Sep 29, 2025
Time: 5:43 pm
In Denver’s competitive market, it’s not enough just to rank—you also need credibility and local relevance. Link building remains a pillar of local search visibility. When respected local sites link to yours, it signals trust both to search engines and potential customers. But not all backlinks are equal—this is where PR tactics come in.
We’ll walk through a set of practical tactics—each illustrated with real Denver examples—so you see not just “what works” in theory, but “how it works” in practice. Along the way, you’ll also learn how to measure success and why the best results come from sustained relationships, not one-off hits.
If you want help earning credible local coverage and building links that support long-term rankings, learn more about our SEO services for Denver businesses.
The Role of Link Building and PR in SEO
At its core, link building is about getting other websites to point back to yours. These backlinks tell search engines that your site has value. A link from a trusted local website is like a vote of confidence that can help your brand climb the search rankings.
Digital PR is about creating newsworthy content and building connections with outlets that cover it. For example, a Denver brewery that partners with a neighborhood festival might get featured by local news outlets and events websites. That coverage almost always comes with a backlink, and they’re the kind search engines see as credible and relevant.
Not only do strong links help build authority on search engines, but for customers, they build trust. In Denver’s competitive market, PR-led link building can generate quality local links that increase your brand’s visibility and strengthen its reputation.
How PR-Driven Link Building Works
Media coverage that’s been earned builds credibility in a way that paid ads and directory listings can’t. When respected outlets or local publications link to your business, it signals trust both to search engines and customers. Unlike paid ads, where the benefits disappear as soon as the budget does, backlinks continue to strengthen your digital presence over time. Research from Backlinko shows that, on average, the top result in a Google search has 3.8 times more backlinks than those ranked two through ten.
It’s worth noting that most pages (over 95%) out there have absolutely no backlinks whatsoever. In an analysis of 11.8 million Google search results, over 10 million had zero backlinks, as can be seen in the chart above. So, earning just a few quality mentions will already put your business ahead of the majority of the web.
This doesn’t mean that you need to be chasing a huge number of backlinks. At Firestarter, we’re firm believers that quality trumps quantity—a smaller number of really high-quality references to your business often brings about more authority and visibility than dozens of weak ones.
The above chart shows how the number of backlinks (excluding pages with none) play out in rankings. While there is a general trend of more backlinks resulting in better rankings, this is only part of the story. The curve starts to straighten out at around the fifth position—at this point, the number of backlinks doesn’t appear to influence rankings as strongly. In fact, on average, pages that rank from 5th to 9th have fewer links than pages that rank 10th.
This goes to show that the number of backlinks is not the sole factor behind strong rankings. While still important, search engines weigh many other signals, including content quality, topical relevance, user experience, and site authority.
7 Digital PR Denver Tactics (With Real Examples) to Earn Local Links
Here are seven tactics you can use to earn local coverage for your business that are almost guaranteed to result in a backlink. Each one is based on approaches that have already proven effective for other local Denver businesses.
#1 Share Human-Interest Stories From Inside Your Business
Local media are always looking for stories that connect on a personal level. Ask yourself if you think a customer, staff member, or founder’s story would make someone outside your business stop and care.
The Phoenix, a gym in downtown Denver, was featured on Denver7 and several other news outlets for its work supporting people in recovery. Coverage highlighted the stories of members who have transformed their lives with the help of the gym’s supportive community. Many of the articles included links to The Phoenix’s website, providing high-value backlinks that improve search visibility while also encouraging readers to engage with their programs.
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| This photo was shared by CBS News in a story on The Phoenix and what it has done for the people in its community. |
How to do it:
- Look for personal stories from within your business that you think others would be interested in hearing. They could be stories from founders, staff, or customers who have faced challenges or achieved something meaningful.
- Compile photos and quotes that help to breathe life into the story. For example, a member of The Phoenix said, “I come to the gym because this place saved my life.”
- Identify local lifestyle, community, or business reporters in Denver (such as 5280, Denver Life, Colorado Community Media, or neighborhood weeklies). For really strong stories you think could have a broader impact, aim for larger outlets like Denver7 or The Denver Post.
- Pitch the story with a subject line like “Denver brewery hires veterans and creates pathways to careers” or “Denver bike shop restores donated bikes for kids in need.”
#2 Offer Yourself as a Local Expert
When issues emerge in your industry—such as new regulations, rising costs, or consumer trends—you can offer your brand’s expertise on the matter. For example, say watering restrictions are introduced in Denver—a local landscaping company could send reporters information on drought-resistant plants and water-saving practices.
