Understanding Expert Quote Links in Digital PR | Interview with Chris Pantelli
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What Does “Understanding Expert Quote Links in Digital PR | Interview with Chris Pantelli” Talk About?
This episode of the Fatrank Podcast features James Dooley in conversation with Chris Pantelli, founder of Linkify, exploring the concept of expert quote links as a digital PR and SEO strategy. The discussion covers what expert quote links are, why journalists seek out expert commentary to validate their articles, and how securing placements in tier one publications delivers measurable SEO value through fresh, high-authority backlinks.
Chris and James also dive into the tools and platforms used to find journalist requests, including Connectively, Quoted, Press Plugs, and Helper B2B Writer, as well as the tactic of monitoring X (formerly Twitter) for direct journalist outreach using hashtags like PR request and journo request. They explain how aggregating these platforms in Airtable helps agencies manage multiple clients efficiently.
The episode wraps up by exploring how expert quote links can evolve into full branded digital PR campaigns. Chris describes how a well-crafted quote can impress a journalist, build trust with their editorial team, and eventually lead to proactive branded articles centred around the expert and their business. The conversation frames expert commentary as the entry point to a compounding media relationship rather than a one-time link-building tactic.
“The journalist wants to impress their editors. If your expert commentary helps an article perform well on social or Discover that journalist trusts you.”
— Chris Pantelli
Who Are the Guests on “Understanding Expert Quote Links in Digital PR | Interview with Chris Pantelli”?
Chris Pantelli is the founder of Linkify, a digital PR and link-building agency. He specialises in expert quote link building, helping brands and SEO professionals secure placements in tier one publications through strategic journalist outreach. Chris works across multiple media request platforms and has developed systems for managing large-scale expert commentary campaigns for agency clients.
James Dooley is the host of the Fatrank Podcast and a well-known figure in the SEO and digital marketing industry. He regularly interviews practitioners and agency owners to break down advanced link-building and digital PR strategies for a broad audience of SEOs, marketers, and business owners.
What Are the Key Takeaways From “Understanding Expert Quote Links in Digital PR | Interview with Chris Pantelli”?
Here are the key points discussed in this episode:
- Expert quote links are inbound journalist requests for expert commentary that, when fulfilled, result in a backlink to the source on high-authority, high-traffic publications.
- Journalists seek expert commentary not because they lack knowledge, but to enhance the credibility and validity of articles they are already writing.
- The Google leaks highlighted metrics that confirm the SEO power of links from fresh pages on tier one publications, making expert quote links particularly valuable for rankings.
- Using multiple platforms such as Connectively, Quoted, Press Plugs, and monitoring X for journalist hashtags maximises the chances of securing relevant placements that competitors may miss.
- Consistent expert commentary builds journalist trust and can evolve into full branded digital PR campaigns where the expert becomes the central subject of proactive media coverage.
“Tier one publications carry huge authority and traffic. Fresh pages attract new traffic. Journalists often include the link which drives clicks.”
— Chris Pantelli
Is “Understanding Expert Quote Links in Digital PR | Interview with Chris Pantelli” Worth Listening To?
This episode is worth listening to for anyone who wants to understand how expert quote link building works as both an SEO tactic and a long-term brand-building strategy. Chris Pantelli breaks the concept down clearly, explaining the journalist's motivation, the SEO mechanics backed by the Google leaks, and the practical workflow for managing requests across multiple platforms. The insight about aggregating journalist queries in Airtable and monitoring X for direct email contacts is immediately actionable for both solo practitioners and agency teams.
What makes this episode particularly valuable is the broader perspective it offers on digital PR as a compound asset. Rather than treating expert quotes as isolated link wins, James and Chris frame them as relationship-building opportunities that can lead to full branded media coverage over time. For anyone already doing link building who wants to add a more editorial, journalist-facing dimension to their strategy, this conversation provides a clear and practical roadmap.
Who Should Listen to “Understanding Expert Quote Links in Digital PR | Interview with Chris Pantelli”?
This episode is ideal for:
- SEO professionals looking to expand their link-building strategy with digital PR tactics
- Digital marketing agency owners who want to add expert quote services to their client offering
- Business owners and personal brands seeking to increase their media visibility and domain authority
- Content marketers and PR practitioners interested in the SEO value of editorial media placements
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What Are Listeners Saying About This Episode?
