Reference
PR & Marketing Glossary
Clear definitions for every term in public relations, press release distribution, digital marketing, and earned media — from media pitch to newswire syndication.
35 terms · Updated April 2026
Backlink
A backlink is a hyperlink from one website that points to a page on another website, signaling trust, authority, and topical relevance to search engines — one of the most important ranking factors in SEO.
Read definition Link BuildingBacklink Profile
A backlink profile is the complete collection of all external hyperlinks pointing to a website — including number, quality, relevance, anchor text distribution, and domain diversity — used as a key indicator of SEO health and authority.
Read definition Digital PRBoilerplate
A boilerplate is the standardized "About [Company]" paragraph at the end of a press release that provides journalists with factual background information about the issuing organization.
Read definition SEOBrand Mention
A brand mention is any reference to a company, product, or individual name on an external website — whether or not the mention includes a hyperlink — recognized as an authority and trust signal in SEO.
Read definitionDateline
A dateline is the line at the opening of a press release that states the city of origin and the release date — a standard formatting element that establishes the source location and timing of the announcement.
Read definition Digital PRDigital PR
Digital PR earns online media coverage, backlinks, and brand mentions from authoritative publications through journalist outreach, press releases, and original content — combining traditional PR with measurable SEO outcomes.
Read definition Link BuildingDo-Follow Link
A do-follow link is a standard hyperlink that passes link equity from the referring website to the linked page, contributing to the target site's domain authority and search engine rankings.
Read definition SEODomain Authority
Domain Authority (DA) is a third-party metric developed by Moz that predicts how likely a website is to rank in search results, scored 1–100 based on the quality and quantity of its backlink profile.
Read definition SEODomain Rating (DR)
Domain Rating (DR) is a proprietary backlink strength metric by Ahrefs, scored 0–100 on a logarithmic scale, estimating the overall strength of a website's backlink profile relative to other sites in Ahrefs' index.
Read definitionE-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — Google's framework for evaluating the quality and credibility of web content and its creators.
Read definition Digital PREarned Media
Earned media is publicity a brand receives through editorial merit rather than paid placement — including news articles, journalist-authored features, expert citations, and organic social sharing.
Read definition Press ReleaseEmbargo
An embargo is an agreement between a brand or PR team and a journalist that restricts the publication of a news story until a specified date and time — allowing media to prepare coverage in advance.
Read definitionGenerative Engine Optimization (GEO)
Generative Engine Optimization (GEO) is the practice of structuring content so AI-powered search engines — including ChatGPT, Perplexity, and Google AI Overviews — can accurately extract, summarize, and cite key claims in their generated responses.
Read definition Link BuildingGuest Post
A guest post is an original article written by an external contributor and published on a third-party website, typically in exchange for a byline credit and one or more backlinks to the contributor's domain.
Read definitionLink Building
Link building is the process of acquiring hyperlinks from external websites that point back to your own, with the goal of improving domain authority, search engine rankings, and organic traffic.
Read definition Link BuildingLink Insertion
A link insertion — also known as a niche edit — is the practice of adding a hyperlink into an existing published article on a third-party website, pointing back to a target page, typically in exchange for a fee paid to the site owner.
Read definition SEOLink Juice
Link juice is an informal SEO term for the ranking value passed from one page to another through a hyperlink — formally referred to as link equity — which contributes to a target page's domain authority and ranking potential.
Read definitionMedia Coverage
Media coverage is the editorial mention, feature article, or news story about a brand, product, or event that appears in a media outlet — representing an independent journalistic decision to cover a story.
Read definition Digital PRMedia Outreach
Media outreach is the practice of proactively contacting journalists, editors, and content creators to pitch stories or expert commentary with the goal of earning editorial coverage and media mentions.
Read definition Digital PRMedia Pitch
A media pitch is a short, targeted communication — usually an email — sent to a journalist or editor to propose a story idea, offer an expert source, or suggest coverage of a newsworthy development.
Read definition Digital PRMedia Relations
Media relations is the ongoing practice of building and maintaining professional relationships with journalists, editors, and media outlets to facilitate consistent, positive earned media coverage over time.
Read definitionNews Release
A news release is an official written statement from an organization distributed to media outlets to announce a newsworthy event or milestone — functionally equivalent to a press release, with the term preferred in digital-first contexts.
Read definition Press ReleaseNewswire
A newswire is a distribution service that transmits press releases and news announcements to a network of media outlets, journalists, and online platforms — enabling a brand to reach hundreds of publications with a single submission.
Read definition Link BuildingNiche Edit
A niche edit is a type of backlink acquired by inserting a hyperlink into an existing, already-published article on a third-party website — also commonly referred to as a link insertion.
Read definitionOff-Page SEO
Off-page SEO refers to all optimization activities that occur outside a website's own pages — primarily link building, digital PR, brand mention acquisition, and social signals — that influence how search engines evaluate a site's authority.
Read definition SEOOrganic Traffic
Organic traffic refers to website visitors who arrive through unpaid search engine results — clicking on a link that appears naturally in Google or another search engine rather than through paid advertising.
Read definitionParasite SEO
Parasite SEO is the practice of publishing content on high-authority third-party websites not for editorial value, but to exploit that site's domain authority and ranking signals to rank pages that would not rank independently.
Read definition Digital PRPress Kit
A press kit is a curated collection of brand materials — including company background, executive bios, high-resolution images, key facts, and recent press releases — provided to journalists to make coverage faster and more accurate.
Read definition Press ReleasePress release
A press release is an official written statement issued by a company or organization to announce news, updates, or events to media outlets and the public. It is used in digital PR to secure media coverage, improve online visibility, and strengthen brand credibility.
Read definition Digital PRPress Release Distribution
Press release distribution is the process of transmitting a formatted news announcement to media outlets, journalists, wire services, and online platforms to maximize editorial pickup, brand visibility, and SEO impact.
Read definitionPR Distribution
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