Is your website generating the amount of online interest that it requires to remain competitive? Are you satisfied with its level of exposure?
Does it feature high within SERP (search engine results page) rankings? Many enterprises continue to struggle with these practical goals and this is one of the reasons why it is important to learn more about effective link building strategies as well as their unique relationship to PR campaigns.
Still, why is building high-quality links so important? How does this method compare to other types of digital PR? The answers to these questions might be slightly surprising.
Let’s examine each concept in more detail to appreciate the whole picture.
Link Building Vs Digital PR 2024
What is the Intention of a Digital PR Campaign?
Public relations is obviously a crucial component of any successful marketing strategy.
This type of PR helps to connect with intended target demographics, augment brand identity, promote the latest products and services, breed customer loyalty, and ultimately, enjoy a higher return on investment (ROI).
Several strategies can encompass a digital PR campaign. Some examples include:
- Social media marketing (including social media influencers)
- Blog posts
- Automated email advertising
- The curation of high-quality written content
- Media content such as podcasts and online videos
- Press releases
Digital PR, therefore, involves connecting with an audience on a decidedly organic level.
This is also extremely relevant in regard to search engine optimization (SEO), as embracing the proper techniques (such as embedding the relevant keywords within content) will boost SERP rankings.
Let’s quickly examine each of the concepts outlined above in a bit more detail.
Social Media Marketing
Social media marketing is often considered to represent the “bread and butter” of modern PR campaigns.
Source: Pixabay
These strategies provide an organic connection to the audience, and they can be used to gauge customer sentiment, appreciate product-related feedback, and, once again, increase SERP rankings.
Blog Posts
While blogging is one of the most traditional techniques, it is still highly effective.
Blogs can provide more information than mere product snippets, and they will often be used to gain loyal followers, which is important when establishing a solid customer base.
Let’s also remember that affiliate advertising is yet another excellent way to obtain an additional revenue stream, which can then be funneled back into ongoing PR efforts.
Automated Email Advertising
Automated emails still serve a very real purpose within the domain of digital public relations.
They will enhance brand awareness, ensure customer loyalty, and create a means to proactively advertise the latest offers. Automated emails have always been used as powerful analytics tools.
Quality Written Content
Well-written material still represents one of the mainstays of a well-curated digital PR campaign. This content is intended to resonate with the reader, and (as mentioned previously) it serves as the pivotal foundation for modern SEO.
Source: Pixabay
Experts likewise note that as opposed to verbal communications and brief advertising snippets, this form of PR reduces any misunderstandings that might otherwise occur between the business and the end user (such as uncertainty in regard to discount terms and conditions).
Embedded Media
We live within a highly visual society, so it only stands to reason that content such as videos and images have become even more pivotal within any well-rounded approach to digital PR.
The fact that a growing number of potential customers are now using their smartphones to access online content is yet another reason why media is indeed here to stay.
Press Releases
Press releases are designed to imbue a product or service with an authoritative edge. These texts can also be used to link to other reputable third-party portals (more on this in the next section).
Press releases are likewise excellent ways to provide a sense of urgency and to encourage the reader to take action. Here are two examples of how this can be accomplished:
- “Don’t miss out on this upcoming deal.”
- “Others have already taken advantage of this offer.”
While press releases often adopt a somewhat objective tone, there are still many ways in which they can be used to build buyer momentum, potentially converting a casual reader into a paying customer.
The Undeniable Power of Link Building
Link building is yet another essential technique that can provide a plethora of undeniable advantages.
The most obvious involves the simple fact that the use of high-quality links will help to establish the authoritative nature of your enterprise.
Source: Pixabay
These are often referred to as backlinks, and they serve a host of additional purposes. It pays to take a look at some of the most relevant.
Keeping the Search Engine Overlords at Bay
Many businesses are looking to embrace so-called “white-hat” SEO techniques. These methods have been endorsed by major search engines such as Google and Bing.
They provide superior levels of transparency, and they will once again help increase online exposure. As a result, the website will experience higher levels of inbound traffic (another key in terms of ROI).
Source: Pixabay
Another massive benefit of white-hat link building involves how the site itself is perceived.
According to recent statistics, more than 250,000 websites are created on a daily basis (1). A sizeable portion of these revolve around sales, marketing, and similar forms of digital exposure.
Any portal that is associated with authoritative links will become more credible in the eyes of the average visitor.
This can make all of the difference in the world between a mildly interested party and an individual who decides to take an additional qualifying step (such as signing up for a newsletter).
All About Referral Traffic
Many benefits can be derived through the use of well-known tools such as Google Analytics. One of these involves the ability to evaluate the amount of inbound traffic that a website is receiving.
A portion of this volume should be derived from referrals, which are traffic that results from customers who visit an established third-party website and click on a link that redirects them to your site.
Why is referral traffic important? This type of high-quality traffic will often convert in the future due to the fact that the users already appreciate what your portal has to offer.
Furthermore, referrals can help to build the authoritative nature of a brand, as inbound visitors are more likely to resonate with what is being offered.
Enhanced Revenue Generation
Many articles devoted to digital PR and link building tend to focus on the more technical aspects of these two strategies. However, the results from quality embedded links are also decidedly tangible in nature.
We are once again referring to increased SERP rankings in this sense. Sites that are able to feature more prominently within a search engine will naturally receive more inbound hits.
This ultimately translates into a better chance of developing a tangible (and reliable) source of income. Consider these three observations:
- The first listing within an organic SERP receives 31.7% of total inbound traffic.
- Sites listed in second position enjoy 24.7% of inbound hits.
