Digital PR
Digital PR is the practice of earning coverage and links from journalists and publications by creating genuinely newsworthy material, such as original research, data studies or expert commentary. It is the most durable form of link building currently available to any business.
Why it matters for your rankings
Digital PR works because it aligns with how links are actually earned: someone finds your material worth citing. That is the only link acquisition method that scales without violating guidelines.
It also produces links no outreach campaign can buy. National publications, industry press and academic citations carry authority precisely because they cannot be purchased, and a single such placement often outperforms months of guest posting. The cost is that it requires something genuinely worth covering. Original data, a surprising finding or informed commentary on a live story will earn coverage. A rewritten summary of what everyone already published will not, regardless of how many journalists receive the pitch.
How to check it on your site
Find a genuine angle
Original data from your own operations, survey research or analysis of public datasets gives journalists a reason to write.
Build a relevant media list
Identify journalists who cover your subject specifically rather than blasting a generic list.
Time pitches to the news cycle
Commentary offered while a story is live earns coverage that the same commentary a week later will not.
Track coverage and links separately
Some coverage will not link. It still builds brand searches and entity recognition.