Traditional link building — outreaching to websites and asking for links — has become progressively less effective as webmasters have become more selective and Google has improved its ability to identify and discount links acquired through transactional relationships. Digital PR takes a different approach: instead of asking for links, it creates content that earns them.
When a journalist at the Guardian covers a data study your business published, or a trade publication quotes your CEO's analysis of an industry trend, the resulting link carries the full authority of that publication — and it is earned, not bought. These editorial links are the type that produce the most consistent, durable ranking improvements.
For London businesses, digital PR has a particular advantage: London is home to a concentration of national and international media, a dense ecosystem of trade publications, and a large pool of journalists actively seeking expert sources. The opportunity to earn high-authority links through media coverage is greater in London than almost anywhere else in the UK.
Digital PR vs Traditional PR: The SEO Difference
| Dimension | Traditional PR | Digital PR |
|---|---|---|
| Primary goal | Brand awareness, reputation | Backlinks + brand awareness |
| Target media | Print, broadcast, online | Online publications only |
| Success metric | Coverage volume, AVE | Referring domains, DR of links |
| Link intent | Links incidental | Links are a primary deliverable |
| Content format | Press releases, events | Data studies, tools, expert commentary |
| Measurement | Clippings, reach estimates | Ahrefs/Semrush referring domains, organic traffic |
Digital PR Campaign Types: What Earns Links
Original Data Studies
Very HighSurveys, proprietary data analysis, or original research that produces findings journalists can report on. Data studies are the highest-performing digital PR format because they provide journalists with a ready-made story backed by evidence.
Example angles
- · Annual salary survey for a specific industry
- · Analysis of Companies House data on business formation rates
- · Survey of consumer attitudes toward a relevant topic
Best for
B2B businesses, professional services, finance, HR
Reactive Expert Commentary
HighResponding quickly to breaking news, government announcements, or industry developments with expert analysis. Journalists covering a story often need expert quotes — being available and credible earns links from high-authority news publications.
Example angles
- · Commentary on a new HMRC ruling for an accountancy firm
- · Analysis of a new NHS report for a healthcare business
- · Response to a Google algorithm update for an SEO agency
Best for
Any business with genuine domain expertise
Visual Assets and Tools
HighInteractive calculators, infographics, maps, or visual data representations that other sites embed and link to. These assets earn links passively over time after the initial campaign.
Example angles
- · Cost of living calculator for a financial services firm
- · Interactive map of planning permissions for a property business
- · Salary comparison tool for a recruitment agency
Best for
Finance, property, HR, consumer services
Research Reports
HighIn-depth industry reports that serve as reference documents for journalists, bloggers, and other businesses. Reports earn links over time as they become cited sources within the industry.
Example angles
- · Annual state of the industry report
- · Benchmark report on marketing spend
- · Research into consumer behaviour trends
Best for
B2B, professional services, technology
Newsjacking
Medium–HighCreating content that ties into trending news stories or seasonal events. Speed is critical — the window for newsjacking is typically 24–48 hours after a story breaks.
Example angles
- · Analysis of a viral business story
- · Commentary on a major court ruling
- · Response to a significant economic announcement
Best for
Businesses with fast content production capability
The Pitching Process: 6 Steps
From campaign asset to published link.
Identify target publications
Research publications your target audience reads and that cover topics relevant to your campaign. Check their domain authority, link policies (do they use nofollow?), and the journalists who cover your beat.
Find the right journalist
Target journalists who have recently covered similar topics — not the general news desk. Use tools like Muck Rack, Cision, or simple Google searches to identify relevant bylines.
Craft a newsworthiness hook
The pitch subject line must communicate the news value immediately. 'New data shows X% of London businesses Y' is more compelling than 'Research from [Company]'. Lead with the finding, not the brand.
Keep the pitch concise
Journalists receive hundreds of pitches per day. The pitch email should be 150–200 words maximum: one sentence on who you are, two to three sentences on the story, and a clear offer (exclusive data, interview, full report).
Follow up once
A single follow-up email 48–72 hours after the initial pitch is acceptable. Multiple follow-ups are counterproductive and damage the relationship with the journalist.
Track coverage and links
Monitor coverage using Google Alerts, Ahrefs, or a PR monitoring tool. Verify that links are followed and pointing to the correct page. Record coverage in a campaign tracker for reporting.
Measuring Digital PR Results
Digital PR campaigns should be measured against both link metrics and downstream SEO impact. A campaign that earns 20 links from high-DR publications should produce measurable improvements in domain authority and organic rankings for target pages within 3–6 months.
Referring domains earned
PrimaryAhrefs / Semrush — track new referring domains pointing to the campaign asset
Average DR of linking domains
PrimaryAhrefs — filter new links by domain rating to assess quality
Dofollow link ratio
PrimaryVerify that links are followed — some publications use nofollow by default
Organic ranking improvements
SecondaryTrack rankings for target keywords 3–6 months post-campaign
Organic traffic uplift
SecondaryGoogle Search Console — measure traffic to pages supported by the campaign
Brand search volume
SecondaryGoogle Trends / Search Console — measure branded query volume uplift
Related Guides
Frequently Asked Questions
What is digital PR in the context of SEO?
Digital PR is the practice of earning coverage and backlinks from online publications through newsworthy content, data studies, expert commentary, and story pitching. Unlike traditional PR, digital PR is specifically designed to earn followed backlinks from authoritative domains — making it one of the most effective link building strategies available.
How is digital PR different from traditional PR?
Traditional PR focuses on brand reputation and coverage in print and broadcast media. Digital PR has the same goals but is specifically optimised for online publications and the acquisition of backlinks. Success is measured by referring domains and organic traffic impact rather than just coverage volume.
What types of content work best for digital PR?
The most consistently successful digital PR content types are: original data studies, reactive expert commentary on breaking news, visual assets and interactive tools, and research reports. Content that is genuinely newsworthy — that tells a story a journalist's audience would want to read — earns links.
How do you measure the success of a digital PR campaign?
The primary SEO metrics are: number of referring domains earned, domain authority of linking publications, dofollow link ratio, and the downstream impact on organic rankings and traffic for target pages. Secondary metrics include coverage volume, share of voice, and brand search volume uplift.
Earn Links That Editors Give Voluntarily
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