Digital PR is the most scalable link building strategy for 2026. This guide teaches you how to create campaigns that earn links from national press, industry publications, and news sites — all pointing to your Wix website.
Key Takeaways
- A single link from a national newspaper (DR 80+) can be worth more for rankings than 100 average links
- The best digital PR assets are data-driven: surveys, studies, and original research
- Newsjacking — responding to trending stories with expert commentary — is fast, scalable, and effective
- HARO (Help a Reporter Out) and similar journalist query services are free and generate high-authority links
- Digital PR requires patience — campaigns can take 4–8 weeks to generate press coverage
Digital PR is the practice of creating content and stories that earn links from news websites, online publications, and industry press — the highest-authority links available in SEO. One link from the Guardian or BBC Online can do more for your Wix website's authority than 500 blog comment links.
Types of Digital PR Campaigns That Earn Links
- Data studies: Commission or analyse data to create a citable research piece
- Expert commentary: Position yourself as an expert source for journalists covering your topic
- Newsjacking: React quickly to breaking news with expert commentary
- Surveys: Conduct consumer surveys that generate statistically interesting findings
- Reactive PR: Respond to trending topics with a relevant expert angle
- Infographics: Create data visualisations that publications want to embed
- Free tools: Build something useful that gets covered organically
Using HARO and Journalist Query Services
Help a Reporter Out (HARO), now rebranded as Connectively, is a free service where journalists post requests for expert sources. Responding to relevant requests earns quotes in articles — typically with a link to your Wix website. Subscribe to HARO's free daily email digest and respond quickly to relevant opportunities.
Expert Tip
HARO responses have a very short window — most journalists respond to the first 5–10 replies. Set up a keyword alert for topics relevant to your expertise and have a prepared "pitch template" that you can customise and send within 30 minutes of seeing a relevant request.
Building a Media Contact List
For proactive PR outreach, build a list of journalists who cover your industry. Find them by searching Google for news articles about your topic and noting the author bylines. Find their contact information on the publication's staff page or via LinkedIn. Tools like Hunter.io can find professional email addresses.
Creating a Data Study That Gets Picked Up
Data studies are the most reliable digital PR format. They can be created from: original surveys (even 200 respondents is sufficient for press interest), analysis of publicly available data, your own proprietary client data (anonymised), or freedom of information (FOI) requests.
Frequently Asked Questions
Ready to earn high-authority press links for your Wix website? Get expert digital PR and link building strategy from Michael Andrews.
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