Definition
Digital PR is a high-end link building strategy that involves creating newsworthy content (studies, exclusive data, infographics, surveys) and pitching it to journalists and bloggers to earn mentions with backlinks. Unlike traditional link building, Digital PR generates natural editorial links from high-authority news sites. The most effective formats include original data studies, surveys, indexes and rankings, interactive content, and newsjacking (capitalizing on current events). It is the link building technique most valued by Google because it produces authentically editorial links.
Key Points
- Generates the highest quality editorial backlinks
- Content based on original data gets the most pickups
- Combines content creation, media relations, and SEO
Practical Examples
Original data study
LemmiLink publishes a 'France Link Building Barometer 2026' study with exclusive data. SEO and marketing media pick up the study with a backlink, generating 50+ quality links.
SEO newsjacking
Following a Google update, an expert publishes a rapid analysis with concrete data. Tech media cite this analysis in their articles, generating natural backlinks.
Frequently Asked Questions
Traditional link building targets webmasters to obtain link placements. Digital PR targets journalists with newsworthy content, generating natural editorial links of much higher quality.
Original data studies, exclusive surveys, rankings, interactive maps, and trend analyses are the formats most picked up by media.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07