How to integrate backlinks into your PR strategy

Many in PR use data, but there’s little understanding about what you can learn by digging deeper into data. Here are a few keys to consider—and how they might improve your PR tactics.

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In measuring the success of PR campaigns, our industry should take new thought. We should use data to prove our importance.

PR pros must show how our ideas and tenacity generate awareness, but also unify and augment the work of marketing, sales and product development.

I have a background in search engine marketing, so I’ve been expected to use data to optimize campaigns throughout my career.

By digging deep into the huge link data, I’ve found many use cases for PR pros.

Here’s why communicators should consider links a vital metric when they report on their campaigns:

Links are a form of citation.

When I started talking about link data as a metric a couple of years ago, one PR exec said, “All my client wants is a mention in The Wall Street Journal.” A brand mention is great, but what if a journalist decides to link to your company site but doesn’t mention your brand name? Isn’t linking to the business from an authoritative site a mention? I suggest it is.

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