[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fmeasurement-in-digital-pr-and-link-building":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":493,"breadcrumbs":494,"reading_minutes":220,"category":502,"head":505},"2025-02-11T17:05:23",{"rendered":6},"\n\u003Cp>When measuring the performance of \u003Ca style=\"color: orange;\" rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa>, one common go-to metric is the number of links achieved. Brands may see this as the quintessential KPI that must be included in any campaign. However, we will cover why you should consider a variety of metrics when measuring the success of your digital PR campaigns, rather than relying on link quotas. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-current-state-of-link-quotas-in-digital-pr\">\u003Cstrong>The current state of link quotas in digital PR\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignright size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Flink-building-alt-icon.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18046\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It’s understandable why brands might look for a strong performance metric to measure against. Many brands seek quick or short-term measurement, simple agency or interdepartmental comparisons, or rough-and-ready ROI or pricing calculations. The two of the most common metrics a brand may use to determine this are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>‘How many links have we gained’ \u003C\u002Fli>\n\n\n\n\u003Cli>‘How much coverage have we gained’\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The number of links and coverage gained is easily measurable, so brands tend to focus on establishing link quota requirements as short-term tangible goals – but it’s not ‘just the links’ you should be considering.\u003C\u002Fp>\n\n\n\n\u003Cp>This is not to say that just link measurement should be ignored, however, as link building and coverage are key components of digital PR. But what’s important is to recognise that link gains are not the only determinant of success, but rather a consideration among other a variety of metrics that will help a brand meet its wider business goals.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-focus-on-a-variety-of-metrics-to-measure-success-in-digital-pr\">\u003Cstrong>Why focus on a variety of metrics to measure success in digital PR?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are many other metrics that should be considered in digital PR in addition to link building. Links acquired for your business impact metrics such as site traffic, impressions, search engine visibility (both keyword growth and page rank), and even revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>Digital PR ties both the measurable and technical aspects of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> with the creative nature and outreach of PR. Link building is an invaluable aspect of SEO as it improves your visibility and authority on search engine results pages (SERPs). The importance of backlinks comes from the fact they can directly affect the metrics mentioned above. In addition, they can have benefits such as establishing your expertise, authority, and reputation as an industry leader based on the content produced through thought leadership and creative \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002Fcreative-content-campaigns\u002F\">consumer PR campaigns\u003C\u002Fa>, for example. Additionally, traditional PR methods cannot be understated as the skill sets and techniques required to build the links are essential. Nowadays, more people read coverage online than in print, so there are all of the benefits associated with that as well.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignright size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgood-bad-link-building-quality-scales.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18045\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>A link quota can undermine the value of an individual link. Even if outreach results in a link immediately, if you don’t measure the impact, you do your work or your investment a disservice. A link quota-focused digital PR strategy may force lots of links, but if the additional impact of those links are not measured you won’t get a good return on investment. Alternatively, high-quality links, resulting from extensive audience research and accurate outreach targeting, will leave you with a good pool of links that are able to deliver beneficial and tangible outcomes, such as an increase in SERP position and revenue growth. As a result, brands should focus on the multi-faceted impact of quality link building.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measuring-digital-pr\">\u003Cstrong>Measuring digital PR \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In contrast to traditional SEO link building, digital PR is about trying to understand the product or service being advertised, extracting the key messages surrounding it, and exploring ways to best communicate those messages. This is to ensure that your product or service is featured in places where your audience is already on the web – whether your brand has a specific niche or is well-established in a wider market.