Digital PR is a modern approach to public relations that focuses on building a brand’s online presence through strategic outreach, content creation, and relationship building with high-authority websites and influencers. Unlike traditional PR, which centres on media coverage, digital PR aims to generate valuable backlinks, improve search engine rankings, and enhance brand visibility across the web.
For companies, understanding digital PR is essential because it directly impacts their SEO success and overall digital reputation. High-quality backlinks earned through digital PR signal to search engines that a website is trustworthy and authoritative, helping improve rankings on search engine results pages (SERPs). This, in turn, drives more organic traffic and potential customers.
Moreover, digital PR helps companies build meaningful relationships with key online publications and influencers, increasing their reach and credibility. In an increasingly digital world, leveraging digital PR is critical for businesses to stand out, attract more visitors, and grow sustainably over the long term.
In 2024, the typical Ahrefs Domain Rating (DR) for digital PR coverage averaged 61 (Reboot).
The average domain authority achieved through digital PR is notably higher than that of many other link-building techniques, which is why more brands are investing in digital PR services as 2025 approaches. Analysis shows that over 20% of backlinks obtained fall within the strong DR 70-79 range, making it the most common category. Additionally, around 16% of backlinks are in the mid-level DR 50-59 range, while nearly 8% boast a very high DR of 90 or above, about 28% more than those with a DR below 30. These findings demonstrate digital PR’s effectiveness in securing high-quality, authoritative links that can significantly boost SEO performance.
In 2024, the BBC website was the UK’s leading online news source, with nearly 59% of people using it to access news. (Statista)
In 2024, the BBC website stood out as the most frequented online news platform in the UK, attracting nearly 60% of users for their news consumption. Meanwhile, approximately 20% of the population primarily relied on Sky News or The Guardian/Observer, with The Daily Mail close behind at 19%. In contrast, the US showed a more balanced distribution among online news sources that year, with local TV news leading for just over a quarter (28%) of viewers, closely followed by Fox News at 27%.
The typical Ahrefs URL Rating (UR) for digital PR content hovers around 11 (Reboot Online).
A deeper dive into digital PR backlink data from 2024 shows that the average Ahrefs URL Rating (UR) for coverage sits at approximately 11. Notably, nearly one-third (32.96%) of the backlinks earned fell within the 13-15 UR range, while over a quarter (28.81%) were rated between 10 and 12.
Subject lines in digital PR campaigns that included questions experienced a 13% drop in open rates compared to those without questions (Reboot Online).
Analysing over 1,000 subject lines, Reboot Online discovered that digital PR emails sent to journalists showed distinct patterns in open rates. Subject lines framed as questions saw about a 13% decrease in opens compared to non-question formats. Including keywords like ‘data,’ ‘study,’ or ‘survey’ only boosted open rates marginally by 1%. Similarly, listicle-style subject lines offered just a 1% increase over others. However, subject lines featuring buzzwords, such as celebrity names, events, or special dates, performed significantly better, driving about a 12% higher open rate. The most effective subject lines typically contain between 4 and 8 words, with the ideal length ranging roughly from 4 to 11 words.
The global PR market is valued at over $106 billion (Super Links).
Data shows that the global PR market is currently worth more than $106.93 billion and is projected to expand at a compound annual growth rate of 6%, reaching $144.28 billion by 2028.
Platforms used to store media lists (Super Links).
Media lists play a crucial role in digital PR efforts by helping pinpoint and connect with the most relevant journalists and media channels, thereby boosting the likelihood of gaining press coverage and expanding audience reach.
Response rate to PR pitches is 3.15% (Root).
Analysis of 425,000 PR pitches sent to journalists in Q4 2023 reveals an average response rate of just 3.15%, equating to roughly 13,000 replies. Among those that did get a response, 70% came within the same day, with nearly 60% answered within four hours. Additionally, over 83% of responses arrived by the following day. Most news stories stemming from these pitches (65.2%) were published within three days of the initial outreach.
87% of journalists prefer to receive pitches via email (Root).
An overwhelming 87% of journalists favour email as their preferred method for receiving pitches, while fewer than 4% opt for any other communication channels.
According to 60% of PR professionals, media relations management is getting harder compared to this time last year (Bluetree Digital).
Every month in the UK, 8020 Google searches include the keyword ‘digital PR’ (Energy PR).
Important components in securing coverage with a pitch (Superlinks).
