For years, link building has been considered one of the main pillars of SEO. However, the way companies acquire backlinks is changing rapidly. Where guest blogs and link directories were once the norm, it's now the combination of PR and link building that truly makes a difference. Algorithms are getting smarter, users expect more relevant content, and quality is more important than ever.
From technical tricks to editorial value
Traditional link building was long focused on quantity. The more links, the better; regardless of their origin. But those days are gone. Today, Google looks at authority, relevance, and credibility. And although it may sound like preaching to the choir, this is precisely where PR shines. A publication in a reputable medium not only brings readers but also provides a valuable backlink from a site with high domain authority.
Moreover, a link in an editorial article appears credible. Not because someone suggested a 'link exchange,' but because the story is newsworthy. It is earned media in its purest form – and that's what search engines love. To avoid misunderstandings, be cautious not to fill your press release with links. Journalists (rightfully) get very wary of this, and it generally does not lead to publications.
Digital PR as a link magnet
With digital PR, you focus on creating stories that journalists and bloggers want to share online. Think of research data, striking campaigns, or a unique angle on current news. Such a story spreads organically and often results in multiple backlinks without you having to request them separately.
An additional advantage: the content developed for PR often has a longer lifespan. A press release can appear in search results for weeks and generate ongoing traffic, while a traditional link building action often has a short-lived effect.
The shift in SEO strategies
More and more companies are shifting their budget from pure SEO tactics to integrated PR campaigns. It's logical: why would you invest in links of mediocre quality when you can secure dozens of quality backlinks with one good PR moment and simultaneously strengthen your brand?
The future of link building therefore does not lie in a separate SEO corner but at the heart of a smart PR strategy. Those who now focus on newsworthy, relevant, and authentic content are not only building better rankings but also brand trust and visibility.
