The digital PR agency for links, not clippings.

What a digital PR agency does for your SEO

Digital PR is PR with SEO as the measure of success. Where traditional PR reports on coverage and awareness, a digital PR agency earns backlinks in real articles that move your Google rankings. We do that with three types of campaign: data studies built on information only you have, quick reactions for journalists covering a story right now, and a library of approved expert quotes ready to send when news breaks.

Our digital PR services are measured in SEO terms: new sites linking to you, how strong those sites are, whether the link passes ranking value and the change in organic traffic on the linked page. That makes digital PR the editorial core of our link building, without paid placements. When a publication asks for payment, we tell you, so you can decide whether to walk away.

Why companies choose LASEO as their digital PR agency

LASEO is a 100% SEO agency, so every campaign starts from the pages you want to rank, not from a press release. Our consultants pitch the right reporters by name at leading and mid-sized publications such as FT, Forbes, NRC and FD, and keep those relationships going between campaigns. Brands like Philips, Bang & Olufsen and Bugaboo trust LASEO with their organic growth.

Every link we earn shows up in your report with the publication, the page and the words used in the link, and we track each one for six months after launch. That way digital PR stops being a pile of press clippings and becomes link building you can measure in rankings and organic revenue. Curious about budgets? Read what link building costs.

Digital PR for SEO and AI search

ChatGPT, Perplexity and Google's AI Overviews build their answers from sources they trust, such as news sites and trade media. Digital PR puts your brand in exactly those sources. An article in a respected publication strengthens your Google rankings and makes your brand part of the material AI tools draw from when buyers ask for advice.

So we pick publications on their value in Google and in AI search, not on audience size alone. Next to your rankings, we track how often AI tools mention your brand for the questions your buyers ask, and your monthly report shows both. Read more about AI SEO.

Digital PR services, explained without the agency-speak

When you hire digital PR services you are buying three things: content good enough for a newsroom, personal pitches to journalists and results measured in SEO. That is different from traditional PR, which reports on coverage and awareness, and from generic link building, which buys placements on low-quality blogs. It works like pitching a newsroom, with search rankings as the measure of success.

Digital PR vs traditional PR

Traditional PR reports on advertising-equivalent value, share of voice and media reach. Digital PR reports on new sites linking to you, how strong those sites are, how many links pass ranking value (do-follow) and the change in organic traffic on the pages they link to. Same craft of pitching journalists, different way of measuring. A campaign that wins a Volkskrant article is a success in both worlds. Only digital PR will tell you the link was no-follow, meaning it passes less ranking value, and quietly drop it from the success report.

Digital PR vs generic link building

Generic link building buys guest posts on weak blogs (authority score 15-30) at 250-500 EUR per post. Digital PR earns links in articles on strong news sites (authority score 70-90) without paying for the link: the budget goes to the content and the outreach instead. At the top end of digital PR the total cost per link is similar, but the quality of the link and the authority it passes on your topic are in a different league.

Data studies, news reactions and expert quotes

Three types of campaign. A data study creates something only you have, which keeps getting picked up by media for 6-18 months. Reactive PR offers your spokespeople to journalists who are covering a story right now, through platforms such as HARO, for quick wins. Expert commentary builds a library of approved quotes on three to five core topics, ready to send when news breaks. Mature programmes run all three at the same time.

Do-follow vs no-follow links

A do-follow link passes ranking value to your page more directly. A no-follow link carries a tag asking Google not to count it, but Google has confirmed it treats that tag as a hint rather than a rule, so these links increasingly count too. A no-follow link from BBC, Bloomberg or NRC still helps rankings because Google connects your brand with that publication, it sends visitors, and smaller publications that do pass ranking value quote it. We track both, and when we value a link, the strength of the site counts for more than the tag.

Earned articles vs sponsored or paid ones

Editorial means a journalist read your pitch, decided the story was worth covering and linked because the story called for it. Sponsored or paid means money changed hands. Even if the article looks editorial, Google sees a paid link, with the risk that comes with it. We only do editorial outreach, and we tell you explicitly when a publication asks for payment, so you can decide whether to walk away.

Realistic digital PR pricing

A single digital PR campaign (one data study, six to ten weeks, aiming for twelve to twenty links) runs EUR 8,000 to EUR 25,000 in Europe, depending on scope, the number of languages and how complex the research is. Ongoing monthly programmes with three to four campaigns a year plus continuous news reactions run EUR 5,000 to EUR 12,000 per month. Anyone selling digital PR in top media for under EUR 3,000 per campaign is selling press release distribution.