- Those in third place can expect to receive 18.6% of total clicks.
A portion of this traffic will equate to some type of conversion (such as a purchase, a request for additional information, or a subscription).
Discovering Additional PR Opportunities
There is nothing wrong with standing upon the shoulders of giants from time to time. This is yet another facet of link-building that cannot be overstated.
There are many instances when networking in such a manner will open up opportunities that were previously unknown.
Also, using social media influencer links (outlined in the section devoted to digital PR) will highlight novel demographic segments that might not have been made clear through standard analytics alone. As the expression goes, birds of a feather flock together.
The Wizard Behind the Proverbial Curtain
Although link-building techniques will often occur “behind the scenes,” the effects can hardly be denied. Let’s once again summarise the primary reasons why backlinks are so relevant in these modern times:
- White-hat techniques are looked upon favorably by search engines such as Google and Bing.
- They provide additional opportunities to convert visitors.
- Quality links are associated with lower bounce rates.
- Backlinks can be used to establish a company as an industry leader (once again referring to the notion of authority).
- They provide additional opportunities to generate revenue
- New target demographics may be discovered.
Let us also mention that backlinks can often be used to create valuable networking connections in order to promote products and services to a much wider audience.
Is One Method Better than the Other?
This is a somewhat loaded question, as each of these strategies can provide powerful results. While digital PR strategies are great ways to generate organic interest, link-building represents an equally potent means to boost SERP rankings and build an authoritative presence.
Source: Pixabay
So, how can these strategies be incorporated in tandem within an ongoing marketing campaign? The simplest answer is that both should be leveraged in synergy. Having said this, it is important to mention the ways in which the results of each will be interpreted.
Those who primarily focus on link-building aim to impress the demagogues at Google and augment their SERP rankings. An ancillary advantage here is that both methods will increase online exposure.
On the other hand, digital PR is more concerned with organic recognition. In other words, the goal here is to resonate with human visitors in order to create a “buzz” and to convert inbound hits into paying (or, at the very least, loyal) followers.
The good news is that the reporting methods are virtually identical, and it is now easy to track vital metrics so that the most appropriate decisions can be made at the right times. This brings us to the final point.
Why Outsource These Requirements to a Third Party?
It is rather easy to discuss these topics from a theoretical perspective. After all, the majority of readers are likely already aware of both techniques. The only sticking point is that theory and practice are often two entirely different concepts.
Many website owners do not possess the time to proactively manage their digital PR strategies or their ongoing link-building campaigns.
This can ultimately result in poor online exposure and, in many cases, missed marketing opportunities. There are also numerous times when a would-be successful firm does not possess the in-house resources needed to remain one step ahead of this rather steep curve.
This is when the power of third-party link-building agencies represents an invaluable asset to consider.
These experts boast the industry knowledge to appreciate which actions should be taken while simultaneously addressing any pain points that might be specific to your current business model.
They also offer a flexible and scalable approach that can be modified as needs evolve into the future.
A Marriage of Practicality: Link Building and Digital PR
Of course, this is only a quick overview of digital PR in relation to curating quality backlinks. There are many intricacies to appreciate, and the methods themselves are constantly evolving.
Source: Pixabay
Whether you have recently launched a website or you are hoping to revamp your portal from the ground up, there is little doubt that embracing these approaches will provide impressive results.
Are you curious to learn more? If so, please take a moment to contact a customer service specialist at Eskimoz. A professional will be more than happy to help.
As always, an ounce of preparation can make all of the difference in the world between digital success and online anonymity.
FAQs
🌐 What is Link Building?
Link Building involves getting other websites to link back to your site. It's a crucial part of SEO because it helps search engines see your site as more authoritative, improving your rankings.
📣 What is Digital PR?
Digital PR is a strategy used to increase a brand's online presence through digital media. It involves publishing articles, collaborating with influencers, and using other digital platforms to improve brand awareness and online visibility.
🎯 Can Link Building and Digital PR work together?
Yes! They can complement each other well. Digital PR campaigns can generate high-quality backlinks, while Link Building can support Digital PR by ensuring content is placed where it can gain valuable links.
💡 Which is more important, Link Building or Digital PR?
It depends on your goals. If you're focused on improving search engine rankings, Link Building might be more crucial. For overall brand presence and authority, Digital PR could be the key.
🚀 How can I start with Link Building or Digital PR?
For Link Building, start by creating valuable content that others want to link to. For Digital PR, begin by crafting compelling stories about your brand and engaging with digital media and influencers.
📊 How do I measure success in Link Building vs. Digital PR?
Success in Link Building is often measured by the quantity and quality of backlinks. For Digital PR, metrics like online mentions, social media engagement, and overall brand visibility are key indicators of success.
Quick Links:
- How To Scale PR Marketing Business & Link Building Strategies
- BEST Broken Link Checker Tools
- Best SEO Software For Link Building
- Best Link Building Tools
- The Future of Digital Advertising
- The 7 Cs of Digital Marketing
Conclusion: Which Is Better Link Building Vs Digital PR 2024?
Link building and digital PR are two effective strategies that can help you enhance your website’s online presence.
The former strategy aims to acquire more links from other websites to your site, which can significantly improve your search engine rankings.
On the other hand, digital PR is all about building a positive reputation for your brand online by creating engaging content and building relationships with digital media.
Both strategies are crucial for your online success: link building can directly benefit your website’s SEO, while digital PR can help improve your brand’s overall image.
By combining these two strategies, you can create a powerful approach that can boost your online visibility and increase your chances of success.
