There’s a surprising amount of bad advice floating around on how to get TechCrunch links and do proper event SEO using partnership content. Too many founders think just showing up with a booth gets them visibility, but the actual work of driving organic traffic and building authority is way more complicated.
Key Takeaways
- Pitching TechCrunch reporters just because you’re at an event won’t work. You need an actual, newsworthy story.
- Good backlinks from strong event partners are what really move your search rankings, not a big pile of weak ones.
- Working with event partners to create real content, like a joint webinar or research, gets your name out there and builds a much stronger link profile.
- To see if your event link building is working, you have to track metrics like keyword rank changes, referral traffic from partners, and your domain authority score.
- If you ignore the long-term SEO play with event partners, you’re throwing away organic traffic that could last for years after the show ends.
Myth 1: Just Attending TechCrunch Disrupt Guarantees Backlinks
I hear it all the time: “We’re exhibiting, so TechCrunch will cover us.” That’s a huge misconception. TechCrunch, and any other big tech publication, is looking for major news, big product launches, bold stories, and compelling narratives. They don’t care about your booth number. I’ve seen so many startups blow their budget on a prime spot at Disrupt and leave with zero change to their digital footprint because they had no content or outreach plan. The fact is, TechCrunch journalists are drowning in pitches. According to a 2025 report from Muck Rack, over 80% of journalists get more than 50 pitches every week, making your simple announcement that you’ll be there completely invisible. To get a feature or even build a relationship, you have to bring them something that fits their editorial needs which means having a unique angle or a major announcement. You need a product solving a real problem in a huge market or a funding round that shows serious industry momentum, something much more significant than just renting floor space.
Myth 2: All Event Links Are Created Equal
Here’s another myth I see everywhere: the idea that any link from an event site or a partner is a good link. Someone will say, “We got listed on the event sponsor page, that’s great for SEO!” but the quality of links varies wildly. A link from some low-authority event directory or a partner with a shady backlink profile won’t do much for you, and could even hurt your SEO over time. Google’s algorithms are getting much smarter about this, especially after things like the March 2024 core update, and they’re looking hard at link quality and relevance. A link from a random site that has nothing to do with your industry, or worse, a “link farm,” is a red flag. What you should be chasing is a link from a respected industry publication that’s covering the event, or from a major partner who already has strong domain authority. For example, getting mentioned in a thought leader’s blog post about your solution that you showed off at Disrupt has huge value. When a respected person in your space links to you, it tells Google that you’re a legitimate player, which is exactly what builds trust and authority. Chasing quantity is a classic rookie mistake. It’s always better to get five high-quality, relevant backlinks than fifty useless ones.
Myth 3: Link Building for Events is a Pre-Event Only Activity
So many marketing teams check “link building” off their to-do list before the event doors even open, getting a few directory listings or a mention in a press release and calling it a day. This completely misses where the real gold is: during and especially *after* the event. The best link opportunities come from the real conversations and content you create as a follow-up. Why not co-host a webinar with a partner you met at TechCrunch Disrupt to talk about a hot topic from the show? This gives both of you fresh content that can earn links naturally. You could also develop a joint whitepaper or case study about a collaboration that started right there on the show floor. These kinds of collaborations are how you get powerful anchor text links and show you’re an expert. A smart media buying strategy is also a good move for getting your message to specific audiences. For a tech company trying to get the most out of an event like Disrupt, using a platform to find and connect with the right media outlets is smart. Moburst, for instance, offers services like Networks & RTBs. With a tool like that, you can actually aim your message and content at specific media partners, which helps your link-building efforts by making your brand and content easier for them to find. You have to be strategic with your ad spend to make sure your story gets heard.
Myth 4: Press Releases Are the Be-All and End-All for Event Links
If your entire link-building plan for an event is “send out a press release,” you’re using an outdated playbook. Sending a release over the wire usually just gets you a bunch of syndicated, low-quality links that provide almost no SEO benefit. Often these links are no-follow (meaning they pass no link equity) or they’re on sites that search engines don’t care about. A better approach is to do direct outreach to journalists and influencers who actually cover your specific corner of the industry. Personalize your pitch. Tell them what’s genuinely different about your news and why their audience would care. It’s more work, but the payoff is an actual editorial backlink that moves the needle. You should also think about creating interactive content during the event, things like live product demos, interviews with experts, or some behind-the-scenes footage. This kind of stuff gets shared around by people who are actually there, earning you links from blogs and social media because it’s interesting, unlike a boring press release. A good story with great visuals and a clear impact is what gets people to pay attention and link.
Myth 5: You Can’t Measure the ROI of Event Link Building
Some marketers are skeptical about measuring the ROI for event link building, asking, “How do you even put a number on a backlink?” But there are very clear metrics you can use to track the impact. The truth is, you absolutely can measure it, and if you aren’t, you’re flying blind. You should be tracking:
- Referral traffic from partner websites: Use Google Analytics 4 or similar tools to see how many people are actually clicking through from those event-related links.
- Keyword ranking improvements: Watch your target keywords before and after the event. A strong set of new backlinks should push your organic search positions higher.
- Domain Authority (DA) or Domain Rating (DR) increases: Keep an eye on your website’s score in tools like Ahrefs or Moz. You should see it tick upwards after acquiring good links.
- Brand mentions and sentiment: While it’s not a direct link, a jump in positive brand mentions is a good signal that your link-building and PR efforts are working together.
- Conversion rates from organic traffic: All of this effort should eventually lead to business. Track if the people coming from organic search for your target keywords are turning into leads or sales.
When you track these things, you can show your boss exactly how your event link building is contributing to the bottom line. It takes some work to set up the tracking, but the data you get is gold for planning your next move.
Myth 6: Event Partnership Content is Just About Logos
Too many people think “event partnership content” just means getting your logo on a partner’s webpage. That’s a huge waste. The real play is to *create* something valuable together. A real partnership means collaborating on something that’s actually useful for both of your audiences. For example, you could write a joint industry report with another tech company you connected with at Disrupt, combining your data and insights to make a statement. When you co-author a report with another respected company, you both link to it from your sites and promote it. That’s a powerful, relevant backlink right there, coming from a source Google already trusts. Another great idea is a series of collaborative blog posts or video interviews where your experts and their experts discuss industry trends. This gives you a ton of great content, and it creates natural spots for internal links and for other sites to link back to you. The goal is to create something together that people genuinely find interesting and useful. So when it comes to events like TechCrunch Disrupt, don’t just show up. Have a story, chase quality links, work with partners to create real value, and track your results. That’s how you turn a one-off event into a long-term SEO win.
How can I identify high-quality partners for event link building?
Look for partners with solid domain authority (think DR 60+), a business that aligns with yours, and an audience you want to reach. You want companies that are already publishing good content and are seen as leaders in their field.
What types of content work best for co-creation with event partners?
Joint research reports, webinars, interview series with experts from both companies, case studies showing how your products work together, and guest posts on each other’s blogs are all great ways to get valuable backlinks.
Should I prioritize follow or no-follow links from event partners?
You should always push for follow links because they pass “link equity” and have a direct effect on your search rankings. A no-follow link can send some referral traffic, which is nice, but its direct SEO value is practically zero.
How long does it take to see SEO results from event link building?
SEO is a long game. You might see some small bumps in your keyword rankings or domain authority in 3 to 6 months, but the real, significant impact often takes 9 to 12 months to show, depending on how many good links you were able to build.
Is it worth pursuing links from smaller, niche event blogs?
Yes, definitely. A link from a small blog that’s super focused on your niche can be extremely valuable. These sites often have very dedicated readers, and Google understands that relevance is just as important as raw domain authority.
