Earn coverage
and links that
build authority.
Digital PR is off-page SEO done in the open. Reinforce Lab builds stories from original data and expert insight, pitches them to the journalists who cover your field, and earns the coverage, links and mentions that build your authority in Google and AI search, with no bought links and no keyword-stuffed press releases.
The story
Coverage
- News site
- Trade press
- Industry blog
Results
- Link → your site
- AI answer · cited: your brand
Pitch · coverage · links · citations
What is off-page SEO, and where does link building fit?
Off-page SEO is what other sites say about you. Links are part of it; so are coverage, mentions and citations in AI answers.
How Google finds and judges you
Google uses links to discover pages and as a signal of how relevant they are.
We earnEditorial links from relevant publications to the pages that matter commercially.
Who is talking about you
Coverage in the publications your buyers read builds trust (and branded search) with or without a link.
We earnFeatures, quotes and mentions in news, trade and industry media.
What AI answers say
AI search tools lean on independent sources. Brands that trusted publications cover are easier to cite.
We trackWhether AI answers mention and cite you, alongside links.
Source: Google, Link best practices · SEO Starter Guide
What makes journalists cover a story?
Relevance, first and by a distance. Cision's 2026 survey of 1,899 journalists in 19 markets is the brief we work to.
Relevance wins
are most likely to engage with a pitch relevant to their beat, audience or coverage area.
Irrelevance loses
reject a pitch that isn't relevant to their audience or coverage, the top reason for deleting one.
Data is in demand
want PR teams to send them more data or research, the most-requested resource.
PR feeds the news
rely on PR-provided content (press releases, pitches, media kits) for story ideas.
No sales pitches
reject pitches that are too promotional or sales-focused.
Email, short, once
prefer pitches by email; 64% say follow up once, and no more.
Source: Cision, 2026 State of the Media Report (survey January to February 2026)
What does our digital PR and link building cover?
Nine ways to earn links and coverage, each chosen for your pages, your market and your budget.
Original data studies
Surveys, analysis of your own data and public datasets, turned into findings journalists can report.
Expert commentary
Your experts offered to journalists on breaking news in your field, often the same day.
Press releases done right
Releases for real news, written for journalists, never as a vehicle for keyword links.
Linkable resources
Tools, guides, indexes and visual data that people cite and link to over time.
Product & brand stories
Launches, milestones and behind-the-scenes angles pitched to the right beats.
Link reclamation
Unlinked brand mentions and broken links to your site turned back into working links.
Partner & industry links
Associations, suppliers, events and partners, where a link reflects a real relationship.
Links to the right pages
Campaigns planned around the service, product and category pages you need to rank.
Citations in AI answers
Coverage in the sources AI search tools draw on, tracked for mentions and citations.
Which link building tactics break Google's rules?
Cheap link building usually means one of these. Here is what Google actually says.
"Buy links in bulk; it's cheaper per link."
Buying or selling links for ranking purposes is link spam: "creating links to or from a site primarily for the purpose of manipulating search rankings."
Source →"Paid placements have to be hidden."
Paying for advertising and sponsorship is normal. It isn't a violation when the links are qualified with rel="sponsored" or rel="nofollow".
Source →"Put your keywords in the press release links."
Links with optimised anchor text in articles, guest posts or press releases distributed on other sites are listed as link spam.
Source →"Run a guest-posting campaign at scale."
Large-scale article marketing or guest-posting campaigns with keyword-rich anchor text links are listed as link spam.
Source →"Anchor text should be your exact keyword."
Good anchor text is descriptive, reasonably concise and relevant, written naturally, without keyword stuffing.
Source →Source: Google, Spam policies for Google web search
How does a digital PR campaign run?
From the pages you need to rank to the journalists who can help them.
Discover
Target pages, competitors' links and coverage, and the beats of the journalists who matter.
Develop
The story and the data behind it, fact-checked, then approved by you.
Pitch
Short, beat-specific emails to a researched list, with one follow-up.
Verify
Every piece of coverage logged, with its link, target page and link attribute checked.
Report & reuse
What landed, what it changed, and the next angle from what journalists responded to.
What you get.
- Link & coverage audit: your links and mentions against competitors', by target page.