Types of media commonly used for pitching (Superlinks)
When launching a digital PR campaign, various media channels are typically targeted. Digital and online platforms dominate, with a striking 90% of respondents frequently using them for pitches. Traditional outlets like magazines and newspapers still play a significant role, with 66% and 63% of respondents respectively including them in their strategies. Television and podcasts also remain influential, cited by 52% and 50% of participants as key components in their media outreach efforts.
A little over half (54%) of digital PR professionals typically send follow-up emails within 3 to 6 days following their initial contact. (Superlinks)
The overwhelming majority (92%) of digital PR professionals surveyed prefer to keep their pitch emails concise, typically limiting them to 300 words or fewer to capture journalists’ attention quickly and effectively. In addition to crafting brief initial pitches, just over half (54%) of these professionals aim to send follow-up emails within a window of 3 to 6 days after their first outreach. This approach balances persistence with respect for the journalist’s time, increasing the chances of securing a response without overwhelming the recipient.
Around 61% of PR professionals reported using or planning to explore generative AI technology (Superlinks).
This means that a majority of PR professionals, around 61%, are already incorporating generative AI tools into their daily tasks or are planning to do so in the near future. Generative AI can help automate content creation, improve communication, and streamline various PR activities, making it a valuable resource in the industry.
More than 50% of PR agencies struggle when trying to obtain responses from journalists (Superlinks).
More than half of PR agencies experience difficulties when trying to get responses from journalists. This challenge can slow down or even halt their efforts to secure media coverage, as timely communication is crucial for pitching stories and building relationships. Journalists often receive a high volume of pitches daily, making it harder for PR professionals to stand out and get noticed. This lack of response can lead to missed opportunities for brands to gain publicity and negatively impact the overall effectiveness of PR campaigns.
SEO (Search Engine Optimisation) is the process of improving a website’s visibility on search engines like Google. It involves optimising content, technical performance, and backlinks so that a site ranks higher in search results for relevant keywords.
For companies, understanding SEO is essential because it directly impacts how easily potential customers can find them online. A strong SEO strategy can drive consistent, high-quality traffic to a website, increase brand visibility, build credibility, and ultimately lead to more conversions and revenue, without relying solely on paid advertising. In a competitive digital landscape, SEO is a long-term investment that helps businesses stay discoverable and relevant.
Google searches for ‘ChatGPT’ are increasing (Statista).
Data from Statista reveals that search interest in the term ‘ChatGPT’ surged throughout last year, reaching its peak in June 2024 with a maximum score of 100 on Google’s search index.
Although there was a slight dip in interest towards the end of the year, search volumes for ‘ChatGPT’ have remained strong and stable. This sustained interest highlights a broader movement toward conversational AI tools, with users increasingly turning to platforms like ChatGPT for information in a more natural, dialogue-based format, reshaping how people approach search and SEO.
2. Most Effective Channels for B2B Buyers to Find Products (BackLinko)
3. Google remains the dominant search engine by a significant margin (Statista).
Despite the growing impact of AI-driven search tools, Google remains the dominant force in the search engine landscape. According to Statista, Google currently holds an impressive 89.74% share of the global search market, with Bing trailing far behind at just 4.04%.
Other players like Yahoo, China’s Baidu, Russia’s Yandex, and DuckDuckGo, a privacy-focused engine that aggregates results from various sources, also maintain a presence, though their user bases are significantly smaller by comparison.
4. Almost 50% of Google searches are for local products/ services (Embryo Marekting).
According to research by Embryo Marketing, nearly half of all Google searches, around 46%, are driven by local intent. This indicates a clear shift in consumer behaviour, with more users seeking location-specific content, deals, and recommendations.
To tap into this trend, businesses can strategically target region-specific keywords and develop localised, SEO-friendly content tailored to their audience’s geographic interests. Doing so not only boosts your visibility in relevant markets but also attracts high-quality, conversion-ready traffic.
5. Approximately 20% of global users engage with voice search (Google).
With voice search now used by around 20% of people globally—according to Google—it’s becoming an increasingly important consideration for digital strategy. As smart speakers and voice-enabled assistants continue to gain traction, voice-driven search is set to play a more influential role in how users discover content.
To stay ahead of the curve, consider integrating these voice search optimisation tactics into your SEO approach:
Identify the most frequently asked voice queries within your industry to understand user intent.
Craft your content using natural, conversational language that mirrors how people actually speak.
