PR and SEO: The Ultimate Strategy to Maximise Online Visibility
In today’s digital-first world, visibility isn’t optional — it’s survival. Brands compete for attention not only on Google but increasingly across new AI-powered search engines like ChatGPT, Perplexity, and Gemini. Traditional marketing methods aren’t enough anymore.
That’s where Public Relations (PR) and Search Engine Optimisation (SEO) come together. Individually, they’re powerful. But combined, they create a synergy that can transform how a brand is discovered, trusted, and remembered.
At No Strings Public Relations, we’ve seen this play out firsthand — from helping interior designers jump from Domain Authority 4 to 22, to boosting franchise startups from zero to 19 in a year. When done well, SEO PR doesn’t just build backlinks. It builds authority, credibility, and long-term digital presence.
PR and SEO: The Foundations of Visibility
PR is about influence. It shapes how people perceive your brand — through media coverage, storytelling, relationships with journalists, and cultural relevance. Think press releases, expert commentary, features in trade or consumer titles, or even PR stunts that dominate headlines.
SEO, on the other hand, is about discoverability. It’s making sure that when someone searches for what you offer, your brand isn’t buried on page three of Google. That means optimising your website, targeting keywords, creating content, and building authority signals — backlinks being one of the most important.
Digital PR bridges these worlds. But here’s a nuance most people miss: Digital PR is typically expert-led. It’s not about pushing your brand or product in journalists’ faces. Instead, it’s about positioning you (or your team) as a trusted source of insight. You share expertise, answer questions, provide commentary, or weigh in on cultural trends.
Of course, expert-led PR is just one strategy. Others include:
Promoting products & services
Telling stories (human interest, founder journeys)
Announcing news (funding rounds, launches)
Using influencers & celebrities
Hosting events or stunts
Winning business awards
“Expert-led PR is especially powerful for SEO. It generates consistent, high-authority mentions and backlinks while simultaneously building trust.”
Why Small Businesses Overlook the SEO Potential of PR
Most small businesses assume PR is out of reach — expensive, fluffy, and only useful for big corporates chasing vanity headlines. At the same time, they see SEO as something a freelancer tinkers with in the background: keywords, meta tags, technical fixes.
What they don’t realise is that the two functions are inseparable. Without PR, SEO lacks authority signals. Without SEO, PR coverage often sits in isolation instead of driving sustained traffic and rankings.
“It’s a dark art for many small businesses. PR is known for awareness and credibility, but the SEO and GEO component is missing. Backlinks are often dismissed as referral traffic rather than recognised for their DA-boosting power. That’s a missed trick.”
Which Mentions Matter Most?
Not all media coverage is equal. A glowing mention in a niche trade journal might boost your credibility with potential clients. But from an SEO perspective, a link from a tabloid site can pack a much bigger punch.
“The tabloids offer the biggest kick. Brands can sneer at titles — ‘my clients don’t read xxx’ — but actually, they tend to have the highest DA and the most traffic.”
That’s the nuance. Tabloids and mass-market outlets often carry extraordinary Domain Authority (DA) because millions of people read and link to them. Meanwhile, trade or local publications, while less powerful in raw SEO terms, can build sector-specific trust.
A balanced strategy uses both. Big-hitting links from tabloids push your authority. Trade mentions reinforce your niche credibility. Together, they create a footprint that Google and AI search engines can’t ignore.
Reputation PR vs. SEO PR
How do you know whether a piece of coverage “counts”? The truth is, it almost always does — just in different ways.
Coverage usually delivers:
Brand awareness (more people know you exist)
Credibility (association with a trusted title builds trust)
SEO (backlinks, mentions, authority signals)
GEO (Generative Engine Optimisation: being cited in AI training data)
The best way to approach it is to see PR as a collective effort. SEO experts often obsess over a single link, but it’s the accumulation of links, mentions, and brand presence that moves the needle.
