Using Digital PR to Earn Backlinks for Local SEO Campaigns

Digital PR is no longer just about getting your name in the news—it’s one of the most powerful tools for boosting local SEO. When done right, digital PR earns high-quality backlinks from authoritative websites, builds brand credibility, and directly improves your local search rankings. If you’re a local business looking to stand out in Google’s map pack and drive more organic traffic, mastering digital PR can give you a major edge over the competition.

In this guide, you’ll learn exactly how digital PR helps with local SEO, strategies to get started, and how to turn media mentions into meaningful SEO wins.

What Is Digital PR and How Does It Help Local SEO?

Digital PR is a modern take on traditional public relations, where the goal is to secure coverage in online media rather than print or broadcast. That coverage often includes backlinks—links from one site to another—which are a major Google ranking factor.

For local SEO, backlinks from relevant or local publications signal to search engines that your business is trusted and authoritative in your geographic area. This helps you rank better in both organic results and local packs.

Here’s how digital PR supports local SEO:

• Backlink quality: Press mentions from news outlets, niche blogs, or chambers of commerce carry more SEO value than random directories or low-authority sites.
• Geo-relevance: Links from local news sites or blogs show Google that your business is locally relevant.
• NAP consistency: When your business name, address, and phone number (NAP) appear alongside press mentions, it reinforces your local citations.
• Increased branded searches: Media attention can lead to more people searching for your business by name—a positive ranking signal for local SEO.

Step-by-Step: Using Digital PR to Earn Local Backlinks

Let’s break down how you can use digital PR to earn backlinks that move the needle for local SEO.

1. Define Your Local SEO Goals

Start by answering these questions:

• What keywords are you trying to rank for (e.g., “Seattle vegan bakery”)?
• Which pages on your website do you want to build links to?
• What cities, neighborhoods, or service areas matter most?

Having clear targets helps you tailor your PR strategy to earn links that are both high-quality and geographically relevant.

2. Identify Local Media and Niche Outlets

Create a media list that includes:

• Local newspapers and magazines (online versions)
• Regional blogs and influencers
• Local radio or TV stations with online coverage
• Industry-specific publications that serve your area

Example: A landscaping company in Austin should pitch stories to Austin Monthly, Community Impact Austin, and any local home improvement blogs.

3. Create a Newsworthy Angle

Journalists won’t link to your homepage just because you ask. Give them something worth covering:

• Milestone events (e.g., grand opening, anniversary, expansion)
• Community involvement (e.g., sponsorships, charity work)
• Expert commentary (e.g., seasonal tips, local trends)
• Original research or surveys with a local angle
• Story-driven customer success cases or transformations

Focus on what’s genuinely useful or interesting to the public.

4. Write a Press Release with SEO in Mind

A press release is still a powerful tool—but only if it’s optimized for both media pickup and backlinks.

Here’s what to include:

• A compelling headline with your location
• A strong lead that answers the “who, what, when, where, why”
• A quote from a founder or spokesperson
• A link to your target webpage (not just the homepage)
• Contact details and local address (for citation consistency)

If you need help choosing a platform to distribute your release, this guide on the best press release distribution services compares top options and can help you find the right fit for your goals.

5. Distribute Strategically

Don’t rely solely on wire services. You should:

• Send your press release to your curated media list
• Follow up with personalized pitches to local journalists
• Submit to online community calendars or local event pages
• Post to your Google Business Profile’s “What’s New” section

Pro tip: Even if a news site doesn’t link to you directly, the citation can still boost local relevance. But a dofollow backlink from a local domain is ideal.

Tools to Monitor and Amplify Local Backlinks

To track your backlink wins and make the most of them, use:

• Google Search Console – See which pages earned links and search visibility
• Ahrefs or Semrush – Track backlinks and domain authority changes
• Google Alerts – Monitor brand mentions that may not include a link
• HARO or Qwoted – Get local media coverage by responding to journalist queries

Once you earn coverage:

• Share it on social media
• Add a “Featured In” section on your homepage
• Repurpose content for blog posts or email newsletters
• Avoid These Common Digital PR Mistakes

Many local businesses miss the mark by:

• Sending generic press releases without a local hook
• Overlooking smaller outlets and community blogs
• Using spammy link-building services instead of genuine PR
• Failing to include a link in the press release
• Ignoring the opportunity to optimize anchor text and landing pages

Remember, quality > quantity. A single dofollow backlink from a respected local news site is more valuable than 100 links from low-authority directories.

Conclusion

Digital PR is one of the most effective and sustainable ways to earn backlinks for local SEO. It boosts your credibility, gets you in front of new audiences, and strengthens your online presence where it matters most—your own backyard.

By identifying local media, crafting newsworthy stories, and building real relationships, your business can rise above competitors who rely only on traditional SEO tactics. When combined with a strong Google Business Profile, reviews, and on-page SEO, digital PR becomes your secret weapon for dominating local search results.

FAQ: Digital PR for Local SEO

How many backlinks do I need for local SEO to work?

Quality matters more than quantity. Even a handful of authoritative local backlinks can have a big impact, especially when they come from media outlets or local organizations.

Is digital PR better than traditional link building?

Yes, especially for local SEO. Digital PR earns links from trustworthy, editorial sources—which Google values more than generic directories or blog comments.

Can I use press releases for SEO if I have a small business?

Absolutely. Services like NewswireJet’s guide to the best distribution platforms help you find budget-friendly and SEO-friendly press release services to amplify your local visibility.