Leverage natural language processing (NLP) techniques to better align your content with how voice assistants interpret and deliver answers.
6. SEO demand is forecast to increase by 22% between 2022 and 2030 (CheckaSalary).
When integrated within a comprehensive strategy, SEO and marketing complement each other exceptionally well. SEO experts often collaborate with both digital marketing agencies and internal marketing teams to maximise impact. Industry projections indicate that the demand for professionals in these roles is expected to grow by approximately 22% between 2022 and 2030.
7. Video SEO provides significant value in enhancing brand visibility.
Incorporating video content into your website has proven to be a powerful lead generation tool, with 88% of marketers reporting success, according to Wyzowl. High-quality videos not only capture attention but also encourage users to stay on your site longer, reducing bounce rates and boosting SEO performance in the process.
Meanwhile, Finances Online reports that video is poised to become the fastest-growing segment in digital advertising, thanks to its dynamic and engaging nature.
Video allows brands to convey personality, value, and information in a compact, visually rich format. Search engines increasingly prioritise content that is relevant, engaging, and useful to users, and video checks all those boxes. When you also consider that YouTube remains the world’s leading video search platform, it’s clear that developing a well-rounded video marketing strategy is essential for maximising your search visibility and long-term digital growth.
8. Survey Revealing the Most ROI-Effective Digital Marketing Strategies (Website Builder Expert).
9. Data from SEO.AI reveals that 78% of mobile users conducting local searches ultimately make a purchase offline (SEO.AI).
When people use their mobile phones to search for something nearby, like a restaurant, store, or service, 78% of the time, those searches lead to a real-world purchase. In other words, most people who look for local businesses on their phones don’t just browse online; they actually go to the physical location and buy something.
This highlights how powerful local mobile searches are for driving foot traffic and in-person sales. If your business is optimised for local search, you’re much more likely to attract customers who are ready to make a purchase right then and there.
10. Typical Monthly SEO Expenses in the UK by Business Type (Add People).
Average SEO monthly cost UK
Business Model
£50 to £600
One man/one woman, hyper-local businesses
£600 to £6,000
Small-to-medium-sized business
£6,000+
Enterprise-model business, very large corporations
11. Nearly three-quarters of business owners consider an SEO firm’s reputation as a crucial factor before deciding to work with them (Backlinko).
Before hiring an SEO company, almost 75% of business owners look closely at the company’s reputation. This means they want to know if the SEO firm is trustworthy, reliable, and has a proven track record of delivering good results.
In other words, a strong reputation is one of the most important things businesses check to feel confident that the SEO company can help improve their online presence effectively. It shows that trust and past performance matter a lot when choosing who to work with for SEO services.
12. Nearly half (49%) of business owners believe SEO delivers the highest return on investment compared to other marketing channels (Reboot).
Almost half of business owners, 49%, think that SEO (search engine optimisation) gives them the best bang for their buck compared to other ways of marketing. In other words, when they invest money and effort into SEO, they see better financial returns than from other marketing strategies like social media, email marketing, or paid ads.
This shows that many business owners trust SEO as an effective method to attract customers and grow their business profitably.
13. Distribution of Search Volumes Across 4 Billion Keywords (Ahrefs).
Research conducted by Ahrefs reveals that nearly 95% of Google searches involve keywords with very low search volumes, specifically between 0 and 10 monthly searches. This highlights the extraordinary uniqueness of most search queries. Within this low-volume segment, there were approximately 3.8 billion searches, over 18 times more than searches with volumes ranging from 11 to 1,000, and nearly 1,000 times more than those with volumes between 1,001 and 100,000.
Overall, just over 5% of searches fall within the 11 to 1,000 volume range, while only about 0.1% of searches reach volumes between 1,001 and 100,000.
14. Top 10 searches globally (Reboot).
According to Google keyword data from October 2024, YouTube dominated as the most searched website, with an impressive 580 million searches. This figure surpasses WhatsApp, the second most searched site, by 14%. Additionally, YouTube’s search volume exceeded that of Facebook by more than 60%, underscoring its leading position in user interest.
15. Google’s Revenue in Billions from 2021 to 2024
Between 2021 and 2024, Google’s revenue climbed steadily, reflecting its dominance in digital advertising, cloud computing, and online services. Each year, the tech giant brought in hundreds of billions of dollars, with the majority of income generated through its advertising platforms, Google Search, YouTube, and the Google Display Network.