Case Studies: PR and SEO in Action
Rudolph Diesel – Interior Designer
When Rudolph Diesel came to us, his goal was clear: social proof, brand awareness, and SEO uplift.
We leveraged his expertise in design to pitch him as a go-to source for lifestyle and interiors journalism. Over 24 months, we secured 84 articles in outlets like The Times, Forbes, Bustle, House Beautiful, Living Etc, Ideal Home, Insider, Good Housekeeping, and Country Living.
The results? His Moz Domain Authority leapt from 4 to 22. More importantly, his reputation as a “must-quote” design expert solidified.
“The team are superb at what they do… their business model is unique and truly geared up for SMEs. They deliver every time.”
One Less Thing – Franchise Cleaning Business
Launching with a brand-new website (DA 0), One Less Thing needed to build authority fast. By positioning their founder as an expert on cleaning and household management, we secured 38 articles with 35 backlinks in titles like Express, Bustle, Homes & Gardens, and Ideal Home.
Within 12 months, their DA climbed to 19. That’s transformational for a startup competing with established cleaning brands.
“Very happy with the process and results… we’ve seen immediate results. Account management is streamlined and focused on delivering value, not overheads.”
Hanson Fitness – Naked Fitness Class Campaign
Sometimes PR surprises even us. For Hanson Fitness in NYC, we launched a story about the city’s first naked fitness class. The idea exploded. Coverage poured in across major outlets.
The SEO impact? They ranked #1 for “fitness gym NYC” for years afterward. Proof that creative PR doesn’t just create buzz — it drives search dominance.
Strategy & Advice for Founders
“Do it. Be open-minded and lead with content. Journalists don’t care about your brand or SEO goals. They want stories, insights, and expert commentary. Give them what they want, and you’ll get what you want.”
If you’re a founder asking where to start:
If you’ve only got £500 to spend:
Get a SEMrush (or similar) account.
Sign up to free journo request platforms (HARO alternatives exist in every region).
Write an expert profile (bio, headshot, expertise list).
Build a journalist contact list and introduce yourself as a source.
Follow the calendar: pitch around holidays, seasonal moments, and cultural events.
“This foundation alone can start building PR momentum that feeds SEO.”
Mistakes Agencies Make
Too many agencies promise “PR for SEO” but miss the point.
They treat PR like a data exercise, ignoring the human side of journalism.
They blur the lines between spammy paid placements and organic coverage.
They forget that credibility matters as much as a backlink.
“Yes, SEO can be approached analytically. But miss the people factor — journalists, editors, deadlines, content — and you kill the magic. PR isn’t spreadsheets. It’s relationships.”
How No Strings Public Relations Does It Differently
At No Strings, we’ve noticed three things from years of campaigns:
Google seems to treat nofollow links from top-tier sites almost like dofollow.
Diverse links are favoured over clusters of identical ones.
Anchor text doesn’t need to be exact-match — Google often pulls context from onsite SEO, while links provide authority.
“This means we focus less on chasing ‘perfect’ backlinks and more on building organic, high-authority media coverage. It’s affordable, sustainable, and geared toward SMEs who need results without agency bloat.”
The Future: PR + GEO
AI search engines are changing the landscape. Instead of “10 blue links,” users increasingly ask questions to ChatGPT or Gemini and get direct answers. Where do those answers come from? Media mentions, trusted outlets, high-authority sources.
“Search engines will rely more on media mentions versus links. That makes PR integral to SEO in a way we haven’t seen before.”
If Google disappeared tomorrow, our approach wouldn’t change much. We’d double down on GEO — Generative Engine Optimisation. Getting cited in authoritative articles today means being baked into AI datasets tomorrow.
“That’s why mentions without links now matter more than ever.”
Conclusion: A Unified Strategy
PR and SEO are no longer separate silos. They’re two halves of the same growth engine. PR builds authority, trust, and stories. SEO ensures those stories drive discoverability, traffic, and measurable results. Together, they create a compounding effect that no single strategy can match.
If you want to future-proof your brand for both Google and AI search, the time to act is now.