SEO & PR: Let’s Link Up

Don’t be intimidated by the acronyms. Search Engine Optimization (SEO) can be augmented with successful digital Public Relations (PR) campaigns. This post will provide a basic introduction to SEO and outline how PR supports building a stronger web presence.   

What is SEO?

In 2023, it is estimated that there are about 1.13 billion websites on the internet. With so many websites, how do users find your brand’s particular site? Often it starts with a Google Search. Google is a search engine. Working to adjust and enhance how your website shows up in Google’s search results is SEO. Search engines use complex algorithms to determine which sites to recommend and ultimately a website that is compatible with search engines algorithms improves its website traffic. SEO helps you win the internet popularity contest.

What is PR?

The Public Relations Society of America defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” More simply put, PR helps manage and influence the public perception of a band through key industry tastemakers. This can be done through multiple channels such as magazines and newspapers, broadcast TV, social media and online digital media. For building SEO, online digital media is the focus platform.

SEO and PR Work Together

One of the most powerful tools for achieving a higher ranking in search results is link building. This is the process of acquiring hyperlinks from other websites back to a brand’s page. Search engine algorithms look at both the number and quality of inbound links to a webpage.

Through link building, PR can have a big impact on SEO. One online news article mentioning a brand with a hyperlink back to the company website does more than just build awareness, but also helps raise search engine rankings. Earned online media coverage also create more quality link backs for a brand. Top tier media outlets such as The Wall Street Journal and New York Times are recognized by search engine algorithm as high-quality links, which have a great impact on building SEO than links from smaller lesser-known sites.

This is not to say that small niche blog posts with links to brand websites cannot make an impact on SEO. A collection of blog posts with links back to a website build the quantity of links, which is a key factor for increasing search engine ranking.

Another PR tool that can be used to build SEO is a newswire press release, such as PRNewswire and BusinessWire. Wire services distribute and post a press release to a network of websites. Writing a press release with hyperlinks and keywords that is then posted across online sites will also build the number of link backs to a brand website. For tips on how to write a successful press release, check out our blog post on the topic. Unlike traditional online articles, newswire postings do expire. This is a strong tool for a short-term search engine ranking boost.

SEO allows brands to be found by consumers, who are actively searching for their offerings. PR builds consumer awareness for a brand across platforms. With a common goal of connecting with consumers, when PR and SEO work together, brands are crowned champions in the internet popularity contest.