{"id":22948,"date":"2025-07-24T16:43:52","date_gmt":"2025-07-24T14:43:52","guid":{"rendered":"https:\/\/onder.nl\/?post_type=diensten&#038;p=22948"},"modified":"2025-12-02T13:58:08","modified_gmt":"2025-12-02T12:58:08","slug":"digital-pr-from-buying-links-to-earning-links","status":"publish","type":"diensten","link":"https:\/\/onder.nl\/en\/diensten\/digital-pr-van-links-inkopen-naar-links-verdienen\/","title":{"rendered":"Digital PR: from buying links to earning links"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Table of contents:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1\">What is digital PR?<\/a><\/li>\n\n\n\n<li><a href=\"#2\">Digital PR versus traditional PR<\/a><\/li>\n\n\n\n<li><a href=\"#3\">Why Digital PR makes a difference<\/a><\/li>\n\n\n\n<li><a href=\"#4\">Who is Digital PR ideal for?<\/a><\/li>\n\n\n\n<li><a href=\"#5\">Our Digital PR approach<\/a><\/li>\n\n\n\n<li><a href=\"#6\">Digital PR as part of content planning<\/a><\/li>\n\n\n\n<li><a href=\"#7\">How to measure the success of a Digital PR campaign<\/a><\/li>\n\n\n\n<li><a href=\"#8\">How can we help you: our Digital PR services<\/a><\/li>\n\n\n\n<li><a href=\"#9\">&nbsp;Blogs on authority and Digital PR<\/a><\/li>\n\n\n\n<li><a href=\"#10\">Digital PR cases<\/a><\/li>\n\n\n\n<li><a href=\"#11\">Frequently asked questions about Digital PR<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1\">What is Digital PR?<\/h2>\n\n\n\n<p>Whereas you used to buy in links and often fish from the same pond as your competitors, Digital PR is all about creating newsworthy content that generates organic media coverage. It is not about posting generic guest blogs, but about developing unique searches, trends and insights that journalists like to pick up. This approach results in valuable backlinks from authority sites, but more importantly, it positions you as an expert in your field.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"2\">Digital PR versus Traditional PR<\/h2>\n\n\n\n<p><strong>Build relationships with journalists to get your story in the media.<\/strong><br>Traditional PR used to be mainly about leveraging contacts. Publicists made sure their clients were mentioned in newspapers, magazines, on radio or TV. They also helped protect reputations in crisis situations. Today, most PR specialists combine traditional and digital PR. Online content often reaches more people<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3\">Why Digital PR makes a difference<\/h3>\n\n\n\n<p>At a time when Google is becoming increasingly critical of link profiles, Digital PR offers distinctive value. Links you earn through quality content weigh more heavily in Google's algorithm than bought links. Each successful campaign not only strengthens your backlink profile, but also adds unique content to your website that your competitors simply don't have. It actually combines Expertise and Authority from the<a href=\"https:\/\/onder.nl\/blog\/eeat-ervaring-in-content\/\" target=\"_blank\" rel=\"noreferrer noopener\"> E-E-A-T<\/a> factors, in order to work on your thought leadership position. Besides:<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\r\n<div id=\"tf-image-block_24c19b3d74d0499fe59e0ccbb8c0f14b\" class=\"block100 tf-image tf-image alignfull tf-image-autowidth tf-image-right\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-1536x1536.png\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-1536x1536.png 1536w, https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-460x460.png 460w, https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-1100x1100.png 1100w, https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-220x220.png 220w, https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-768x768.png 768w, https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-12x12.png 12w, https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent-110x110.png 110w, https:\/\/onder.nl\/site\/uploads\/2025\/07\/Digital_PR_transparent.png 1654w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" alt=\"Image of two circles demonstrating the difference between Digital PR and Traditional PR.\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div><\/div>\n<\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Does Digital PR strengthen your <strong>brand awareness<\/strong>: this is not just a SEO show, but above all a branding show. We have already seen that good Digital PR can also increase branded search<\/li>\n\n\n\n<li>Are the pieces of content on your own website and the insights also nice assets for you again <strong>Content strategy, including via Socials and E-mail marketing<\/strong><\/li>\n\n\n\n<li>Digital PR is a great way to get more <strong>citations and brand mentions<\/strong> get. And that in turn works particularly well in LLMs, such as ChatGPT and Perplexity<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4\">Who is Digital PR ideal for?