How a PR strategy can supercharge your SEO and increase your Google search ranking
In today’s digital search landscape, ranking on Google takes far more than keywords and backlinks. The brands that win the top positions are those that build authority, credibility, and visibility across the web, which is exactly what great PR strategy delivers.
Digital PR isn’t just a marketing add-on anymore. It’s one of the most powerful SEO levers a brand can pull. And Google absolutely loves brands that invest in it.
We break down exactly why PR fuels stronger organic performance and how you can harness it to boost rankings, traffic, and trust.
1. PR Builds the “Brand Signals” Google Trusts
Google’s algorithms now prioritise strong brands, not just individual websites. When your brand regularly appears across key platforms, for example:
- Industry publications
- News articles
- Interviews
- Podcasts
- Social media conversations
- Mentions across authoritative sites
It sends strong “signals” to Google that your business is legitimate, relevant, and credible. These signals then help Google understand:
- Who you are
- What you do
- Why you’re an authority
- Why do people trust you
2. PR Offers High-Authority Backlinks
Google’s algorithm updates now penalise manipulative or low-quality link-building tactics, making natural, editorially earned links more valuable than ever. This is where PR shines. Public relations earns links organically by creating visibility and authority that naturally attract mentions across credible sites. PR-driven backlinks come from:
Journalists quoting you: Providing expert commentary or data for news stories often results in a link back to your site as the source.
Referencing your expertise: Thought leadership articles or insightful reports can be cited in relevant blogs within your niche.
News outlets citing your insights: Coverage in respected media outlets, such as national newspapers or industry publications, carries immense authority.
Industry sites covering your brand story: Features, interviews, or case studies on niche platforms create links that are highly relevant and credible.
These types of links are what Google values most because they are:
- High-authority: Coming from trusted domains, they carry more weight than dozens of low-quality links.
- Topically relevant: The more aligned the publication is with your industry, the stronger the SEO signal.
- Difficult for competitors to replicate: High-quality PR coverage is often unique and cannot easily be copied, making it a defensible SEO advantage.
But why does it matter? A single link from a major publication, such as the Daily Mail, The New York Times, or a top-tier niche industry site, can outperform hundreds of generic, low-quality backlinks. These placements drive referral traffic, raise brand awareness, and enhance your authority in your niche.
3. PR Strengthens Google’s E-E-A-T Frameworks
Google’s search quality guidelines emphasise Experience, Expertise, Authoritativeness, and Trustworthiness, also known as E-E-A-T.
PR elevates all four.
PR shows your Experience.
Case studies, interviews, founder stories, and expert commentary demonstrate real-world knowledge.
PR highlights your Expertise.
When journalists seek your insights, it signals you’re a credible expert in your field.
PR builds your Authoritativeness.
Mentions on trusted sites provide third-party validation, something Google places a high value on.
PR boosts Trustworthiness
The more your brand appears on reputable platforms, the more trustworthy it appears to both users and algorithms.
In short, PR actively helps your website pass Google’s quality checks.
4. PR Drives Branded Search
One of Google’s strongest ranking confidence signals is a rise in branded searches:
“Your brand + product”
“Your brand + reviews”
“Your brand + pricing”
When potential clients type your brand name into Google, it signals to the algorithm that your business is real, trusted, and sought after. PR drives this by:
Getting your brand mentioned in the media
Generating buzz and excitement
Positioning you as a go-to expert
Landing interviews and feature stories
The result? More searches and better rankings across the board.
5. PR Creates Content With Longevity
When users recognise your brand in the search results, they’re much more likely to choose your link over a competitor’s. And unlike paid ads, PR continues delivering visibility long after the campaign ends.
Press Releases, media interviews, press mentions, and features typically remain online for years and often remain permanently accessible. This then continues to build backlinks, establish brand trust, drive web traffic, and enhance authority.
This makes PR one of the highest-ROI investments in long-term organic growth.
So how can you leverage PR?
Align PR campaigns with your keyword strategy
If your goal is to rank for terms like “sustainable fashion,” focus your pitches on stories, insights, and expert commentary related to sustainability. This ensures PR coverage also reinforces your SEO goals.
Earn high-quality, authoritative backlinks
Prioritise media outlets, niche publications, and respected industry websites. Backlinks earned through PR are editorial, credible, and highly valued by Google.
Build the personal brand of your founders or team
Google favours identifiable experts, especially under the E-E-A-T framework. Thought leadership and visible experts strengthen both brand and search authority.
Produce content that’s newsworthy and link-worthy
Data-driven studies, insightful research reports, and strong opinions naturally attract media coverage and authoritative backlinks.
And if you need help boosting your brand’s search rankings, book a call with us today, and we can work with you on the best ways to leverage PR to supercharge your SEO.
Or if you have a press release ready to go, order yours today.