DIY PR: Why PR and SEO are more closely linked now than ever
Once considered two very separate things, PR and SEO (Search Engine Optimisation) are now more closely connected than ever.
Until now, PR focused on brand visibility, trust building and media relationships, while SEO was all keywords, backlinks and page speed optimisation. But the rise of AI search has changed the game.
It’s a change that brings both challenges and opportunities, and means PR and SEO agencies alike need to adapt or fall flat on their ass.
Public Relations and SEO: A Shared Objective
Traditionally, SEO practitioners spent their days optimising content and technical website elements with one goal - rank high on search engines.
Still an important part of the SEO offer. But this alone no longer cuts the mustard.
Just ask Andrew Holland, Director of SEO at JBH. He often talks about the changing dynamics in the SEO game, and how PR is becoming more integral. Follow him on Linkedin to stay ahead of the game.
Similarly, the role of a public relations professional remains much the same in 2025. But with an increasing online-focus that makes SEO a vital part of the mix.
These two disciplines now share a common goal: building digital authority.
What is Digital Authority?
Your brand’s digital authority is its online public image. It’s how people perceive your business in terms of expertise, authority and trustworthiness in the digital world.
The higher your authority, the higher Google and the like will rank you in search.
Level up your digital authority by becoming the go-to voice in your industry. Gaining credibility, visibility and engagement through high-quality content, knowledge sharing and audience interaction.
Here’s how PR and SEO build your digital authority:
Backlinks: Earning high-quality links from trusted, authoritative sites and blogs is still a big ranking factor. PR-driven media placements will naturally generate high-value backlinks, making digital public relations an important piece of the SEO puzzle.
Unlinked brand mentions: A mention without a link is not a loss. Google picks up on brand mentions – hyperlinked or not.
As per Statice Media’s blog post, Beyond Keywords: What Google Really Looks for in 2025: “Even without a direct backlink, if your brand is being talked about in a positive way, Google notices.”
Credible content: PR provides credibility through third-party validation, while SEO ensures the content created reaches the right audience at the right time.
AISEO: AI Search Optimisation
The big boys of search are now using natural language processing (NLP), machine learning and contextual understanding to aid people in their quest for po—, ahem, answers.
This shift has turned the SEO world upside down in 2025:
#1 is no longer number 1: As per Search Engine Land, three quarters links that appear in Google’s AI Overviews are from pages that were already ranking in the top 12 organic search results. Meaning that it still relies a lot on previously established authority – for now, anyway.
But that doesn't mean it's not looking elsewhere. AI search can pull snippets right across the web. As long as you're providing timely, valuable content that addresses you target audience's pain points, you stand a chance of appearing atop the search mountain, even if you never have before.
Expertise and reputation above all else: AI models prioritise content from credible, trustworthy brands. Keyword optimised content is the sole breadwinner no more. You need to be seen as a thought leader in your industry. Invest time and money in PR to help you reach that goal.
E-E-A-T: It’s an acronym. It stands for Experience, Expertise, Authority and Trustworthiness. Four words that drive brand discoverability.
AI search uses semantic understanding, gathering info such as location, names and subject matter, to generate responses catered to the specific individual.
Use PR and SEO to give your content the best chance of being picked up for queries relevant to your business. Elastic has a great post explaining the intricacies of semantic search.
SEO = Digital PR
As we move forward, you will notice more SEO agencies employing digital PR tactics to expand and enhance their customer offer.
Why? Because, as James Watkins says, it's the best SEO link-building strategy.
Here’s what adding digital PR to the SEO game looks like:
Securing high-quality backlinks from relevant, reputable websites
Elevating brand awareness through online media placements (news coverage, guest posts, podcasts, etc)
Shaping brand perception through thought leadership campaigns
Boosting content credibility for AI-generated search results
PR and SEO Alignment for Max Impact
How do you align your public relations and SEO activities for maximum effect?
Step-by-step
Define your goals: What do you want to be known for? Work this out and plan your PR and SEO campaigns to share and amplify your story to fit.
Create newsworthy, search-optimised content: Expert insights and data-driven reports appeal to journalists and search engines alike. Keep this in mind when planning and creating your content.
Earned media trumps link building schemes: Earned media coverage generates high-quality backlinks and long-term credibility. Link building sites are fast tracks to nowhere. Don’t go for quick wins. Be patient and be rewarded.
Monitor your brand mentions and landed coverage: Online tools like Google Search Console, SEMrush, and Brandwatch will highlight the impact of digital PR on your search visibility. Keep track and adapt your SEO efforts accordingly.
PR for Future-proof SEO
Search engines change their algorithms more than I change my pants. But in 2025 and beyond, there’s one thing you can rely on…
These smarter, more user-centric search engines will continue to lean towards credible, authoritative and trustworthy sources, and keyword-stuffed content will fall foul.
In an AI-first digital world, old-school SEO techniques aren’t packing the same punch. Add digital PR and mix for best results.
In need of support to build an effective PR-SEO strategy? Shoot me a message at rob@robphillimore.com.
#PR #SEO #AISearch