As Google and other search engines continually refine their algorithms, the demand for high-quality backlinks has grown significantly. As a result, PR link building has become a key strategy for acquiring authoritative backlinks to enhance search engine rankings.
It's now crucial, more than ever, to prioritize quality over quantity.
PR link building uses the power of public relations to score high-quality backlinks that scream credibility. Link-building, when combined with high-quality PR efforts, becomes a potent force for your website’s ranking.
In this blog post, we'll show you how PR link building improves your SEO and how to implement it correctly.
So read on to the end to find out more.
PR link-building is a strategic approach to link-building.
It is the practice of earning high-quality backlinks from authoritative websites, publications, and journalists in your niche.
Common PR link building tactics include press releases, exclusive stories, interviews, or offering expert commentary.
For example, PR teams pitch the story to media outlets if a business launches a unique product or conducts an interesting study. Those outlets then write the story and include backlinks to the business's website, further enhancing your website’s visibility and ranking.
Unlike traditional link-building methods like guest posting or directory submissions, PR link-building focuses on building relationships with journalists.
It leverages media outlets and industry blogs to boost your SEO and brand reputation.
PR link-building is a win-win.
You provide valuable content and insights while journalists get a credible source for their stories.
In a nutshell, PR link building is a long-term strategy that builds trust and authority, not just backlinks.
PR link-building plays a crucial, but often overlooked, role in SEO. Here are some key reasons why PR link-building should be a priority for you.
It has been proven many times over that a solid backlink profile often results in higher SEO rankings.
A recent study by Backlinko found a strong correlation between a website's overall link authority and its search rankings.
Remarkably, the number 1 result on Google SERP (search engine results pages) typically has an average of 3.8 times more backlinks than positions 2 to 10.
Image via Backlinko
However, how you get those links matters.
The days of getting away with black hat tactics and link schemes are over.
Google's spam policies provide guidelines to prevent website owners from manipulating rankings in Google Search.
Websites that violate these guidelines are penalized by Google.
Here’s a manual actions report in Google Search Console showing a notification of a breach of Google's link policy.
Image via Google Search Console
PR link-building avoids manipulative tactics and focuses on creating valuable content that publications want to link to organically.
This results in a more natural backlink profile, which is favored by search engines.
No doubt, improved search rankings on Google attract more traffic to your website.
However, PR links offer much more.
When top media brands link to your content, their audience may click on those and discover your website.
This referral traffic can significantly increase your site’s visibility and reach.
Besides, visitors referred to by PR links are usually highly interested in the linked content and engage with it more.
These visitors are more likely to spend more time exploring your site, boosting key metrics like time on site, pages per session, and conversion rates.
Another advantage of this consistent flow of visitors from high-quality sources is that it maintains steady growth. This is particularly valuable during times when search rankings fluctuate.
Want a sure way to build your brand's credibility?
Try PR link-building.
Being associated with significant weight in building credibility. PR link building is particularly valuable for new brands trying to differentiate themselves from competitors.
Moreover, PR link building also helps you build brand awareness, which builds confidence in your offerings. As a result, search engines begin to reward this growing credibility.
Many people encountering your links or mentions may be learning about your company for the very first time.
For the best results, utilize PR outreach tools to streamline the process of connecting with top media publications to earn those valuable backlinks.
SEO is more than just ranking high in search results.
It's about building a strong online presence that establishes you as a trusted authority.
When credible media outlets reference your content, they're essentially validating your expertise. Readers then associate you with the platforms they already trust.
This association builds your reputation and positions you as a thought leader within your niche.
This reputation attracts potential customers and other media brands actively seeking reliable information and guidance. This, in turn, leads to speaking opportunities, partnerships, and increased media attention.
It’s all about perception.
Building trust sets off a chain reaction where people trust your website because others trust it too. This is called social proof and is crucial for SEO.
Anytime a trusted website links to your site, it signals to readers that your content is worth their attention. These links serve as endorsements, boosting your website's credibility.
PR link building achieves this by getting your site mentioned on the right platforms. This increases visibility, not just with readers, but with search engines.