- Campaign plan: story angles, target pages and target outlets.
- Research & data asset: the findings, charts and methodology journalists need.
- Press materials: release, pitches, expert quotes and visuals.
- Media list: journalists and outlets chosen by beat and audience.
- Outreach: personalised pitching and follow-up.
- Coverage log: every placement with link status, attribute and target page.
- Monthly report: coverage, links, referral traffic, rankings and AI citations.
How do we measure digital PR?
By relevance and results, not by a raw count of links.
Relevant coverage
Pieces in publications your buyers actually read, by outlet and topic.
Referring domains
New, relevant sites linking to you, and the share that are editorial.
Links to target pages
Links reaching the pages you need to rank, beyond the home page.
Referral traffic & leads
Visits and conversions from coverage.
Rankings & brand search
Movement for target pages and growth in searches for your name.
AI citations
Whether AI answers mention and cite you, and which sources they use.
Nobody honest can guarantee coverage.
Journalists decide what they write and what they link to. An agency that guarantees a number of links is either guessing or paying for placements, and paid links that pass ranking credit are exactly what Google's spam policies target. We guarantee the work: a story worth covering, pitched to the right people, with every result reported.
Who is digital PR for?
Brands with expertise or data worth sharing, in markets where authority decides who ranks and who gets cited.
- 01
Pharmaceutical & Life Sciences
- Research and disease-area data stories for trade and health media
- Expert commentary reviewed by medical and legal teams
- Congress, trial and launch news pitched to specialist press
- 02
Healthcare
- Clinician experts offered for health and local news
- Patient-safe data stories from anonymised, aggregate insight
- Coverage that builds trust signals for health searches
- 03
B2B SaaS
- Original product-usage and industry data reports
- Founder and expert commentary for tech and trade press
- Links to product, integration and comparison pages
- 04
E-commerce
- Product and trend stories for consumer and lifestyle media
- Seasonal data campaigns timed to buying peaks
- Links earned to category and product pages
- 05
Manufacturing
- Trade-press coverage for innovations, plants and contracts
- Engineering experts for industry features
- Industry-body and supplier links, not bought placements
- 06
Technology
- Research reports and benchmarks journalists can cite
- Reactive expert comment on breaking tech news
- Coverage in the publications buyers actually read
- 07
Professional Services
- Thought leadership turned into quotable data
- Partners and experts placed in business and trade media
- Reactive comment on regulation, tax and market news
- 08
Education
- Faculty experts offered for news and features
- Research findings pitched to education and national press
- Links to course, research and department pages
About digital PR and link building.
What is digital PR?
Digital PR is earning coverage, links and mentions from online publications by giving journalists something worth reporting: original data, expert commentary, useful resources or genuine news. For SEO, it is the safest way to build links, because each one is an editorial choice by the publication rather than a placement someone paid for.
What is off-page SEO?
Off-page SEO is everything outside your own website that affects how search engines and AI tools judge it: mainly links from other sites, mentions of your brand, coverage in the press and citations in AI answers. Google uses links to find pages and to judge how relevant they are.
Is affordable link building safe?
Cheap links are usually sold per link, as placements that pass ranking credit, and Google lists buying or selling links for ranking purposes as link spam. Paid placements are fine for exposure if they are qualified with rel="sponsored" or rel="nofollow". On a smaller budget we focus on link reclamation, partner links and expert commentary, which cost less and carry no policy risk.
Do you guarantee a number of links?
No. Journalists and editors decide what they cover and link to, so any guaranteed link count is either a guess or a paid placement. We agree targets for relevant outlets and pages, report every piece of coverage and its link status, and adjust the campaign on what journalists respond to.
Do press releases help SEO?
A press release helps when it carries real news that journalists pick up and write about. Links inside distributed releases should not pass ranking credit. Google lists optimised anchor-text links in press releases distributed on other sites as link spam. We write releases for journalists, not for links.
How long does a digital PR campaign take?
A data-led campaign usually needs several weeks of research, writing and approval before outreach begins; reactive commentary can go out the same day. Coverage arrives after launch, and its effect on rankings builds over months rather than days.
Who links to you, and who links to your competitors?
The free Search Authority Diagnostic reviews your authority, links and AI-search visibility, and shows what to fix first.