Digital PR vs. Traditional PR: Which Is Better for SEO?

Strong PR helps companies manage their image and build trust. However, the shift to digital has forced brands to tailor their approach. 

While Traditional PR is still effective, old-school tactics alone can fail to engage consumers who spend a significant amount of time online.

Digital PR efforts, which include outreach on channels like websites and social media, are more successful in that regard. 

Digital PR also plays a big role in supporting Search Engine Optimisation (SEO).

Higher rankings draw in more visitors, which could boost sales, leads, etc. 

As PR continues to change, brands may question whether digital campaigns are worth it. The answer ultimately depends on your goals, but one thing’s for sure: Digital PR is an invaluable tool for online visibility.

Two PR Approaches, One Goal

Traditional PR and Digital PR both help brands gain unpaid publicity. That said, there are key differences between the two.

Traditional PR

Traditional PR refers to long-established means of managing a brand’s reputation through offline channels. It involves crafting brand stories and distributing them in print, TV, or radio. 

There may be 5.5 billion internet users worldwide, but many people still prefer to consume their news or entertainment the old-fashioned way. 

Therefore, Traditional PR continues to be lucrative. Even chronically online individuals consume traditional media from time to time. Watching a TV show while scrolling on your phone counts.  

The main objective of Traditional PR is to increase public awareness and build trust. PR professionals typically employ press releases and interviews to get their message across. They also organise events, like product launches or conferences. 

A big part of Traditional PR is building relationships. Since coverage opportunities are limited, a good story may not be enough to secure placement. That’s where connections to journalists and broadcasters come in.  

Digital PR

Digital PR, meanwhile, is all about online platforms. Primary channels include online publications, social media, blogs, and video platforms.   

The practice also aims to enhance brand awareness and trust. On top of that, Digital PR improves online visibility. By securing backlinks and brand mentions on high-authority sites, companies can drive organic traffic and jump up in search rankings. 

To achieve this, PR professionals create compelling content they pitch to online publications. They also secure influencer collaborations and put together social media campaigns. 

Unlike traditional media, digital spaces offer more flexibility in terms of content type and length. Alongside this, competition for coverage isn’t as fierce, and brands can reach a large audience very easily. 

Even so, the content needs to be intriguing enough to catch the attention of reputable publications. That’s why Digital PR content typically consists of original research, infographics, or videos. The more shareable, the better. 

Plus, if the campaign is built with SEO in mind, you gain a ton of SEO benefits. 

The Many Benefits of Digital PR for SEO

Digital PR can supercharge a brand’s SEO strategy. Done right, it generates backlinks, brand mentions, and social media engagement. All these signals tell search engine algorithms that your brand can be trusted, influencing rankings. 

Link Building

A major way in which Digital PR contributes to SEO is through link building. 

Effective Digital PR campaigns secure online coverage. When the coverage includes a link to your website, search engines take notice. It tells them your content is valuable and trustworthy.  

Alongside this, it can help build a healthy backlink profile, as multiple different sources will link to it using different hyperlinked text. Again, this makes your website appear more natural to Google, adding to its credibility.

Plus, the coverage you receive stays online even after the Digital PR campaign is over. The page will continue to generate traffic as long as it’s live and new people discover it.

Online Visibility and Brand Awareness 

Digital PR also increases your brand’s online visibility. Even if the coverage doesn’t include links, it gets people talking about your brand online or on social media. 

This helps both indirectly and directly. From an indirect standpoint, it helps improve brand familiarity, whereas from a direct perspective, it can help promote social signals of your brand to search engine algorithms. 

Content Creation and Distribution

You can’t run a successful Digital PR campaign without compelling content. 

Data-driven articles, expert commentary, and visually interesting or interactive materials have a better chance of being picked up by publications and engaging readers.

Digital PR distributes materials across channels, making sure they reach the right audience. When Digital PR and SEO work together, the content incorporates relevant keywords and links, improving your website’s chances of ranking higher.  

Measurable Results

While Traditional PR has many advantages, it’s challenging to measure its impact as ROI.

In contrast, Digital PR campaigns can be tracked and analysed in great detail.

PR professionals rely on metrics to assess the success of their outreach efforts and refine their tactics for the future. 

Key metrics vary depending on each campaign’s goals.

If the campaign aims to benefit SEO, it includes organic traffic, backlink quality and quantity, domain authority, keyword rankings, brand search volume, etc. 

Platforms like Semrush and Google Analytics offer extensive views of these metrics and allow brands to see how Digital PR impacts SEO over time. 

Where Traditional PR Still Shines

Digital PR may be all the rage, but Traditional PR remains a powerful tool for managing your brand’s reputation. 

Credibility and Trust

Companies with robust Traditional PR outreach may be seen as more legitimate in the eyes of consumers. 

A 2021 study found that nearly half of US adults trust traditional media ads, and only 19% consider social media ads trustworthy.

Misinformation can spread like wildfire online; however, traditional media outlets typically have more rigorous fact-checking processes. This makes them come across as trustworthy sources of information. 

Additionally, Traditional PR involves developing relationships with journalists. If these are fostered over time, they can lead to better media placements, further enhancing brand authority. 

Broad Audience Reach

Traditional PR helps brands engage with a more diverse audience. 

National TV channels, for example, reach a broad array of consumers that digital publications can struggle to match in terms of numbers. 

They can also help you connect with customers across various demographics, including older generations that may not have embraced the digital world. 

Similarly, industry journals or publications allow companies to tap into specialised audiences. Your message will resonate with the intended people.    

As an added bonus, reaching more potential customers has indirect SEO benefits. When consumers keep hearing about your brand, they are more likely to look it up online. 

Crisis Management

Managing a crisis through traditional PR can be more effective than digital means. 

Traditional media outlets help companies control the message, maintaining consumer trust. They also ensure that the information gets to a wide audience quickly. 

Moreover, journalists who already have a relationship with the brand are inclined to provide balanced coverage, giving companies the opportunity to counter misinformation. Digital channels are more fragmented and prone to spread unverified claims.     

Again, this indirectly benefits SEO. By addressing issues professionally, brands can sidestep negative publicity that might otherwise take over search results. 

Comparing Traditional PR and Digital PR

While Traditional PR and Digital PR build brand awareness, they go about it in different ways. Choosing a strategy will depend on your overall PR goals and target audience. 

Which PR Approach Is Right for You? 

Both PR approaches do wonders for brand reputation. 

Digital PR stands out thanks to its potential SEO impact. S

Securing quality backlinks and expanding your online presence guarantees a boost in search rankings, trust us we deliver results as a digital pr agency.

At the same time, Traditional PR continues to be relevant, especially if your main goals are to build trust or expand your reach. 

Thankfully, brands don’t have to choose.

A balanced approach that leverages the strengths of both strategies will only improve the effectiveness of your PR campaigns in the long run.