#38 Is Link Building Dead? with Vince Nero

Is traditional link building finally dead... or has it just had a rebrand? In this episode of the Digital PR Podcast, Louise Parker and Steve Baker are joined by Vince Nero, Director of Content Marketing at BuzzStream, to unpack the future of outreach in a world where coverage is harder to win, attribution is messier than ever and quality beats quantity every time. They explore the differences between US and UK outreach culture, what 'impact' looks like in 2025, and why it might be time to ditch your 100-link campaigns for a more surgical, brand-led approach. You’ll also hear how BuzzStream’s new List IQ tool is helping digital PRs create smarter, hyper-targeted media lists — and why Vince believes the future lies in owned audiences, niche content, and meaningful collaboration across SEO, PR and brand teams.

00:00:36 – Blogger Outreach, Infographics & the Early Days of SEO Vince shares how he got started in SEO at Siege Media

00:06:02 – Why ‘Link Builder’ Has Become a Dirty Word He explains why digital PR feels like a more human, targeted evolution of the craft.

00:13:54 – Owned Audiences & the Rise of LinkedIn for B2B PR With AI changing how people find brands, Vince argues that owned channels and social trust are now more powerful than top-funnel SEO.

00:19:03 – Fewer Links, Better Links: Is That Enough? Steve and Vince discuss the shifting goalposts around coverage, client expectations, and why today’s wins look different.

00:32:21 – Quality Over Quantity: The Links That Actually Matter What happens when brands chase relevancy over raw numbers, and how to shift focus to what moves the needle.

00:42:07 – Behind the Scenes at BuzzStream: List IQ & What’s Next Vince reveals how BuzzStream’s new tool is solving media list fatigue and why surgical outreach is the future of digital PR.

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.