What is Digital PR in SEO? A 2025 Guide to Boosting Rankings

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Many businesses struggle with getting their brand noticed online. You might have invested in content, optimised your website, and even built a few backlinks, yet your competitors still seem to be getting all the attention.

This is where digital PR comes in. In this guide, we’ll break down everything you need to know, answering questions like ‘what is digital PR in SEO’ and how you can start using it straight away – using our 10+ years of industry expertise at Ignite SEO.

What is Digital PR?

The main goal of digital PR is to improve your brand’s online presence and reputation. Digital PR helps position a business as an industry leader by ensuring it is featured in the right places and brings more visitors to a company’s website, increasing the chances of turning them into customers.

How Digital PR Differs from Traditional PR

Both digital and traditional PR aim to boost brand visibility, but they work in different ways. Traditional PR focuses on newspapers, TV, and radio, using press releases and media events to gain coverage. While it builds awareness, it doesn’t directly impact SEO.

Digital PR is designed for the online world, using news articles, relevant blogs, influencer marketing and expert content to earn links and mentions that improve search engine rankings.

Digital PR Vs. Link Building

While both digital PR and link-building support SEO, they are distinct strategies. Link-building typically involves paid or strategic placement of links to increase search rankings, whereas digital PR earns links naturally through media coverage, expert contributions, and industry recognition. In both cases, these links are known as backlinks.

Both have value and can complement each other, but digital PR extends beyond just securing backlinks. It’s about building authority, credibility, and influence across multiple platforms and includes thought leadership, podcast features, influencer collaborations, industry awards, and more. A full digital PR strategy also gives you greater control over the quality of coverage and links.

Digital PR Vs. Syndicated PR

Syndicated PR distributes the same content across a wide network of websites, often through a newswire service. Digital PR, on the other hand, focuses on securing original, high-quality coverage through personalised outreach to journalists, influencers, and publications. The result is stronger authority, better backlinks, and a more meaningful impact on your online reputation and search performance.

Digital PR In Your SEO Strategy

Google evaluates a website’s content based on Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). Digital PR supports E-E-A-T indirectly through off-page efforts like backlinks, brand mentions and media coverage.

Here’s how it works:

Experience – Google values real-world knowledge in website content. Digital PR promotes assets like case studies or testimonials, amplifying their reach and linking them back to the site.
Expertise – Digital PR reinforces a business’s expertise by securing media coverage or expert commentary that highlights a brand’s knowledge and skills. Data-driven research studies and thought leadership pieces also work well.
Authority – Backlinks from authoritative sites, a key outcome of digital PR, act as endorsements. For example, a press release on a reputable news site can drive valuable links, boosting the website’s credibility and rankings.
Trustworthiness – A website builds trust with transparency. Digital PR enhances this by incorporating verified research or earning mentions on trusted platforms, strengthening the brand’s reputation. These features can then be displayed on the website itself.

Digital PR Techniques with Examples

Explore techniques used in digital PR and how they relate to SEO, complete with examples.

1. Expert Insights & Thought Leadership

One of the most effective ways to gain recognition and improve SEO is by positioning your business as a thought leader. This means contributing expert insights to high-authority online publications, industry blogs, and news articles. Journalists and bloggers seek authoritative sources, and when your business is featured in these discussions, it not only builds credibility but also earns valuable backlinks.

For example, a cyber security firm could launch a thought leadership series in partnership with tech news websites, providing expert analysis on emerging cyber threats. A senior executive might regularly contribute insights on AI-driven security risks, leading to features in industry publications, increased search visibility, and valuable backlinks.

2. Newsjacking and Trending Topics

Newsjacking involves reacting quickly to breaking news or trending topics by providing expert commentary. By inserting your brand into current discussions, you can gain media coverage, increase brand awareness, and attract valuable backlinks from news outlets.

A great example of this approach was Oreo’s viral response to the 2013 Super Bowl power outage. When the stadium suffered a blackout, Oreo quickly posted, “No power? No problem,” alongside an image that read, “You can still dunk in the dark.” The clever and timely response gained massive engagement and media coverage. This would lead to backlinks, branded searches and greater recognition overall.

3. Data-Driven Research Studies

Original research is one of the most powerful tools in digital PR. Surveys, case studies, and industry reports provide valuable insights that journalists and industry professionals want to reference. When your brand is the source of exclusive data, it becomes more likely to be featured in industry publications. This improves SEO by increasing domain authority and driving referral traffic.

For example, a UK-based e-commerce analytics firm might conduct an annual study on consumer shopping habits during Black Friday. The research could highlight trends such as the rise of mobile commerce and changing buyer behaviours, leading to widespread media coverage and numerous high-authority backlinks from financial and retail publications.

4. Creative PR Campaigns

A successful digital PR campaign is timely, relevant, and engaging. Whether it’s a new product launch, an industry report, or an awareness campaign, the key is to create something that resonates with audiences and attracts media attention.

Marmite’s “Smugglers Wanted” campaign is a great example of creative PR done right. The brand launched a playful PR video featuring British fans smuggling Marmite into the US, where it was hard to find. The video-led campaign sparked online discussions, generated media coverage, and reinforced Marmite’s playful brand identity. The campaign would have also been likely to drive branded search traffic, as more people looked up Marmite and engaged with its content.

5. Press Releases and Product Announcements

Press releases are useful for announcing significant company updates, industry breakthroughs, or product launches. For press releases to be effective, they must be distributed to relevant journalists, industry publications, and media contacts. When done correctly, they help businesses gain media exposure, improve SEO through backlinks, and establish credibility.

An example is Ignite SEO’s press release announcing the Second Evolution of the SEO Success Framework. This update was strategically communicated through Yahoo Finance, showcasing Ignite SEO’s commitment to innovation and industry leadership.

Benefits of Digital PR in SEO

What does digital PR bring to your business when utilised alongside SEO?

Increased Organic and Referral Traffic

Digital PR places your brand in front of the right audiences, driving qualified traffic from trusted sources. When your business is featured in news articles, blogs, and industry reports, users are more likely to visit your website, increasing engagement and conversions.

Enhanced Brand Awareness and Recognition

Being consistently mentioned across news sites, podcasts, and social media increases your brand’s visibility. The more your business appears in trusted industry discussions, the more familiar and recognisable it becomes to potential customers.

Long-Term SEO Value and Sustainable Growth

Unlike short-term marketing tactics, digital PR provides lasting benefits. High-authority links, expert mentions, and media coverage continue to reinforce your reputation and search performance long after a campaign ends.

Want to understand the real impact of Digital PR? Explore our full guide: What is Digital PR?

How to Run a Digital PR Campaign for SEO

We’ve broken starting a digital PR campaign for SEO down into five steps below.

1. Set Objectives

Before launching a digital PR campaign, you need to be clear on what success looks like. Many businesses invest in digital PR to generate leads, but how will you achieve this? Are you aiming to boost organic traffic, secure high-quality backlinks, or build brand awareness?

Setting clear goals helps shape your strategy and ensures every effort aligns with SEO growth and business impact. Defining specific targets, like securing features in key industry publications or increasing branded searches, makes it easier to track progress and measure results.

2. Identify Target Audience & Key Publications

For digital PR to be effective, you need to reach the right people. That means understanding who your audience is and where they consume information. Are they reading industry blogs, following influencers, or engaging with journalists on social media?

By ensuring your pitches go to relevant journalists, bloggers, and influencers, you increase the chances of securing valuable media coverage and SEO-boosting backlinks.

3. Create Compelling, Shareable Content

For a digital PR campaign to succeed, the content must be engaging, newsworthy, and shareable. Journalists and bloggers look for stories that stand out, whether that’s a data-driven study, expert insights, or an original take on a trending topic.

Creating strong headlines that grab attention and structuring content in a way that is easy to digest and reference makes it more appealing to media outlets. The more valuable and well-presented your content is, the greater the chances of it being picked up, shared, and linked to.

4. Develop a Strong Distribution Strategy

Getting your story in front of the right audience isn’t just about media outreach – it’s about using multiple channels to maximise impact.

Owned Channels – Your website, blog, and social media platforms should be optimised to support PR efforts. Publishing PR-driven content on these platforms helps build credibility and provides a reference point for journalists, bloggers, and potential customers.
Earned Channels – These include news sites, industry blogs, and review platforms where your brand is mentioned or featured. Targeting the right journalists, securing guest contributions, and engaging in industry discussions all help strengthen brand authority and SEO.
Paid Channels – Sponsored content, ads, and collaborations with social media influencers can amplify reach and drive more engagement. While paid placements don’t directly impact SEO, they can increase brand visibility, encourage shares, and drive organic traffic.

Successful outreach combines relationship-building with personalised pitching. Journalists receive hundreds of pitches daily, so ensuring yours is relevant, timely, and tailored to their audience increases the chances of being featured.

5. Monitor and Measure PR Success

Once a campaign is live, tracking its impact is essential. Key metrics to monitor include backlinks earned, organic traffic growth, brand mentions, and referral traffic from media coverage. Tools like Google Analytics, Ahrefs, and media monitoring platforms like Meltwater can help measure performance.

Regular analysis helps refine future strategies – identifying which publications and outreach methods drive the best results allows you to double down on what works and improve weaker areas. A well-executed digital PR campaign provides long-term SEO value, helping businesses build authority, increase visibility, and stay competitive in search rankings.

An hypothetical example of how a graph could show traffic referrals over a three-year period, measuring the overall impact of multiple digital PR campaigns.

Ignite SEO: The Digital PR Agency to Take You Further

Want to increase your brand’s visibility, authority, and search rankings? As an outcome-focused digital PR agency, we create high-impact PR campaigns designed to put your business in front of the right audience.

Success starts with the right strategy. We analyse your brand, industry, and competitors to identify the biggest opportunities for exposure. Then, we create campaigns that make an impact – whether it’s securing features in top-tier publications, driving industry conversations, or capitalising on trending topics.

Want a PR strategy that delivers measurable growth? Book a free consultation today and take your brand further with Ignite SEO.

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Frequently Asked Questions

We’ve answered some frequently asked questions on digital PR below.

What is the Meaning of PR in SEO?

Digital PR and SEO work together to get high-quality links from trusted websites, boost searches for the business, and improve search engine results. When businesses get mentioned on popular websites, industry blogs, and social media, they build a stronger reputation and perform better in search engines.

Want to understand the full picture? Explore the different types of traditional and digital PR in our blog: What Does PR Mean?

Do Digital PR Links Help SEO?

Yes, digital PR links can make a significant impact on SEO. When reputable websites link to a business’s content, search engines view these backlinks as signals of credibility and relevance. High-quality links from authoritative sources boost domain authority, improve keyword rankings, and drive referral traffic. A well-executed PR campaign focuses on earning natural, high-authority links, delivering long-term SEO benefits.

What is an Example of a Digital PR Strategy?

A strong example of a digital PR strategy is newsjacking, where a brand reacts to trending news with expert commentary or relevant content. For instance, a renewable energy company could provide insights on rising energy costs, securing coverage in major news outlets. This approach earns high-quality backlinks, boosts brand visibility, and strengthens authority within its industry. Businesses can also integrate content marketing into their strategy by publishing data-driven reports, thought leadership articles, or case studies that attract media attention and generate organic search benefits.

What Metrics Should I Track to Measure Digital PR Success in SEO?

To measure the effectiveness of your digital PR efforts, track both SEO and brand awareness metrics:

Domain Authority (DA) – A higher domain rating suggests improved trustworthiness and ranking potential.
Number & Quality of Backlinks – Links from high-authority websites are far more valuable than multiple low-quality links.
Referral Traffic – Measure visitors coming from PR placements and media mentions.
Brand Mentions – Even without a link, mentions on trusted online channels improve brand awareness and search relevance.
Keyword Rankings – Monitor improvements in targeted keywords after a digital PR campaign.
Engagement Metrics – Time on page, bounce rates, and social shares help assess the effectiveness of content marketing efforts.

Tracking these metrics ensures that digital PR and SEO efforts contribute directly to long-term growth and online visibility.

Is Digital PR Still Relevant in 2025 for SEO Strategies?

Digital PR is more important than ever in 2025 as search engines continue to prioritise expertise, authoritativeness, and trustworthiness (E-E-A-T). Securing media mentions and backlinks from reputable sources remains a key ranking factor.

With the rise of AI-powered search and zero-click searches, brands must build recognition beyond traditional rankings. A strong PR campaign ensures that businesses appear in trusted publications, increasing visibility across multiple platforms.