This period highlights not only Google’s ability to adapt in a competitive digital landscape but also the growing demand for online advertising, cloud solutions, and digital products. As consumer behaviour continues to shift online, Google’s consistent year-over-year growth is a strong indicator of how central the company remains to the global digital economy.
E-commerce refers to the process of selling goods or services across international borders from a business’s home country, typically where it was founded or incorporated. These transactions are carried out through digital platforms, allowing companies to reach and sell to customers in overseas markets (Shopify).
Key benefits of international e-commerce include (Shopify):
Simplified entry into global markets
Faster identification of demand and market alignment
Reduced B2B sales timelines
Accelerated growth of brand presence worldwide
Fewer obstacles to market entry compared to traditional expansion methods
With the UK leading Europe in both advanced infrastructure and profitability within the e-commerce sector, online shopping has firmly established itself as the standard for consumers nationwide. By 2024, the number of e-commerce users in the country is projected to reach around 50 million, making non-digital shoppers a clear minority (Statista).
70% of consumers anticipate personalised experiences (Limely).
Personalisation is becoming a major priority for consumers, with projections indicating that by 2025, 70% will expect tailored experiences. Shoppers want brands to understand their purchasing behaviours, favourite products, and style choices, and to offer customised search results on e-commerce platforms. To keep up with these rising demands, it’s essential to implement advanced features like intelligent search, dynamic product recommendations, and AI-driven tools that enhance the shopping experience and meet customer expectations effectively.
UK e-commerce is rebounding after a pandemic-driven surge and a brief decline (Statista).
In 2020, following the coronavirus pandemic, internet retail sales in the UK surged by 47 per cent, the fastest growth seen in the past decade. However, this rapid increase was followed by a decline in e-commerce retail sales in 2022, likely due to inflation and other global challenges. Despite this setback, 2023 has shown signs of recovery, and e-commerce revenue in the UK is expected to continue growing steadily across all sectors in the years to come.
Fashion remains the largest e-commerce sector in the UK (Statista).
Online retail is especially dominant in the fashion sector, which consistently generates the highest revenue among all measured categories each year. According to the latest government data, more than a quarter of retail sales in textile, clothing, and footwear stores come from online channels. Following fashion, food, and consumer electronics are the next top-grossing categories, with major brands like Tesco, Just Eat, Amazon, and Apple leading their industries.
By 2033, social commerce is projected to grow to $13 trillion (Limley).
Social commerce is poised for explosive growth, expected to soar from its current $1.2 trillion valuation to a staggering $13 trillion by 2033. This massive expansion underscores the critical role social commerce will play for e-commerce brands in the near future. If your business hasn’t integrated social commerce strategies yet, now is the perfect moment to act. The rise of platforms like TikTok Shop and the booming success of Instagram Shopping offer compelling proof of their potential. And if that isn’t enough to convince you, these impressive figures certainly should be the motivation to dive in and capitalise on this rapidly evolving landscape.
Facebook ranks as the leading social media platform for social commerce transactions (Forbes).
With so many social media platforms available, not all are equally effective for online selling. Around 51% of survey participants reported using Facebook for online purchases, so it’s important to consider this when choosing which platforms to focus on.
UK E-commerce statistics by geographic location (Space and Time).
As shown by the graph, people in the South West, Scotland, and the North East show a stronger preference for buying products online (Space and Time).
The UK has nearly 60 million e-commerce users (Space and Time)
Space and Time analysed e-Commerce Trends Over Time in the UK and found that in 2023, the UK had nearly 60 million e-commerce users, a number expected to grow by an additional million by 2025. This growth underscores the UK’s position as the third-largest e-commerce market in the world, following only China and the USA.
Search Engine Results rank the highest percentage of UK audits (Space and Time).
Method
Percentage of UK audits
Search engine results
37.88%
Friends or family
34.01%
Social media ads
23.00%
Recommendations from online retailers
18.94%
I never discover or purchase new products.
16.56%
Email newsletters
14.13%
Influencer indorsements
9.32%
Other
2.48%
As you can see, they found that:
Search engine results lead the way, with 38% of people citing them as their primary method for discovering new brands or products, emphasising the crucial role SEO plays for e-commerce businesses. Despite the rise of digital marketing, over a third of consumers still rely on recommendations from friends and family, proving that word of mouth remains a powerful influence. Social media ads help about 23% of shoppers find new products and brands, while email newsletters are a key discovery tool for 14% of UK adults. Additionally, nearly 10% of people consider influencer endorsements when exploring new options.
