Link building has long been one of the cornerstones of SEO. Earn enough high-quality backlinks, point them at the right pages, and rankings typically follow. But as search evolves faster than ever, particularly due to the rise of AI-powered search experiences, the conversation is changing.
Local SEO no longer revolves so much around how many links you have or where they point, but increasingly around who is talking about your brand, where those mentions appear, and how authoritative those sources are.
That shift has sparked an important debate in the SEO world: digital PR vs traditional link building, which is better for local SEO?
The short answer is that both matter, but they serve different purposes. More importantly, their relative value is changing as AI-driven search relies more on brand signals, authority, and context, not just links.
Let's break it down.
Understanding Traditional Link Building for Local SEO
Traditional link building focuses on acquiring backlinks from relevant websites with the goal of improving organic rankings. In local SEO, these links typically come from:
- Local business directories
- Chambers of commerce
- Industry associations
- Guest posts on niche blogs
- Sponsorships or community partnerships
When done correctly, local link building helps search engines understand relevance, trust, and authority, particularly within a specific geographic area.
Why Traditional Link Building Still Matters
Backlinks remain a confirmed ranking factor. For local SEO, they help:
- Strengthen the authority of location pages
- Improve visibility in competitive local SERPs
- Support Google Business Profile rankings indirectly
- Build topical relevance within an industry or region
If your local business has zero authoritative backlinks, it's unlikely to compete against established competitors, especially in highly competitive verticals like legal, healthcare, or home services.
However, traditional link building has limitations, particularly in today's increasingly AI-driven search ecosystem.
The Limitations of Traditional Link Building
While effective, traditional link building often focuses narrowly on SEO metrics rather than brand perception. Many links:
- Are never seen by real users
- Come from sites with limited influence beyond SEO
- Don't shape how your brand is described elsewhere online
In other words, traditional link building helps rankings, but it doesn't always help brand narrative, which is becoming increasingly important for AI-driven results.
What Is Digital PR (And How Is It Different)?
Digital PR is about earning editorial coverage and brand mentions from authoritative publications, journalists, and media outlets. Instead of asking for a link, digital PR focuses on stories, announcements, and expertise that naturally attract coverage.
This can include:
- Press releases
- Data-driven studies
- Expert commentary
- Product launches
- Community initiatives
- Executive thought leadership
Unlike traditional link building, digital PR prioritizes reach, authority, and credibility first. SEO benefits are a byproduct, not the primary goal.
Digital PR vs Traditional Link Building: Key Differences for Local SEO
Authority vs Volume
Traditional link building often emphasizes the number of links and domain traffic metrics. Digital PR prioritizes who is linking to or mentioning your business and who their audience is.
One mention from a trusted media outlet can outweigh dozens of low-impact backlinks when it comes to brand trust and AI visibility.
Mentions Matter as Much as Links
In AI-powered search environments, brand mentions are becoming as valuable as backlinks. AI systems don't just crawl links. Instead, they analyze context, sentiment, and repetition across trusted sources.
A business repeatedly referenced in authoritative publications sends a strong trust signal, even when links aren't present.
Speed of Impact
One major difference we've observed firsthand is how quickly digital PR can influence AI-generated results.
We've seen cases where a press release influenced what AI systems were saying about a company within a day of publication. That level of speed is rare with traditional link building, which often takes weeks or months to impact rankings.
How Digital PR Supports Local SEO in the AI Era
Digital PR vs Traditional Link Building for AI Search Visibility
AI Overviews and similar search experiences don't just summarize websites. They synthesize information from trusted third-party sources.
That's where digital PR shines.
When authoritative media outlets publish coverage about your business, AI systems are more likely to:
- Reference your brand by name
- Echo key messaging points
- Associate your business with specific services or expertise
- Present your company as a trusted local authority
This is one reason digital PR is picking up importance so quickly in local SEO strategies.
Press Releases and AI Mentions
There's a persistent myth in SEO that press releases no longer matter. In reality, press releases help SEO when they are distributed properly, covered by real publications, and aligned with broader brand strategy.
A well-written, SEO-friendly press release can:
- Trigger media pickup
- Generate high-authority backlinks
- Create consistent brand narratives across the web
- Influence how AI systems describe your company
The key isn't spamming press wires, but rather creating newsworthy, relevant announcements that journalists and publishers actually want to reference.
Digital PR vs Traditional Link Building: Which Delivers Better Backlinks?
Here's the irony: although digital PR isn't primarily about link building, it often generates better backlinks than traditional outreach.
Media links tend to be:
- Editorially placed
- From high-authority domains
- Topically relevant
- Trusted by both users and search engines
These are the exact types of links Google has always valued most, but they're increasingly difficult to obtain through traditional link building tactics alone.
Why Brand Mentions Are Becoming More Valuable Than Backlinks
Backlinks still matter. But in the AI era, overall brand authority is starting to matter more.
AI models are trained to identify:
- Trusted sources
- Consistent narratives
- Frequently cited brands
- Expertise signals across the web
That means a local business mentioned repeatedly by respected publications may outperform a competitor with more backlinks, but weaker brand recognition.
This doesn't mean links are obsolete. It means links alone are no longer enough.
Digital PR vs Traditional Link Building: The Best Approach for Local SEO
It's Not Either/Or; It's Both
The most effective local SEO strategies today combine traditional link building and digital PR.
Traditional link building:
- Supports foundational SEO
- Strengthens location and service pages
- Helps close competitive gaps
Digital PR:
- Builds brand authority
- Drives AI visibility and mentions
- Generates high-quality editorial backlinks
- Shapes how your business is described online
Together, they create a well-rounded authority profile that works across classic search results and AI-driven experiences.
How To Prioritize Digital PR vs Link Building in 2026 and Beyond
If resources are limited, many businesses are shifting investment toward digital PR because:
- AI search is growing rapidly
- Brand mentions influence visibility more than ever
- Media coverage compounds over time
- Editorial links are harder for competitors to replicate
Traditional link building still plays a critical role, but it should support, not replace, brand-driven PR efforts.
Digital PR vs Traditional Link Building: The Bottom Line for Local SEO
So, when it comes to digital PR vs traditional link building, what's better for local SEO?
The answer depends on your goals, but the direction is clear.
- Backlinks still help SEO
- Traditional link building still matters
- But brand coverage and authoritative mentions are becoming more valuable than links alone
In the AI era, search engines are no longer just ranking pages. They're describing businesses and directly influencing customers. Digital PR gives you influence over that narrative in ways traditional link building simply can't.
The most successful local SEO strategies going forward won't abandon link building, but they'll elevate digital PR to a core role, not a side tactic.
In a world where AI decides what to say about your brand and heavily influences customer perceptions and purchase decisions, being talked about in the right places matters more than ever!