This is exactly what Phil Steinhauer did, the owner of Designscapes Colorado. He gave practical ideas on how to implement a “ColoradoScape” and save money on water bills. A ColoradoScape involves picking native plants and low-water lawns. Phil’s advice and business concept were featured by Denver7, along with a link to his website.
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| Denver7 interviewing the owner of Designscapes Colorado on how to create a “ColoradoScape.” |
What to do:
- Monitor Denver news (Denver Post, Westword, Denverite) for stories in your industry.
- Identify the reporter using the byline or by getting in touch.
- Send a short pitch: A couple sentences highlighting your expertise and bullet points on what you could cover in the report (don’t forget contact info).
- Be ready to respond the same day (stories move fast at stations and papers).
#3 Sponsor or Show Up at Local Events
Sponsoring or taking part in neighborhood events helps your business show up where people are already gathering. It also provides a reason for your brand to get mentioned in community press. For instance, a Denver cafe could sponsor a hydration station at the Colfax Marathon or set up a booth at the Tennyson Street Fair.
Jo’s Body Shop participated in the Tennyson Street Fair by setting up a booth selling their handmade, organic, low-waste body products. This is a great way to up your brand’s visibility in the community, make sales, and acquire new customers. You can also offer free samples or giveaways to spark conversations, collect emails for a newsletter list, and give attendees something to remember you by after the event is over. Pairing giveaways with your business card or a simple call-to-action—like a discount code—can convert casual passersby into loyal customers.
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| Jo’s Body Shop booth was photographed at Tennyson Street Fair and featured in an article by Colorado Community Media. |
Game plan:
- Check city calendars and events pages:
- Reach out to event organizers proposing your business’s participation and what you could offer (free products, services, booth).
- If your business is adding real value to the event—such as providing free products, services, or support—ask in your agreement to be mentioned in their press or promotional materials.
- Create a press release or media invite highlighting your involvement to be sent out to local news outlets.
#4 Use Press Releases Strategically
Many modern businesses don’t bother with press releases anymore, believing them to be a little old-fashioned. However, they’re a fantastic way to get backlinks and to spread big news about your business. You could write a press release about achieving a specific milestone, funding, partnerships, or expansions. When done well, they can be picked up by news outlets, further increasing your chances for new backlinks.
Denver Ventures, a venture capital/early-stage investment firm, published a press release announcing the launch and close of its first seed fund, Seed Fund I, with over $20 million in commitments. The press release was first published on Business Wire and then picked up by Bastille and several other outlets.
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| Photo of the Denver Ventures team featured in a Bastille article discussing what was in their press release. |
What to do:
- Only write a release when you have real, newsworthy updates: new funding, partnerships, product launches, or business expansions.
- Create a compelling headline, include quotes, and provide complete contact information. Keep it to one page—editors often don’t have the time to read through lengthy releases.
- Publish your press release on your own site and also distribute through recognized press release services, such as PR Newswire, Business Wire, GlobeNewswire, and PRWeb.
- Reach out to local news outlets, linking to your published press release.
#5 Pitch to Local Blogs and News Outlets
Local blogs and smaller news outlets are constantly looking for local-interest stories. These platforms offer great opportunities for detailed reporting on your business as well as backlinks.
The founder of Patterbar, a Denver-based healthy energy bar company, was recently featured in Axios Denver in a blog post titled, “Patterbar CEO shares advice for small businesses.” The blog discusses how she built her brand from the ground up, starting at farmers markets and local cafés, eventually managing to secure shelf space at Whole Foods. The angle of the blog is advising other small businesses on how they can achieve the same success.
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| Photo of Patter Gersuk, the CEO and founder of Patterbar, from the Axios blog post. |
How to do it:
- Compile a list of local blogs and news outlets:
Westword
Denverite
YourHub by Denver Post
Axios Denver
Colorado Community Media
The Denver Newsletter
DenverInc
The Denver North Star
Bucket List Community Cafe - Find the best editor or reporter for the task via their About or Staff pages.
- Write a punchy subject line that addresses current events, trends, or a topic that would interest readers of that outlet, for example, “How Denver cafés are surviving rising rents” or “Local shop tackles rising food costs with creative solutions.”
- Attach one strong photo to increase your chances of your story being picked up.
#6 Work With and Co-Create Content with Other Denver Businesses
Working with other Denver brands that complement your business is a fantastic way to pool your audiences to garner greater visibility and drive new leads (and get more backlinks).
Three local beer brands—Goldspot Brewing, Neon Buzz Beerworks, and Flower Shop Beer Werks—are co-founders of the Cheetah Coalition, an incubator project that shares production space, tests new beer brands, and works with one another to create joint content, events, and co-funded investments.
