Accelerate organic growth with earned authority with unique data and analysis: driven by authoritative backlinks, AI citations, and tier-one media mentions that build lasting thought leadership.
Fundamentally, great digital PR is about great backlinks: earned, authoritative, and sustained.
Why? Because more than any other tactic, a sustained backlink strategy is the single most powerful driver of accelerated organic growth in both Google and AI search.
Multiple studies confirm it, including Ahrefs’ finding that top-ranked results have 3.8x more referring domains than the next.
And it’s not just about earning headline backlinks from authoritative .com.au publishers. It’s also about building on-site data assets and pages designed to compound backlink value over time, creating a lasting magnet for backlinks.
Why? Because backlinks deliver improved Google rankings, improved AI search performance, more traffic, growth, sales, and leads; and ultimately, the ability to offset media costs in the long term.
Paying for backlinks is a shortcut that always ends in loss. Those selling links get caught; and when they do, not only do the backlinks vanish, but your site can be penalised too. Investment gone.
Worse, paid links are irrelevant and transparent. A backlink from a coffee blog in Austin adds no authority for an Australian business: it only signals to Google that something’s wrong.
And when the penalty comes - whether by algorithm or a competitor’s report - the consequences are brutal: your site can disappear from Google with no right of appeal, leaving your online business in the wilderness for years.
For backlinks to work, they must be relevant, authoritative, and earned. There simply isn’t another long-term path.
Digital PR drives GEO - Generative Engine Optimisation: the art of being found in AI Search.
It works in two ways: first, by sending strong relevance signals to large language models through authoritative backlinks and media mentions.
Second, by accelerating your data and content into AI citations, the references and sources that power AI-generated answers.
As AI Search grows, Digital PR ensures your brand grows with it: more citations, more visibility, more authority.
of brands have no deliberate GEO strategy and another 47% have only just started optimising for GEO.
Cordial, 2025
Digital PR isn’t just about organic growth: it’s also about positioning. Many businesses rely on it not for rankings, but for the authority and credibility it creates.
Through strategic media placements, your insights and analysis become part of the conversation.
And clients notice. They see you not just as another competitor, but as a thought leader: a business to be taken seriously.
of B2B buyers
trust third-party thought leadership content over traditional ads or marketing materials.
Edelman, 2025
Brisbane households are paying 14 per cent more than the national average for electricity, the analysis found...
...while today's families are paying double to triple that.
Fresh analysis by mortgagebroker.com.au has revealed the policy designed to get buyers into the market faster...
Up to one in four Aussies will need to earn $200,000 or more per year to travel stress-free, new research claims...
The data from TravelInsurance.com.au also shows more than a third of Australians don't do the pre-holiday research...
"The team at Digital PR worked hard to drive brand recognition for us through digital media. Always thinking of different story angles and taking a data-driven and sometimes divergent approach to news."
We take unique and compelling insights - analysis, research, and data - and structure them
in ways that maximise earned backlinks, accelerate AI citations, and achieve thought leadership. Here's how:
Digital PR has traditionally been about taking a shallow cut of harmless data, wrapping it in a quirky angle or listicle, and serving it up to media that love disposable, bite-sized stories. And there’s nothing wrong with that: it’s quick, easy, and earns a backlink or two. Rinse and repeat.
But today, media hand out fewer backlinks than ever and disposable stories don’t build thought leadership. They rarely position a brand as credible or authoritative. And is that really where you want your brand to be exclusively associated? To cut through with serious media, we needed to challenge the model.
Our answer was to anchor Digital PR in real research and data. Evergreen assets require rigour, credibility, and insight. That’s why we partnered with Primara Research - Australia’s only tier-one research and data team embedded in Digital PR. These are researchers who write government reports, build complex forecasts for enterprise, and are sought out by media for analysis. If Digital PR is about data, then you need the best and that’s what we deliver.
Independent, Australian research and data insights designed to drive the narrative.
Building datasets through combining primary research, secondary data and proprietary client insights.
Don't just tell a story. Prove one.
Tier-one research capabilities in place, the first step is building your DataRoom, a secure environment where we assemble and refine the data that powers everything else. We draw on secondary sources, internal client datasets, and finally, primary research. Together these inputs create a living baseline of insights that grows richer over time.
The DataRoom isn’t just storage: it’s an engine. We use it to produce unique analyses that can be deployed across a range of applications.
