Elevate Your SEO with these Five Digital PR Link Building Strategies in 2023

4 min read

Exploring a diverse range of methods, from newsjacking and ‘dream job’ campaigns to PR link building strategies, offers numerous ways to secure valuable backlinks for your website. However, not all approaches yield the same level of effectiveness, and their success often depends on the context and individual company’s needs.

In this article, we’ll examine a few widely-used digital PR and link building strategies to help you determine whether they are worth integrating into your SEO strategy if you still need to do so. With years of experience building backlinks for our clients through our digital PR team, we closely monitor industry events and online practices. Moreover, we’re confident in experimenting with new digital PR approaches to assess their impact.

While the list of PR link building strategies covered here is incomplete, we continually encounter many brilliant link building tactics showcased each week. Nonetheless, we’ve included a select few of the most prevalent and successful approaches we observe online and with our clients.


Reactive PR and newsjacking


Reactive PR, also known as ‘newsjacking,’ is a strategic approach that leverages current news topics to enhance your PR efforts. It entails crafting a PR story that directly responds to trending news. When executed correctly, reactive PR can yield impressive results in terms of media coverage and acquiring valuable backlinks, which is why it holds significant value in our assessment. However, its success heavily relies on nailing the story and pitching it at precisely the right moment. To excel in reactive PR, you must stay constantly updated with the news, possess the resources to act swiftly and on short notice, and ensure the PR story remains genuinely newsworthy to capture attention and gain traction.


Highly-citable content assets


Creating highly-citable content assets can offer a fantastic opportunity to acquire links without the need for extensive pitching efforts. Incorporating content that people genuinely want to reference within their articles and blogs into your content marketing strategy increases the chances of it being discovered and linked organically. This approach can significantly boost links to your website, but it requires patience since content creation and discovery may take time. Additionally, competition for ranking in specific niches can be intense, making it crucial to select the right opportunities carefully. Businesses with limited authority might face challenges initially, emphasizing the importance of strategic decision-making in pursuing link-building prospects.


Multi-layered PR campaigns


Multi-layered PR campaigns involve tailoring your outreach efforts to different media segments, recognizing that journalists are driven to publish content relevant to their readership. National news outlets cater to the entire nation, while regional titles focus on a more localized audience. Additionally, international media and niche-specific consumer and trade publications target various interests and sectors, such as families, health, motoring, travel, gardening, finance, country living, and more.

To appeal to a broader range of media outlets, incorporating multiple locations and interest or sector-based layers in your PR campaigns can be highly effective. Utilizing data is an excellent strategy to achieve this. If your dataset contains a newsworthy national PR story, breaking it down to highlight trends in different areas and within specific interest/sector groups can increase your outreach opportunities. Targeting a diverse array of outlets naturally enhances the likelihood of securing valuable links and media coverage.

However, it’s essential to remember that multi-layered PR campaigns require time and effort, and maintaining link relevance throughout the strategy is crucial. By carefully managing your approach, you can capitalize on these campaigns’ vast opportunities and enjoy tremendous success in your PR endeavors.


PR stories that make ‘linking back part of the story


While this approach may not directly lead to securing more media placements, it significantly enhances the likelihood of obtaining valuable backlinks when journalists cover your content. In recent years, journalists have tended to include fewer external links in their articles as a general trend, making getting a link back from them less confident.

To address this challenge, a viable solution is to craft a PR story that encourages journalists to include links as it benefits their readers willingly. This approach can be highly effective in garnering more links through PR efforts. However, it requires substantial resources and dedication. Striking the right balance is crutial to ensure the strength of the PR story is not compromised while incentivizing journalists to include links. Overcommitting to the link-building aspect may weaken the overall impact of the PR campaign. Therefore, careful consideration and strategic execution are key to achieving success in this endeavor.


Broken link building


This link-building tactic has been in use for some time now. It involves utilizing tools like Ahrefs to identify opportunities to acquire links from your competitors’ inactive or removed content. When you come across a similar website that has deleted or redirected a content asset previously heavily linked to by other websites, it presents a potential link-building opportunity.

The typical scenario is that when other websites initially linked to that content asset, it served a purpose, such as providing valuable information to readers. However, with the content gone, those linking websites lead to a non-functional ‘404’ dead page, offering no value to their readers.

To implement this strategy effectively, you reach out to the owners or writers of the linking pages, pointing out the broken link and proposing that they link to a relevant alternative source on your company’s website instead. The key is to offer them something that fulfills the same purpose as the main content asset, ensuring they see the advantage in swapping the link to your website.

Broken link building can be an effective link-building strategy, but it may only be suitable for some websites. Before proceeding, thorough research is necessary to identify potential opportunities. If viable options are found, you must assess the effort required to secure the links and whether it aligns with your available resources. Strategic decision-making is crucial in determining whether this tactic is the right fit for your link-building goals.

If you find the process challenging, why not explore our monthly SEO packages? Let our team of industry experts take care of everything for you.

Shilpi Mathur
[email protected]