Digital PR
Earning editorial coverage and links from media outlets through newsworthy assets — original data, expert commentary, campaigns — rather…
LinksLink bait
Linkable asset
Content designed to earn links on its own merit — original research, free tools, definitive references, interactive data — rather than through solicitation.
In full
The defining property is that it gives another publisher a reason to cite it: a number they need, a tool their readers want, or a reference they would otherwise have to build themselves. Assets compound because they keep earning links long after publication and often become the canonical citation in their niche. They are also disproportionately useful for AI visibility, since generative systems cite sources that supply specific, attributable facts.
Example
A free stamp-duty calculator becomes the tool that property journalists link to whenever rates change.
Related terms
Link building
The practice of acquiring links from other websites, ranging from editorially earned citations to schemes that violate Google's link spam…
Information gain
The amount of genuinely new information a document adds beyond what the user has already seen in other results for the same query.
Citation share
The proportion of AI answer citations across a tracked prompt set that point to a given domain, used as the AI-era analogue of ranking…
Pillar page
A broad, comprehensive page that introduces a whole topic and links out to detailed supporting pages within the same cluster.