Earned media isn’t just about vanity—it’s one of the most powerful SEO weapons. Here’s how to turn press into rankings and real traffic.
Public relations and SEO used to be two separate worlds. But in 2025, they’ve collided—and the smartest brands are winning by using strategic media coverage to supercharge their Google rankings. The linked page’s ranking can be affected by the anchor text used for backlinks, which helps search engines understand the content of that page.
If you’re still treating press like a branding play only, you’re leaving massive organic traffic and authority on the table. Backlinks from high-authority news sources like Forbes, Rolling Stone, Business Insider, and Elle are not just trophies—they’re rocket fuel for your visibility. However, there are risks associated with purchasing backlinks, and it is crucial to focus on acquiring high-quality backlinks. This guide will teach you how to use PR for what Google loves most: trust, authority, and relevance.
Search engines assess various factors to determine content quality, including links from reputable websites.
Introduction to Backlinks
Backlinks are a cornerstone of search engine optimization (SEO), acting as endorsements from one website to another. When a web page links to your site, it signals to search engines that your content is credible and valuable. This “vote of confidence” can significantly boost your rankings on search engine results pages (SERPs). High-quality backlinks are particularly powerful, as they not only enhance your site’s authority but also drive organic traffic. Effective link building strategies are essential to acquire these valuable links, ensuring your website stands out in the crowded digital landscape.
Why Backlinks Still Rule SEO in 2025
Despite algorithm updates and AI search models, backlinks remain one of Google’s top ranking factors. Historically, digital marketers aimed to acquire as many backlinks as possible for organic traffic growth. But not all backlinks are equal.
A backlink from CNN.com is 1,000x more powerful than a comment link on someone’s blog. Google looks at:
- Domain Authority (DA) of the linking site
- Relevance to your niche
- Anchor text used in the link
- Traffic and freshness of the linking page
- Diversity of backlink sources
Links pointing to a page from authoritative sources act as trust signals for Google, enhancing the page’s credibility and improving its rankings on search engine results pages.
PR-based backlinks from reputable news sites check all the boxes—and more. SEO backlinks serve as endorsements from other websites, enhance search engine visibility, and signal content authoritativeness, all of which play a vital role in improving a site’s ranking.
What Makes PR Backlinks So Powerful?
- Editorial trust – These aren’t paid links—they’re earned mentions
- High authority – Most media sites have DA 70–95+
- Topical alignment – Your brand is mentioned in a real, context-driven way
- Index priority – Google crawls news sites faster than blogs
- Future-proof – Less likely to be deindexed or penalized
A comprehensive link building strategy that focuses on earning high-quality backlinks is crucial for long-term SEO success.
It’s the ultimate combo: credibility + SEO value + audience exposure.
The importance of the target page to which a backlink points cannot be overstated. The relevance and quality of the referring domain significantly impact the perceived value of the target page and its SEO performance.
Backlinks contribute to SEO by acting as indicators of a site’s credibility and authority, thus impacting its rankings on search engine results pages (SERPs).
Backlink Quality
Not all backlinks are created equal. High-quality backlinks tend to share key traits that make them more valuable for SEO. A single high-quality backlink can outweigh the impact of thousands of low-quality ones. These quality backlinks are crucial for enhancing your website’s credibility and authority. Dofollow links, which pass SEO value, are particularly beneficial and can be obtained through methods like guest blogging and broken link building. While nofollow links have their place, focusing on acquiring high-quality, dofollow backlinks will significantly improve your search engine rankings and overall SEO performance.
Step 1: Target Media Outlets That Offer DoFollow Links
Not all press links count equally.
Some major outlets include DoFollow links (which pass SEO value), while others use NoFollow or sponsored tags. Incoming links, also known as inbound links, are significant in SEO.
Common DoFollow sources:
- Forbes (contributor articles)
- Business Insider
- TechCrunch
- Rolling Stone
- Yahoo! News
- AP syndication partners
- Many niche blogs and publications
Common NoFollow/Sponsored:
- Entrepreneur (in some sections)
- BuzzFeed
- Medium
- Huffington Post
Tip: Even NoFollow links still help with visibility, referral traffic, and authority—but you want a mix, and DoFollow is gold. Contextual links embedded within the main body of content carry greater SEO value.
Step 2: Publish Newsworthy Stories With Linkable Assets
If you want PR to drive SEO, your stories need natural link inclusion. Leveraging site links can drive referral traffic and improve site authority.
Examples:
- Launch a report or trend study (e.g., “2025 Creator Economy Trends”)
- Release a visual asset like an infographic or interactive tool
- Publish a controversial or bold founder story
- Host a public-facing event (physical or digital)
- Build a high-value resource page that writers want to reference
These allow journalists to organically link back to you—without asking for it. It is important to acquire naturally earned backlinks from reputable sites.
