Digital PR: Everything You Need to Know For 2022

March 9, 2022

Kerrie Ashall

Digital PR is an online marketing strategy used by businesses to improve their organic visibility. Forming a crucial part in any SEO strategy, Digital PR involves networking with journalists to secure coverage and links from authoritative and industry relevant publications.

The strategy is similar to traditional public relations, but instead focuses on building your brand’s online visibility in an organic and completely earned way.

In this guide, we will tell you everything you need to know about digital PR, including what it is and why it is a crucial element of your SEO strategy.

What is digital PR?

Sitting within the realm of link building, digital PR campaigns are typically developed to gain high quality links from reputable sites and publications. Digital PR is a method used by marketers to improve a brand’s online presence, drive traffic to a website, and boost organic rankings.

There are so many elements to digital PR, from reactive newsjacking to proactive hero campaign development.

What’s the difference between digital PR and traditional PR?

Whilst traditional PR objectives are typically to secure coverage on relevant websites, digital PR is all about developing strong, optimised content, with a hook that journalists will snap up.

In traditional PR, the content is usually a press release. In digital PR, content can be anything from an infographic, guides, tools, listicles, or some interesting data sets pulled together to create a novel story that would interest your target audience and beyond.

Another key difference between these realms is the distribution of content. In a traditional PR strategy, press releases are typically distributed to set media lists, whereas a digital PR campaign will build a targeted list of journalists based on topics they usually cover and their interests.

How Digital PR Benefits Your Business

If you are not using digital PR as part of your link building strategy, you’re missing out on a massive opportunity to gain a competitive advantage. Here are some of the top benefits of digital PR:

Improve Search Ranking

Google takes several factors into consideration when determining rankings in Search Engine Results Pages (SERPs). Authority, relevance, and trust are key, and inbound links are arguably one of the most important ranking factors as they demonstrate that the website is trustworthy.

Digital PR is one of the most effective ways to build high-quality backlinks from trustworthy sources. Securing placements such as this is a key element of an effective SEO strategy, working hand-in-hand with the on-site optimisation of your domain for targeted keywords.

Increase website traffic

Building more quality backlinks and improving your search rankings will inevitably lead to an increase in website traffic and conversions.

Because digital PR campaigns tend to be creative in nature, they can sometimes generate a lot of social shares – creating that crucial digital touchpoint with your target audience.

Brand awareness

Following on from creating key touchpoints, a digital PR campaign will raise your overall brand visibility so that when a consumer discovers, or re-visits, a query – they will likely remember your brand!

How does digital PR and SEO work together?

Digital PR isn’t always part of an SEO project, but it works hand-in-hand with your SEO strategy to achieve your marketing goals and achieve better results. For instance, marketers can use SEO data to identify relevant keywords and create newsworthy PR content that will generate a buzz online and build brand authority.

Digital PR and SEO professionals share ideas and work together to build link authority, boost site rankings, and improve brand visibility online.


Digital marketing is one of the most effective ways to build your online presence and improve brand awareness. Companies of all sizes are using online tools and internet-based strategies to reach more potential customers and speak to their audience 24/7.

Digital PR can improve your SEO results by helping you build more inbound links from trustworthy sources. This will boost your search engine rankings and drive traffic to your website, all while improving your brand visibility and awareness within target consumer audiences!


Get in touch if you would like to discuss how digital PR can drive your SEO results and improve your online visibility.

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