<\/h3>\n\n\n\n<p>Big brands with existing brand awareness have a natural advantage - journalists pick up their researches faster because the brand already exudes authority. But ambitious start-ups that have not yet built authority can also use Digital PR strategically to establish their expertise position and differentiate themselves in crowded markets. We have already seen our own cases where our clients' brand names were not yet so well known.<\/p>\n\n\n\n<p>Ecommerce companies benefit greatly from Digital PR because media coverage can translate directly into brand awareness and traffic. B2B organisations in specific markets - from SaaS to industrial services - can position their thought leadership by sharing in-depth insights that resonate with their target audience and trade press.<\/p>\n\n\n\n<p>Local companies operating only regionally tend to benefit less from Digital PR. The investment does not outweigh the limited scale at which they operate. Digital PR works best when your story is relevant to a wide audience and when media coverage can actually contribute to your growth ambitions on a larger scale. Local businesses with multiple locations do benefit from PR, of course.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5\">Our Digital PR approach<\/h3>\n\n\n\n<p>We have a well-functioning Digital PR process that has already given us great results on a regular basis. In all these processes, we use AI and specific GPTs, to work more efficiently and increase quality. <\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Step 1: Strategic analysis<\/strong><\/p>\n\n\n\n<p>Coming up with the right ideas does require some preliminary work. It starts, of course, with knowing your customer, target audience and market well. The steps below are as follows: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Inventory of current link profile and competitive analysis<\/li>\n\n\n\n<li>Identification of topics that match your expertise<\/li>\n\n\n\n<li>Brainstorming session for newsworthy angles<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Step 2: Content &amp; 1TP15Search<\/strong><\/p>\n\n\n\n<p>Digital PR is all about brand mentions and links. Yet the 'core' of the service is always a lot of <a href=\"https:\/\/onder.nl\/en\/services\/seo-texts\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/onder.nl\/diensten\/seo-teksten\/\" rel=\"noreferrer noopener\">content <\/a>on your own website. To get there, take the following steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Data collection through own sources, CBS, external panels<\/li>\n\n\n\n<li>Creation of landing page with full 1TP15Research results<\/li>\n\n\n\n<li>Writing press releases for journalists<\/li>\n\n\n\n<li>Visual support (infographics, graphs)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Step 3: Media outreach<\/strong><\/p>\n\n\n\n<p>Each research has its own outreach. Digital PR for a fashion player requires a very different press list than e.g. research for a college. We take the following steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Compile press list of relevant media<\/li>\n\n\n\n<li>Targeting journalists and editors<\/li>\n\n\n\n<li>Timing and follow-up for maximum pickup<\/li>\n\n\n\n<li>Monitoring and reporting of placements<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Step 4: Results &amp; optimisation<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tracking of backlinks, media value and traffic<\/li>\n\n\n\n<li>Outreach from brand mentions (to make it a link)<\/li>\n\n\n\n<li>Analysis of successful elements<\/li>\n\n\n\n<li>Learnings for subsequent campaigns<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\r\n<div id=\"tf-buttons-block_3dd73b68f66fc5ba136634856823339d\" class=\"block100 tf-buttons tf-buttons alignfull\">\r\n\r\n          <a class=\"btn  btn-turq\"\r\n          href=\"#pagepopup\"\r\n          target=\"\">\r\n           <span>Help me with Digital PR!<\/span>\r\n       <\/a>\r\n   \r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"6\">Digital PR as part of content planning<\/h3>\n\n\n\n<p>Digital PR works best as a structural part of your content calendar. By launching quarterly or biannual campaigns, you systematically build your authority and link profile. Each campaign - whether it generates a lot of links or not - adds unique content that your competitors don't have. It also works very well if, as a brand, you publish the same trend search annually or periodically.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"7\">How to measure the success of a digital PR campaign<\/h3>\n\n\n\n<p>One of the great advantages of digital PR is that it <strong>measurable and traceable<\/strong> is. So you can see exactly which campaigns or messages are successful and which are less successful.<\/p>\n\n\n\n<p>But which <strong>metrics<\/strong> do you use to measure and report performance?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Clicks<\/strong> - If a link is included in an article or post, you can click it through to a landing page to follow the activity.