“Really useful breakdown of how expert quote links actually work in practice. The tip about monitoring X with the journo request hashtag to get direct journalist emails is something I hadn't considered before. Immediately added that to my workflow.”
“I've been using Connectively for a while but hadn't thought about the gaps between platforms. Chris's point about one big publication only posting on one specific tool made me sign up for two more services the same day I listened to this.”
“The part about expert commentary leading to full branded PR campaigns was eye-opening. I always thought of these as small tactical wins but hearing how journalists build trust and eventually pitch proactive ideas around your expert changes how I think about the whole strategy.”
James Dooley and Chris Pantelli break down expert quote link building because journalists rely on credible expert commentary to validate their articles. Expert insights attract inclusion in tier one publications because editors trust sources with strong digital footprints. These links strengthen SEO performance because fresh pages on high authority domains pass meaningful signals. Their discussion shows that expert commentary improves brand visibility because it builds relationships with journalists who later request full branded PR pieces. They frame digital PR as a compound asset because consistent media coverage shapes authority, discoverability, and long term search performance.
James Dooley: Hi. I'm joined with Chris Pantelli from Linkify and today's video is about what expert quote links are in digital PR.
Chris Pantelli: Hey James. Thanks for having me. Expert quote links are inbound requests from journalists looking to source experts they can quote in their articles. As SEOs we call it expert quote link building because when we provide that commentary we want to be quoted and we want them to link back to us. That is the expert quote link.
James Dooley: Some people used to call it Haro links. Some people call it expert commentary. Some people call it quote links. Why do journalists want these expert commentary snippets in their articles.
Chris Pantelli: It enhances the validity of the article. They already know the answers. They want an expert to explain it in their own words so they can strengthen the credibility of what they have written. A finance journalist writing about improving credit scores knows the steps. They want an accountant to validate those steps.
James Dooley: This expert commentary in digital PR obviously helps branding and visibility. Does it also have SEO value for your website.
Chris Pantelli: Yes. The recent Google leaks highlight metrics that show the power of links from fresh pages on tier one publications. That is exactly what we do. Tier one publications carry huge authority and traffic. Fresh pages attract new traffic. Journalists often include the link which drives clicks.
James Dooley: These articles hit Google News and sometimes Google Discover. High authority sites with relevance and traffic are the best links you can get. Expert quote links tick all three. For anyone who hasn’t watched it yet, there's a link in the description about Haro upgrading to Connectively. So Chris, are you using Connectively. Are you using other tools like Quoted, Press Plugs, Helper B2B Writer. What are you using.
Chris Pantelli: We use most of them. There’s overlap but as an agency the value is in the gaps between the overlap. One big publication might only post requests on one specific platform. We want that platform. As an individual you can stick to one. For us we bring everything into Airtable and assign relevant queries to clients. Also monitor X because journalists often post the same request there with hashtags like PR request or journo request. Sometimes they include their direct email. That starts a relationship.
James Dooley: Anyone doing digital PR should also check the link in the description where we talk about the difference between reactive PR campaigns and expert quote links. I want to touch on how expert quote links can lead to full branded digital PR campaigns. You’ve had cases where your expert commentary impressed the journalist and they wanted full articles. Explain that.
Chris Pantelli: The journalist wants to impress their editors. If your expert commentary helps an article perform well on social or Discover that journalist trusts you. Their bosses trust you. If the expert has strong online visibility on LinkedIn and across the web the journalist is more comfortable using them again. They often work for multiple publications. If you pitch proactive campaign ideas relevant to their beat they may take them. That becomes a branded PR article centred around your expert and business.
James Dooley: Great answer. Anyone watching this, are you doing expert quote link building. Check the link in the description for the full interview with Chris Pantelli from Linkify. Chris, it’s been a pleasure. If anyone needs to get hold of you, where’s the best place.
Chris Pantelli: Linkify.io, Twitter Linkify or LinkedIn.
James Dooley: Great stuff. It’s been a pleasure and I hope everyone enjoyed learning more about expert commentary, Haro links, or expert quote links as part of digital PR.
Creators & Guests
Guest
Chris Panteli is the co-founder of UK-based digital PR link building agency, Linkifi. Chris Panteli's also the co-host of the Market Movers podcast.
Host
James Dooley is the founder of FatRank which is a UK lead generation company. James Dooley is the current CEO of FatRank that provides high-quality leads for UK business owners.