The value of bloggers in Digital PR link-building: unlocking valuable online reach

Shruti Parmar | 8th November 2023 | Digital PR

There are many effective link-building strategies used in digital PR to gain high-quality links from relevant online sites and publications to increase a client’s online brand visibility. The internet has opened up many opportunities for brands to connect with their target audience. 

Blogging grew in popularity in conjunction with the creation of the World Wide Web as a way for online communities to share information and opinions. Now, blogging is a lucrative business model used by people passionate about specific topics and freelancers alike. Bloggers have great influence, offering an authentic voice that can drive brand visibility, trust, and engagement. In this blog post, we will explore the value of using bloggers for Digital PR promotion and link-building. 

Leveraging bloggers for authentic and amplified reach

Bloggers are trusted sources of information for their dedicated audiences. This authenticity can have a significant impact on a brand’s reputation and credibility. Bloggers often have specific niches or areas of expertise, and annually produce high volumes of content during awareness days such as Mother’s Day and Christmas. Whether it’s fashion, travel, technology, or an awareness day, there’s likely a blogger who caters to your client’s target audience. 

Collaborating with bloggers allows PR professionals to reach a highly focused and engaged audience genuinely interested in your client’s product or service. Bloggers can showcase your client’s brand in a way that resonates with their followers. Also, this user-generated content can be repurposed across various marketing channels, extending its reach and impact.

This targeted approach can lead to better conversion rates in terms of gaining high-quality links and coverage as well as a high return on investment in product sales.

Targeted outreach strategy

As representatives on behalf of a client’s brand, it’s important to prospect contacts accurately, pitch effectively and communicate clearly. The blogger PR link-building strategy involves a considerable amount of work behind the scenes to meet the needs of the bloggers, the client and internal agency targets. Such as:

  • Media lists must include relevant and topical bloggers to outreach to. As part of our validation process, we ensure that all bloggers we contact have a high website authority, provide high-quality links and a suitable social media following
  • When in frequent contact with leads, it is critical to maintain a positive relationship with a high rapport as a representative of the client’s brand. We also make every effort to make their time working with us as enjoyable as possible.
  • Effective and clear communication of our brief and expectations with a blogger is essential because it ensures both parties are aligned on target pages to link to, ensuring those links are followed and using the correct anchor text. This is where you will see the biggest impact on your performance.  

Credible reviews for Kelly Loves and COSMO restaurants 

Product reviews are a vital aspect of PR promotion. Bloggers have a reputation for providing thorough and honest product reviews. These reviews not only showcase a client’s product’s features but also provide valuable feedback and user experiences. 

On behalf of our client Kelly Loves, an e-commerce business specialising in Korean and Japanese snacks and meals, we conduct blogger PR promotion by gifting bloggers their products including their best-seller, the Ultimate Sushi Kit. 

Blogger collaborations offer measurable results. We can track website traffic, social media engagement, referral links, and conversions to gauge the effectiveness of our approach. This data-driven approach has allowed us to see the success of this strategy and optimise our Digital PR efforts for better results.

From January 2023 to June, we have gained 46 pieces of coverage which include 5 target product links in each review. This has further allowed us to rank higher for our target terms as we increase the authority and expertise of the Kelly Loves website for Google. 

Here is an example of a blogger product review:


An additional client we use the blogger PR link-building method with is COSMO Restaurants, a world buffet restaurant chain. We invite high-tier bloggers and regional journalists to a complimentary meal with a plus one in exchange for a review at targeted COSMO locations. This strategy allows us to build links and gain reviews from bloggers of their experience at COSMO with the advantage of optimising target website location pages. 

From January 2023 to November, we have gained 30 pieces of coverage which include a link to COSMO’s many target location pages. 

Here is an example of a blogger restaurant review:

The highly positive sentiments expressed by bloggers in their reviews have helped us build a positive brand image and attract new customers. While it is uncommon, when facing criticism in a review, it’s essential to address the concerns constructively and use the feedback as an opportunity for improvement.

Building relationships with bloggers can lead to long-term partnerships. These relationships can provide consistent exposure for your brand over time, as bloggers continue to mention and recommend your products or services. As they grow and evolve, the client’s band can grow with them.

Overall, leveraging bloggers for digital PR link-building and promotion is a valuable strategy. Their authenticity, targeted audiences, content creation skills, and ability to amplify messages through social media make them powerful partners in any PR strategy. By collaborating with bloggers, you can increase your client’s visibility, build trust, and achieve measurable results that drive and optimise your SEO and link-building efforts.

Learn more about our digital PR offering here or enquire today.

Want cutting-edge digital news and tips straight to your inbox? Sign up to our monthly newsletter here

"*" indicates required fields


Looking for a new role?

Join our team