When we talk about SEO (Search Engine Optimization), we often think only of keywords, meta tags, and the technical structure of the website. But there is one activity that can improve a brand’s online positioning without even touching the code: PR.
PR is not just about getting articles in newspapers or generating buzz, but also potentially generating backlinks from authoritative sources, i.e., links from other sites that refer to yours or, more frequently, to your brand. This is one of the most influential ranking factors for Google and other search engines.
The link between PR and SEO
Digital PR and media relations have a direct impact on SEO in two ways:
- Natural link building: when a newspaper or industry media outlet includes a link to your site, Google interprets it as a “vote of confidence.” This doesn’t happen often (many publications prefer not to include links due to an editorial policy that aims to distinguish paid articles from organic articles). But the result is the same: being mentioned by an authoritative publication automatically helps you to be more “findable” online.
- Brand mentions and authoritativeness: even without a direct link, an authoritative mention can contribute to brand authority in the eyes of algorithms (just like when you search for something on ChatGPT and the AI provides you with supporting sources and links).
The data confirm the effect
- According to Moz’s Search Engine Ranking Factors 2023 analysis, backlinks from authoritative domains (such as newspapers, magazines, and specialized portals) are among the top three ranking factors for Google.
- Research conducted by Backlinko on over 11 million search results found that pages appearing in the top 10 of Google’s SERP have on average 3.8 times more backlinks than those found beyond the 20th position.
- A report by Ahrefs highlights that 91% of web pages do not receive organic traffic from Google precisely because they have no incoming backlinks.
PR and discoverability: even in the age of AI
With the introduction of tools such as ChatGPT, Gemini, and Bing Copilot, the concept of SEO is evolving. AI algorithms rely on reliable, well-positioned content sources to provide answers.
This means that being mentioned in news articles, vertical magazines, or relevant thematic websites also increases the likelihood that your brand will be suggested by AI, not just traditional search engines. Whether there is a link or just your brand name.
The concrete advantages of SEO-oriented PR
A well-constructed PR strategy can:
- Increase organic traffic to your website
- Improve SEO ranking on strategic keywords
- Strengthen E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), an increasingly important factor for Google
- Improve the brand’s overall digital reputation
And all this happens without paying for advertising or paid campaigns. It is the power of organic authority, earned through independent editorial content.
In summary
PR is not separate from digital marketing: it is an integral part of it. An integrated strategy that combines media relations and SEO can bring visibility, authority, and concrete results over time.
If you want to know how we can help you grow your brand’s online presence, contact us: your digital reputation can start to build article by article.