Step 3: Work With PR Agencies That Understand SEO
Many old-school PR firms still don’t understand how links work. You need a team that blends media outreach with SEO intent. Inbound links serve as valuable endorsements from other websites.
What to look for:
- Guaranteed publication on sites that offer DoFollow
- In-house SEO writers who optimize your anchor text and context
- Ability to include links to your key service pages, not just homepages
- Backlink reporting post-placement
Backlinks are important in SEO as they signal trust and authority to search engines.
VUGA Media Group is one such agency that offers high-authority placements specifically structured to boost SEO rankings—while building brand reputation at the same time.
Step 4: Optimize Your Anchor Text and Destination URLs
When possible, request that your link includes strategic anchor text, like:
- “Top PR agency in Miami”
- “Best digital artist in the U.S.”
- “Press release distribution guide”
- “SEO for luxury brands”
Acquiring backlinks from high authority sites contributes more value to SEO strategies.
Linking to a specific landing page or blog post, not just your homepage, increases relevance and conversion potential. Emphasize the value of links from an authoritative website to build credibility and improve SEO.
Important: Don’t over-optimize—too many keyword-heavy anchors can trigger spam filters. Use a natural mix.
Step 5: Use HARO and Qwoted to Earn “Expert” Mentions
Want backlinks without writing your own stories? Sign up for:
These connect you with journalists seeking expert quotes. If your quote gets used, you’re often linked back as a source. External links boost credibility and aid search engines in assessing the relevance of web pages.
Bonus: These placements are usually in high-DA sites and count as earned media, not guest posts or sponsored content. Backlinks affect the ability of web pages to rank in search engines.
Step 6: Create a “Press Page” That Stacks Authority
Every media win should be amplified.
Create a Press or As Seen In page on your website, and list:
- The article title and outlet logo
- A short excerpt or quote
- A DoFollow link to the feature
High-quality backlinks contribute to a website’s ability to rank higher in search engine results.
Not only does this create a trust wall for visitors, it also boosts your internal link structure, feeding SEO juice across your site.
Providing relevant content is crucial to earn backlinks and enhance your online presence.
Step 7: Track the Impact With SEO Tools
Use:
- Ahrefs or SEMRush – to track your new backlinks and domain authority. Both backlinks and internal links improve page and domain authority.
- Google Search Console – to monitor keyword movement
- Google Analytics – to see referral traffic from press placements
- Ubersuggest – for a free snapshot of page performance
This helps you understand which publications move the needle—and where to double down. Additionally, remember that backlink strategies are relevant to other search engines as well.
Step 8: Repurpose Press Into Evergreen SEO Content
Turn that Rolling Stone interview into:
- A blog breakdown (“What I Learned From Being Featured in RS”)
- A YouTube video
- Instagram carousels
- A LinkedIn post
- Email campaign
Backlinks can be influenced by media requests seeking expert tips on a particular topic.
Each time you link back to your feature, it reinforces SEO strength—and shows Google your brand authority ecosystem.
It’s also important to monitor and resolve broken backlinks, as they signify lost opportunities for traffic and authority.
Effective Link Building
Effective link building is about creating high-quality content that naturally attracts links from other websites. Content marketing plays a pivotal role here, as valuable and informative resources are more likely to earn backlinks. Strategies like broken link building, where you replace broken links on other sites with your own content, and guest blogging, where you contribute articles to other websites in exchange for a link, are highly effective. Building relationships with authoritative sites in your niche can also increase your chances of acquiring high-quality backlinks. Utilizing SEO tools and exploring link building opportunities, such as resource pages and internal links, can further enhance your efforts to generate valuable backlinks.
Avoiding Common Mistakes
When building backlinks, it’s crucial to avoid common pitfalls that can damage your website’s online presence. Spammy backlinks, often obtained through link schemes or purchased links, can lead to severe penalties from search engines. Over-optimizing anchor text can also backfire, as it may appear manipulative and trigger penalties. Additionally, focusing on quantity over quality by building too many low-quality backlinks can harm your site’s credibility and authority. Instead, prioritize acquiring high-quality backlinks from authoritative websites and use natural, descriptive anchor text to maintain a healthy and effective backlink profile.
Final Thoughts on Link Building
Smart PR isn’t just about getting your name in lights. It’s about earning digital territory. Every article you land, every link you earn, and every brand mention you control adds up to a stronger search presence, higher rankings, and lasting trust. Strategic link-building approaches are crucial for SEO success, focusing on acquiring high-quality backlinks from authoritative and relevant websites.
If you want to win Google in 2025, forget chasing hacks. Earn your position—and let PR be your most powerful SEO weapon. Be cautious of guest posting on low-quality sites, as it can seem manipulative and may fail to provide SEO benefits.
