Digital PR
Digital PR has always been about earning links and coverage from credible publications. That hasn't changed. But what has changed is the scope of what good PR can do for your search visibility.
The backlinks you earn still matter for traditional SEO. But the coverage itself - the mentions, the citations, the digital footprint your brand builds across the web - now also influences how AI platforms perceive your authority. When ChatGPT, Perplexity, or Google's AI Overviews decide which brands to cite, they're drawing on the same web of information that digital PR helps you build.
At SILO, we approach PR with both outcomes in mind. Every piece of coverage should earn a link worth having. But it should also build the kind of genuine brand presence that compounds across both traditional and AI search.
Reactive digital PR
Journalist requests move fast. When a publication needs an expert comment, a data point, or a brand perspective, the window is often hours, not days. Liv and the team monitor journalist requests in real time and respond quickly with relevant, well-positioned commentary that earns coverage in the publications that matter to your sector.
Proactive campaigns
We develop and pitch original stories designed to earn coverage at scale. Data-led campaigns, survey-based stories, trend analysis, expert commentary pieces - the format depends on what your audience and the media in your sector respond to. Every campaign is built around topics that are strategically relevant to your business, not just designed to generate links.
Strategic link building
Not all links are equal. We focus on earning backlinks from sites that carry genuine authority in your space - editorially placed, topically relevant, and from publications that search engines and AI platforms actually trust. Quantity doesn't interest us. Quality and relevance do.
AI search visibility through PR
This is where digital PR is evolving fastest. We analyse which third-party sites are being cited by AI search platforms in your space. In some cases, the most effective way to gain AI visibility isn't competing directly for a citation - it's making sure your brand is featured on the pages that AI is already referencing. That might mean securing mentions in affiliate roundups, industry listicles, review sites, or editorial features that AI platforms trust and cite frequently.
How digital PR fits the wider strategy
Digital PR doesn't work in isolation. It's most effective when it's aligned with your SEO strategy and content plan. The topics you're building authority around on your site should be the same topics your PR is earning coverage for. That consistency reinforces your topical authority and accelerates the compounding effect of organic growth.
Want PR that builds real authority?
Let's talk about how digital PR can strengthen your search visibility - in both traditional and AI search.