Episode 614 Digital PR and Link Building in the AI Era With Chris Panteli
Show Highlights
The SDM Show, hosted by Rob Cairns, featuring guest Chris Panteli. The conversation centers on the topics of digital Public Relations (PR) and link building, particularly in the context of the growing influence of Artificial Intelligence (AI) and large language models (LLMs). Panteli, co-founder of the agency Linkify, shares his backstory and expertise in securing high-authority media links for clients through strategies like expert commentary and thought leadership, emphasizing platforms like Help a Reporter Out (HARO). The discussion highlights the value of high-quality backlinks from trusted sources like Forbes and The New York Times for improving SEO and visibility within both Google’s algorithm and emerging AI systems like Copilot. Cairns and Panteli also address the importance of consistency, accuracy, and providing a compelling story to successfully engage with modern, time-constrained journalists.
Show Notes
In this episode of the SDM Show, host Rob Cairns sits down with Chris Panteli, co-founder of Linkifi, to demystify the world of Digital PR and link building.
They discuss the transition from traditional business to digital marketing, the massive shift AI and LLMs (Large Language Models) are causing in SEO strategies, and how business owners—from tech founders to local mechanics—can earn placements in Tier 1 media outlets like The New York Times and Forbes.
🎧 What We Discussed
- From Fish & Chips to Backlinks: Chris shares his unique backstory of moving from running a family fish and chip shop to building a successful personal finance site and eventually co-founding a Digital PR agency.
- The Power of “Link Juice”: How Google uses “seed sites” (like the BBC or NYT) to pass authority to your website, and why high-quality backlinks remain a bedrock of ranking algorithms.
- AI and Search: Why optimizing for Google is no longer enough. Chris explains how LLMs (like ChatGPT and Copilot) rely on the Google Index and brand mentions to determine trustworthiness.
- Microsoft Copilot’s Rise: Why you shouldn’t ignore Bing and Edge, especially in the corporate world.
- Product PR vs. Expert Commentary: Why it is difficult to get PR for a specific product (like a basketball) versus telling a founder’s story or offering expert advice.
- How to Pitch Journalists: The “Golden Rule” of pitching (hint: Read the bloody question!) and how to make a journalist’s life easy to ensure you get the quote.
- DIY Digital PR: Strategies for business owners to do their own outreach if they have time but limited budget.
Key Takeaways
- Brand Mentions Matter: Even unlinked brand mentions help feed the Knowledge Graph for AI models. However, Digital PR is “two birds with one stone” because you usually get the mention and the backlink.
- Consistency is Key: Whether it’s your founder story or your business hours, ensure your data is consistent across all platforms (LinkedIn, Website, Podcasts) so LLMs can derive a consensus on who you are.
- Create a Media Kit: Make it easy for journalists. Have a one-pager with your bio, headshots, and company story ready to go.
- The “Lazy” Journalist: Modern journalists are under immense pressure and tight deadlines. If you provide accurate links and exact answers, you are more likely to be featured than someone who sends a 5-page PDF.
Resources & Tools Mentioned
- HARO (Help A Reporter Out)
- Source of Sources (Peter Shankman)
- Qwoted
- Microsoft Copilot / Bing
About the Guest: Chris Panteli
Chris is the co-founder of Linkifi, an agency specializing in building high-authority links through Digital PR. With a background in economics and small business, he pivoted to the digital world after a Type 1 Diabetes diagnosis pushed him to find a career less physically demanding than the hospitality industry.
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