Why SEO and PR Should Go Hand in Hand

Although public relations and Search Engine Optimization (SEO) are often viewed as completely unrelated fields, they are actually quite closely linked. Read on to learn why SEO and PR should go hand in hand.

When people want to learn more about an organization or business, they often use a search engine. Companies can use SEO to help ensure that their web sites appear first, along with other sites that recommend them or refer to them favorably. Any major company is bound to incur an occasional negative review or criticism; it can be harmful to public relations if such information appears on the first page of results every time someone searches for it. Using SEO to optimize its web site and increase links to friendly sites can limit the impact of negative material which doesn’t accurately represent the company’s normal practices. It is also important to avoid unethical SEO techniques which can harm a company’s image.

Good public relations (in general) can also benefit SEO. An important component of Search Engine Optimization is to gain inbound links from quality, relevant web sites. When a business or other institution has positive relations with the public, people are more likely to voluntarily post links to it on their web sites and blogs. Non-profit organizations and government agencies are also affected by PR, and are more apt to place valuable links to another entity on their web sites if it has a good reputation. Sites with many links to them usually appear close to the top of search results for relevant keywords and phrases.

In summary, successful PR and SEO campaigns both improve the public’s perception of a company and increase its search engine generated traffic. Companies should use an integrated approach, rather than treating SEO and PR as entirely separate efforts.