<\/li>\n\n\n\n<li><strong>Links<\/strong> - See how many links your publication has received and the quality of those links.<\/li>\n\n\n\n<li><strong>Social shares<\/strong> - How many times was the campaign or article shared on social media and by whom?<\/li>\n\n\n\n<li><strong>Leads or sales<\/strong> - Are any leads or sales attributable to the campaign? You can see this in GA4 by looking at the first or last page visited, or by setting an 'Event' goal. Or was there a spike in sales when the campaign went live?<\/li>\n\n\n\n<li><strong>ROI<\/strong> - Was there a good return on the campaign? This could include visibility, web traffic, brand sentiment or sales.<\/li>\n<\/ul>\n\n\n\n<p>Ultimately, you have to <strong>digital PR strategy<\/strong> focus on providing <strong>valuable and informative content<\/strong> for your target audience. Moreover, make sure this content is integrated into the broader company's content pillars and SEO strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"8\">How can we help you: our Digital PR services<\/h3>\n\n\n\n<p>Digital PR is becoming increasingly important in the world of SEO. Traditional 'guest blog' link building has become a race to the bottom, as every website goes for the same placement and maximising a budget. At Digital PR, we go back to the essence: marketing. <\/p>\n\n\n\n<p>We help many clients with Digital PR in the following way:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>A Digital PR service<\/strong>: a collaboration with the client in which we focus solely on Digital PR<\/li>\n\n\n\n<li><strong>An integral <a href=\"https:\/\/onder.nl\/en\/services\/seo-advice\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/onder.nl\/diensten\/seo-advies\/\" rel=\"noreferrer noopener\">SEO services<\/a><\/strong>: a collaboration in which Digital PR onder is part of the SEO services<\/li>\n<\/ol>\n\n\n\n<p>Can we help your organisation with this? Contact us today!<\/p>\n\n\n\r\n<div id=\"tf-buttons-block_a1495809078e3897a42f1ea8480556c5\" class=\"block100 tf-buttons tf-buttons alignfull\">\r\n\r\n          <a class=\"btn  btn-turq btn-iconafter\"\r\n          href=\"#pagepopup\"\r\n          target=\"\">\r\n           <span>I need help with Digital PR<i class=\"far fa-arrow-alt-circle-right\"><\/i><\/span>\r\n       <\/a>\r\n   \r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"9\">&nbsp;Blogs on authority and Digital PR<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/onder.nl\/blog\/zo-analyseer-je-domeinen-en-bouw-je-een-krachtige-linkbuilding-en-contentstrategie\/\">Here's how to analyse domains and build a powerful link building and content strategy<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/onder.nl\/blog\/parasite-seo\/\">What is parasite SEO? And why it no longer works<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"10\">Digital PR cases<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/onder.nl\/en\/cases\/\" data-type=\"link\" data-id=\"https:\/\/onder.nl\/cases\/\">Digital PR case Good Stay<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"11\">Frequently asked questions about Digital PR<\/h2>\n\n\n\n<p><strong>What is Digital PR?<\/strong><br>Digital PR is an online strategy to increase a brand's visibility and authority through digital media, such as news websites, blogs and social media. It combines PR with SEO.<\/p>\n\n\n\n<p><strong>How is Digital PR different from traditional PR?<\/strong><br>Traditional PR often focuses on offline media (newspapers, TV, radio). Digital PR uses online channels and puts more emphasis on link building, online visibility and measurable results.<\/p>\n\n\n\n<p><strong>Why is Digital PR important for SEO?<\/strong><br>Publications on strong websites often generate backlinks. These links increase domain authority and help your website rank better in Google.<\/p>\n\n\n\n<p><strong>What types of campaigns does Digital PR at Onder cover?<\/strong><br>Examples include data-driven searches, creative content (infographics, videos), press releases, thought leadership articles and interactive tools.<\/p>\n\n\n\n<p><\/p>","protected":false},"author":5,"featured_media":23623,"template":"","class_list":["post-22948","diensten","type-diensten","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/diensten\/22948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/diensten"}],"about":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/types\/diensten"}],"author":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/users\/5"}],"version-history":[{"count":1,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/diensten\/22948\/revisions"}],"predecessor-version":[{"id":24892,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/diensten\/22948\/revisions\/24892"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media\/23623"}],"wp:attachment":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media?parent=22948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}