In the past, Public Relations (PR) and Search Engine Optimisation (SEO) lived in two different worlds. PR was all about media relationships, credibility, and brand storytelling, while SEO focused on keywords, backlinks, and algorithms. Today though, the lines are blurred — and that’s a good thing.

Welcome to the era of digital PR, where media visibility is search visibility. 

It’s not just about being in the news — it’s about being discoverable when people search for what matters to your business, and at Elliot & Co, we help brands do just that! Our campaigns don’t just tell great stories — they also help our clients rank better, get found faster, and stay top-of-mind (and top-of-search).

• The Power of Backlinks: PR’s Hidden SEO Superpower

When your brand gets featured on a high-authority website — say The Straits Times, Tech in Asia, or Marketing Interactive, that’s more than just a win for visibility. It creates a backlink to your site. And in the world of SEO, backlinks from trusted sources are pure gold. 

Now you might be asking, “Why?” Well here’s why: Google sees these links as votes of confidence. The more credible websites linking to your brand, the higher you’ll rank in search results.

Case in point: The campaign, emphasizing carbon-neutral interior design options, resonated with environmentally conscious Singaporeans and secured over 20 media features, including coverage from major outlets like CNA, The Straits Times, and Channel 5, reaching a total of 3 million readers. We just told the right story to the right journalist, and the backlink did the rest. At Elliot & Co, we focus on crafting media-worthy stories that get featured on top-tier platforms, giving brands powerful backlinks that Google (and customers) love.

• Keyword Strategy Meets Storytelling

Press releases and thought leadership articles aren’t just brand tools — they’re pretty good SEO tools too! (That’s where strategy kicks in.) 

When done right, those media materials we mentioned include the exact terms your customers are typing into Google. 

We work with clients to identify high-impact keywords and weave them into PR content, from press headlines to expert quotes. It’s not about stuffing as many keywords as possible into one article— it’s about aligning your message with what your audience is already searching for. We help brands turn search trends into compelling narratives, so that every story we tell works to make  your online presence matter.

• Digital PR: Beyond Press Releases

Media coverage isn’t limited to newspapers anymore. Blogs, podcasts, digital magazines, and LinkedIn newsletters — these are all powerful stages for your brand story and great sources for SEO value.

Imagine a startup founder quoted in a niche sustainability blog. That one quote not only builds authority with a specific audience but also sends search engines the right signals: “THIS BRAND IS RELEVANT IN THIS SPACE.” Through our network of editors, influencers, and content platforms, we ensure your story is not just told — it’s searched, seen, and shared.

• Online Reputation Management & SERP Domination

What shows up when someone Googles your brand? The first page of search results function as your digital business card and PR plays a big role in shaping it.

When your brand appears on credible sites, positive stories rise to the top. Over time, they can help push down outdated or irrelevant content. That’s not just visibility, that’s reputation control. Here, we don’t just pitch for the sake of coverage — instead, we strategically place your brand in articles that land you on Page 1 — and stay there.

• Measuring the Combined Impact of PR + SEO

Old-school PR used to rely on ad value equivalency (AVE) and clippings. Today, we measure success in both credibility and clicks.

Here’s what we track:

• Referral traffic from media links
• Branded search volume (how often people search your brand)
• Domain authority growth
• Top keywords driving organic visibility
  

We combine PR wins with SEO analytics to show you the full impact, from headlines to homepage visits. 

• Future Trends: AI, Voice Search, and the Evolving Media Landscape

The way people search is changing. Voice assistants, AI-generated summaries, and semantic search mean brands must answer real questions, not just rank for keywords.

This shift is where PR shines. As simple a solution as it appears to be, robotic keyword stuffing is not what helps achieve better reach;  it’s creating contextual, human-centered content that search engines trust, and people love to read, that take your brand to the next level.

At Elliot & Co, we stay ahead of media and SEO trends so our clients don’t just adapt — they lead. From smart snippets to voice-ready content, we future-proof your visibility.

The Smartest Brands Integrate, Not Isolate

In today’s world, brand authority and search authority are two sides of the same coin. If your PR strategy isn’t supporting your SEO goals — and vice versa — you’re leaving value on the table.

Let us help you connect the two. .

Want to grow your presence in the media and on Google? Talk to our team at https://elliotcommunications.com/contact-us/ — where strategy meets impact.