About 70% of Gen Z are eager to shop directly on TikTok, showcasing its rising role in youth commerce (Limely).
TikTok Shop has quickly emerged as the go-to shopping platform for Gen Z, with over 70% of this generation either willing to or already purchasing products directly through the app. If you haven’t explored TikTok Shop yet, now is a good time to consider it. Alternatively, hosting live streams on TikTok to showcase your products can be an effective way to engage Gen Z and drive traffic to your e-commerce site. This approach can also help you gain insights and build familiarity with the platform before fully committing.
In 2025, Smartphones made up almost 80% of all global visits to retail websites (Statista).
One of the most prominent trends in e-commerce is the surge in mobile device usage. By 2025, smartphones accounted for almost 80% of all retail website traffic globally and were responsible for the majority of online purchases, surpassing desktops and tablets. As mobile adoption continues to accelerate, particularly in regions with limited access to traditional digital infrastructure, mobile integration is set to play a key role in shaping the future of online shopping. Mobile commerce is especially dominant in Asia, where countries like China and South Korea generate over 70% of their online sales through mobile devices.
As of 2024, Amazon was the e-commerce Market leader (Statista).
Online shoppers today have a wide range of digital platforms at their fingertips for browsing, comparing, and purchasing products or services. While certain sites are tailored to serve business-to-business (B2B) needs, everyday consumers also have access to an expansive online shopping landscape. As of 2024, online marketplaces dominate global e-commerce sales, with Amazon topping the list as the most visited platform worldwide.
46% of retail professionals believe AI will improve visibility across the entire supply chain (Shopify).
Global supply chains are complex systems that stretch across numerous countries and involve a wide range of suppliers, manufacturers, and logistics providers. The COVID-19 pandemic revealed just how fragile these networks can be, underscoring the urgent need for more adaptable and resilient supply chain solutions.
Artificial intelligence is increasingly viewed as a key tool in addressing these challenges. With its ability to analyse large volumes of data in real time, AI offers retailers greater visibility and control over their supply chain operations. This includes monitoring inventory levels, anticipating disruptions, and optimising the movement and delivery of goods for maximum efficiency.
One in four online shoppers abandon their cart when prompted to create an account during checkout (Forbes).
Although offering customers the option to create an account on your website can be beneficial, making it mandatory can drive potential buyers away. Many shoppers prefer the convenience of guest checkout and may abandon their purchase if forced to register, as they want to avoid the extra steps of setting up a username and password. Forcing account creation risks losing sales to competitors with smoother, quicker checkout experiences.
In 2022, e-commerce fraud resulted in losses totalling $41 billion (Forbes).
E-commerce fraud involves deceptive activities on online shopping platforms, like purchasing with stolen or counterfeit credit cards. In 2022, such fraudulent actions caused e-commerce retailers to lose approximately $41 billion in revenue.
The discovery of new eCommerce brands and products differing by gender.
Women tend to place greater trust in recommendations from friends and family, with 37% saying they value this input compared to 31% of men. Additionally, women are more receptive to social media advertising, with 27% influenced by such ads, while only 19% of men report the same. This highlights a notable difference in how men and women respond to social influence and online marketing.
Great speakers, great networking, and great pizza, most importantly.
Brilliant night for Manchester DM#8! It was lovely to see so many people and hear from three great speakers, followed by a well-engaged Q&A session at the end!
A huge thank you to our speakers, Aliya Amachat, Nick Handley, and Callum Lockwood, as well as our sponsors and partners, ClickTech and Don’t Panic Events.
It was also our last Manchester DM in the Feel Good Club, so stay tuned for our next venue…
We have been shortlisted for 4 awards in the eCommerce Awards!
“The UK eCommerce Awards recognise, reward, and celebrate outstanding online retail websites, platforms, software, and campaigns, and the agencies and in-house teams that drive innovation.” – UK eCommerce Awards.
The first award is for the Best Ecommerce SEO Campaign. We have been nominated for our work with Vape Superstore, using data to drive success in a competitive environment.
The second award is for the best e-commerce PPC campaign. We have been nominated for our work with Salt of the Earth, driving a 150% increase in revenue for the D2C brand. The third nomination is for our work with Watches2U, for mastering granularity for competitive edge.
The third award is UK Ecommerce Medium Agency of The Year.
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