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What are the Key Differences Between Digital PR and Link Building?

Keeping up with all the different marketing tactics and strategies can be hard in the digital world. Digital PR and link building are two such strategies that often get confused with one another, but they have key differences. In this article, we will look at what these two tactics are and explore the differences between them. We will also discuss how these approaches work together to form an effective digital marketing strategy.

Definition of Digital PR

Digital PR is the art of changing how people online think about a brand, product, or service. It means making and sharing content to get attention and boost the brand's credibility. In today's digital age, it has become essential for businesses to have a strong online presence, which is where digital PR agencies come into play. 

A digital PR agency specialises in helping businesses manage their reputations in the digital space. They use strategies such as social media marketing, influencer outreach, content creation and distribution, search engine optimisation (SEO), and online reputation management to promote a brand’s message effectively. 

Definition of Link Building 

Link building is the process of getting relevant, high-quality links to your site from other sites. The goal is to increase your website's credibility and authority in the eyes of search engines, which can lead to higher rankings and increased traffic. Link building involves various techniques, including outreach, guest posting, broken link building, and more. 

Comparison of Digital PR and Link Building 

1. Impact on SEO: Digital PR and link building are two of the most common ways businesses improve their search engine optimisation (SEO). While both strategies aim to enhance a company's online presence, their objectives and methods differ. 

2. Link Building involves acquiring external links to a website from other sources. This can be achieved through various tactics such as guest posting, broken link building, and directory submissions. Digital PR, on the other hand, focuses on creating high-quality content that generates media attention and earns natural backlinks. 

3. Target Audiences: Digital PR targets a broader audience, including potential customers, industry thought leaders, and search engines. On the other hand, link building involves acquiring links pointing back to your website from other sites with relevant content. 

4. Objectives: The main objective of digital PR is to create a positive reputation for a brand by generating interest, recognition, and engagement through various digital channels. This approach aims to earn high-quality media coverage through press releases, guest posts, influencer partnerships, and social media campaigns. On the other hand, link building tries to get high-quality links from reliable sources that point back to a website. 

Benefits of Digital PR 

1. Better Visibility: Companies need to be easy to find on search engines and social media sites since more and more people use the internet to find information and shop. This is where a link building agency can come in handy. Digital PR offers several benefits to help your business improve its online visibility and reach new customers. 

One of the key benefits of working with a digital PR agency is improved visibility. With the right strategy in place, a digital PR campaign can help your business appear on the first page of Google results when people search for relevant keywords related to your industry or niche. If you rank higher on search engines, you will have a better chance of getting more people to visit your website and turning them into leads or customers. 

2. Greater Credibility: Digital PR enables businesses to reach a wider audience through various online channels such as social media, blogs, and news sources. This increased visibility helps companies become thought leaders in their field by giving them a stronger voice. Digital PR fosters audience engagement by promoting two-way communication between brands and customers. Engaging with consumers builds trust by demonstrating transparency and responsiveness to their needs. It also allows businesses to receive feedback that can be used to improve products or services. 

3. Increased Brand Awareness: It leverages the power of digital media to build brand awareness, increase visibility, and reach new audiences. By having a strong online presence, a business can connect with its target audience on multiple platforms and become a leader in its field. 

Benefits of Link Building 

1. Improved Search Engine Ranking: Link building is a crucial aspect of search engine optimisation (SEO) that can greatly benefit your website's ranking. By creating a network of backlinks, you can increase your website's authority and credibility in search engines' eyes. This improves the likelihood that your pages will appear higher in search engine results pages (SERPs) when users enter relevant queries. As a result, you will receive more traffic, leads, and conversions from people actively seeking out what you have to offer. 

2. Increased Referral Traffic: One of the key benefits of link building is increased referral traffic. When other websites link to yours, users are more likely to click on those links and visit your site. This increases the number of visitors to your site and brings in qualified leads interested in your offer. 

3. Improved Link Quality: High-quality links help establish brand authority and credibility. When search engines like Google see that other trustworthy sites are linking back to your content, it signals that your website is a reliable source of information. This boosts your site’s reputation and makes potential customers more likely to trust your brand.


While digital PR and link building may share some similarities, they are different approaches to achieving different goals. Digital PR tries to build relationships with journalists and other influential people to get coverage in the media and make more people aware of a brand. Link building, on the other hand, is all about getting backlinks from other websites to improve your search engine rankings. 

When measuring success, digital PR typically looks at metrics such as the number of media mentions and social shares generated, while link building focuses on metrics such as domain authority and the quantity/quality of backlinks acquired. Additionally, digital PR campaigns have a longer lifespan than link-building campaigns, which can be more transactional. 

Whether a business should focus on digital PR or link building (or both) depends on its specific goals and resources.

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