When it comes to media placement, the DataRoom acts as your interface with the media. It allows us to respond quickly to breaking stories with ready analysis, drive proactive reporting, and establish your organisation as a go-to source. Over time, it becomes both a competitive advantage and a compounding asset, with insights that keep delivering value long after they’re first published.
With your
Unlike one-off stories, PDPs are structured, UX-driven pages that keep attracting coverage and backlinks long after launch. The backlink gift that keeps on giving.
Prime Data Projects (PDPs) are structured, evergreen content hubs built around statistics, insights, and research. Think of them as well-UXed, category-level pages on your website, designed to be naturally discoverable, consistently useful, and primed for both Google and AI search. Built with structured data formats (JSON-LD schema, meta tagging, and well-defined content hierarchies), they’re not just readable by people, but by machines too.
Why invest in PDPs? Because while they take longer to yield, their impact compounds. Every backlink earned strengthens rankings, which in turn attracts more backlinks. Unlike media placements - which can be hit-or-miss - PDPs deliver steady, background growth. They’re also central to AI strategy: each project becomes a persistent source of authoritative data, insights, and citations. Over time, PDPs evolve into a repository for your research, ready to be deployed across your wider site and content.
And because we start with serious research, PDPs cut through from day one. By combining external datasets with anonymised internal insights and fresh primary research, we create pages that quickly establish themselves as the leading authority in their category. The result? Pages that drive compounding backlink growth, feed AI citations, and cement your brand as the source Google and LLMs trust.
We go further with the research, data and insights we develop for you.
Prime Data Projects (PDPs) are well-designed, evergreen content hubs built around statistics, insights and research. They’re engineered to:
Unlike one-off stories, PDPs are structured, UX-driven pages that keep attracting coverage and backlinks long after launch. The backlink gift that keeps on giving.
With the DataRoom and PDPs in place, it’s showtime. At its core, Digital PR has always been about media reachout: working with journalists on the angles and insights that resonate with their audiences. In return, you earn authoritative .com.au backlinks and mentions that strengthen both your rankings and your reputation.
The better the insights, the bigger the payoff. Strong data turns mentions into positioning, elevating your brand into thought leadership. That’s why we bring serious research to the table and why our team includes people who’ve worked in the very newsrooms you want to break into. We know how stories are pitched, shaped, and sold.
We play both the short and the long game. Sometimes it’s the lightning-strike “ah hah” moment when a single number demands to be shared. Other times it’s a steady campaign of insights and ideas, building trust until the right dataset and angle hit at exactly the right time. This is the peak of earned backlinks and the beginning of sustained thought leadership.
We go further with the research, data and insights we develop for you.
Prime Data Projects (PDPs) are well-designed, evergreen content hubs built around statistics, insights and research. They’re engineered to:
Unlike one-off stories, PDPs are structured, UX-driven pages that keep attracting coverage and backlinks long after launch. The backlink gift that keeps on giving.
My philosophy has always been simple: rank first. And in today’s digital landscape, there’s no faster or more sustainable way to do that than through high-quality, earned media exposure through digital PR.
Once your DataRoom is established, your business gains instant access to refined primary research, secondary data, and internal datasets, all analysed and ready to go.
That data doesn’t have to sit on the shelf; it can power marketing, fuel sales, and drives applications across your business.
Our reactionary releases aren’t about noise, they’re about timing.
As news and data breaks, your data and commentary land fast, meeting the editorial deadline where it’s at, and putting your voice at the centre of the story.
With DigitalPR, you don’t just send stories into the void, you see the impact unfold in real time.
Mentions, citations, and backlinks are tracked as they land, giving you instant visibility on how and where your brand is being talked about.
Once your DataRoom is established and the right datasets are analysed, we move quickly. Prime Data Projects; long-burn assets that build backlinks and AI citations over time, are developed straight away.
In parallel, we activate digital PR, designed to generate coverage, mentions, and backlinks in days. It’s not about instant wins, but once the foundations are in place, momentum builds fast and results follow quickly.
At Digital PR, we value the journey just as much as the destination. That's why we follow four key stages: Research and Insights, Your Data, Prime Data Projects, and Media Placements.
Strategy
Research, Data & Modelling
Analysis
Data Credibility
Data that is exclusively owned by and under the control of one organisationis referred to as proprietary data sets. These data sets may contain details about consumer behaviour, product performance, financial information, and other private details important to business operations.
These Datasets are securely kept and never shared.
Primara Research specialises on constructing narratives supported by rigorous evidence. By building the framework as well as the findings, they ensures insights translate into impact.
