Link Building
“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.
Link building should be more accurately called link earning – earning the editorial coverage in the first place and earning the right to the backlink because you have invested in the content that sits on your site.
That’s why Google, and other search engines, treat backlinks as valuable signals when they calculate the ranking of your site. Because the best sites will be well - and relevantly - linked. Because they best offer their expertise to audiences.
What are the benefits of digital PR?
In short, link building makes you more findable. And that findability means that consumers come to you, come to trust you, and come to buy from you.
Boost online authority
High-quality, relevant backlinks from reputable websites serve as positive signals to search engines, like Google, that your content is valuable and trustworthy. Once these signals are recognised, you'll see a boost to your ranking position in SERPs (search engine page results). We all want to be is position one for our target keywords, right.
Increase search visibility
When ranking positions are higher up in search, you're of course more visible. But the win here is two-fold, because getting featured on popular and authoritative websites also exposes your brand, in other channels, to a broader audience.
Drive organic and referral traffic
Another double-bubble benefit. Users are more likely to click on a website that's appears higher up in search. Nearly 4x as much in fact, according to research. And, you can gain referral traffic via the links that appear on third party sites themselves.
Examples of our digital PR for SEO work
When it comes to earning links, our results speak for themselves. Explore our linkbuilding case studies.
Our approach
Outreach is where Bottle’s nearly 20 years’ experience in PR and media relations really delivers. Getting high quality editorial coverage for your brand relies on crafting a great story, understanding what the media wants, and having good relationships with the right journalists.
The additional skills that turn this into valuable digital PR are knowing how to vary the story to attract a wide variety of different publications (variety matters for findability, creating a diverse link profile), as well as placement of the link and anchor text. Our teams spend a lot of time researching new titles to approach for you.
And for the journalist to include that link – we want to give them an irresistible reason to link. Part of that is offering great content on-page.
Analysis and benchmarking
We start with our Audit and Discovery process. We get nerdy on data and insights - from logging current positions to competitor analysis, and from competitor and backlink analysis to understanding the relevant media discourse. This research works helps us to set strategic goals, and lay down an outreach plan for offsite SEO.
Irresistibly linkable content creation
Often, our link building work is based on earning editorial coverage for the underexploited content that your brand already has on site. We might propose updates or improvements to make that content – your articles, blogs, product pages - well, more than link building-worthy.
Ideally, we will also include new content creation in the scope of our work – making new stories – and fresh content – that ensures that the outbound media story is completed, or deepened, by the content on your site.
Our Planning, Comms and Creative teams can make this content – from long-form articles to tools and calculators, to on-demand audio and video content, rewarding visitors to your site from the links we have earned.
And there’s bonus points for producing an evergreen piece of content that can continue to build valuable links over time.
Outreach, outreach, outreach
Our origins as a traditional PR agency give us the advantage. Our Comms team have close contacts with key publishers, bloggers, journalists & influencers in various industries and sectors. And if that wasn't enough, we also a solid tech stack - from Ahrefs to Response Source - to build our media target lists with, so no relevant target stone is left unturned.
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
PLANNING DIRECTOR
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Amy Kimber
ACCOUNT DIRECTOR
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Terry Maenzansie
SENIOR ACCOUNT EXECUTIVE
We love digital PR for SEO
We’ve got a lot to say when it comes to digital PR (shock). Check out our tools and guides…
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