Digital PR is about to matter more than ever. Not because it’s fashionable, or because agencies have rebranded link building with a shinier label, but because the mechanics of search and discovery are changing.
Brand mentions, earned media, and the wider PR ecosystem are now shaping how both search engines and large language models understand brands. That shift has serious implications for how SEO professionals should think about visibility, authority, and revenue.
At the same time, informational search traffic is shrinking. Fewer people are clicking through long blog posts written to target top-of-funnel keywords.
The commercial value in search is consolidating around high-intent queries and the pages that serve them: product pages, category pages, and service pages. Digital PR sits right at the intersection of these changes.
What follows are seven practical, experience-led secrets that explain how digital PR actually works when it’s done well, and why it’s becoming one of the most important tools in SEOs’ toolkit.
Secret 1: Digital PR can be a direct sales activation channel
Digital PR is usually described as a link tactic, a brand play or, more recently, as a way to influence generative search and AI outputs.
All of that’s true. What’s often overlooked is that digital PR can also drive revenue directly.
When a brand appears in a relevant media publication, it’s effectively placing itself in front of buyers while they are already consuming related information.
This is not passive awareness. It’s targeted exposure during a moment of consideration.
Platforms like Google are exceptionally good at understanding user intent, interests and recency. Anyone who has looked at their Discover feed after researching a product category has seen this in action.
Digital PR taps into the same behavioral reality. You are not broadcasting randomly. You are appearing where buyers already are.
Two things tend to happen when this is executed well.
- If your site already ranks for a range of relevant queries, your brand gains additional recognition in nontransactional contexts. Readers see your name attached to a credible story or insight. That familiarity matters.
- More importantly, that exposure drives brand search and direct clicks. Some readers click straight through from the article. Others search for your brand shortly after. In both cases, they enter your marketing funnel with a level of trust that generic search traffic rarely has.
This effect is driven by basic behavioral principles such as recency and familiarity. While it’s difficult to attribute cleanly in analytics, the commercial impact is very real.
We see this most clearly in direct-to-consumer, finance, and health markets, where purchase cycles are active and intent is high.
Digital PR is not just about supporting sales. In the right conditions, it’s part of the sales engine.
Dig deeper: Discoverability in 2026: How digital PR and social search work together
Secret 2: The mere exposure effect is one of digital PR’s biggest advantages
One of the most consistent patterns in successful digital PR campaigns is repetition.
When a brand appears again and again in relevant media coverage, tied to the same themes, categories, or areas of expertise, it builds familiarity.
That familiarity turns into trust, and trust turns into preference. This is known as the mere exposure effect, and it’s fundamental to how brands grow.
In practice, this often happens through syndicated coverage. A strong story picked up by regional or vertical publications can lead to dozens of mentions across different outlets.
Historically, many SEOs undervalued this type of coverage because the links were not always unique or powerful on their own.
That misses the point.
What this repetition creates is a dense web of co-occurrences. Your brand name repeatedly appears alongside specific topics, products, or problems. This influences how people perceive you, but it also influences how machines understand you.
For search engines and large language models alike, frequency and consistency of association matter.
An always-on digital PR approach, rather than sporadic big hits, is one of the fastest ways to increase both human and algorithmic familiarity with a brand.
Secret 3: Big campaigns come with big risk, so diversification matters
Large, creative digital PR campaigns are attractive. They are impressive, they generate internal excitement, and they often win industry praise. The problem is that they also concentrate risk.
A single large campaign can succeed spectacularly, or it can fail quietly. From an SEO perspective, many widely celebrated campaigns underperform because they do not generate the links or mentions that actually move rankings.
This happens for a simple reason. What marketers like is not always what journalists need.
Journalists are under pressure to publish quickly, attract attention, and stay relevant to their audience.
If a campaign is clever but difficult to translate into a story, it will struggle. If all your budget’s tied up in one idea, you have no fallback.
A diversified digital PR strategy spreads investment across multiple smaller campaigns, reactive opportunities, and steady background activity.
This increases the likelihood of consistent coverage and reduces dependence on any single idea working perfectly.
In digital PR, reliability often beats brilliance.
Dig deeper: How to build search visibility before demand exists
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Secret 4: The journalist’s the customer
One of the most common mistakes in digital PR is forgetting who the gatekeeper is.
From a brand’s perspective, the goal might be links, mentions, or authority.
From a journalist’s perspective, the goal is to write a story that interests readers and performs well. These goals overlap, but they are not the same.
The journalist decides whether your pitch lives or dies. In that sense, they are the customer.
Effective digital PR starts by understanding what makes a journalist’s job easier.
That means providing clear angles, credible data, timely insights, and fast responses. Think about relevance before thinking about links.
When you help journalists do their job well, they reward you with exposure.
That exposure carries weight in search engines and in the training data that informs AI systems. The exchange is simple: value for value.
Treat journalists as partners, not as distribution channels.
Secret 5: Product and category page links are where SEO value is created
Not all links are equal.
From an SEO standpoint, links to product, category, and core service pages are often far more valuable than links to blog content. Unfortunately, they are also the hardest links to acquire through traditional outreach.
This is where digital PR excels.
Because PR coverage is contextual and editorial, it allows links to be placed naturally within discussions of products, services, or markets. When done correctly, this directs authority to the pages that actually generate revenue.
As informational content becomes less central to organic traffic growth, this matters even more.
Ranking improvements on high-intent pages can have a disproportionate commercial impact.
A relatively small number of high-quality, relevant links can outperform a much larger volume of generic links pointed at top-of-funnel content.
Digital PR should be planned with these target pages in mind from the outset.
Dig deeper: How to make ecommerce product pages work in an AI-first world
Secret 6: Entity lifting is now a core outcome of digital PR
Search engines have long made it clear that context matters. The text surrounding a link, and the way a brand is described, help define what that brand represents.
This has become even more important with the rise of large language models. These systems process information in chunks, extracting meaning from surrounding text rather than relying solely on links.
When your brand is mentioned repeatedly in connection with specific topics, products, or expertise, it strengthens your position as an entity in that space. This is what’s often referred to as entity lifting.
The effect goes beyond individual pages. Brands see ranking improvements for terms and categories that were not directly targeted, simply because their overall authority has increased.
At the same time, AI systems are more likely to reference and summarize brands that are consistently described as relevant sources.
Digital PR is one of the most scalable ways to build this kind of contextual understanding around a brand.
Secret 7: Authority comes from relevant sources and relevant sections
Former Google engineer Jun Wu discusses this in his book “The Beauty of Mathematics in Computer Science,” explaining that authority emerges from being recognized as a source within specific informational hubs.
In practical terms, this means that where you are mentioned matters as much as how big the site is.
A link or mention from a highly relevant section of a large publication can be more valuable than a generic mention on the homepage. For example, a targeted subfolder on a major media site can carry strong authority, even if the domain as a whole covers many subjects.
Effective digital PR focuses on two things:
- Publications that are closely aligned with your industry and sections.
- Subfolders that are tightly connected to the topic you want to be known for.
This is how authority is built in a way that search engines and AI systems both recognize.
Dig deeper: The new SEO imperative: Building your brand
Where digital PR now fits in SEO
Digital PR is no longer a supporting act to SEO. It’s becoming central to how brands are discovered, understood, and trusted.
As informational traffic declines and high-intent competition intensifies, the brands that win will be those that combine relevance, repetition, and authority across earned media.
Digital PR, done properly, delivers all three.
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