Over the long run, social proof you get from PR link building drives more traffic, engagement, and conversions. This cycle of trust and visibility ensures your website remains relevant and successful in a competitive landscape.
Unlike some link-building tactics that may become less effective over time, links from authoritative, editorial sources have lasting value.
When your website is featured on authoritative sites, the links often stay live for years. These lasting links bring ongoing traffic and maintain their influence on search rankings.
Therefore, instead of diminishing in value as with most black hat techniques, earned links become more impactful over time.
As the source of earned links continues to build their authority, the value of the links they provide appreciates over time, thus, providing long-term SEO benefits.
In the long run, PR link building reduces your reliance on paid ads. The traffic generated from earned links is free and sustainable without any need for constant investments.
It takes more than luck to excel in PR link building. Consider the following strategies to launch successful digital PR campaigns.
In PR link-building, the key to attracting journalists and securing quality backlinks is through captivating and newsworthy content.
Is newsworthy the same as breaking news?
Not necessarily.
Newsworthy content refers to stories or information that is relevant, interesting, and valuable to your target audience.
On the other hand, breaking news specifically refers to fresh and developing stories that are happening in real time.
While some PR content might be breaking news, much of it focuses on timely trends and industry insights.
You may be asking, what then makes high-quality content newsworthy?
Creating newsworthy content for PR link building involves several key elements, such as:
Examples of newsworthy content include product launch announcements, industry research, expert commentary, or unique perspectives that resonate with your audience.
Here’s an example of an expert commentary article by Content Marketing Institute (CMI):
Image via Content Marketing Institute
PR link-building is not about sending generic pitches everywhere.
It's about sending tailored messages that speak directly to journalists and publications who reach your ideal audience.
Targeting publications that attract your target audience ensures your website content lands where it matters most.
This makes any backlinks you acquire even more valuable.
Journalists who cover topics in your field are more likely to “get” your story, paving the way for future collaborations.
It's better to get backlinks from relevant publications with smaller audiences than from generic ones with a broad reach.
Don't wait to be found.
Research journalists covering your industry and reach out with well-crafted pitches highlighting your expertise and how it can benefit their work.
Domain Authority (DA) or Domain Rating (DR) is a score that predicts a site's ranking in search results. It considers factors like domain age, backlink quality, traffic, and content.
Seeking backlinks from websites with high DA is crucial for improving SEO, more referral traffic, and enhanced brand credibility.
To find such sites, use content marketing tools, check industry publications, and analyze competitor backlinks.
For example, check out Attrock’s Domain Rating as measured by Ahrefs Website Authority Checker.
Image via Ahrefs
Journalists always seek credible voices to add weight and insight to their articles.
You can position yourself as one.
Here's how to cultivate the expertise that makes journalists come knocking on your door:
Here's an image featuring a quote from Gates Little, as seen on Zapier's blog.
Image via Zapier
Backing up your claims with data adds credibility, depth, and newsworthiness to your stories and that’s good for PR link building.
This makes journalists and publishers more likely to feature your content and link to your website.
Nothing beats unique and original research in this space.
When you conduct surveys and polls on a topic relevant to your niche, you have a higher chance of acquiring backlinks.
Create detailed case studies and client success stories that showcase your expertise and the impact of your work. Also, develop free tools, calculators, and other resources that address a specific need within your industry.
Take CMI’s B2B Content Marketing Outlook for 2024 report as an example. It was created from a survey of over a thousand marketers across the globe.
The report has earned over 1,400 backlinks from 424 websites since it was published in October 2023.
Image via Ahrefs
Create engaging graphics and data visualizations like infographics, charts, and graphs.
Visual aids make complex information easier to understand and digest for journalists and their audiences.
What’s more?
Weave a narrative around your data. Extract meaningful insights and recommendations from your findings. Explain their significance and what they reveal about your industry or the topic.
Above all, ensure your data is easy to understand, even for those without a strong technical background.
Check out this graph HubSpot depicting statistics on social media platforms with the highest ROI.
