With 98% of all internet users using a conventional search engine at least once a month and around 93% of all web traffic coming from search engines(1), there are no two ways about it: It’s crucial that your business or brand features upfront on a search engine to ensure that you are considered in the decision-making process.

Google, as the primary search engine worldwide with 86% market share(2), needs no introduction; and in recent years, SEO – or search engine optimisation – has developed into a key role within businesses and as a primary focus in marketing strategies. In layman’s terms, SEO is the process of optimising a website in order to make it easy to find via search engines like Google.

So, how is PR (public relations) able to support in SEO? Well, firstly, the two teams needs to work together. Previously, SEO and PR were treated as two separate entities that formed part of an overall marketing plan. Today, however, we understand the importance more than ever of having the two teams work together to drive awareness, educate on offerings and, ultimately, support in conversions.

With content – whether press releases, blog posts, thought leadership articles – at the core of every PR campaign, digital PR is able to effectively work with SEO teams on specific keywords utilised on the website and ensure those keywords are strategically built into the content that is being distributed and pitched to online media titles.