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| Denver Post shared info about the joint initiative, along with this image of the three Cheetah Coalition founders enjoying their respective beers together. |
The coalition has been covered by several outlets, including the Denver Post, Hop Culture, What Now, and PorchDrinking.
Game plan:
- Find nearby businesses that target similar audiences.
- Brainstorm joint content ideas: shared blog posts, video interviews, tours of each other’s facilities, or collaborative events.
- Create a content plan with responsibilities and a timeline: decide who will provide images, who writes, who will promote, etc.
- Pitch the joint pieces to local media and blogs as a collaborative story (e.g. “Denver fitness studios team up for charity wellness weekend”) with group photos of everyone involved.
#7 Create Your Own Competition
Starting your own competition gives your business a newsworthy event for local coverage. A fun contest tied to your products or services draws community engagement, gets people talking, and gives journalists a clear story to cover—offering a great potential for backlinks and visibility.
Rebel Bread, a small-batch, artisan bakery, started Denver Bake Fest—a public baking competition and festival that showcases local bakers and attracts press coverage.
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| Photo from the high-attendance Denver Bake Fest, featured in a post by Westword. |
The competition has been covered by multiple outlets, including Colorado Homes & Lifestyles, DiningOut Denver, 303 Magazine, Denver7 and Westword.
What to do:
- Choose a theme that ties directly to your business (cookies, cocktails, coffee art, fitness challenges, etc.).
- Announce the competition on your website and social media, making entry guidelines clear and accessible.
- Invite a mix of community members, influencers, or local reporters to serve as judges.
- Make the event public: livestream, share updates, and encourage participants to share their entries on social media.
- Publish the results with strong visuals, then send a press release and photos to local outlets to increase coverage.
Building Relationships for Long-Term Success
The businesses that stay visible in Denver aren’t simply chasing quick mentions. Instead, they treat PR as an ongoing conversation. Journalists and bloggers remember the brands who consistently show up and contribute value.
This might mean keeping up with local reporters on social media and leaving insightful comments on their articles or blogs (with an account that includes your business name). It could mean participating in community events, panel talks, or business meetups. Over time, these small interactions add up to familiarity, making it easier to get their attention when you have a story worth pitching.
It also helps to give more than you ask for. Share data, insights, or a helpful perspective even when you’re not looking for coverage. Reporters appreciate sources who make their work easier. Keep track of the journalists and bloggers you’ve connected with and check in with them every so often—not just when you need something from them. Friendly professional relationships have the potential to open a lot of doors.
When you do land some coverage, amplify it. Post about it on your site and socials, tagging the writer. They’ll appreciate the recognition and this can help set the stage for the next piece of coverage you chase.
Measuring Results
PR work only pays off if you know what’s moving the needle. The obvious metrics—like how many people saw your business in the paper or clicked a link—are worth tracking, but the real value comes from piecing together the bigger picture.
Look at the backlinks you’ve earned from local media and blog sites. Keep an eye on referral traffic in Google Analytics to see how many people are coming to your site from those articles. Your rankings are another thing to watch since coverage often helps push location-based keywords higher.
At the same time, don’t forget about the direct impact. Local coverage is about more than algorithms and rankings—it puts your brand in front of people who may walk in the door to purchase your products or services because they read your story in Denverite or saw you on Denver7. A bump in enquiries or sales after an event or coverage is just as important as any SEO tactic.
Firestarter SEO’s Approach
At Firestarter SEO, link building isn’t about quick wins or low-quality directory links. We focus on steady, meaningful growth that helps Denver businesses earn stronger visibility over time. Our team combines local SEO expertise with the relationship-building tactics of PR, so every link carries real value.
What we do:
- Audit your current links: We review where your site stands now, compare it to competitors, and spot gaps worth filling.
- Find the right opportunities: Our team researches sites that make sense for your business and have the authority to strengthen your rankings.
- Secure new links each month: We prioritize placements on respected blogs, industry sites, and relevant local outlets—not spammy links that do nothing for long-term success.
- Track progress: We keep an eye on key indicators such as domain authority, referring domains, and the quality of anchors pointing to your site.
- Build momentum: By consistently adding strong links, your site benefits from what we call the “halo effect,” where rankings improve across more than just the targeted page.
Check out our entire process on our SEO link building page or take a look at our case studies.
Final Thoughts
PR-led link building gives Denver businesses more than just backlinks. It builds trust with customers, creates visibility in the community, and strengthens search performance in a crowded market.
Firestarter SEO is ready to help your business take advantage of these opportunities. Get in touch today to start building coverage and visibility that lasts.