Experts Weigh In: Why SEOs are Undermining Digital PR
The way we approach public relations has shifted. The focus on cost-per-link as a primary metric for success raises questions about the creativity and storytelling essential for meaningful engagement. When success is defined by numbers, we risk losing the connections that great storytelling can forge.
A broader perspective is needed. We must rethink how digital PR contributes to brand growth and audience connection. Instead of getting tangled in metrics, the conversation should center around effectiveness and innovation in our outreach strategies. We’ve compiled opinions from experts who share their insights on valuing creativity and building lasting relationships in digital PR.
Alex Foster, Head of SEO, Quikster
Digital PR should be a tool in the SEO arsenal, but the pursuit of a cost-per-link metric leads many to underuse its potential. Where backlinks are equated with value, there’s a risk of oversimplifying this approach. By focusing solely on link acquisition costs, we’re not just stifling creativity; we’re hindering genuine innovation that could redefine digital PR effectiveness.
The emphasis on efficiency over effectiveness can lead to a commoditized approach—one where agencies prioritize high link counts over impactful storytelling and strategic creativity. Instead of using data, narratives, and relationships to foster meaningful connections, many are simply chasing numbers. This marks a shift away from the essence of digital PR, which should encompass brand visibility and trust-building, rather than a transactional exchange of links.
Let’s not lose sight of the bigger picture. Digital PR is not just about the here and now; it should be viewed as an ongoing strategy that builds brand equity and engages audiences over time. By recalibrating our focus from cost-per-link to effectiveness, we can unlock the transformative potential of digital PR and drive long-term SEO growth. By embracing the inherent creativity within this field, we can craft campaigns that not only earn links but effectively resonate with our target audiences, enhancing our brands in the process. The choice is clear: to stagnate in efficiency or to innovate for a future that better serves our SEO objectives. It’s time we make the right one.
Alyssa Shupnacki, Content Lead, Thrive Media Group
The focus on cost-per-link in digital PR is detrimental to the art and effectiveness of storytelling in SEO. Digital PR can create lasting brand authority, generate high-quality backlinks, and enhance visibility. When agencies reduce it to a numbers game, they undermine the principle that creativity drives results.
While measuring ROI and link efficiency offers data, it shouldn’t eclipse the value of fostering relationships and crafting compelling narratives. A fixation on cost per link stifles innovative ideas essential for engaging campaigns that resonate with audiences and attract genuine interest.
The best digital PR campaigns don’t just chase numbers; they forge connections, impart valuable information, and build long-term trust. By focusing solely on efficiency, we risk commoditizing something that thrives on originality and emotional resonance. Those pursuing results must recognize that the organic mentions from a strong digital narrative often carry more weight than the number of links.
Digital PR should be evaluated on its effectiveness. This means valuing creativity over metrics. In doing so, we can cultivate strategies that truly better brand growth. If we judge digital PR based on cost-per-link, we may stifle a vital engine of audience engagement. Let’s prioritize creativity to unlock digital PR’s full potential.
Lucy Mitchell, VP of Content, Cloudscape
Digital PR is at a pivotal point, and the industry’s future depends on how we redefine its value. The current focus on cost-per-link is not just ineffective; it reduces the essence and potential of digital PR, which should thrive on creativity and effectiveness. Instead of seeing digital PR as an SEO commodity or a numbers game, we should embrace it as a tool for storytelling that builds brand authority and trust.
Focusing only on link-generation costs creates a market where creativity and strategic insight are secondary. When SEOs emphasize efficiency over effectiveness, they stifle innovative ideas that may not yield immediate results but could ultimately bring significant gains. This approach can deter agencies from implementing imaginative strategies that lead to standout campaigns.
Brand mentions, often overlooked, can be more impactful than link counts, contributing to perceptions of authority and relevance in the digital space. By prioritizing effectiveness, digital PR campaigns can flourish, maximizing visibility and fostering genuine connections with audiences.
The lesson is clear: to ensure digital PR thrives, we must shift our thinking from cost efficiency to understanding its potential. Embracing this mindset will lead to richer, more effective PR strategies that benefit both SEO and brand positioning in the long run.
Olivia Collins, Director of Marketing, Evergreen Essentials
It’s rich how some SEOs treat digital PR like the latest smartphone model—buying into the flashy features without understanding the core functionality. The trend of focusing on cost-per-link is misguided; it’s diluting the essence of what digital PR offers. Snagging links at a lower price might seem like a victory, but it’s a path riddled with stagnation and missed opportunities.
Digital PR isn’t about link acquisition; it’s about building brand authority and media exposure. By reducing it to a mere efficiency number, we risk turning a vibrant storytelling method into just another line item in a budget. It’s laughable how quickly we rush towards commodifying something that thrives on creativity and human connection.
Why would we stifle the very innovation that can drive meaningful brand engagement? When we chase low-cost links, we trade rich narratives for mere numbers—a disastrous exchange. Brands should foster authentic relationships and craft stories that resonate, not just cobble together cookie-cutter link packages.
Our pursuit of metrics risks overlooking the immense value digital PR brings beyond SEO. Continuing down this path, we might expect our campaigns to amount to little more than a hollow echo in a crowded digital marketplace. Embracing creativity, rather than chasing low-hanging fruit, is essential for evolving our approach toward genuine, lasting impact in PR and SEO.
Mike Turner, Senior Content Marketer, Oasis Beverages
Digital PR is being limited by outdated metrics and an obsession with cost per link. This fixation is not just miscalculated; it’s harmful to what digital PR can achieve. When agencies focus on efficiency this way, they’re putting a price on creativity, encouraging a commoditized approach that weakens the originality and innovation this field needs.
Digital PR is about storytelling, amplifying brand voices, and gaining real traction in a crowded market—none of which can be distilled into a numeric metric. When agencies box in their strategies by delivering “guaranteed” links at the lowest cost, they take away the tactics that can elevate a brand above the noise. We should reward expansive thinking, risk-taking, and unique approaches to outreach—instead, we risk entering a feedback loop where everyone produces cookie-cutter content that fails to impress.
The market is evolving, and so should our understanding of what digital PR truly is. It’s time we shift the conversation from short-term cost efficiencies to long-term, impactful engagement. The debate shouldn’t be about how much we can get for the lowest cost but how much real value we can drive through thoughtful and creative campaigns. This is the only way to restore the vibrancy of digital PR and ensure its rightful place within a comprehensive SEO strategy.