Newsworthy side-tool backlink bait
Build a small timely utility or culturally relevant side project on your main domain to earn links before the core product has search authority.
Why this can grow a startup
Early products often cannot rank because the domain has no trusted links yet. A useful side tool, public data page, or timely mini-project can earn press, forum, and blog links faster than a generic product pitch. Hosting it on the same domain lets that authority spill over to commercial pages. The key is that the side project must be genuinely useful or interesting on its own, not a thin stunt.
Company example
Kapwing’s first 15 monthly subscriptions all came through Google. Before the core product had much authority, the team built Firemap, a wildfire satellite-search utility that earned local press links, and a Bladerunner poster generator that got Reddit attention. A startup-learning post about their payment flow went semi-viral on Hacker News and attracted hundreds of links; Julia Enthoven noted that almost 75% of internet links to Kapwing pointed to that post and helped the site rank for product queries.
Source and metric
Source: Kapwing Company Blog · Browse Kapwing Company Blog tactics
First 15 subscriptions came through Google; one post attracted most early links to the domain
Source discovered: May 23, 2026
When to use it
Use this when PR, SEO, Hacker News is relevant to pre-launch, acquisition, search intent and you can run a bounded test with a free budget.
When not to use it
Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.
Founder checklist
- Read Kapwing Company Blog and identify what is directly supported.
- Choose one channel context: PR, SEO, Hacker News.
- Define the test around First 15 subscriptions came through Google; one post attracted most early links to the domain.
- Set an owner, evidence window, and stop condition before launch.
Explore the context
Apply this with an operator
Turn isolated search tactics into a crawlable visibility system tied to demand and proof.