Digital PR Might Be the Easiest SEO Win You’re Ignoring
- RE Casper
- Jun 26
- 5 min read
Managing your SEO may feel like an uphill climb from time-to-time – constant content production, endless keyword research, backlinks that never seem to materialize. But is there a shortcut? Something strategic, cost-effective, and underutilized by your competitors?
Think Digital PR. It’s a simple to use tool, sitting right in front of many businesses that’s cost effective and surprisingly powerful.
Done right, Digital PR can give your SEO a serious and wide-ranging lift. And because so many brands overlook it, there’s still plenty of room to stand out.
What Is Digital PR?
Digital PR leverages online channels like news websites, industry blogs, influencers, and major distribution networks to elevate brand visibility and reputation. The core objective is to get quality backlinks pointing to your website.
In the world of SEO, these backlinks are like digital endorsements. They signal to search engines that your site is credible and relevant, ultimately driving up your rankings and boosting your online authority.
Unlike traditional PR, which is often focused solely on reputation and exposure, Digital PR is built with SEO in mind. The goal isn’t just coverage. It’s coverage that drives rankings, traffic, and long-term growth.
Why PR Still Works – Especially for SEO
In working with a wide range of businesses, I’ve noticed something: most only think of press releases when they land a big client, launch a product, or raise funding. That’s understandable, but also a missed opportunity.
Search engines today are hungry for fresh, original, and relevant content. A well-written, well-optimized press release distributed to the right channels does more than just announce your news. It can:
Earn high-authority backlinks
Improve keyword rankings
Drive referral traffic
Establish trust and domain authority
That’s an SEO win on multiple levels. And yet, many brands are still sleeping on it.
What Makes Digital PR Work?
To be clear, not all press releases are created equal. The boilerplate, jargon-heavy kind? They do nothing for SEO or your audience.
The ones that work tend to have a few things in common:
They Actually Say Something New
Whether it’s a product launch, original research, a partnership, or a bold take on an industry trend, your content needs to be timely and relevant. If it’s something your audience or industry genuinely cares about, it’s something Google will likely reward.
They’re Written with Keywords in Mind
Don’t just include your brand name and call it a day. Think like your audience:
What are they searching for?
What terms describe your product or service category?
Include those keywords naturally in the headline, subheadings, and body.
They Link Smartly
One common mistake? Linking only to your homepage. Instead, point readers to product pages, blog content, resources, or lead gen assets. Strategic linking helps both SEO and user experience.
Pro Tip: Not all press release links are “dofollow.” Some are marked “nofollow,” which limits SEO value—but even nofollow links can drive traffic and build visibility.
They Include Visuals and Quotes
Visual content is more engaging and more shareable. A press release with an image, infographic, or embedded video is far more likely to get picked up. And if you can include a strong quote from a founder, customer, or industry expert, even better, it adds credibility and a human touch.
Where You Send It Matters
You’ve got a great release. Now it’s time to share it strategically.
1. Start with Direct Outreach
Before pushing it through a wire service, give exclusive or early access to industry journalists, bloggers, and influencers. That one-on-one outreach often leads to editorial coverage, the kind of backlinks Google loves most.
2. Use Trusted PR Distribution Platforms
Once your direct contacts have had time to publish, amplify the reach with a distribution platform. A few top options:
PRLog – Great free or low-cost option for startups and small businesses
PR Newswire – Ideal for broader distribution across media outlets and search engines
Business Wire – Offers robust analytics and premium reach, great for large companies
Keep in Mind: Links from PR distribution sites may be nofollow or duplicated across syndication networks. The real SEO gold comes from earned editorial mentions in reputable third-party media.
Too many companies treat PR as “fire and forget.” But the data can tell you exactly what’s working—and what to do next.
Track key metrics like:
Number of referring domains and backlinks earned
Increases in keyword rankings tied to your content
Traffic spikes to pages linked in your release
Brand mentions and media citations in the weeks after publication
Final Thoughts
If your SEO strategy has been all grind and no growth, Digital PR might just be the shortcut you’ve been missing. It’s not just for big announcements or enterprise brands. It’s for any business with a story to tell and a desire to be seen, shared, and ranked.
Digital PR is the low-hanging fruit in your off-page SEO strategy. Reach for it and watch what happens.
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