In this episode of The Redirect, host Adrienne Wallace welcomes Delaney MacKenzie to explore the powerful intersection between public relations (PR) and search engine optimization (SEO). Recorded shortly after Delaney’s presentation at Women in Tech SEO Fest in Portland, this episode dives into how PR and SEO strategies are more connected than ever before—and why bridging the gap between the two is a must for modern brands.
Whether you’re optimizing for search or building brand trust through earned media, Delaney breaks down how PR teams and SEO pros can work in tandem to drive authority, traffic, and measurable results. From headlines that capture journalists’ attention to backlinks that boost visibility, this episode is a must-listen for digital marketers, PR practitioners, and content strategists alike.
The Overlap Between Digital PR and SEO
Digital PR and SEO may seem like different disciplines, but they share a common goal: building brand authority and visibility in ways that resonate with both audiences and algorithms. Delaney MacKenzie defines digital PR as any earned media that occurs online, from blog coverage to video segments with backlinks. These placements not only tell a brand’s story but also drive search engine credibility by linking back to authoritative domains. In today’s landscape, SEO professionals and PR teams must coordinate efforts to ensure digital coverage is not just seen but also measurable and strategically aligned.
Why Backlinks From Earned Media Matter
Backlinks remain one of the most powerful tools for enhancing a website’s search engine performance, and they often originate from well-placed PR content. Delaney shares that earned media coverage, such as a press hit in a publication, can significantly boost SEO rankings when it includes a backlink to the brand’s site. While these links aren’t always guaranteed, it’s often worthwhile to follow up and politely ask for them. More than vanity metrics, these backlinks communicate trust signals to search engines, helping elevate a brand’s visibility in the SERPs (Search Engine Results Pages).
The Risks of Siloed PR and SEO Teams
When PR and SEO teams work in isolation, brands risk missing out on measurable success. Delaney recalls an example where a Michigan resort’s PR efforts led to a viral spike in engagement, but because the SEO team wasn’t looped in early, opportunities to maximize website visibility were delayed. From mismatched campaign timelines to landing pages that go live too late, these silos cost time and results. True integration begins with a shared understanding of objectives, collaborative planning, and mutual respect for each discipline’s contributions. As Delaney puts it, “We’re all on the same team.”
Optimizing Press Releases for Search
Press releases are often seen solely as PR tools, but they can and should be optimized for search. Delaney stresses the importance of including relevant internal links, ideally two to four per release, to guide readers toward specific landing pages, events, or product details. The boilerplate, too, is a hidden gem for SEO: by using the language real people search for and linking back to the homepage, brands can enhance visibility while maintaining consistency. SEO doesn’t replace great writing it simply ensures that great writing is discoverable.
Proving Success Through Data and Landing Pages
Creating campaign-specific landing pages allows teams to track how users engage with content post-coverage. Whether it’s measuring traffic spikes following a press release or tracking conversions from organic search after a podcast drop, these pages offer a clear picture of impact. Delaney outlines how using landing pages tied to campaigns can show how PR wins translate to search traffic and user behavior. This data not only justifies investment, but it also helps teams improve and refine future strategies.
Building a Unified Strategy: From Search to Storytelling
Both PR and SEO are about trust, whether you’re talking to people or search engines. PR builds credibility through storytelling and transparency, while SEO ensures that the message reaches the right audience at the right time. Together, they amplify a brand’s voice, enhance visibility, and create content that lives longer and travels further. Delaney encourages marketing teams to align early and often, share data, and break down communication barriers that prevent full-funnel integration. The result is stronger messaging, better metrics, and more meaningful audience engagement.
Featured Insight:
“PR and SEO have the same goal: building trust and reaching the right audience. When they’re aligned, they amplify each other’s impact” – Delaney MacKenzie
Don’t Miss:
Delaney’s discussion of the infamous Pepsi-Kendall Jenner ad, and why missed opportunities in SEO and PR messaging still matter years later.
Listen + Learn:
Catch this episode anywhere you stream your podcasts.
- A downloadable version of Delaney’s Women in Tech SEO Fest presentation AND webinar (coming soon)
- A blog post expanding on best practices for PR-SEO collaboration
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