Secondary Data
We undertake primary research - through surveys, polling, observational studies and more - to capture unique sentiment and insights at a statistically significant level.
Internal Datasets
We undertake primary research - through surveys, polling, observational studies and more - to capture unique sentiment and insights at a statistically significant level.
Primary Research
We collect and analyse secondary data sources: existing research and datasets relevant to your business, including government reports, industry statistics and academic studies.
Proprietary datasets and insights ready for deployment
Business Applications
Your DataRoom isn’t just the backbone of your digital PR: it’s an always-on resource of research, data and analysis.
It gives your business demonstrable insights and proof that cut through the noise and open doors across multiple applications.
Proprietary Datasets
By combining multiple data inputs, your PDPs are powered by authoritative, proprietary datasets built around the topics your business wants to be found for.
SEO Ready
Optimised for search, your PDPs naturally rise in rankings driven by the unique data and insights they contain.
AI-Optimised
Built with LLMs in mind, your PDPs are structured for maximum discoverability and consumption.
Optimised data rich content pages hosted on your business website
Compounding backlinking and AI Search
We're going to develop some pages so rich in relevant, consumable research, data and analysis they're not only going to rank; they'll be backlinked to for citation and research.
With proprietary insights structured the right way, they’ll surface naturally in AI search results. (GEO)
Exclusive Reach-out
We work with journalists on an exclusive basis, providing them with your insights and analysis to shape reporting that matters, ensuring it’s your business behind the news.
Reactive
We move fast to develop releases that respond to breaking news, backed by your unique insights and analysis, positioning your business as the expert.
Sustained
We maintain ongoing relationships with the media, continually dropping new insights and ideas to keep your business top-of-mind for commentary and analysis.
When and when you want
Get Real with Media
We have the insights. We have the data. We have cuts of research and analysis ready for each level of media. Every time they're going to want it. This is what we do: the best mentions, the best backlinks, the best AI signals: and thought leadership when you're published where and where you want to be.
The research and content we create is designed for amplification — sparking engagement on social and fuelling campaigns.
As part of our service and working with your brand kit, we produce quality and timely social assets, including video and interactive content.
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We secure media placements that allow you to credibly say “as featured in,” signalling authority and trust to your customers.
New research from travelinsurance.com.au reveals that the Pacific islands achieved their biggest month ever for Australian travellers in July.
Brisbane households are paying 14 per cent more than the national average for electricity, the analysis found.
New analysis from Buyersagent.com.au has exposed the shocking truth: the cost of simply living in a property...
Recent research reveals more retirees than ever before will be stuck in rentals and forced to use their superannuation to pay landlords.
It's simple really.
"Where did you find us?"
"Where did you find us?"
"Where did you find us?"
Digital PR earns the scarce signals that move the needle:
We make progress measurable:
Treat Digital PR like a portfolio with compounding returns.
Green.com.au is an industry leader in solar panels, solar inverters and solar batteries. They were growing fast—our backlink effect kicked it into overdrive.
Implemented PR and media strategy
Extensive media placement via digital PR
Development of three PDPs
Shortly to launch consumer digt
Routinely published in tier one media including News Ltd, Nine News and relevant industry publications
Achieved print and radio coverage
Accelerated organic growth and attributed uptick in leads and enquiries
Working with DigitalPR has been an excellent investment. Their program launched quickly and precisely, we were part of the journey and the ROI has been awesome. Cannot recommend DigitalPR and the team enough.
AI Search
PDPs are designed for both SEO and LLM pickup: the SEO advantage is compounding, though the LLM/AI pickup can be much faster. You bring structured and unique data to the table and AI's notice.
Rich data-driven content pages
We turn complex data into Prime Data Products (PDPs)—powerful, citation-worthy assets that boost search visibility and brand authority. Each PDP is built to attract backlinks, earn media mentions, and position your business as the go-to source in its industry.
Backlinks
The Daily Mail is one of the holy grails of Australian media: extraordinary reach and a powerful backlink. We helped our client model the new reality of more Australian 65+ retirees entering retirement without home ownership; the outcome is stark. The Daily Mail ran with this story exclusively with extensive social pickup.
Mentions across all media
We helped our client model escalating electricity prices in Queensland - hidden by state and federal rebates and the story went national.
Taking it Regional
We helped a travel client spread the word about the implications of cruise travel without travel insurance. 80+ backlinks starting with The Canberra Times, Newcastle Herald and Illawarra Mercury.
