Link Building
Digital PR for Link Building
Digital PR blends public relations and SEO: you create newsworthy stories that earn media coverage—and with it, authoritative backlinks. Done well, it lands the kind of high-trust links that move rankings and build brand awareness at the same time. It’s within reach for small businesses with a good story.
How digital PR differs from traditional PR
Traditional PR chases coverage and brand mentions; digital PR is designed with links in mind. The aim is editorial coverage on reputable sites that link back to you. The same story can build reputation and SEO authority simultaneously—two wins from one effort.
Create something newsworthy
- Original research or surveys with surprising findings.
- Data tied to a timely trend, season, or local issue.
- A genuinely interesting company story or milestone.
- Expert commentary on developments in your industry.
Journalists need stories, not ads. The more useful or surprising your angle, the more likely they are to cover—and link to—you.
Pitch journalists well
Target relevant writers and outlets, personalize your pitch, and make their job easy: a clear angle, ready-to-use data or quotes, and supporting assets. Respond fast to journalist requests on platforms built for sourcing experts. Brevity and relevance win.
Think local and niche
You don’t need national press. Local news, industry publications, and niche blogs often provide highly relevant, authoritative links and reach exactly the audience you want. For most small businesses, a feature in a respected local or trade outlet is more valuable than a fleeting national mention.
Measure what matters
Track coverage, the quality of links earned, referral traffic, and brand mentions. The goal is authoritative, relevant links and genuine awareness—not vanity hits. A few strong placements outperform a flurry of low-quality ones.
Related reading
Key takeaways
- ✓Digital PR earns authoritative links through newsworthy stories.
- ✓Build stories around original data, timely angles, or expert commentary.
- ✓Pitch relevant journalists with personalized, easy-to-use material.
- ✓Local and niche coverage often beats national for small businesses.
- ✓Measure link quality, referral traffic, and mentions—not vanity hits.
Daniel Okafor
SEO & Organic Growth Lead
Daniel Okafor leads SEO and organic growth at ThisCom, helping small and medium businesses earn authority through technical SEO, content, and high-quality links.
Frequently asked questions
What is digital PR in SEO?+
Digital PR combines public relations and SEO: you create newsworthy stories that earn editorial media coverage—and authoritative backlinks along with it. It builds both brand awareness and search authority from the same effort.
How is digital PR different from traditional PR?+
Traditional PR focuses on coverage and brand mentions, while digital PR is designed with links in mind, aiming for editorial coverage on reputable sites that link back to you. The story builds reputation and SEO authority simultaneously.
What kinds of stories earn media links?+
Original research or surveys with surprising findings, data tied to a timely trend or local issue, an interesting company milestone, and expert commentary on industry developments. Journalists want useful or surprising stories, not advertisements.
Do small businesses need national press for digital PR?+
No. Local news, industry publications, and niche blogs often provide highly relevant, authoritative links and reach your target audience more precisely than national coverage. A respected local or trade feature is usually more valuable.
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