You’re probably like me when you’re curious about a company or checking out a new product, you just type it into Google and see what pops up. Those top results? They’re not there by chance.
Teams like FGS Global are behind them, weaving together search engine optimization (SEO) and public relations (PR) to make sure you notice their clients.
I used to think SEO was just for tech folks tinkering with websites, and PR was about flashy press releases or cozying up to reporters. Boy, was I off. These two are now like best friends, and it’s kind of wild how they work together.
This article is about why that’s a big deal for you, how the pros pull it off, and what’s coming next. It’s not just about ranking high it’s about being seen and believed in a world where everyone’s online.
What’s the Deal Right Now?
SEO used to be about stuffing keywords into a webpage and praying Google liked it. PR was about crafting a perfect press release or getting a journalist to write about you.
Now? They’re practically glued together. You’re searching online for everything new gear, company updates, whatever and brands know that’s where you’re at.
I saw a 2024 report from Agility PR Solutions that said companies mixing SEO and PR got a 30% boost in how many people saw them online. That’s not just a stat; it’s a wake-up call when everyone’s competing for your eyes.
The problem is, Google’s always changing the game. It’s not enough to have a pretty website anymore. It cares about trust, relevance stuff PR folks are great at because they’ve been telling stories and building media relationships forever.
But a PR campaign without SEO? It’s like sending a letter and forgetting the stamp. Ever tried finding a company’s big news online and just got old blog posts or random reviews? So annoying.
There’s hard data on this. A 2023 Backlinko study found that pages with links from legit sites like big news outlets ranked way higher.
PR agencies use their media connections to snag those links. Sounds easy, but it’s not.
Getting SEO and PR teams to vibe can be like trying to plan a group trip with friends who all want different things. Some agencies, though, make it look effortless, and we’ll dig into how.
How It All Comes Together
Let’s break this down into chunks. It’s not just about throwing some keywords into a press release and hoping for the best. There’s real thought behind it, and honestly, it’s pretty neat when you see it in action.
Backlinks: Your Ticket to Trust
You’ve probably clicked a link in an online article that took you to a company’s site. That’s a backlink, and it’s like a pat on the back from the internet. Google sees it as proof you’re trustworthy.
If a heavy hitter like The Wall Street Journal or TechCrunch links to you, it’s a big deal. PR agencies are wizards at getting these links through media stories.
I heard about a small company that got a feature in Fast Company about their new app. The link in the story bumped their search ranking for “sustainable tech” up 14 spots in a few weeks. I mean, come on, that’s cool.
But not every link is a home run. A link from some sketchy blog nobody knows? Not so helpful. Agencies like Sard Verbinnen now part of FGS Global get this.
They’ve worked with companies like Chevron during huge deals, landing links from top financial sites that boost both rankings and credibility. It’s not about collecting a million links; it’s about getting the right ones, like picking quality over quantity at a buffet.
Content That’s Real and Ranks
Ever read something online that felt like a robot wrote it? It’s awful, right? PR people know how to write stories that pull you in maybe it’s a company’s comeback or a bold opinion on something big in their industry.
SEO people know what Google wants: the right keywords, a website that loads fast, stuff like that. When they team up, you get content that’s human and shows up in searches.
I saw this with a skincare brand launching a new product. They worked with influencers who posted about it with real heart think glowy selfies and honest reviews. The PR team also made sure to sprinkle in keywords like “natural skincare.”
The result? A 10% jump in search traffic and a bunch of social media buzz. It’s like baking a cake that’s good for you and tastes amazing hard to do, but so worth it.
It’s not all rosy, though. It takes time to get it right. You can’t just cram keywords into a story and expect it to work. It’s got to feel natural, or people will roll their eyes and click away.
I once read a company post that kept shoving “top fitness tracker” into every line. It was like listening to someone repeat themselves at a party painful. Google didn’t buy it either.
Dealing with Bad News Online
Imagine your company’s name is trending for something terrible, a product screw-up, a viral complaint. PR’s always been about damage control, but now SEO’s part of it.
Bad stories can hog Google’s first page, and that’s a disaster when everyone’s searching. PR agencies use SEO to push up positive content, like blog posts about your charity work or a CEO’s take on an issue.
I heard about a tech company that got hit with bad press after a software glitch.
Their agency jumped in, posting optimized blogs about their fixes and getting stories in trade mags about their new features. A month later, the good stuff was outranking the bad. It’s not a perfect fix, but it’s something.
The thing is, you’re way better off building a strong online presence before the storm hits. Trying to fix it after the fact is like mopping the floor during a rainstorm.
Different Agencies, Different Vibes
Not every agency does SEO and PR the same. Some are all about the data, others about the story. It’s like choosing between a math nerd and a poet for your team.
- Data Geeks: Agencies like WE Communications live for analytics. They use tools like SEMrush to track clicks, links, everything.
They’ll tell you which keywords are killing it and which outlets are worth pitching. It’s super detailed, but sometimes it feels like you’re just a number in their spreadsheet.
- Story Nerds: Firms like Edelman start with the story. They write stuff that makes you feel something, then add SEO bits like keywords.
It’s warm and relatable, but if the story doesn’t match what people are searching, it might not go far.
- The Sweet Spot: Agencies like Sard Verbinnen mix it up. They use data to pick their shots but keep the story human.
When they helped a company during a big merger, they got coverage in places like Reuters while telling a story about growth.
It’s a tightrope walk, and it’s pricey small businesses might need to save up, but when it works, it’s like hitting the jackpot.
What’s Around the Corner
So, where’s this headed? Video’s huge right now. By late 2024, brands were dropping $90 billion on video ads, and PR agencies are all over it.
Think short, catchy videos that tell your brand’s story while showing up in YouTube or TikTok searches. It’s like the new way to get noticed, and I’m kind of obsessed with how creative it’s getting.
AI’s shaking things up too. Google’s using AI to figure out your reputation based on what’s said about you online. PR agencies are jumping on AI tools to predict what’ll click with audiences. I’m not gonna lie, I’m a little skeptical.
Can AI really get the soul of a good story? Maybe not, but agencies like Finn Partners are making it work. They used AI to help a nonprofit fine-tune their pitches, boosting their visibility by 15%. That’s hard to argue with.
Social media’s part of the mix too. Shares and likes don’t directly boost your SEO, but they spread your content, which can lead to more links.
Finn Partners did this for a travel brand, creating a campaign that went wild on X and sent tons of traffic to an optimized landing page. It’s like PR, SEO, and social are all merging into one big, messy, awesome strategy.
Wrapping It Up
SEO and PR are like that friend who’s great solo but unstoppable with the right sidekick. From getting trusted links to writing stories that rank and feel real, the best agencies like Finn Partners know how to make it click.
It’s not always smooth, getting teams on the same page, balancing data with heart, and keeping up with Google’s curveballs can be exhausting. But when you see your brand at the top of a search and connecting with people, it’s worth it.
So, next time you’re thinking about PR, ask yourself: am I giving SEO some love? Because in today’s world, you’re kind of shooting yourself in the foot if you don’t.
