Understanding and Leveraging Digital PR Link Building

Posted in: Content | Digital PR

Join thousands of marketers to get the best search news in under 5 minutes. Get resources, tips and more with The Splash newsletter:

Digital PR has become an indispensable tool in the digital marketing landscape, particularly when it comes to link building. At its core, digital PR link building capitalizes on traditional public relations tactics to boost the online visibility of a website. The ultimate goal is to enhance a site’s online presence and credibility. 

This approach not only boosts search engine rankings but also fosters meaningful relationships with audiences. The process involves creating compelling content that attracts high-quality backlinks from reputable websites, which can, in turn, improve visibility and enhance a brand’s authority online.

However, to effectively leverage digital PR link building, it’s essential to understand its nuances. This includes identifying the right opportunities within the news cycle, crafting engaging narratives, and strategically sharing content where it will have the most impact. 

Interested in specific strategies and tips that can help maximize your digital PR efforts? Read on to learn about how you can improve your link building strategies in the ever-evolving digital world.

Importance of Digital PR Link Building

Backlinks play a pivotal role in determining how search engines, like Google, rank websites. When a website links to your site, it gives a signal to search engines that your content is valuable and credible. This endorsement, similar to a vote of confidence, can significantly boost your site’s visibility in search engine results pages. 

Eventually, a strong backlink profile can lead to increased sales by driving more organic traffic to your website. Users tend to trust websites that appear higher in search results, leading to higher click-through rates and potentially more conversions. 

Backlinks from reputable sources serve as a testament to the quality of your content and the trustworthiness of your brand. They are integral in establishing and reinforcing brand authority. When authoritative sites in your industry link to your content, it signals to both search engines and users that your brand is a reliable source of information in your field.

Digital PR and link building work hand in hand to increase web traffic, lead generation, and revenue. Stories that capture the interest of your audience and are discussed across different platforms can drive a steady stream of visitors to your site. As more people visit your site, the chances of converting leads or customers increase. In turn, this can have a direct positive impact on revenue generation. 

Digital PR is a strategic approach to link building that balances quality with quantity. It opens up the opportunity to receive coverage from top-tier, relevant media outlets that reach your target audience. This strategy allows you to develop a well-rounded, healthy backlink profile. 

Implementing Effective Digital PR Link Building Strategies

One common misconception about generating backlinks is that it requires cold outreach, countless follow-ups, and, ultimately, reverting to paying website owners. In reality, effective PR link building can, and should, be executed without these tactics.

The key lies in creating content that naturally attracts attention and encourages others to link to it. This can come in many different forms, such as one of the following: 

  • Data analysis that provides perspective on an existing piece of research (i.e. the Census or Bureau of Labor Statistics)
  • Survey insights that share unique findings on a newsworthy topic 
  • Creative graphics that add a visual element to bring an idea to life 

When your content is genuinely useful and interesting, it’s more likely to be shared and referenced by journalists. This organic approach to link building also ensures that the backlinks you gain are authentic and valuable in the eyes of search engines.

Alternative tactics, like buying links, are considered spammy and can actually hurt your site’s reputation. These practices are frowned upon by search engines and can lead to severe penalties, including a drop in search rankings or even removal from search results. 

Instead, focus on building links organically through high-quality content. This approach ensures that your link-building efforts are sustainable and contribute positively to your overall digital marketing strategy.

Benefits of Leapfrogging Into Industry Authority

Not all websites are treated equally by search engines. A site for a local, family-owned business is not expected to have the same level of authority as a worldwide fast-food chain. However, someone searching for a local restaurant is more than likely not typing in the same search terms as someone looking for fast food. 

When evaluating your backlink profile, consider where you are in relation to your competitors, particularly those currently ranking for your priority keywords. This is where your backlink profile can make a direct impact. 

Building a handful of backlinks at a time may not feel like enough to beat out your competitors, but there’s more to consider than just the number of links you have. Consider the following: 

  • Quality: A few links from a site with a domain authority of 70 or greater carry more weight than hundreds of links from sites with DAs of 20 or less. 
  • Relevancy: Earning a link from an authoritative industry site can immediately add value, more so than a generic blog. 
  • Rate of Growth: If you’re building credibility at a fast pace while others sit stagnant, you might appear to be more relevant in the current landscape. 

Surpassing your competitors in backlinks can create a compounding effect. Higher rankings lead to more visibility, which in turn attracts more backlinks, further solidifying your position at the top. This creates a challenging environment for competitors, as they not only have to match your backlink profile but also overcome the established trust and authority you’ve built with both users and search engines.

While some have questioned the weight backlinks carry, it’s been proven time and time again that digital PR will have a positive long-term impact on websites. But don’t take it from us, check out what Google’s own, John Mueller has to say about the strategy. 

Screenshot of John Mueller’s tweet about the benefit of digital PR

The reality is that organically receiving a backlink from a site with a well-established reputation, like The New York Times or Business Insider, will always add value to your website. 

Crafting Long-Term Link Building Strategies

A major benefit of digital PR is its longevity. In addition to prioritizing timely events when creating campaign concepts, it’s important to invest time and resources into developing evergreen content that remains useful, informative, and engaging over time. 

Content that fulfills these criteria naturally attracts other websites to link to it, as it adds value to their own content and audience. A well-produced digital PR piece will continue to garner coverage months or even years after its publication and initial promotion period. 

Not only can a campaign have sustained extended benefits, but this strategy also results in long-term impacts on a website’s authority. 

Each new, quality backlink adds a layer to your website’s credibility and visibility. This ongoing process is like rolling a snowball down a hill; as it moves, it gathers more snow, growing larger and more impactful. Similarly, as your content continues to secure backlinks, it escalates in visibility, reaching wider audiences and attracting even more links. 

Where competition is relentless and ever-changing, maintaining a lead in backlinks is not just beneficial, it’s critical. The leading websites often get the lion’s share of traffic, leads, and conversions. This consistent effort can set you apart from competitors, either closing the existing gap or making it challenging for them to catch up if you’re already ahead. 

It’s not just about having a larger quantity of backlinks; it’s about maintaining a steady growth rate, ensuring the links are high quality and coming from diverse, authoritative sources. This strategic approach places your website in a prime position to be considered a thought leader and go-to resource in your industry.

Strategic link building is cost-effective in the long run. Unlike paid advertising, which requires ongoing investment to maintain visibility, the effects of link-building compound over time. This means that the efforts you put in today can continue to pay dividends in traffic and authority for years to come, making it a wise investment for the future of your business.


From enhancing search engine rankings to establishing brand authority and credibility, the benefits of effective PR link building strategies are undeniable. Implementing these strategies is not just about short-term gains but about cementing a lasting presence and authority in your industry. Through consistent and dedicated efforts, businesses can reap the benefits of sustained organic traffic, increased lead generation, and enhanced brand credibility.

Link building is an evolving strategy, requiring adaptability, creativity, and a focus on long-term goals. By understanding and implementing these strategies, businesses can not only achieve their current objectives but also lay a strong foundation for future success in the ever-changing digital world.

At Go Fish Digital, we’re constantly innovating our digital PR process to help our clients reach their link goals. We have dedicated teams for brainstorming, creating, and pitching unique, newsworthy content. We also have established relationships with journalists across the country, ensuring that our content lands in the right inboxes. If you’re looking for support on your digital PR link building initiatives, reach out today.

Search News Straight To Your Inbox

This field is for validation purposes and should be left unchanged.


Join thousands of marketers to get the best search news in under 5 minutes. Get resources, tips and more with The Splash newsletter: