Brand value or equity is not built on backlinks. It is created by communicating a clear understanding of what a company stands for, its core offering and how it is differentiated. Public relations (PR) supports this effort.

why your pr strategy should not be measured by backlinks

A PR professional’s job is to pitch in different hooks and angles that will appeal to the journalists’ publications and their readership. The press may be happy to run with a set angle or be interested in exploring a similar hook. It is the PR’s job to get the questions, secure the interview, prepare the client, then be available for fact-checking afterwards and make sure the writer has all the information to write the piece.

A quality press release or thought leadership piece has to have beneficial information, that is interesting to a publication readership. This content has to be summarised when pitching the story to the journalist or editor. If it is timely and relevant the media outlet might pick it up generating internet marketing gold in its indirect value.

The power of a press release, according to Google’s latest algorithm, lies in its organic, natural and intuitive content approach. This will drive traffic to your website, through mentions and earned media. High-quality content still remains king when trying to land brand coverage in target publications. It is beneficial for SEO if these publications have a high domain authority score (DA). However, it is useful to land articles in more niche platforms with a lower DA score as long as they are relevant to promote your services. Remember, big publications also follow the smaller ones for ideas.

To establish and re-enforce a brand’s presence in a market and build a digital profile online, patience needs to be applied as credibility is built with the freelance or staff writers as well as editors. You want reputable journalists, news organizations, media publications or blogs to read your press release, consider your organisation as a source and talk about the information shared. Over time the journalist will see you or your client as the go-to expert on a particular topic.

Once an article is published it is up to the digital editor of the website to add the backlink, or not. One can ask for a backlink however many publications’ editorial guidelines forbid them from adding such links, deeming them a form of promotion that conflicts with objective journalism.

If a backlink is demanded on an article it could send the wrong message to the writer or editor, suggesting that your company is just interested in the link and not the journalistic coverage itself. It is similar to asking a journalist to change a direct quote. This would threaten the potential for a beneficial media relationship down the line by alienating the writer or the editor.

Without a doubt, backlinks are a measurable element of the digital marketing mix. They provide third-party validation that helps search engines verify that a particular website is credible, possibly boosting its SEO. However, if a backlink is not included the content can be used to re-enforce credibility and benefit SEO in a different way.

The broader SEO picture

Some digital marketers simply write their content for machines, algorithms or search engines. They may want to prioritise backlinks or create content that just sits on platforms to get as many backlinks as possible. The content created by the PR can be distributed via digital marketing partners and this is often paid. The PR can negotiate sponsored pieces with pay-to-play platforms and also include backlinks which could also support this digital marketing strategy. Those sponsored articles are called ‘advertorials’ and the reach advertorials generate is always lower than the reach of editorials, but backlinks are ensured to be included. The backlinks are important but as part of the wider integrated marketing mix strategy.

In our current digital marketing landscape, SEO goes much further than content filled with specific keywords and backlinks. It also included on-page optimisation, the use of citations, image descriptions, alt tags and organic content.

There is an immense feeling of satisfaction and a big win when a press release angle and story gets picked up by a target publication and it is even better when a backlink gets added. However, all is not lost as the article can still create a pull to your brand via social media and gain a little SEO juice by creating an ‘in the press’ section on your website. This can include a small excerpt of the article and backlinks to the publication. This is good for on-page optimisation of your own content, highlighting to your target audience that well-known publications in your markets are writing about your company and its offering. This reinforces and validates your corporate authority and helps you build trust with your target audiences. Most importantly building authentic brand equity and brand awareness.


Amazon CTO Werner Vogels shares five tech predictions for 2023 and beyond

In the start of 2023, Amazon Chief Technology Officer Dr. Werner Vogels has shared on what’s coming in this year and beyond. Below are his predictions. With several global crises occupying our daily lives, it’s important to see where we can use technology to solve these hard human problems. ...

View more: Amazon CTO Werner Vogels shares five tech predictions for 2023 and beyond

Hold on tight! Remembering our wild ride with Ken Block

► We ride with precision driver Ken Block► A memorable ride from back in 2009► Ken Block 1967-2023: sideways memories ‘Are you ready?’ I’m pretty sure that’s what the man said over the helmet intercom; but to be perfectly honest with you, my brain’s just a tiny bit fried right now, and ...

View more: Hold on tight! Remembering our wild ride with Ken Block

Nintendo Wire’s Game of The Year for 2022 is…

2022 was a year of grand, sweeping games on Nintendo Switch. We had one of the biggest RPGs ever in Xenoblade Chronicles 3, a luscious sci-fi epic in 13 Sentinels: Aegis Rim, a time-spanning remake of the ages in Live A Live. All these and more were up for Game ...

View more: Nintendo Wire’s Game of The Year for 2022 is…

Switch Year-In-Review 2022: The best year for the console yet?

In modern times, year five of a console’s lifespan is usually around the time things start winding down, to get prepared for year six or seven when the successor officially debuts. The Wii released in 2006, and by 2011 it was winding down with only the occasional blockbuster release. The ...

View more: Switch Year-In-Review 2022: The best year for the console yet?

Hype Motorsport launches sustainable track day experience

Track days can be a costly endeavour in all aspects, but Hype Motorsport might have devised a solution

View more: Hype Motorsport launches sustainable track day experience

Is it time to consider the switch to EVs?

Much has changed since electric cars entered the scene about a decade ago. Back then, the thought of owning – or even driving – an electric car was a remote one, with few electric vehicles (EVs) and charging points available. Spotting one in public was like sighting a unicorn.  ...

View more: Is it time to consider the switch to EVs?

The Dakar Sisters: 18-year-old twins to be the rally’s youngest entrants ever

► Youngest entrants into the rally ever► Twins sisters from Dubai► Yasmneen withdrew due to injury Dakar. A ruthless rally that has been raging on for over 50 years, spanning multiple continents over its time from the Americas to Africa. With Saudi Arabia hosting this event later this year, the rally has ...

View more: The Dakar Sisters: 18-year-old twins to be the rally’s youngest entrants ever

Ars Technica’s best video games of 2022

A dearth of big-budget blockbusters couldn't hold back the year in games.

View more: Ars Technica’s best video games of 2022

Noble M400: review, history and specs of an icon

Gallery: Mercedes-Benz EQB 350 4MATIC, RM329k 7-seater EV

Learning to Drive a Ford Model T Was Challenging but Rewarding

TechNode Global's Top 10 feature articles in 2022

The Quickest Cars We Tested in 2022

The heat is on: rivals aim to topple Toyota at Dakar 2023

Gallery: Volvo C40 Recharge Pure Electric, RM289k AWD EV

“Please slow down”—The 7 biggest AI stories of 2022

This Rare 1986 Suzuki RG500 Gamma Walter Wolf Is Today's BaT Auction Pick

Car Designers Just Can't Resist Messing with Automatic Transmissions

Inside Pro Touring Fabrication's workshop

Ford F-150 Lightning Goes to Work as a Farm Truck


Top Car News Car News