Digital PR Is More Than Just Links: Why SEOs Should Embrace Its Broader Value

Over the last few years, Digital PR has become a go-to strategy in the SEO space. It can generate high-quality backlinks that traditional outreach efforts struggle to secure, and the cost-per-link—when measured solely from an SEO standpoint—often appears far more attractive than manual outreach. These advantages have led many SEO professionals to turn to Digital PR in hopes of “scaling” link building quickly.

But as with many SEO tactics, when the industry flocks to a new method and focuses on a single metric (in this case, backlinks), it often undermines the broader potential benefits and—unfortunately—risks turning it into a spam-like exercise. Journalists are increasingly inundated with pitches that have little substance, because SEOs may throw multiple subpar stories at them, hoping one will stick. This approach drives down quality and dilutes what Digital PR can truly achieve.

The ROI Trap

Similar to how “paid media” ROI is often boiled down to purely numerical returns, some organizations see Digital PR efforts as a failure if they don’t produce a direct return on links or traffic. In reality, Digital PR extends well beyond cost-per-link or immediate revenue. It is an excellent way to:

• Build and reinforce brand awareness
• Position your company and leaders as thought leaders in your space
• Engage and grow your audience
• Collaborate with influencers and industry stakeholders
• Provide social proof of your expertise
• Develop strategic partnerships
• Conduct market research and gather insights

When measured by these criteria, the true value of Digital PR becomes clear: it’s a long-term brand-building exercise, not just a link-building one.

Four Key Factors for Successful Digital PR & Thought Leadership

To fully capture the power of Digital PR—without falling into the spammy “bulk pitches” trap—you need a well-rounded approach that aligns with both your brand and your market. Here are four foundational elements to consider:

Brand/Product Truth

• What does your company stand for, and how does that align with your products or services
• Ensure your thought leadership amplifies your values and never conflicts with them
• Remember, all publicity is a channel for your broader content strategy. Make sure it resonates with your audience, not just a distribution channel

The Media Moment

• Focus on what your target market and journalists genuinely care about
• Your product or service was created based on a real market need—listen to ongoing conversations, questions, and trends
• Offer stories that provide meaningful insights, data, or solutions journalists want

Competitor Movement

• Monitor how your competitors are positioning themselves and what narratives they’re pushing
• Differentiate yourself by presenting a unique perspective or a counter-narrative
• Standing out in the “marketplace of ideas” is critical for brand recognition and authority

SEO Goals

• Backlinks, anchor text, domain authority (DR), and topical relevance—all remain important.
• However, don’t let these metrics overshadow the broader brand-building goals.
• Align your SEO objectives with other marketing KPIs to get a holistic view of Digital PR’s success.

Final Thoughts

Digital PR and thought leadership can do more than earn a handful of links or contribute to LLMs training data; they can transform how your brand is perceived both by your audience and the media. By expanding your focus beyond “link ROI” and embracing the full spectrum of PR-driven benefits—brand authority, audience engagement, and relationship building—you’ll avoid the trap of bulk, spammy pitches and instead cultivate meaningful, sustainable growth for your organization.

If you’re relying on Digital PR strictly for backlinks, it might be time to broaden your view. Align your brand truth with the market, differentiate from competitors, and set SEO goals that complement—rather than overshadow—your overarching objectives. In doing so, you’ll harness the true power of Digital PR as both a brand-building and SEO-friendly tactic.