In this blog, Hannah Buckley, Head of Content and Service Development we talk about:
- How to create lasting visibility by combining PR and SEO efforts
- The importance of SEO strategy
- The efficiency and measurement gains of integrated strategies
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For many B2B tech brands, SEO and PR often operate in silos – each delivering their own set of outcomes, but rarely aligning for maximum impact. That separation can be a missed opportunity.
When these two disciplines work hand-in-hand, they amplify each other’s strengths in a way that delivers lasting visibility, stronger performance and measurable results.
PR isn’t just for headlines
Traditionally, PR has been associated with reputation-building, thought leadership and securing coverage in the media outlets that matter to your audience. These goals remain essential.
But when aligned with SEO best practice, PR also plays a role in shaping how your brand appears in search. Media coverage on respected websites can improve how search engines perceive your site, contributing to greater credibility and discoverability.
This shift isn’t about reinventing PR, it’s about extending its value. A well-placed article doesn’t just influence perception; it can also influence where and how a potential buyer finds you in the first place. That’s especially important in B2B, where long buying cycles often start with an online search.
Keywords and credibility
Effective SEO starts with understanding what your audience is searching for. Creating content that targets those terms is crucial, but visibility isn’t just about the right keywords – it’s also about who’s talking about you and where that content lives.
That’s why combining SEO with digital PR adds real value. Strategic content that’s both keyword-optimised and published in the right places supports stronger search rankings and puts your brand in front of the right audiences, at the right time.
Search intent also matters. When PR content aligns with high-intent keywords (those that indicate someone is actively looking for solutions) it becomes a powerful tool for lead generation. You’re not just being seen more; you’re being seen by people who are ready to act.
Integrated strategy, measurable results
Blending SEO and PR creates space for a more joined-up measurement approach. Instead of tracking siloed metrics, you can evaluate progress across keyword rankings, referral traffic, media coverage and search performance – seeing a clearer picture of impact.
It also makes delivery more efficient. One team, one strategy, aligned around a common goal: increasing your visibility in the media and in search results, where prospects are actively looking for solutions.
Measurement also becomes more meaningful when SEO and PR are viewed together.
A spike in referral traffic from a media hit doesn’t just signal PR success, it can also impact metrics like bounce rates, time on page, and even conversion rates if supported by well-structured landing pages. Similarly, improvements in keyword rankings can often be traced back to the credibility gained through external coverage.
Understanding these touchpoints helps demonstrate the cumulative impact of your communications strategy with tangible business outcomes.
Turning powerful stories into lasting digital visibility
Want to ensure your PR and SEO efforts are joined up?
Get in touch to set up a call and find out how Visibility+, our new digital PR service, helps B2B tech brands turn powerful stories into lasting digital visibility, backed by SEO strategy.
We’re one team, delivering two outcomes: visibility in the media and visibility in search.
