SEO and Digital PR: How PR Can Boost Your Google Rankings

While once considered distinct disciplines, SEO and PR have become increasingly intertwined

In today’s digital-first marketing landscape, visibility is everything.

Whether you're launching a new product or promoting a brand campaign, the fight for attention begins where most consumer journeys start - on Google.

That’s where the powerful partnership between SEO (Search Engine Optimisation) and Digital PR comes into play.

While once considered distinct disciplines, SEO and PR have become increasingly intertwined. For marketers and brand leads looking to rise above the noise in 2025, understanding how Digital PR can significantly boost your Google rankings isn’t just helpful - it’s essential.

Defining the Terms: What is SEO and Digital PR?

Let’s start with the basics:

SEO (Search Engine Optimisation) is the process of enhancing a website’s visibility in search engine results pages (SERPs). This includes both on-page SEO (optimising content, headlines, and meta descriptions) and off-page SEO, which largely revolves around building high-quality backlinks from reputable external sites. The more relevant, authoritative, and trustworthy your site appears to Google, the higher your rankings.

Digital PR, on the other hand, is the evolution of traditional public relations into the online space. It involves securing coverage across digital media outlets, blogs, influencer channels, and podcasts - often through newsworthy campaigns, data stories, expert commentary, or brand features. The key difference? Digital PR isn’t just about reputation. It’s also about results i.e. those all-important backlinks that Google loves.

How SEO and Digital PR Work Together

Here’s where things get exciting: Google sees backlinks as a vote of confidence.

If a respected site links to your page (in the right way), it’s telling search engines, “This content is valuable.”

That makes backlinks arguably the single most important ranking factor in off-page SEO. But, as was the case with George Orwell's Animal Farm, not all backlinks are equal. Crucially, for SEO purposes, "dofollow" links are required which 'pass on' some of their authority to the site they are linking to.

Digital PR, when executed strategically, is one of the most effective ways to earn those backlinks organically.

Imagine you run a fitness tech brand. You commission a survey revealing that 65% of Brits abandon their New Year’s fitness resolutions by February. Now this is hardly breaking news however say you pitch this story to lifestyle and health media, who pick it up and link to your website as the source. Not only have you gained media exposure, you’ve also won high-quality backlinks that can boost your product or homepage up Google’s rankings.

And it’s not just the links that matter. Digital PR efforts can increase branded search (people Googling your brand name), drive referral traffic, improve your site’s E-A-T (Expertise, Authoritativeness, Trustworthiness), and ultimately enhance your site’s domain authority. All of which feed into stronger SEO performance.

Why Brands Are Turning to Digital PR in 2025

In 2025, the digital playing field is more competitive than ever.

Paid media costs are rising, social algorithms are increasingly volatile, and consumers are more sceptical of overt advertising.

Digital PR offers a compelling alternative - a way to build brand visibility and trust without solely relying on paid placements.

Here are a few reasons brands are doubling down on Digital PR this year:

• It’s measurable. Modern tools allow PR professionals to track not just coverage, but backlinks, referral traffic, engagement, and even assisted conversions (i.e. sales).

  
  

• It supports long-term SEO growth. While PPC ads disappear the moment the budget dries up, Digital PR delivers lasting value through evergreen backlinks.

  
  

• It builds credibility. Being featured in a top-tier publication gives your brand third-party validation that money simply can’t buy.

  
  

• It fuels content marketing. A strong PR campaign often generates data, quotes, or ideas that can be repurposed across blogs, socials, and email newsletters.

  
  

For forward-thinking marketers, Digital PR isn’t a nice-to-have - it’s a core component of a successful SEO strategy.

Planning Your Next Digital PR Campaign: Key Considerations

Thinking of launching your own Digital PR campaign? Here are a few things to keep in mind:

1. Align with SEO Goals

Start by understanding which keywords you want to rank for, which pages you want to boost, and what kind of links will help you get there. Collaborate closely with your SEO team to ensure your PR efforts are pulling in the right direction.

2. Develop a Newsworthy Angle

Journalists aren’t interested in your brand for its own sake; they care about stories. Whether it’s new research, expert insights, or creative stunts, make sure your campaign offers genuine editorial value.

3. Target the Right Media

Your outreach list should be as strategic as your story. Who writes about this topic? Where does your audience get their news? Are there niche industry blogs or podcasts that hold sway in your space? Tailored pitching beats a scattergun approach every time.

4. Think Beyond the Link

While backlinks are crucial, don’t forget the wider impact of a good Digital PR campaign. Think about building relationships with consumers, raising brand awareness, and encouraging social shares and engagement.

5. Measure and Learn

Use tools like Ahrefs, Google Analytics, or BuzzSumo to track coverage, backlinks, and traffic. But also reflect on what worked (and what didn’t) to refine your approach next time.

Final Thoughts

Digital PR isn’t just about earning headlines - it’s about earning authority.

By combining the storytelling strength of PR with the technical edge of SEO, brands can not only reach their audience but also rise in the search rankings.

In an age where consumers Google everything and trust is hard-won, that combination is a powerful one. Whether you’re a startup looking for exposure or an established brand aiming to dominate your niche, now is the time to embrace Digital PR as a strategic growth tool.

P.S if you want to learn more about Digital PR then check out my Beginner's Guide to Digital PR blog!