7 Reasons Why PR Wins the Authority Link Building Race

We often get asked what the difference is between SEO agencies and digital PR agencies. A lot of clients, old and new, come on board with an idea of what they want, but aren’t too sure whether an SEO Agency or a Digital PR Agency would be better to execute it.

In all honesty, the differences between the two are minimal these days. SEO and PR have become simultaneous with each other, and often work closely together to achieve the same target. There are, however, differences between a SEO agency and a Digital PR agency, as my colleague Leanne outlined back in October.

In our very humble opinion, PR agencies always win the authority link building race. Here’s 7 reasons why:

1. Wider Reach

First of all, PR agencies get a point on the board for having a wider reach in campaigns than SEO agencies. Whilst SEO agencies will simply operate focused targets, in an aggressive, often off-brand manner, PR agencies will spread their net wider in a bid to execute an authority link building campaign. From journalists, to bloggers and social media influencers, PR agencies will execute a wider reach in a bid to generate more authority links to your site.

1 – 0 to the PR agencies.

2. PR agencies have the contacts

Our second round sees the PR agencies go 2-0 up against the SEO agencies, with the bigger contact lists of PRs giving them the edge. Whilst SEO agencies will target their campaign specifically, PR agencies will use their extensive list of contacts to generate authority links to the client’s sites. A PR agency does not limit its contacts to journalists anymore either, with bloggers, influencers, YouTube vloggers and much more added to the list of widespread contacts.

The PR agencies take a 2-0 lead here.

3. Brand awareness

An advantage PR agencies have over SEO agencies is that their campaigns are brand aware, whereas SEO agencies are often aggressive in their pursuit of authority links.

Whilst the results can be good, the damage it can do to your brand image can be detrimental. Communications tick the right boxes in terms of positioning the brand in the right area and light, something more favourable than the aggressive techniques of SEO agencies.

PR Agencies 3 – 0 SEO Agencies. Ouch.

4. We’re all in-house

Whilst SEO agencies have caught up in recent times, PR agencies lead the way by having multiple elements of campaigns covered under one roof. For example, here at 10 Yetis we have public relations, social media, video production, graphic design and web design all under one roof.

4 – 0 to the PR agencies.

5. Up all night to get social

As we’ve mentioned above, PR agencies look at the wider picture rather than just getting links. As part of an authority link building campaign, it is important to also get people talking about your brand. PR agencies will do that by also targeting and spreading the word about your brand on social media. Public relations campaigns and off-site marketing are a big part of PR agencies’ link building campaigns.

That makes it 5 – 0 to PR agencies.

6. Creative vs Science

There is a big difference between link building campaigns from SEO agencies and PR agencies. The former are almost scientific in their approach, with statistics, algorithms and a mathematical approach to link building. At the opposite end of the spectrum, you’ve got PR agencies who are definitely more creative in their approach.

A PR agency will use more creative techniques to execute a link building campaign. Tactics such as survey press releases, microsites, infographics and concept images are used to vary the approach and generate authority links as part of a campaign.

These arty campaigns can be really effective as part of authority link building campaigns and also build a buzz about your brand. A brilliant example of a creative authority link building campaign we have implemented is the Safe Driving Playlist for Confused.com.

PR 6 – 0 SEO.

7. Keep your wallet in your pocket

SEO agencies sometimes pay for links they secure for clients, something we as a PR agency would never do as a link building campaign. It’s widely considered a bad idea to pay for links, but some bloggers or sites still do insist on being paid for links. PR agencies are aware that if their story has a good hook then it will get coverage and links, meaning that there is no need to succumb to the pressure of paying for links.

That’s 7 – 0 to the PRs.

8. Quality over Quantity

Don’t get me wrong, it’s good to have an array of links in your authority link building campaign, but often SEO agencies will target links for the sake of it. With a PR agency, you will be getting a campaign targeted to quality links.

We always strive to get the best DA (domain authority) sites possible to link to your site, it is important to have a wide array of sites and DA’s to link back to your site. The quality of these links are more important than the quantity, so always remember that.

That makes it 8 – 0 to the PR agencies, a total whitewash in the authority link building race. If you are interested in PR for SEO campaigns, then please do check out this section on our website or get in touch!