Link building is an important part of increasing the authenticity and credibility of your website and earning valuable SEO brownie points. One of the key strategies that you should be adopting for link building is digital PR.
Google has been giving backlinks considerable weightage in the SEO parameters for any site. It is not just focused on the number of links but the quality of these links as well. Just having a random link pointing to your website may not work. For a link to be considered valuable, you need to make it editorially relevant and also ensure that the links are coming from a reputable source.
Digital PR gives you a lot of important tools that you can use to build quality links and can help you in your SEO journey and also to get more traffic onto the website. Here, we are discussing why digital PR is important and also how to get started on your digital PR campaign.
What's Digital PR?
Digital PR is quite similar to the more traditional PR campaigns. While traditional PR focuses on mass media like TV, magazines, and newspapers, digital PR targets digital media platforms, content creators, influencers, and other affiliates. Digital PR has a laser-sharp focus on building relevant backlinks, get more visibility in relevant digital content platforms that are relevant, and in turn, increasing web traffic.
Why is it important?
Digital PR has a very important role to play in SEO and backlinking. Let's look at some of the reasons why.
Links from authentic content platforms
Digital PR helps you reach out to the digital platforms that are relevant to your business and place your content there as well as get your site linked. Being reputed sources, these backlinks have a lot of value. If done correctly, the link would be contextually relevant and would make it more valuable.
New audience and traffic
Placing your content and products in contextually relevant publications and media platforms means that you are putting your content in front of a new audience too. The chances of earning referral traffic are quite high in these cases. If the platform chosen is an industry-specific platform, you are getting some earned media mentions as well.
Thought Leadership and expertise
Digital PR also helps you showcase your thought leadership and expertise on various platforms. This is important to build your brand image and increase the credibility of your business. Beyond just backlinking, digital PR also has an impact on content marketing.
How to implement a digital PR campaign?
So now that we have looked at the importance of digital PR, let's talk a bit about how you should begin your digital PR journey.
Define goals and targets
First step is always about defining the scope and reach of your campaign. Define the campaign in as much detail as possible. Answer questions like this to get started. What are you trying to achieve? Who is the target audience? What are the key metrics you are tracking? This will help you narrow down your campaign effectively.
Craft the right message
Having the right message is most critical in a digital PR campaign. With the audience and goals in mind, nail down the key messages that you are going to put out and the various products and services you are featuring. You will be able to establish the boundaries of the campaign with this step.
You can now begin creating the content you want to feature. You can look at various forms of content for this. Research papers, white papers, blogs, videos, guest blogs, press releases- these are all various kinds of content you can create. You will have to work with the host platforms to fine-tune the content to their standards and specifications.
Identify the platforms and the outreach plan
The next step is to find the right platforms where you want your content featured. The next step is to identify how you are going to reach out to these platforms and make your pitch. This step is quite similar to how traditional PR works. Find relevant journalists and influencers who would be interested in featuring your content and make a personalized pitch to each of them for better chances of success.
Track and Measure
As in all marketing campaigns, keeping an eye on the numbers is important. Analyze the number of backlinks, referral traffic from each platform, and other metrics you are interested in tracking. These numbers will give you a fair idea as to the efficiency of your campaign. You can make changes accordingly to make sure you are getting the best results.
Link building is central to your SEO efforts. With increased importance being placed on relevance and quality, digital PR is a scalable tactic that you can use to boost your link-building efforts.
Identifying the right platforms and creating the right content can give you the best chances of success. Always keep in mind that the quality of content is the most important factor. So the content you create for digital PR campaigns should follow the strict editorial standards that you apply to your website content.
Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.