{"id":18607,"date":"2020-07-22T09:15:00","date_gmt":"2020-07-22T09:15:00","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-blog-pr-and-seo-the-power-of-backlinks-in-media-coverage\/"},"modified":"2023-10-24T13:22:14","modified_gmt":"2023-10-24T13:22:14","slug":"power-of-backlinks-in-media-coverage","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/seo\/power-of-backlinks-in-media-coverage\/","title":{"rendered":"Digital PR and SEO \u2013 the power of backlinks in media coverage"},"content":{"rendered":"

The times they are a-changin\u2019, and as more content moves online and digital marketing becomes more prevalent, the need for the Digital PR<\/a> and SEO (search engine optimisation)<\/a> industries to adapt and evolve has never been greater.<\/p>\n

How PR can support link building<\/h2>\n

Backlinks have always been an important element of SEO, and Digital PR is a fantastic way to earn high quality links to your site from other trusted websites. We\u2019d argue the combination of these two marketing tools in a backlink strategy is one of the most important tactics you should be using in any integrated marketing<\/a> campaign.<\/p>\n

How do links to your site help you?<\/h4>\n

Backlink building to your website has a hugely positive impact on how your brand ranks in search engine results pages. It builds your Domain Authority (DA) and can drive referral traffic to your website to boost, among many things, leads or sales.<\/p>\n

Not sure what Domain Authority is? Check out our article on the basics of SEO<\/a>.<\/p>\n

When it comes to determining your brand\u2019s position in the search rankings, search engines use a whole range of “signals” to decide who sits where. The exact science behind it is a card that the likes of Google keeps close to its chest, but plenty of studies have shown that securing high quality links plays a massive part in bumping up your organic positions online.<\/p>\n

Here\u2019s what the team at Moz had to say about search engine rankings and the relationship with backlinks<\/a>:<\/p>\n

\u201cWhen they are deciding this, the search engines do not just look at the content of the page; they also look at the number of links pointing to that page from external websites and the quality of those external websites. Generally speaking, the more high-quality websites that link to you, the more likely you are to rank well in search results.\u201d<\/strong><\/em><\/p>\n

Link building<\/a> needs to be closely aligned with your keyword research to make sure you\u2019re getting the right kind of traffic. Gaining backlinks to your website is meaningless if the sites and the people that visit them are in no way relevant to you. But ultimately, no matter what type of business you are, if you\u2019re getting more of your target customers to visit your website, you\u2019re more likely to be achieving your goals and conversion targets.<\/p>\n

Why Google rankings matter<\/h2>\n

Before we get into the specifics, it\u2019s important to consider the different search engines and the rules everyone really needs to play by. There are other search engines like Yahoo and Bing to consider, but with Google owning more than 85% of the market in the UK<\/strong>, it\u2019s definitely the one that matters most to marketers.<\/p>\n

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Research suggests that around 93% of online experiences begin with a search engine like Google<\/strong>, so they really are the gateway to your digital presence. But, if your brand awareness (online or offline) is low, how will you be found organically through an online search?<\/p>\n

The harsh reality is that if you\u2019re not on page one of Google for anything relevant to your brand, the chances are no one will find you.<\/p>\n

Here are a few fascinating stats from the team at Backlinko<\/a> just to emphasise that point:<\/p>\n