\u003C\u002Fp>\n\n\n\n\u003Cp>To take away the key aspects of this blog, digital PR is not a short term silver bullet to change the course of an organic investment, it’s a medium to long term, targeted approach which can generate results far beyond expectations. These are the types of goals you should be considering when building a digital PR campaign:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Owned goals\u003C\u002Fstrong> – A goal directly affected by link building & coverage\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Number of links \u002F linked coverage\u003C\u002Fli>\n\n\n\n\u003Cli>Quality of links\u003C\u002Fli>\n\n\n\n\u003Cli>Topical relevance of links\u003C\u002Fli>\n\n\n\n\u003Cli>Positioning of links\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Shared goals – \u003C\u002Fstrong>A metric to increase alongside other channels\n\u003Cul class=\"wp-block-list\">\n\u003Cli>SERP visibility (keyword growth + ranking growth)\u003C\u002Fli>\n\n\n\n\u003Cli>Website traffic\u003C\u002Fli>\n\n\n\n\u003Cli>Impressions\u003C\u002Fli>\n\n\n\n\u003Cli>Revenue growth\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Ultimately, all digital PR activity should be targeted – every strategy should have an overarching goal – ideally feeding into an ongoing SEO strategy. In addition to recording the measurable gains of digital PR, including links and SEO metrics, brands should also consider the broader benefits, as this will provide you with the ability to fully understand the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fimproving-the-measurable-impact-of-digital-pr\u002F\">measurable impact of digital PR\u003C\u002Fa>. This includes brand awareness, brand sentiment, and the many ways it can be integrated into other marketing channels too, such as building remarketing lists that can be targeted later via paid media. \u003C\u002Fp>\n\n\n\n\u003Cp>If you have any further questions about what measurements you should be considering in your digital PR campaign or how to integrate a digital PR strategy into an ongoing SEO strategy, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>! Alternatively, find out how our digital PR team has helped our clients grow beyond links in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fservice\u002Fdigital-pr\u002F\">digital PR case studies\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10,11],45,41,[],[14,15],164,143,[17,18,19,20,21,22,23,24,25],"post-18043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","category-measurement",{"page_content_modules":27,"hero":216},[28,170],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"Measurement in Digital PR and Link Building",[33,116],{"id":34,"path":35,"display_name":36,"job_title":37,"description":38,"avatar_url":39,"acf":40},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":37,"full_bio":41,"specialist_service_links":42,"photo":61},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[43],{"page":44,"link_text":60},{"ID":45,"post_author":46,"post_date":47,"post_date_gmt":47,"post_content":48,"post_title":49,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":52,"to_ping":48,"pinged":48,"post_modified":53,"post_modified_gmt":53,"post_content_filtered":48,"post_parent":54,"guid":55,"menu_order":54,"post_type":56,"post_mime_type":48,"comment_count":57,"filter":58,"url_path":59},33,"98","2020-03-12 15:00:28","","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":62,"id":62,"title":63,"filename":64,"filesize":54,"url":65,"link":66,"alt":48,"author":67,"description":48,"caption":48,"name":68,"status":69,"uploaded_to":54,"date":70,"modified":70,"menu_order":54,"mime_type":71,"type":72,"subtype":73,"icon":74,"width":75,"height":76,"sizes":77},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 11:54:30","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":78,"thumbnail-width":79,"thumbnail-height":79,"medium":80,"medium-width":81,"medium-height":82,"medium_large":83,"medium_large-width":84,"medium_large-height":85,"large":86,"large-width":87,"large-height":88,"1536x1536":89,"1536x1536-width":90,"1536x1536-height":91,"2048x2048":92,"2048x2048-width":93,"2048x2048-height":94,"post-thumbnail":95,"post-thumbnail-width":96,"post-thumbnail-height":97,"12_col":98,"12_col-width":99,"12_col-height":100,"default_landscape":101,"default_landscape-width":102,"default_landscape-height":76,"default_portrait":103,"default_portrait-width":76,"default_portrait-height":102,"6_col_and_margin_short":104,"6_col_and_margin_short-width":96,"6_col_and_margin_short-height":100,"11_col_and_margin":105,"11_col_and_margin-width":106,"11_col_and_margin-height":100,"9_col_rectangle":107,"9_col_rectangle-width":108,"9_col_rectangle-height":109,"11_col":110,"11_col-width":111,"11_col-height":100,"staff_image_696_600":112,"staff_image_696_600-width":75,"staff_image_696_600-height":76,"rectangular_thumbnail":113,"rectangular_thumbnail-width":114,"rectangular_thumbnail-height":115},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"id":117,"path":118,"display_name":119,"job_title":120,"description":121,"avatar_url":122,"acf":123},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":124,"job_title":120,"specialist_service_links":125,"photo":144},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[126,135],{"page":127,"link_text":130},{"ID":128,"post_author":46,"post_date":129,"post_date_gmt":129,"post_content":48,"post_title":130,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":131,"to_ping":48,"pinged":48,"post_modified":132,"post_modified_gmt":132,"post_content_filtered":48,"post_parent":54,"guid":133,"menu_order":54,"post_type":56,"post_mime_type":48,"comment_count":57,"filter":58,"url_path":134},35,"2020-03-12 15:02:03","SEO","seo","2026-09-10 09:29:45","\u002F?page_id=35","\u002Fseo\u002F",{"page":136,"link_text":139},{"ID":137,"post_author":46,"post_date":138,"post_date_gmt":138,"post_content":48,"post_title":139,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":140,"to_ping":48,"pinged":48,"post_modified":141,"post_modified_gmt":141,"post_content_filtered":48,"post_parent":54,"guid":142,"menu_order":54,"post_type":56,"post_mime_type":48,"comment_count":57,"filter":58,"url_path":143},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-10-13 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