How to get SEO and PR on the same page (without the headaches)
SEO and PR aren’t enemies. Here’s how to align them with shared goals, better communication, and campaigns that perform.
Integrating SEO and PR sounds like a power move for boosting brand visibility, right? But when these teams don’t sync up, it’s like watching a group project fall apart—work gets duplicated, goals clash, and big opportunities slip through the cracks.
Picture this, the PR team nails a campaign that drives tons of traffic, but the SEO team didn’t prep optimized landing pages, so those visitors bounce without converting.
Or maybe the SEO team creates content packed with keywords, but PR isn’t in the loop to align it with a major media push. It’s wasted effort on both sides—and nobody has time for that.
When SEO and PR work together, though, the magic happens. PR pulls in the crowd, and SEO ensures that crowd sticks around and takes action. By syncing up media launches, tracking performance with SEO tools, and refining strategies based on the data, both teams can deliver real results.
In this article, we’ll share practical tips to get your SEO and PR teams working in harmony, avoid common missteps, and create campaigns that actually move the needle.
Let’s get into it.
First, focus on the bigger goal of the marketing calendar
SEO and PR are most effective when they’re rowing in the same direction, working toward the same goals on the marketing calendar. Without alignment, campaigns can feel scattered or disconnected.
Here’s a simple example: PR launches a great story that gets media attention, but the SEO team didn’t prepare keyword-rich blog posts or optimized landing pages to catch the traffic surge. Or vice versa, where SEO publishes a polished content piece, but PR isn’t ready to give it a media boost. When that happens, both teams miss the mark.
The fix? Get both teams on the same page. Coordinate PR and SEO efforts to back major events, product launches, or campaigns. That way, PR drives awareness, and SEO converts interest into action.
A common issue arises when press releases miss the mark on word choice or angle. Instead of focusing on keywords, press releases should tell a compelling story about your brand, its impact, and how it provides solutions. That’s what captures journalists’ attention and resonates with their readers.
Tip to synchronize the marketing calendar with SEO and PR efforts
Tommy Young’s "cycle" framework, developed by the team at Content Collision (C2), is a structured way to keep PR and SEO efforts on the same timeline. This approach emphasizes setting objectives, crafting stories that connect with audiences, distributing materials effectively, and analyzing outcomes. It’s about making sure your storytelling supports the marketing calendar, not obsessing over keywords.
Using this framework, SEO teams can align their efforts with the PR story timeline and prepare strategies for the expected traffic. This synchronization ensures media coverage and SEO efforts work hand-in-hand.
Learn more about the 'cycle' framework here.
Atikah Amalia
Second, keep PR and SEO teams on track with analytics
Data is where these two teams can really shine together. PR can offer big-picture insights, like how much traffic a media outlet brings in, using tools like Similarweb. Meanwhile, SEO can get into the details with Google Analytics, tracking the exact impact of traffic spikes and identifying trends.
When PR and SEO teams share this data, they can create more measurable, actionable campaigns. PR provides engagement insights, and SEO breaks down how that engagement translates into traffic patterns—like referral traffic, new keyword queries, or conversions. This shared analysis helps refine future strategies.
Tip to track your PR campaign with SEO tools
The PR team’s primary goal is to understand how well their campaigns perform. Sync up during PR distribution to agree on shared metrics, whether it’s referral traffic, backlinks, or conversions. SEO tools like Google Analytics, Search Console, Ahrefs, or Semrush are great for tracking traffic sources, new user queries, and referral patterns.
The tool doesn’t matter as much as ensuring both teams understand the origin of the traffic and how it performs. By working together, you can measure success collaboratively and make data-driven adjustments when needed.
Stella Estee Samantha
Third, differentiate audiences for your blog and press releases
Not all content is created equal, and neither are the audiences for your blog and press releases. Blogs often lean more sales-focused, while press releases are for journalists and general readers. Mixing up the tone or purpose can be a costly mistake.
Here’s the deal: Journalists don’t want sales pitches. They get hundreds of emails daily, and anything that reads like an ad goes straight to the trash. Instead, focus on clear, engaging storytelling that’s tailored to the media outlet’s audience—not your end customers.
Tip to choose the proper word choice for a press release
Keep press releases concise and straightforward. Highlight the key points, avoid jargon, and focus on clarity. Proofread carefully to ensure your messaging aligns with the broader campaign, even if the tone is different from your blog content.
Falencia Naoenz
Be aware of each other's calendars, including technical aspects
Timing is everything, but so is preparation. PR and SEO teams need to coordinate their calendars—not just for campaign launches, but also for potential disruptions like Google updates, website maintenance, or newsletter campaigns.
Imagine this: PR nails a press release, traffic starts rolling in, but the website is down for maintenance. That’s a disaster you can avoid with better planning.
Tip for synchronizing technical aspects
Coordinate calendars ahead of time and prepare for unexpected disruptions. Have a backup plan for tech issues—like a clear, accessible message on your site if it’s down—directing users to an alternative page. This small step keeps new audiences engaged and reduces frustration.
Atikah Amalia
Partner with industry experts for added support
Sometimes juggling SEO and PR in-house is too much, especially for small teams. Bringing in an experienced agency or consultant can take some of the pressure off and add expertise to the mix.
Tip to choose a vendor that understands your field
Not all agencies are created equal. Look for those with proven experience in your industry. For example, Content Collision (C2) has worked with tech startups, VCs, and FMCG brands across APAC. Their track record shows they understand the specific challenges and opportunities in these fields.
Explore a list of top content marketing agencies in Asia-Pacific here.
Atikah Amalia
SEO folks, don’t be afraid to pick up the phone and call your PR team. And PR teams, stop treating SEO like a buzzword. Work together. When you align, campaigns don’t just work—they thrive.
FAQs and Recap
What is PR in SEO?
PR in SEO focuses on gaining brand mentions and visibility through media coverage, which indirectly helps attract organic traffic. It’s not about backlinks but about building authority and awareness that supports SEO efforts by driving traffic to your site.
How do SEO and PR work together?
SEO and PR work together by aligning strategies to maximize results. PR generates brand awareness and traffic through media coverage, while SEO ensures that your website and content are ready to convert that traffic into meaningful actions, like sign-ups or purchases.
What is PR in marketing?
PR in marketing is about shaping and communicating a brand’s story to build trust and awareness. It involves creating media-worthy content, managing relationships with journalists, and driving public interest in ways that complement marketing strategies.
Does PR Newswire help with SEO?
PR Newswire helps with brand visibility, but its direct impact on SEO is limited. While it can drive traffic through press release distribution and brand mentions, it’s not a tool for improving search engine rankings. Its value lies in increasing exposure, not in boosting SEO metrics.