Image via HubSpot
Want to move beyond getting a one-off link from journalists in your industry? Then, you must play the long-term game and build quality relationships.
Understand that journalists are busy, and many people like you are trying to get their attention.
To stand out, you must engage with them differently.
Here are some things you can do:
Getting high-quality backlinks is just one part of the job.
You need to track and analyze your backlink profile to measure your progress.
Tracking your backlinks allows you to see the number of links pointing to your site and how relevant they are.
It will help you answer questions like:
Backlink tracking is not a one-time activity. Regularly monitoring your backlink profile will keep you updated and help to identify new opportunities.
For the best results, start by setting clear link-building campaign goals. This can be something as simple as increasing organic traffic or reaching a specific number of links.
Consider using feedback from this tracking to make changes as soon as possible.
For instance, if a campaign performs poorly, try adjusting the story angle or targeting different publications.
You can track your PR backlinks with tools like Buzzsumo or its alternatives, such as Ahrefs, Semrush, or Moz.
PR link building can be tough, can be challenging, and there is no guaranteed formula for consistent success. Here are some common PR link-building challenges and their solutions.
Sending pitches to the wrong people wastes time. If your content doesn’t align with their niche, it will be ignored, making PR link building more challenging and ineffective.
To improve your chances of success, research your target list carefully and focus on journalists and bloggers who specialize in your niche. Use tools like HARO to narrow down your list and increase the chances of PR link building success.
While tracking different PR link building metrics is important, it's not always straightforward. Without this data, it’s difficult to determine whether your PR link-building efforts are effective.
Try using tools like Google Analytics, Ahrefs, or SEMrush to track backlinks and traffic. This will help you understand what’s working in your PR link building efforts and adjust where needed.
Inboxes can get crowded and even the best PR link building pitches can get buried and ignored. This lack of response can stall your PR link building efforts.
To counter this, craft catchy subject lines that grab attention. Keep your pitch concise and to the point, clearly explaining why your PR link building content is valuable to their audience. If you don’t receive a response, send a polite follow-up email and wait.
Q1. What is PR link-building?
A. PR link-building is the process of acquiring backlinks from reputable external sources, such as news websites or industry publications. These links improve your website's online reputation and increase traffic.
Building PR links is a common strategy for businesses and websites looking to grow their online presence. It’s like getting a recommendation from someone important.
Q2. What is a PR link?
A. A PR link is a type of backlink that originates from an online publication that directs readers to a company's website or product page.
These PR links are typically placed on news sites, media outlets, or pages that share announcements and relevant updates. As a result, they can enhance the website’s reputation by associating it with other trusted platforms.
Q3. What is the difference between link-building and digital PR?
A. Link-building focuses on securing backlinks to improve search engine rankings and drive traffic. These links help your website rank higher in search engines. You might reach out to blogs, forums, or other websites to get these links.
Digital PR strategy aims to improve brand visibility through media coverage and other content marketing strategies. It’s more about getting your website mentioned in news articles, online magazines, or other media.
Q4. Is digital PR an SEO strategy?
A. Yes, digital PR can be considered an SEO strategy. Digital PR focuses on earning mentions and backlinks from news publications and social media. Backlinks gotten from digital PR contribute to a website's SEO performance.
Q5. What are high-quality links?
A. High-quality links are backlinks from authoritative websites within the same industry or niche, obtained naturally rather than through manipulative tactics. Examples of these authoritative websites include blog posts, news sites, and industry forums.
They show search engines that your website is a reliable source of information. The more high-quality links you have, the higher your chances of ranking better on search engines.
PR link-building is a powerful tool for building and solidifying your brand's credibility.
When you're featured on reputable websites and publications, it's like receiving a digital stamp of approval.
People see these placements as a validation of your expertise and trustworthiness.
But it doesn’t end there.
Search engines love high-quality backlinks, and digital PR link-building delivers exactly that.
Put to use all you’ve learned in this article. Use backlink monitoring tools to track your progress and adjust your strategy accordingly.
See you at the top of Google SERP. All the best!
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