Why digital PR is key for your online business strategy
At Rewired, our digital PR services deliver expertly-crafted campaigns that are designed to increase brand visibility in search engine results pages (SERPs).
Combining big ideas with sharp strategy, we devise data-based campaigns that generate high authority targeted backlinks – helping to boost our clients’ site authority, improve organic rankings, increase visibility, and drive more traffic and sales.
To achieve measurable impact, it’s important to align digital tactics with your brand purpose and voice – and this is where an experienced agency, like Rewired, can help. Here, find out more about digital PR and how it can add real value to your online business strategy.
What are the objectives of digital PR?
Digital PR uses the principles of traditional PR, but is designed to specifically support brands that have an online presence, in turn boosting SEO performance, sales, and visibility.
In addition to driving organic, earned media coverage – the usual focus of traditional PR activity – digital PR aims to secure relevant and authoritative backlinks to a brand’s website, which help to improve its visibility in the search engine results page (SERPs).
High quality, relevant links can also positively influence targeted keyword rankings, helping to drive organic traffic and shift your brand to the top pages of Google. Digital PR plays a vital role in improving SEO rankings of key search terms – helping to build trust, strengthen brand recognition, and lead to greater engagement over time.
I already have a PR agency, why do I need a digital strategy too?
Embarking on digital PR activity is not about replacing your traditional PR, it’s about building a strategy where the two work in tandem – making sure that your brand cuts through on Google and in the press.
In today’s landscape, that means incorporating digital PR into your wider communications strategy, enabling you to amplify your brand values, enhance your reputation, and create compelling content for target media – both on and offline.
To make a meaningful impact on rankings and organic search, an ‘always-on’ approach to digital PR is essential. Consistent activity helps to achieve long-term improvements in search visibility, rather than short-term spikes. Competition for keywords is constant, so by consistently generating coverage, backlinks, and brand mentions, you can build trust and boost your brand’s organic visibility over time.
What is a backlink and why does it matter?
Backlinks are hyperlinks that direct users from one webpage to another – for example, an online news publication mentioning your product in an article and including a hyperlink to your website. Securing high quality backlinks can build credibility and trust with search engines like Google, helping to boost your website’s visibility and ranking.
To help assess content quality, Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework is used to ensure that its search results rate strongly against each metric – helping to give users the best experience. To demonstrate good E-E-A-T, digital content needs to be high quality, genuinely newsworthy, and relevant to the audience.
There are different types of backlinks and it’s important to understand how they vary to ensure you’re achieving maximum impact from your digital PR strategy:
Follow Link: Passes SEO value from one site to another. This impacts how brands rank in the SERPs – a follow link is evidence of Google trusting the site and recommending it to users.
NoFollow Link: Tells search engines not to pass SEO value to the linked site, so they don’t affect rankings. However, they can pass ‘hints of value’ and can have an impact on the traffic, exposure, and brand awareness of the site.
Affiliate Link: Affiliate programmes allow publishers to promote brand products and earn commission on any sales generated through that link. This is a form of advertising and does not help to improve SEO as Google’s ranking system only includes content that is based on relevance, quality, and trust – not paid-for activity.
What are the key tactics used in digital PR?
At Rewired, our digital PR campaigns focus on getting your brand seen and searched, while driving visibility through high authority online coverage. We help our clients to:
Build authority around high-value, competitive topic areas
Strengthen online visibility during key periods where competitors are also active
Create evergreen, SEO-led content that can be amplified during key periods
Diversify a website’s backlink profile by securing links from new and varied domains
Key tactics include:
Press releases: Unlike traditional PR, digital PR releases are designed with different goals, objectives, and metrics. The news story and angle come first, with the brand taking a supporting role. Releases will naturally incorporate a brand’s keywords and category links, while also providing journalists clear reasons to link back to the content. This approach is more data-driven and leverages research, statistics, and thought leadership to generate coverage that can make an impact.
Thought leadership: In addition to press releases, thought leadership opportunities can take the form of expert commentary, opinion-led pieces, research, or data insights. These opportunities help to position a brand as an authoritative voice in their sector while generating additional coverage alongside target keywords.
Reactive content: This can be either stories tied to key calendar events or ‘newsjacking’ activity which reacts to trending news within 24-48 hours. Both can take the form of guides, expert advice, tips, how-tos, and trend data, helping to build trusted and relevant online content linked to your brand.
So is digital PR just link building?
No! It’s important to think beyond links to deliver a truly successful digital strategy. Just like traditional PR, digital PR campaigns aim to get people talking about a brand’s products and services by tapping into the news agenda and creating campaigns that cut through the noise, increase visibility, and tell an authentic brand story.
To best resonate with audiences, it’s critical that both digital and traditional PR activity is built on a strong and creative story that only your brand can tell. By focusing on this, you can then execute strategic campaigns that land the right messages, at the right time – and deliver impact across both digital and traditional channels.
Campaign spotlight: CEWE
CEWE is Europe’s leading photo printing company, offering a range of award-winning photo products. In 2025, Rewired was appointed to deliver CEWE’s digital PR strategy, with the aim to raise brand awareness, improve its online profile, and boost search rankings.
Working with the CEWE team, we developed and executed a digital PR strategy designed to align with key seasonal moments, to maximise online visibility during peak trading periods.
From May to December, we achieved 92 pieces of online coverage and 62 total links, with a combined reach of 940m. There were 219 brand mentions within articles, with 67% of coverage including a link, and 57% of coverage above 70 DA.
We saw strong improvements in keyword rankings, including ‘personalised calendar’ (up 4 positions, from #10 to #6) and ‘photo calendars’ (up 8 positions, from #12 to #4).
Read more about the campaign here.
Working with an experienced digital PR agency:
From mentions to momentum, digital PR can help to build long-term value and by consistently appearing in relevant industry conversations, your brand can build sector-specific authority and remain front of mind, ultimately fostering greater trust and engagement.
If you’re looking to boost your online visibility through digital PR, get in touch with Rewired.