HARO and Digital PR for Small Business Link Building

Backlinks from high-authority websites are the most valuable currency in SEO. One link from Forbes, your local newspaper, or an industry publication is worth more than a hundred links from random directories. But how does a small business earn those premium links?

Two words: digital PR. And one of the best tools for getting started is HARO (now called Connectively).

What Is HARO/Connectively?

HARO stands for Help A Reporter Out. It connects journalists and content creators with expert sources. Journalists post queries (“Looking for a financial advisor to comment on retirement planning trends”), and experts respond with quotes and insights. If the journalist uses your response, you get mentioned (and usually linked) in the article.

The platform rebranded to Connectively in 2023, but most people still call it HARO. It is free to use as a source, though they offer paid tiers with additional features.

Why HARO Works for Small Businesses

HARO levels the playing field. Journalists do not care if you are a Fortune 500 company or a solo practitioner. They care about getting useful, expert quotes for their articles. If you can provide a thoughtful, well-articulated response, you have the same shot as anyone.

The backlinks you earn through HARO are:

• From high-authority websites (news outlets, magazines, industry publications)
• Contextually relevant (your quote is surrounded by related content)
• Earned naturally (not paid, not exchanged, not manipulated)
• Exactly the type of links Google values most

This is the high-quality approach we advocate in our post on backlink quality over quantity.

How to Get Started with HARO

Step 1: Sign Up

Create a free source account at connectively.us. Choose the categories that match your expertise (business, finance, healthcare, lifestyle, technology, etc.).

Step 2: Monitor Daily Queries

HARO sends three email digests per day (early morning, afternoon, evening). Each contains journalist queries from a range of publications. Scan these quickly for queries you can expertly address.

Step 3: Respond Quickly and Well

Speed matters. Journalists often select sources on a first-come, first-served basis (among quality responses). When you see a relevant query:

• Respond within 2 to 3 hours of the query posting
• Lead with your credentials (“As a licensed CPA with 15 years of experience…”)
• Provide a clear, quotable answer (2 to 3 paragraphs max)
• Include a brief bio with your business name, title, and website
• Be specific and opinionated. Journalists want interesting quotes, not generic advice.

Step 4: Follow Up (Gently)

If you do not hear back, that is normal. Journalists receive dozens of responses. Do not follow up aggressively. If your response is used, the journalist will usually notify you or you will discover the article through Google Alerts.

HARO Success Tips

Response rate expectations: A good HARO response rate is 5 to 10%. If you send 20 quality responses per month, expect 1 to 2 placements. Each placement can earn you a link from a site with a Domain Authority of 50 or higher.

Target the right queries: Skip queries from unknown blogs or content mills. Focus on requests from recognized publications, news outlets, and industry sites.

Build relationships: If a journalist uses your quote, thank them and let them know you are available for future stories. Many successful HARO users build ongoing journalist relationships that generate multiple links over time.

Beyond HARO: Other Digital PR Strategies

HARO is just one tool in the digital PR toolkit. Here are other approaches that work for small businesses:

Local Press Outreach

Your local newspaper, business journal, and news websites are always looking for local stories. Pitch yourself as a source for:

• Industry trends affecting local businesses
• Seasonal stories (tax season tips from an accountant, summer home maintenance from a contractor)
• New business openings, expansions, or milestones
• Community involvement and charitable efforts

Expert Roundup Contributions

Many blogs and industry publications create “expert roundup” posts where they compile insights from multiple professionals. Search for “[your industry] expert roundup” to find opportunities, and reach out to the publishers to be included in future roundups.

Data-Driven PR

Create original data or research that journalists would want to reference:

• Survey your customers about industry trends
• Compile local market data
• Create infographics with original statistics
• Publish annual industry reports

Original data earns backlinks naturally because journalists and bloggers cite it as a source.

Community Event Sponsorships

Sponsoring local events, charity runs, school programs, or community organizations often earns you a link from the event’s website. These local, relevant links are exactly what local SEO link building is built on.

Measuring Digital PR Success

Track these metrics for your digital PR efforts:

• Placements per month: How many articles featured your quotes or business?
• Domain Authority of linking sites: Higher DA links have more SEO impact
• Referral traffic from PR links: Check Google Analytics for traffic from articles that mentioned you
• Brand mention volume: Are more people talking about your business online?

The Time Investment

Realistic time commitment for a small business HARO/digital PR strategy:

• Daily HARO monitoring and responses: 20 to 30 minutes
• Monthly local press outreach: 1 to 2 hours
• Quarterly data or content creation for PR: 3 to 4 hours

Total: about 2 to 3 hours per week. The ROI on that time investment, in terms of the links and press coverage you earn, is exceptionally high compared to other SEO activities.

The Compound Effect

Digital PR links compound over time. Each high-authority link strengthens your overall domain, making it easier to rank for every keyword you target. A business that consistently earns 2 to 3 quality links per month through digital PR will see dramatically improved rankings within 6 to 12 months.

This is the long game. But it is a game worth playing.

Want help building a digital PR strategy that earns high-quality backlinks for your business? Contact our team and we will create a plan tailored to your expertise and industry.