How Does SEO Work With Your PR Strategy?

The fast-paced nature of the internet has created a consumer demand for Google search results to be delivered instantly and precisely. A survey found 60 percent of mobile users were very likely to click on the first two to three search results they saw, and more than 90 percent were likely to click on the first set of results. 

Leveraging search engine optimization (SEO) to boost your visibility online has become a highly valued and sought-after strategy for companies. Traditionally, SEO has been a marketing practice but this is no longer the case. The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.

The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.

The Relationship Between SEO and PR

SEO and PR can work cohesively to increase brand recognition. They are reliant on one another, often more than we think. How effective can PR efforts be if consumers cannot find your company on Google? There is little content and opportunity for SEO to grow organically without PR. 

Including SEO tactics in your PR strategy can differentiate between how you and your competitors stand in search rankings, ultimately deciding which sites both new and returning consumers choose to visit. PR pros can incorporate two components in their daily practices to achieve optimal SEO for their clients: keywords and backlinking. 

Keywords and backlinking are essential in the relationship between SEO and PR as they are easily manipulated and offer significant influence when utilized correctly.

Identifying the Keywords You Want to Rank For

Keywords are phrases included in your content that make it possible for search engines to list your company as a reliable and accurate result. This is where most will look to start in their SEO journey.

You first will want to audit the keywords your company is already ranking for. This builds your foundational understanding of which keywords are influencing your ranking. You are likely to see your company rank highly for obvious keywords relative to your company, like your name, service, or product. An audit can provide insight into what phrases are commonly addressed in already published content and help in identifying new opportunities to focus on in the future to target those infrequently used keywords.

It’s crucial to note keyword selections are not set in stone. They can be adjusted to cater to new product offerings or different PR campaigns, but be careful in selecting which ones and how many you want to monitor. The best practice is to start basic and simple before expanding to longer, more complex keywords.

Person working on a computer looking for SEO keywords they would like to rank for to boost visibility online.

Your search ranking is also determined by the number and quality of outside websites that link back to your website within their published content. Backlinks from credible and trustworthy sites positively influence your SEO ranking, making earning digital media placements one of the most beneficial SEO-boosting tactics. These placements work to increase your brand’s searchability, ultimately enhancing the quality and quantity of website traffic you receive. To ensure a published story results in an SEO-boosting backlink, your PR rep can ask a journalist to include a link to your company’s website along with including relevant links in their pitch for the journalist to reference and embed. 

Owned media, which includes things like press releases and blog posts, also presents opportunities for PR pros to help you drive your SEO rankings. Linking to other relevant content you own within a piece of media on your website can increase domain authority and traffic to other landing pages. Overall, we see this as a win-win!

The Takeaway

Your SEO ranking determines your accessibility, affecting how both new and returning customers can find you. Working with the right team of PR professionals can ensure your company ranks for relevant search terms and generates a healthy stream of backlinks to achieve maximum visibility.


At Segal Communications, we’re here to help your business reach its full SEO potential. Ready for a custom audit to identify your business’s optimal keywords and assess backlink health?

Reach us at [email protected].

Why Company Branding is an Essential PR Tool

An inside look into the integrated relationship we often overlook.

Public relations and branding go hand-in-hand. Exploring the synergy of their relationship leads to well-crafted communications that encompass all elements of what makes a company who they are. Defining your company’s brand is traditionally a marketing practice, often done in the beginning, introduction or startup stage of a company, but can also be altered and improved over time. 

In today’s world, digital platforms have evolved to become the preferred medium of messaging, and marketing and public relations have grown more intertwined, making branding a non-negotiable component of the PR toolkit. Despite this, companies often don’t appropriately highlight their mission or value proposition. Instead, they prioritize external characterizations rather than building their brand from within. The result of this is brand inconsistency.

What does branding entail exactly?

Branding is more than just the logo on your T-shirt or the fast-food restaurant commercial you see on TV. Company branding is traditionally broken down into six integral components:

  1. Voice – What personalities and tone drive your messaging?
  2. Identity – How is your brand represented by things like your logo and social media presence?
  3. Promise – What is your value proposition?
  4. Values – What principles does your company abide by?
  5. Targeting – What market segment do you want to reach?   
  6. Positioning How does your company differentiate itself from competitors?

All of these puzzle pieces work together to create your overall brand strategy, acting as a foundation for every message your company develops. The puzzle comes together with the addition of a crucial centerpiece: your company’s purpose.

A graphic with purpose at the center and identity, voice, positioning, targeting, values, and promise coming out of it.

The importance of purpose

According to a 2020 study, 94% of global consumers said it is important that the companies they engage with have a strong purpose. Unfortunately, only 37% of those consumers believe companies today actually do. A clearly defined purpose is vital to your overall strategy not only because all other elements of branding stem from it, but because your purpose identifies both what makes your company unique and the goal of your offerings. Your purpose is the reason people buy your product or service, as it answers the central question of “why?” This component of branding is often overlooked, yet your “why” may be the most important element to define. Your “why”, the motivation behind what you do, is public relations gold. 

Many companies employ Simon Sinek’s Golden Circle method to establish their branding. Normally branding prioritizes what the company wants consumers to see, however, unlocking the internal understanding of your company’s purpose is the glue that holds it all together. 

Sinek notes: “Very few people or organizations know why they do what they do. And by ‘why’ I don’t mean ‘to make a profit’. That’s the result. It’s always a result. By ‘why’, I mean ‘What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist?’”

Your “why” is the backbone of PR communications

Bridging the gap between your company’s purpose and the product or service you sell will benefit your efforts to amplify your messaging greatly. Your company’s offerings, mission, and product are just the tip of the iceberg in promoting your brand. Companies that have developed their branding to include a “why” drastically improve their odds of earning positive media coverage.

This is because storytelling is how PR pros bring your brand to life. Humanizing your brand creates a memorable impression for consumers and increases brand loyalty. Brand identity is not a characteristic consumers should have to dig around to find; it should be incorporated into all company communications, both internal and external. 

Earned media placements, blog posts and bylines offer an opportunity for your company’s messaging to be tailored around your “why.” An authentic and transparent company is one consumers will trust. Backing PR communications with your “why” can lead to greater customer recognition, insight, interest among new customers, added value to your business and lasting impressions.

Building relationships with your customers and the media is reliant on clear and focused company branding. Especially as the digital world has become the forefront of PR communications, it is essential to have solidified branding to engage in influencer relations and social media campaigns.


Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]