How to incorporate digital PR for successful link-building


Effective link-building has proven to be a constant linchpin of success in the digital marketing landscape. High-quality and authority backlinks elevate your website's visibility in search engine rankings and establish your brand as an industry leader.

But considering how competitive the digital space is, you have to elevate your link-building game to stay ahead. So how do you ensure your website not only climbs search rankings but also builds a robust digital reputation? The answer lies in the synergy between digital Public Relations (PR) and link-building.

In this article, I’ll share valuable tips and strategies to help you successfully use Digital PR for link-building, enabling you to propel your online presence. But first.

What Is Digital PR?

Digital PR, short for Digital Public Relations, is a communication approach that combines traditional PR techniques with digital marketing strategies. It focuses on building a strong online presence, enhancing brand visibility, and driving organic traffic.

Unlike conventional PR, which focuses on media relations and securing coverage in print, television, and radio, Digital PR predominantly operates in the online sphere. 

This means that you or a third-party PR services provider targets online platforms like websites, blogs, social media, podcasts, and other digital outlets to boost your brand’s visibility.

5 ways of using digital PR for link-building

Now that you've grasped the essence of Digital PR and its pivotal role in shaping online presence, let's move on to the strategies.

In this section, I’ll discuss five ways you can use Digital PR for link-building to elevate your website's authority and relevance. Dive right in!

1. Social media marketing

Social media platforms have evolved far beyond being mere avenues for social interaction; they've become indispensable tools for digital marketers. When strategically employed, social media marketing can serve as a dynamic catalyst for building high-quality backlinks.

There are a couple of ways you can leverage social media for effective link-building.

First, create compelling, shareable content that resonates with your audience. Whether it's informative blog posts, news stories, infographics, or videos, engaging content is more likely to be shared on social media, increasing the chances of earning backlinks. 

You can also encourage users to share them on social media by including social sharing buttons, as shown below.

social sharing buttons

Share your website content on social bookmarking platforms like Reddit, Digg, and Hootsuite Streams. These platforms allow users to discover and share interesting content, potentially leading to significant organic traffic and valuable backlinks.

Organize contests and giveaways that encourage user participation. Events like these create excitement and draw attention, resulting in more shares on social media and the possibility of receiving backlinks from participants and followers who interact with your content.

Actively participate in relevant social media groups and online communities. Contribute valuable insights, answer questions, and share your expertise. When community members find your contributions valuable, they will naturally link to your website or share your content with their networks.

Use targeted social media ads to promote your high-quality content, which will help you reach a wider audience. By reaching more of your target audience, you increase the likelihood of your content being shared and linked to by relevant websites and influencers.

2. Guest blogging

Guest blogging stands tall as a time-tested and effective Digital PR tactic for building high-quality backlinks and establishing authority in your industry. By contributing valuable content to other reputable websites within your niche, you not only tap into new audiences but also earn relevant links to your own site.

To leverage guest posting as a powerful link-building tactic, start by identifying authoritative websites and blogs within your industry. Look for platforms that align with your niche, have engaged audiences, and a history of publishing high-quality content. You can tell this by checking the content performance or their site’s authority with tools like MozBar or Ahrefs.

Authority checker

Then create original, well-researched, and relevant content. Your guest post should offer unique perspectives and actionable tips that add value to the readers. For instance, if you’re in the hospitality industry, you can write about a restaurant marketing plan. High-quality content not only attracts readers but also earns the respect of the host site.

Don’t rely solely on the host site for promotion. Share your guest post across your social media channels, email newsletters, and other platforms. By driving traffic to the post, you demonstrate value to the host site, making them more likely to collaborate with you in the future.

In addition, maintain long-term relationships with blog editors and top-tier publications owners to ensure ongoing guest blogging opportunities. Regular contributions to the same niche publications can establish you as an industry expert, fostering trust among the readership and generating consistent backlinks.

Remember to monitor your guest post's performance. Track the traffic they bring to your site, engagement metrics, and the quality of backlinks generated. This data helps you assess the effectiveness of your guest blogging efforts and refine your strategy accordingly.

3. Influencer outreach

Today, influencers wield immense power. Collaborating with niche influencers allows you to use their reach and credibility to boost your brand's visibility. Plus, you can secure valuable backlinks. Influencer outreach, when executed strategically, can serve as a dynamic Digital PR approach for effective link-building.

