Did you know that combining PR and SEO is one of the best strategies to build reputation, increase organic traffic, and boost online visibility?
When integrated effectively, PR helps shape and protect a brand’s public image, while SEO optimizes content for search engines—both working together to enhance digital marketing efforts.
Although PR campaigns are usually handled by communications teams, their impact can be significantly increased through SEO strategies. The reverse is also true, especially when it comes to driving organic traffic.
Here’s how to execute PR and SEO campaigns the right way.
Aligning PR and SEO campaigns
In digital marketing, PR and SEO are stronger together. SEO works to optimize content so search engines can easily find and rank it, while PR builds brand awareness through meaningful media relationships.
To work efficiently, both teams need shared objectives. Campaigns should be coordinated from the beginning to follow the same direction.
While PR boosts brand recognition, SEO transforms that interest into action. Success depends on both sides communicating and executing strategies with a unified goal.
How does it work in practice?
Many companies invest heavily in SEO but neglect PR. That’s a mistake—both are essential. PR helps the brand get noticed through relationships and outreach that reinforce reputation and trust.
So how do PR efforts impact digital content?
The role of backlinks
Backlinks are a key SEO ranking factor. PR plays a vital role by establishing partnerships with trusted websites that can link to your content.
Beyond link building, PR contributes to online reputation by aligning with media trends and strengthening your brand throughout the customer journey.
High-quality backlinks, media coverage, and brand mentions signal trust and authority to search engines, improving organic rankings and reducing the need for paid ads.
How PR enhances Link Building
PR helps SEO link-building efforts by:
- Creating newsworthy content like guest posts, infographics, and reports;
- Building relationships with influencers who mention or link to your brand;
- Securing media coverage that drives referral traffic and strengthens recognition.
Beyond the backlink
As I mentioned, working together between PR and SEO allows you to build greater credibility and brand awareness. The more recognized your brand is as an authority, the better your ranking will be in search engines.
Allied campaigns also reach a much wider audience. By leveraging multiple social media mention channels, PR increases reach and interest. As a result, people search for the brand more, which helps SEO performance.
Another point is the creation of more attractive content that resonates with the target audience. After all, relevant content continues to be the main factor for a good website ranking.
Additionally, these efforts help the brand stand out locally. Therefore, by leveraging local press and online mentions, PR attracts customers within the same geographic area.
Collaboration between PR and SEO
For a joint PR and SEO strategy to succeed, teams must:
- Identify opportunities to collaborate on key topics;
- Develop engaging content that encourages discussion;
- Segment the audience and build genuine relationships with journalists and influencers.
This unified approach provides deeper analytics and a stronger digital presence, ultimately leading to better outcomes.
The more connected the two strategies are, the more effective your campaigns will be.
Campaigns we’ve executed
Our content marketing team has delivered successful campaigns across industries. Here’s a highlight of one:
PR campaigns for Microsoft
Microsoft is a well-known brand and is present on the first pages of search engines. However, especially during the coronavirus pandemic, its Teams product was not ranking well on Google Brazil.
While competitors like Zoom and GoToMeeting gained traction, Teams wasn’t ranking for terms like “video conferencing” or “online meetings.”
With remote work on the rise, our agency took on the challenge to boost Microsoft Teams’ visibility through strategic PR and SEO efforts.
Strategy development and execution
We didn’t rely on basic tactics. Our team of SEO analysts, editors, link builders, and writers developed high-impact campaigns.
We created and published 46 PR articles on top-tier platforms like Catho, Segs, Jornal Contábil, Sebrae, Guia da Carreira, and others.
Each article provided helpful tips—for example, how to run productive online meetings or use Teams for virtual interviews and study groups. Content always included best practices for using Microsoft Teams.
This way, we were able to help users of various portals navigate the world of online meetings, chats, screen sharing, etc. In addition, our link building professionals contacted renowned portals to receive publications. Among them:
The content above was created with a focus on the audience of the AcontecendoAqui portal. Especially during the publication period, in April 2021, it contributed to many readers.
Therefore, planned content with SEO techniques and PR actions helps not only a portal that wants to have its backlink on a renowned website, but also the portal that publishes it, since it meets the needs of its readers. With this, the brand achieved greater visibility and trust throughout the country.
Satisfying results
Six months after the campaign, Microsoft Teams saw major improvements in key search terms:
- “Conferência online”: from position #49 to #8
- “Videoconferência”: from #76 to #13
- “Videochamadas online”: from #39 to #7
Link Building & SEO content production
A successful PR campaign requires careful planning, execution, and performance analysis. Link building efforts play a major role in strengthening SEO authority and brand trust.
Well-crafted PR content combined with strategic link placement drives engagement and improves the quality of website traffic.
We also optimized each article with target keywords, structure improvements, and a clear focus on user intent.
Below is an example of link building content created by our team:
Here’s an example of a guest post for our client CapCut published on MaisTecnologia.
By placing content only on high-authority websites, we maximized exposure and backlink value.
SEO content for internal publishing
Internal content is also part of our SEO campaigns to help brands gain an online presence. In general, we apply SEO techniques and all content marketing strategies.
We focus on topics that meet the portal’s target audience, answering questions, offering tips, presenting products and services, among others. In addition, we take care to provide the best user experience, always making the content attractive for a more enjoyable reading experience. See an example below:
An example is a piece we wrote for Smartia on average auto insurance prices in São Paulo. It included charts showing theft statistics by day and time, and tables with pricing estimates—giving readers dynamic, useful insights.
We also include both internal and external links to enhance SEO value and open up opportunities for future collaborations.
You now know what makes a great PR and SEO campaign: strong backlinks, optimized content, media partnerships, and consistent branding.
If your brand needs help standing out online, contact our team of SEO content experts to build a strategy that gets results.