A lot of companies are uncertain about working with a link building agency or digital PR providers. These options have some similarities, but their purpose is different.
Keep reading and learn about the nuances of both approaches!
Intro: Two Services, One Goal — But Different Paths
Link building and digital PR increase your business’s authority and visibility. They help you reach top positions and grow traffic. Even though the objective is the same, the approaches are different.
Why this comparison matters in 2025
Search algorithms now reward authenticity and brand signals next to traditional backlink profiles. So, it’s hard to separate link building from digital PR.
You might risk wasting resources or tracking the wrong metrics if you can’t differentiate between backlink investment and reputation building.
This comparison is essential for any brand that wants stable growth.
Common confusion between link building and digital PR
Most brands think that any activity generating backlinks qualifies as digital PR.
Yet, link building agency usually earns references via
- Targeted outreach
- Content
- Technical SEO tactics
Digital PR works with unpaid media and newsworthy campaigns that attract coverage.
The first method is more predictable than the second one. Confusing them can lead to misaligned anticipations.
By knowing the difference, you can specify exact goals and avoid dissatisfaction.
What a Link Building Agency Actually Does
The best link building agencies have one task. They help you get top-tier backlinks that increase your exposure and organic visitors.
Their tactics are systematic and strategic. These services combine research and networking.
Here are some elements of their fundamental strategies.
Focus on backlinks and search performance
The best link building agencies focus on backlinks.
Browsers treat backlinks as a measure of confidence and authority. You have a higher chance of ranking when credible sites reference your content.
However, not every backlink is valuable. For example, a mention in a low-quality directory won’t help you much. A professional provider knows that search performance depends on
- Links from reputable publications
- Contextual relevance
- Natural placements
They help you establish trust and drive more sales.
Outreach, content placement, anchor strategy
Link building agency has many roles. Their work includes research, content creation, and planning.
Here are the main processes they handle.
Outreach
Agencies start by identifying potential partners. They concentrate on bloggers or sites with similar audiences to your target market.
Effective outreach includes
- Personalized messages
- Valuable content
- Long-term relationships
Smart providers put a lot of resources into establishing connections to get quality link opportunities.
Content Placement
The next step is content creation and placement.
Agencies usually create
- Guest posts
- Expert roundups
- Resource guides
These content pieces should align with editorial criteria. Best link building providers ensure they are relevant to the publisher’s audience and optimized to include your backlink naturally.
Anchor Strategy
Another critical component of any SEO strategy is anchor text. Over-optimization can trigger red flags with Google’s algorithms.
An experienced agency helps you bypass this risk. They combine placements and develop a strategy that is appropriate to your target keywords. Also, they balance different anchor types, including
- Exact match
- Partial match
- Branded
- Generic
This distribution lets you build an accurate profile.
What a Digital PR Agency Focuses On
A digital PR team concentrates on growing your presence and credibility. Their strategy not only supports SEO. It also drives direct traffic and lasting recognition.
Here are the main areas PR specialists work with.
Media coverage and brand visibility
The primary goal of any PR campaign is to ensure top-rate coverage for your brand. These specialists develop unique materials to put your name in respected publications.
The main formats they use are
- Original research reports
- Surveys
- Visual analytics
- Expert perspective
PR specialists know how to build and support relationships with journalists. Also, they distribute your message across multiple channels and monitor coverage.
Each feature in a reputable source helps build your authority and increase interactions.
Less control over anchor text and target URLs
You have minor control over the technical aspects of backlinks with digital PR. These specialists don’t act like a link-building agency. Reporters are designing content for their audiences, not just for your SEO goals.
You can’t determine which part of your site they will mention. Plus, you have little control over the anchor text.
Some publications have strict policies around links. They only reference brands without live hyperlinks or use “nofollow” attributes.
This approach may feel limiting at first. However, it creates a more realistic and authentic backlink profile.
Key Differences to Consider
Link building and digital PR are frequently grouped because both can earn backlinks. As you already know, they are not the same. Each method has different purposes and workflows.
Here are the main distinctions to review.
Goals: Rankings vs Brand Mentions
Link building agency mainly focuses on advancing your site’s SERPs. Their top intent is to get backlinks with relevant anchor text that point to specific pages. More contextually relevant links help enhance your domain authority and keyword positions.
Digital PR services increase brand awareness. Their main objective is to secure mentions in trusted articles, news sources, and niche media.
Reporting and KPIs
Link building agency measures success in definite SEO metrics. Their reports generally have
- Number and quality of new backlinks
- Referring domain authority
- Anchor text distribution
- Impact on keyword rankings
Digital PR firms report on a range of visibility metrics. Their KPIs cover
- Number of media mentions and press hits
- Calculated reach and impressions
- Sentiment scoring
- Any backlinks earned
Cost structures and retainers
Link-building agency commonly prices their services based on the quantity and quality of backlinks. They offer different pricing plans, including
- Per link
- Monthly retainers
- Project-based fees
Their costs are often more predictable.
Digital PR agencies usually operate on project fees that cover all their activities. Results depend on editorial control, so you can’t be sure of the outcome.
When You Should Choose One Over the Other
Choosing between a link building agency and a digital PR service isn’t easy. Each alternative can present you with something valuable. So, judge them depending on your priorities and development stage.
You need a link-building agency if…
Link building agency is for you if you’re targeting specific phrases and want to climb in the results. They can also help you enhance content assets that need more authority.
Try working with a professional agency if you want predictable results. They usually offer monthly reports with all the details.
Another reason to work with them is if you have many competitors with strong SEO.
You need a digital PR agency if…
Digital PR is perfect for positioning your company as an expert source and earning mentions.
It can help you gain media attention if you have some unique content or data to share. Also, these services let you set your brand apart from others.
Choose this option if you want to achieve long-term authority and trust. PR campaigns drive referral traffic and social engagement.
Final Thoughts: Can You Combine Both?
You probably want to know which strategy will benefit you more. Actually, the mix of both is an ideal solution.
Smart backlink acquisition improves your rankings and grows organic traffic. Press engagement allows you to establish a recognizable brand image.
We recommend you start with link building to establish DA and then move on to PR to make your business more recognizable.