For several years, link building agencies enjoyed unusually easy access to journalists. That access translated into a steady supply of high-DA, high-authority backlinks, increasingly rebranded as “PR” or “media” links and positioned as the most valuable links available.

Between roughly 2021 and 2025, the economics worked. Newsrooms were stretched, digital output was prioritised, and contributor pipelines were often lightly policed. A steady flow of “experts”, commentary, and ready-made copy was welcomed — and links followed.

For many operators, it was a golden era.

In today’s digital-first world, visibility isn’t optional — it’s survival. Brands compete for attention not only on Google but increasingly across new AI-powered search engines like ChatGPT, Perplexity, and Gemini. Traditional marketing methods aren’t enough anymore.

In today’s digital-first world, visibility isn’t optional — it’s survival. Brands compete for attention not only on Google but increasingly across new AI-powered search engines like ChatGPT, Perplexity, and Gemini. Traditional marketing methods aren’t enough anymore.