Denver Link Building: PR Tactics That Actually Earn Coverage (Local Examples)

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 SEO in Denver. 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.

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.

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.

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.

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.

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.