PR link building gives publishers a reason to cite you

A research campaign investigates a question using checkable data. Expert commentary explains a subject within a named person’s expertise. Reactive PR offers timely help with a developing story. These approaches can overlap, but their research requirements and deadlines differ.

For example, a shipping business might analyze public port-delay data and explain its limitations. A logistics specialist could comment on a related news event. This planning example is illustrative.

A source page can contain the full findings, method, dates and limitations behind a story. That gives a journalist somewhere useful to send readers. A homepage may identify a business, but it may not answer a detailed research question.

The publisher chooses the final destination, anchor text and link attributes. An exact-match keyword anchor shouldn't be the purpose of the pitch.

Consider whether a US story serves national, state, local or specialist readers. Findings from one state should not be presented as representative of the country. International coverage can be useful when the audience is relevant.

Read recent articles before pitching. Match the subject to the reporter’s work and make the evidence easy to verify. Our guide to how digital PR backlinks are earned explains the approach.

Paying an agency for research and pitching is different from buying a publisher’s decision. A paid placement needs appropriate disclosure and link qualification. Google lists buying links to manipulate rankings as link spam.

Keep sponsored placements separate from earned coverage in reports. Neither a polished article nor a high domain score proves editorial independence.

Count live articles, linked articles, unlinked mentions and distinct linking websites separately. Two articles on one site do not mean two referring domains. Label syndicated copies so they aren't mistaken for independent editorial decisions.

Review referral visits, inquiries and relevant Search Console trends too. A ranking increase alone doesn't prove which link caused it. See our reporting guide.