Digital PR & Link Building
We earn real links from real publications, using campaigns built on original data. These are the links that move rankings.
Authority is the tie-breaker. When two Norfolk businesses offer the same service, Google picks the one with the stronger, more trusted backlink profile — and AI assistants recommend the one they have heard of. Links and brand mentions are how that trust is earned. We build authority through digital PR — original research, expert commentary and genuine newsworthiness — not placement fees or link schemes that risk a penalty.
Want the full method? Our Digital PR for SEO guide explains the theory, and the Link Building & Digital PR hub collects every related guide.
Why Links Still Matter in 2026
Link building has changed, but it has not gone away. What changed is which links count:
- Editorial links are worth more than ever. Google's Penguin algorithm and its successors have devalued paid placements, reciprocal schemes and private blog networks while raising the relative value of links earned on merit. One link from a regional title, a national paper or a trusted trade publication can outweigh thousands of low-quality links.
- Links now feed AI citation too. The Princeton GEO study identified brand mentions from authoritative sources as a primary AI-visibility signal — and found that even unlinked mentions help. Digital PR builds the authority that makes ChatGPT, Perplexity and Google AI Overviews confident enough to name you.
- It compounds. Authority built through earned coverage is durable, hard for competitors to copy, and it keeps appreciating — unlike links that can be bought and then devalued overnight.
What We Do
Digital PR campaigns
Original research, data studies and campaigns designed to earn coverage from regional, national and trade press. We build the story, the data and the pitch — you get the links and the brand mentions.
Reactive PR and expert commentary
We position you (or your named expert) as a quotable source on HARO, Qwoted and Prowly, and pitch comment within hours when a relevant story breaks.
Link reclamation
We find unlinked brand mentions and broken links pointing at your site, then convert them into clean editorial links — the fastest, lowest-risk wins available.
Local and regional authority
Citations, association memberships and Norfolk / East Anglia relationships that reinforce your local entity and your Local SEO authority.
Authority for AI citation
Every campaign is measured for both rankings and AI visibility — brand-mention volume, share of voice in AI answers and Knowledge Panel completeness — because that is where authority increasingly pays off.
How We Work
- Authority audit — where your link profile stands against the competitors you actually lose work to, and where the quickest wins are.
- Campaign strategy — a digital PR concept tied to your commercial goals, not a generic "ten links a month" target.
- Creation and outreach — the asset, the pitch and the outreach to the publications that matter to your buyers.
- Reclamation — unlinked mentions and broken links converted into links in parallel.
- Report and refine — links earned, referring domains, brand mentions and AI share of voice, reported monthly.
What You Get
- Editorial links from publications your customers actually read
- A growing profile of unlinked brand mentions that feed AI citation
- A cleaner, more defensible link profile with no risk of manual penalty
- Monthly reporting tied to rankings and AI visibility, not vanity link counts
- Authority that compounds and is genuinely hard for competitors to copy
Who It's For
Businesses in competitive markets where everyone has a decent website and the deciding factor is trust. That is most of the sectors we serve — law firms, accountants, home improvement and tradespeople — and any brand that wants AI assistants to recommend it over the competition.
Discuss a link building or digital PR campaign — we'll show you the gap between your authority and the businesses outranking you, and the fastest route to close it.
Sources: Princeton/Georgia Tech GEO study (KDD 2024); Unity SEO Digital PR for SEO guide and Link Building & Digital PR hub.
Frequently asked questions
What's the difference between digital PR and link building?
Link building is the broad practice of earning links to your site; digital PR is the highest-quality way to do it. Digital PR earns links through genuinely newsworthy content — original research, expert commentary, data studies — that publications cover on merit, rather than through paid placements, reciprocal exchanges or link schemes. The links that move rankings in 2026 are almost all earned this way.
How many links should I expect from a campaign?
It depends on the sector, the story and the target publications. A strong original-research campaign in a B2B sector typically earns 30–100 editorial mentions and 20–60 followed links within the first four weeks. We report links, referring domains and brand mentions, and we will tell you honestly what a realistic target looks like for your market before we start.
Do links still matter for AI search?
Yes — more than most people realise. AI assistants like ChatGPT, Perplexity and Google AI Overviews lean on brand mentions and citations from authoritative sources when they decide who to name. The Princeton GEO study identified editorial mentions as a primary AI-visibility signal, and found that even unlinked brand mentions help. Digital PR builds the authority that makes AI systems confident enough to recommend you.
How do you avoid Google penalties?
We only build links that would exist on editorial merit. No private blog networks, no paid placements, no reciprocal schemes and no spun guest posts. That is slower than buying links, but it is durable: the profile compounds instead of being devalued or penalised in the next update.
How long until links move my rankings?
Link authority accrues gradually. Reclamation wins (converting unlinked mentions and broken links) can show movement within a few weeks; full digital PR campaigns typically move rankings over three to six months as the links are discovered and the authority settles. The compounding effect is what matters — authority built now keeps paying off for years.
Ways to buy
This service, as a package
Every price, ceiling and exclusion is published. Pick the shape, then the size.
Authority & Digital PR
A link and mention profile that outranks competitors' authority and feeds AI citation.
£1,250/month
Ceiling: 1 campaign per quarter · 20 outreach targets · no guaranteed placements
Full Partnership
One team owning build, search, content and authority against a single commercial plan.
from £2,500/month
Ceiling: defined in the proposal by page count, town count and content volume
Digital PR Campaign
One data-led campaign, pitched to the publications your buyers actually read.
£2,500
Ceiling: 1 campaign · 20 outreach targets · no guaranteed coverage
Link Reclamation
Mentions and broken links that already point at you converted into links that count.
£650
Ceiling: 50 mentions · no new-link campaigns
See every package, ceiling and exclusion — or start with thefree audit.
Learn the thinking
The guides behind this service — deeper reading on how we approach it.