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The power of link relevance in digital PR campaigns


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Sam Cobden
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The Power of Link Relevance in Digital PR and SEO

In the fast-paced world of Digital PR and Outreach, brands often rush into creating link-building campaigns, aiming to accumulate as many links as possible. While this approach may seem enticing, it might not always deliver the outreach success and SEO impact you desire. The key factor here is link relevance.

What Is Link Relevance?

Link relevance is all about how well a link aligns with a website’s brand, niche, and industry. The closer the link’s alignment with these factors, the more valuable it becomes in the eyes of search engines.

The Evolution of Link Building

In the past, the number of links pointing to your site was a crucial trust factor contributing to SEO rankings. However, this approach led to the abuse of black hat techniques like link buying and link farms.

As a response to these manipulative practices, search engines began to evaluate the relevance of links. This shift marked the rise of link relevance as a powerful metric.

Google’s Guidelines on Valuable Links

Google’s Webmaster guidelines provide a comprehensive outline of the types of links that search engines value. The best way to acquire high-quality, relevant links is by creating unique and valuable content that naturally gains popularity in the online community.

While it’s wise to take search engines’ recommendations with a pinch of salt, our experience has shown that organic links on relevant websites and publications can yield excellent SEO results.

Quality Over Quantity

Today, the focus is on quality over quantity. A link with low to medium domain authority on a niche site can be just as influential as a link from a high-authority general interest site.

It’s not about securing an overwhelming number of links but about ensuring they are relevant to your brand and goals.

Prioritising Link Relevance in Campaigns

The key to ensuring link relevance is to frame your campaign ideas around your brand identity and goals, right from the ideation stage. Develop ideas that align with your brand, niche, and industry.

If you notice your campaign ideas starting to deviate, ask yourself these key questions:

  1. Does this campaign relate to your brand’s niche?
  2. Are the sites you’re pitching to relevant and have the right audience?
  3. Is it something journalists will be interested in covering?
  4. How will it help you achieve your PR and SEO goals?

If you can’t provide compelling answers to these questions, go back to the drawing board and continue researching and ideating. Soon, you’ll have a list of campaign ideas built with link relevance at their core.

These are the campaigns that can deliver exceptional results, ensuring that your outreach efforts resonate with your target audience and enhance your brand’s online presence. If you’re looking to learn more about link relevance,get in touch with our experts at Dark Horse. 

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