First conduct thorough research to identify influencers whose audience aligns with your target demographic. Consider factors such as the influencer’s niche, follower engagement, credibility, and the authenticity of their content. You can use third-party platforms like Upfluence to find niche influencers or hashtag research on various social platforms.

Influencer Outreach

The foundation for successful influencer collaborations is authentic relationships, so ensure you establish a great relationship with your target influencers. Engage with their content, share their posts, and genuinely appreciate their contributions.

When reaching out, craft personalized pitches that outline the mutual benefits of collaboration. Explain how their expertise aligns with your brand and how the partnership can provide value to their audience. Personalization demonstrates sincerity and increases the likelihood of a positive response.

Collaborate with these influencers to create engaging and authentic content. This could include guest blog posts, social media takeovers, product reviews, or joint webinars. Ensure that the content seamlessly integrates your brand message and natural link placements.

4. Thought leadership

Thought leadership is a powerful strategy that involves positioning your brand as an authoritative voice in your industry through content. By sharing valuable insights, expertise, and opinions, you not only enhance your personal brand but also create opportunities for high-quality backlinks.

To use thought leadership for effective link-building create thought-provoking, informative and compelling content such as articles, case studies, and research papers. These pieces should offer unique perspectives, actionable insights, and solutions.

Distribute this content through reputable industry publications, blogs, and social media platforms. Doing this will provide an opportunity to include backlinks to relevant articles or studies on your website.

Actively engage with industry discussions on social media platforms. You can participate in Twitter chats, LinkedIn discussions, and Facebook groups, sharing your expertise. Meaningful contributions often lead to backlinks when others refer to your useful insights.

Network and build relationships with journalists, news outlets and niche bloggers. Doing this will put you top-of-mind as a source of valuable insights and expert opinions. They often include backlinks to your website as a reference.

5. Creative content strategies

With creative content strategies, you create unique content that stands out from the competition, allowing you to capture your target audience’s attention and gain high-quality backlinks. Here's a closer look at some of the creative content strategies you can implement and how they can be a game-changer for your link-building efforts.


Infographics present complex information in visually appealing formats. Create data-driven infographics relevant to your industry. When other websites and bloggers find these visuals valuable, they often link back to your content, providing authoritative backlinks.

Interactive tools

Develop interactive tools, quizzes, or calculators, shown below, related to your niche.

Interactive tools

Such interactive tools engage your audience and attract links when other websites embed or share these tools.

Visual storytelling

Videos are highly shareable and can convey compelling narratives. Create informative, entertaining, or inspirational video content related to your industry. Publish them on platforms like YouTube and Vimeo, and encourage others to share, leading to referral traffic and backlinks.

Ebooks and guides

Offer in-depth linkable assets like eBooks, guides, or other downloadable resources that provide valuable insights to your audience.

Ebooks and guides

Promote these resources on relevant blog posts, as Hubspot has done above, and social media platforms. Other websites that find these resources useful for their audience will link back to them.

Interactive maps and data

Develop interactive maps showcasing industry trends, market data, or regional statistics.

Here’s a great example.

Interactive maps and data

Such visualizations are often cited by researchers, journalists, and bloggers, resulting in backlinks to your website.

Augmented Reality (AR) and Virtual Reality (VR) experiences

Explore AR or VR experiences relevant to your industry. These immersive technologies generate buzz and excitement. Websites, especially in the tech and lifestyle sectors, often link to unique AR/VR experiences. Therefore, using them will ultimately enhance your backlink profile.


Incorporating Digital PR into your link-building strategy will keep you ahead of the curve in today’s digital landscape. To implement this in your brand, follow my guide on how to use Digital PR for link-building.

I’ve discussed five key strategies to elevate your online presence, foster meaningful relationships, and secure high-quality backlinks. They include social media marketing, guest blogging, influencer outreach, thought leadership, and creative content strategies.

Remember, the key lies not just in the quantity of backlinks but in their quality and relevance to your industry. Now go ahead, use Digital PR for link-building and boost your online presence!

Chris Norton
Founder of specialist PR agency Prohibition, former University lecturer, author of “Share This Too” and his social media training blog, which has been listed in the UK's top 10 PR and social media marketing blogs for more than seven years.

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