers: reviews, unboxings, and comparisons on YouTube or TikTok that generate natural backlinks and social mentions.
These actions combined create the foundation of a solid link building strategy, designed to perform on launch day and continue adding value over time.
The role of digital PR in major launches
Link building alone has its limits. Digital PR campaigns are essential to amplify reach. The strongest players invest in press releases, media partnerships, and interviews to secure coverage across the media landscape.
Why is this so important? Because search engines increasingly value the credibility of sources. When a retailer gets coverage in national newspapers or respected magazines, they gain high-quality links, strengthen brand reputation, and earn user trust.
From our experience, we’ve seen well-executed PR campaigns make the difference between being stuck on the second page and dominating the top results for weeks.
How LLMs and generative search are changing the game
The rise of large language models (LLMs) and generative search features is transforming the landscape. It’s no longer just about ranking in Google’s top 10; being featured in the direct answers provided by these technologies is becoming increasingly important.
Some players are already experimenting with specific strategies for this space:
- Sponsored content optimized for quick answers.
- Structured Q&A content designed to increase the chance of being quoted.
- Data integration in platforms that feed reliable information into LLMs.
This opens a new front for link building and PR: winning visibility both in traditional search engines and in the algorithms that generate real-time summaries and recommendations.
What if we start late?
A common question is: does it still make sense to act once the launch is already happening? The answer is yes.
Even in the middle of a trend, there are valuable opportunities:
- Fast content updates: refresh existing pages with comparisons, prices, and analysis.
- New search opportunities: accessories for the iPhone 17, compatibility with older models, user guides.
- Reactive PR campaigns: take advantage of media interest with press releases that offer unique angles.
- Long-tail optimization: target searches like “best iPhone 17 case” or “where to pre-order iPhone 17 Pro.”
The key is not to drop out of the race just because you didn’t start months in advance. There’s still plenty of room for those who know how to adapt quickly.
Black Friday: the ultimate timing example
If there’s one event that illustrates the importance of planning, it’s Black Friday. Every year, retailers across all sectors compete to rank their offers weeks before the campaign officially begins.
The lesson is clear: today is still the right time to prepare a link building and PR strategy for November. Creating the URL, building internal and external links, generating buzz in specialized media, and scheduling collaborations can all make the difference when searches peak.
At Growwer, we often say it: those who plan ahead have an advantage, but those who react quickly can also carve out their space.
FAQs on link building in major launches
Is it essential to create the URL months in advance?
Not essential, but highly recommended. The earlier it starts receiving relevance signals, the better.
What matters more: the number of links or their quality?
Quality. A single backlink from a top-tier media outlet can outweigh dozens from irrelevant websites.
Does it make sense to invest in PR if I already have solid technical SEO?
Yes. Digital PR adds backlinks, visibility, and trust—factors that search engines value more and more.
Can we influence LLM results?
Indirectly, yes. With clear, well-structured content published in reputable sources, you increase your chances of being featured in generative answers.
The iPhone 17 launch is just one example of how major events set the pace for SEO and digital marketing. Leading retailers have been refining link building and PR strategies for years, enabling them to dominate searches when attention is at its peak.
At Growwer, we believe the key lesson is twofold: plan ahead and know how to react. Preparing URLs and building links in advance makes a big difference, but so does riding the wave when the trend is already in full swing.
Most importantly, these lessons aren’t limited to Apple launches. Black Friday, Prime Day, or any major tech release follow the same rules. If we start working today, we’re still on time to gain visibility in the next big event.
