Search engine optimization is linked to public relations efforts, but it’s not always obvious just how the two strategies go hand in hand. It’s critical that marketers view this relationship as a holistic and transformative practice – it takes time, precision and a granular understanding of search engine preferences.
SEO largely depends on the rules and algorithms Google and other search engines put in place, which change often and have only become more intricate as time goes on. Having a consistent understanding of these rules and functions – and strategizing how to pair SEO-driven tactics with PR efforts – is an important tool in boosting a B2B technology company’s search traffic.
The importance of aligning PR and SEO strategies
PR helps build a positive image for a brand or business, while SEO helps improve its visibility and search engine ranking. Both strategies complement each other and can lead to more effective results when aligned. PR can generate quality backlinks from authoritative websites, which can improve the website’s search engine ranking. Similarly, SEO can help identify keywords and optimize content that aligns with the brand’s messaging and PR efforts.
Therefore, a coordinated approach to PR and SEO can maximize the reach and impact of a brand’s message and increase its online presence, leading to increased traffic, conversions, and overall business success.
4 ways to merge SEO and PR for better search ranking and visibility
If SEO and PR tactics aren’t aligned, a brand may miss potential backlink opportunities or its messaging and outreach efforts may not be optimized for keywords that drive organic search traffic. This can lead to reduced visibility and missed opportunities.
But when strategies are aligned, that’s when the magic happens. Below are 4 different ways SEO and PR can work together to drive traffic and build brand awareness for tech companies.
1. Include strategic backlinks in upcoming PR placements
Media coverage not only increases a company’s thought leadership and credibility among its target market, but also provides additional opportunities to boost organic search traffic. When reporters interview executive team members or run contributed pieces, they’ll often include backlinks to the company’s website, which are primary drivers for SEO ranking. Some publications enact policies not to do so to remain as vendor-neutral as possible, but working to secure a diversity of media placements and honing in on those with higher traffic rates and more flexible backlink policies is key in boosting SEO through media relations.
As an illustration, suppose the PR team is securing a placement on a high-traffic website; in that case, they should collaborate with the SEO team to decide which backlinks to include on the website and what anchor text to use. The conversation between the teams could resemble this: “We should add a link to our recently published blog post on earned media. Let’s use the anchor text ‘b2b earned media’.”
2. Align on the brand message and story
It’s important for PR and SEO teams to align on the brand message and story before initiating outreach to guarantee a unified and seamless online presence. This alignment plays a pivotal role in establishing a consistent narrative and cohesive identity, enabling effective content creation, and promotion. 
And when it comes to actual outreach, it’s critical for both the SEO and PR teams to communicate to avoid duplicating their outreach efforts and potentially harming the brand’s reputation.
Sharing approved messaging can help drive a cohesive brand image that avoids unnecessary contradictions or distortions of the platform’s capabilities. Working from the same stack of priorities is key. Often those manning the content will also have concepts to add to the PR campaign – while the PR leaders will offer insights on how to bring the most engaging information forward.
3. Optimize press releases and brand announcements with non-brand keywords
When publishing website content, it’s recommended to target specific keywords to rank for in search results. When the PR team is preparing a press release or company announcement, it’s important to collaborate with the SEO team to pinpoint a relevant, non-brand keyword to target.
For instance, if a tech company is announcing a new product feature that streamlines employee onboarding, they might include a section defining what the employee onboarding process entails to rank for the keyword “employee onboarding process.”
4. Use PR placements as inspiration for SEO-optimized content and vice-versa
Using PR placements as inspiration for SEO-optimized content and vice versa is a great way to align PR and SEO efforts. Companies should compile a list of high-performing placements and the topics that resonate with the audience. This information along with keyword research can be used to create an SEO driven content roadmap that encompasses both PR and SEO efforts. By leveraging the strengths of both PR and SEO, brands can create cohesive and effective campaigns that drive traffic and increase brand visibility.
Create an SEO-informed PR strategy with anthonyBarnum
anthonyBarnum is well-versed in developing a PR strategy that compliments SEO strategies. In our experience, approximately 80% to 90% of media outlets will allow backlinks to be published. It’s an enormous opportunity for boosting visibility.
To begin the discussion about crafting a winning PR strategy, you can contact us here. We are eager to collaborate with you and help you achieve your PR goals.
PR and SEO – common FAQs
How are SEO and PR related?
SEO and PR are related because they both aim to increase a brand’s online visibility and reputation. PR focuses on building relationships with media outlets, influencers, and other authoritative sources to generate positive coverage and backlinks, which can boost the brand’s search engine ranking. Meanwhile, SEO seeks to optimize website content and other digital assets for specific keywords to improve their visibility in organic search results, which can also be influenced by high-quality backlinks from PR efforts.
What are examples of an SEO-informed PR strategy?
An SEO-informed PR strategy may include targeting keywords in press releases, guest posting on high-authority websites to gain backlinks, and optimizing online media coverage with relevant keywords. It may also involve conducting research on target audience search behavior to inform messaging and outreach efforts, identifying and leveraging relevant industry trends, and monitoring website traffic and search engine ranking to measure the success of PR efforts.
What brands do a great job of aligning their PR and SEO strategies?
Several B2B brands do an excellent job of aligning their PR and SEO strategies, including HubSpot, Moz, and Salesforce. These brands consistently produce high-quality content that generates backlinks from authoritative sources, actively engage with media outlets and influencers to promote their messaging, and optimize their website content for relevant keywords to improve search engine ranking. Additionally, they regularly measure and analyze the success of their PR and SEO efforts, making data-driven decisions to continuously improve their strategies.
