Link Building | Digital PR for SEO
We build links through digital PR:
the only approach that works in modern search
“Google didn’t make links: if anything, links made Google.” - Jesse Stoler
It’s a good reminder of both the origins of links – they are literally the web of the web – and the also why they belong so centrally to digital PR. Getting your brand’s stories published online, with a link to your site, offers value to your target audience, and value in the eyes of Google.
But search engines have evolved beyond simply counting backlinks.
We treat link building as strategic PR: build relationships with journalists, tell compelling stories, earn editorial coverage. The links follow naturally.
That's the difference between link building that works and link building that risks penalties. Your visibility across modern search depends on genuine authority: the kind that comes from being part of what people actually talk about, not manufactured link schemes.
When respected publications cover your research, when journalists quote your experts, when communities discuss your campaigns, these create the trust signals that search engines reward.
You need a link building partner who understands that sustainable search visibility comes from strategic brand building and compelling storytelling. That's what Bottle delivers through our digital PR approach to link building.
What are the benefits of digital PR for SEO?
For brands committed to organic growth, link building through digital PR remains the most powerful strategy for building the kind of authentic authority that search engines recognise and reward.
Through Digital PR for SEO, we build your brand's reputation, establish your experts as industry voices, and create stories that earn coverage across publications and platforms. The backlinks follow, but so do brand mentions, expert positioning, and the broader visibility that makes you discoverable across modern search.
Building genuine brand authority
This is about more than securing high DA backlinks.
When major industry publications cover your research, journalists quote you, and opinion leaders reference your insights, these backlinks are genuine endorsements that establish your brand as a credible authority in your field.
We build this authority through strategic storytelling and relationship building - and this authority benefits every aspect of your online presence. New content ranks faster because your domain is credible. Your experts get quoted because journalists know and trust them. Your brand appears in AI Overviews because you're established as a legitimate industry voice.
Increasing visibility, driving valuable traffic
When your brand earns quality editorial coverage and builds genuine media relationships, your visibility improves.
Traditional search results rank you higher, helping your website capture more clicks. AI Overviews cite you because you're featured in the editorial sources they pull from, meaning you influence customers even earlier on. Brand searches increase because people discover you through media coverage. Someone reads about you in an industry publication and clicks through? That's direct referral traffic.
Unlike paid advertising that stops when budgets run out, earned media coverage continues delivering value indefinitely.
Create a strategic moat
Competitors can copy your website or outspend you on ads. They cannot easily replicate years of genuine media relationships, established expert positioning, and authentic brand reputation built through consistent PR efforts.
Every quality editorial placement, every expert quote in a major publication, every piece of original research that gets widely cited creates compound advantages that become harder to overcome over time.
Through Digital PR, your brand becomes the obvious reference point in your industry. Journalists return for future stories, you become a go-to source for insight, and customers choose you because they know and trust you.
Examples of our digital PR for SEO work
When it comes to earning links, our results speak for themselves. Explore our linkbuilding case studies.
Getting to page 1 on Google using owned data and a linkable on-site asset.
Securing 1,406 highly relevant backlinks from PR coverage
An 84.5% increase in organic traffic through link building.
Our approach
We've spent over two decades building the media relationships and strategic instincts that underpin effective digital PR and strong link building. Real editorial coverage comes from understanding what makes journalists lean in, and having the credibility to get your stories in front of them.
What makes our PR for SEO work is the storytelling beneath it. We know how to angle a pitch for ten different publications, building the diverse, natural backlink profile that search engines reward. We think strategically about link placement and anchor text. We research obsessively to find publications that deliver genuine authority, not just vanity metrics.
And we make sure that when journalists link to you, they're linking to content that serves their readers. That's how links stick and relationships last.
Analysis and benchmarking
We audit your current authority position and backlink profile, then benchmark against competitors to understand exactly what it takes to outrank them. We examine which publications are driving their visibility, identify gaps in their coverage, and map the media landscape to spot your strongest opportunities. We also look for the white space that no one’s thought of yet.
This intelligence shapes everything: which stories to develop, which journalists to target, how to position your brand for maximum impact.
Irresistibly linkable content creation
The best link building often starts with what you already have. We identify content on your site that's underperforming and get to grips with your team to understand your world - turning information and pages into assets journalists want to reference.
Then we develop new ammunition: original research that reveals surprising insights, creative campaigns that publications can't ignore, data stories that answer questions their audiences are asking. Every piece is designed to earn coverage whilst establishing your authority on topics that matter commercially.
Outreach, outreach, outreach
This is where two decades of PR experience pays off. Our Communications team doesn't send cold pitches to purchased lists. They have direct relationships with editors and journalists. When we say a story is worth covering, they listen.
For new targets, we combine human judgement with a solid tech stack. We find our charm and extensive media database ensure comprehensive coverage across every publication that could build your authority.
We're relentless, strategic, and we get results.
It doesn't stop there. We also work with clients on...
Account management
Meet our some of our digital PR for SEO experts
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Sophie Moore
Strategy Director
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Amy Kimber
PR Account Director
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Jem Leslie
SEO & Content Strategist
Our insights on link building and digital PR for SEO
We’ve got a lot to say when it comes to digital PR (shock). Check out our tools and guides…
10X Content: The ultimate irresistible reason to link
Bottle's digital PR glossary
The Golden Ratio for Brand Growth
Curious?
Let’s talk.
hello@wearebottle.com
+44 (0)7425 820927
BOTTLE PR
The Loft
1st Floor, Tyndale House
134 Cowley Road
Oxford, OX4 1JH