Research: The integration of SEO and PR

No Comments

30-second abstract:

  • Experts have informed us for a couple of years that Website positioning and public relations (PR) must merge
  • Are Website positioning and PR actually integrating “in the wild”?
  • In case you too searched the online about how this and located nothing significantly invaluable, listed below are some solutions for you
  • Founder and CEO of Organic Growth, Kevin Carney surveyed 184 Website positioning and PR professionals throughout manufacturers, businesses, and consultants
  • Dive in to find extra on the state of Website positioning and PR integrations within the trade

We’ve been listening to for a couple of years now that Website positioning and public relations (PR) must merge. The main motive given is that they’ve related targets, in addition to related methods and ways. It is usually argued that some features of Website positioning are PR, in an age when publishing has change into comparatively low-cost. So a lot in order that anybody can change into a writer, and as a result of creation of content material advertising, manufacturers now should.

I searched the online for details about how this integration goes, or not. I discovered nothing I thought-about to be of worth on this subject. So I made a decision to create this text after gathering info from Website positioning and PR professionals to get a transparent image of our trade.


I created a survey, then used Help a Reporter Out (HARO) to achieve out to Website positioning and PR professionals. This resulted in 78 survey responses. I waited a month, went again to HARO, and acquired 91 extra. I then shared my survey in a couple of Website positioning and PR teams on Facebook, which resulted in 15 extra. I acquired 184 survey responses in complete.

When I began I had arbitrarily determined I wished 200 survey responses however determined to cease at 184 slightly than do one other spherical of HARO or Facebook group outreach.

Of course, all surveys have some degree of bias

In this occasion, the bias happens for the next causes:

  • I designed my survey with my preconceived notions of what questions mattered most
  • I regarded for individuals in nooks and crannies of the web the place I felt it could be simple to seek out prepared contributors
  • People who took my survey self chosen

Does this imply my knowledge is flawed? No greater than another set of information collected by way of most surveys, however it’s doable that had I surveyed solely Website positioning of us, or solely PR of us, that I’d have gotten totally different knowledge, and I simply need that acknowledged upfront. I imagine my knowledge is related, however on no account is it the ultimate phrase on this subject.

So, is that this integration of Website positioning and PR taking place?

In a phrase, sure.

So now let’s take a look at the charts whose underlying knowledge lead me to imagine that is true.

Initial questions had been very goal

This first set of charts present the solutions that had been fairly reduce and dry, and never a lot a matter of opinion.

The breakdown of survey contributors

Survey contributors categorized themselves as representing manufacturers, representing businesses, or being consultants who represented numerous purchasers. Below is the breakdown.

As you’ll be able to see, it’s a reasonably good break up with businesses barely outnumbering manufacturers.

Do businesses publish articles about Website positioning and PR or Website positioning vs PR?

I used to be personally curious what proportion of businesses really feel the subject of PR and Website positioning or PR vs Website positioning is necessary sufficient to publish articles about. It was surprisingly few.

Content publication stats on SEO and PR or SEO vs PR

What proportion of contributors have one built-in staff?

Much more than I anticipated: 71 % to be exact.

SEO and PR are not one integrated team

Do corporations with out one built-in staff have each Website positioning and PR?

To my shock, the reply tends to be, “no”. Team sizes inside this group tended to be smaller, which seemingly accounts for this.

Within this group, 35 out of 52 corporations had groups of three members or fewer, which implies solely 17 corporations had groups of 4 members or bigger. Only 4 corporations had groups of greater than 20 individuals.

SEO PR integration team data

For corporations with two groups, how carefully do they work collectively?

While this contains solely 16 corporations, I don’t see a robust sample right here. Perhaps that is as a result of small knowledge pattern, or maybe the query is just too subjective for everybody to have a typical understanding of how shut “closely” is.

Stats on team integration

The following statements had been fully subjective

I requested the survey contributors to charge how a lot they agreed or disagreed with a sequence of statements about PR and Website positioning. Every assertion was rated on a ten-point scale the place 10 means robust settlement and one means robust disagreement.

Can Website positioning be separated from PR?

As you’ll be able to see, the majority of contributors really feel they can’t.

They can not be separated

What is the first focus?

I used to be pondering that some corporations put PR forward of Website positioning and take into account that Website positioning helps their PR efforts, whereas different corporations put Website positioning forward of PR and take into account that PR helps their Website positioning efforts.

I used to be anticipating these two charts to be mirror pictures of one another and I’m stunned that they don’t.

What stunned me probably the most isn’t both chart by itself, however that they don’t mirror one another. I had thought the 2 questions had been opposites of one another, which to me at the very least means the charts must be mirror pictures of one another.

While there’s a fairly robust consensus proven by the “We do SEO” chart, this isn’t proven by the “We do PR” chart.

Are Website positioning and PR equally necessary?

There is powerful settlement with this concept.

SEO and PR are equally important

Are PR and Website positioning separate features?

There is a consensus leaning to “no”, they’re not.

They are separate functions across the industry

Is hyperlink constructing the PR of Website positioning?

In the spirit of full disclosure, that is one thing I imagine to be true. Now don’t get me flawed, I imagine there are good and unhealthy types of hyperlink constructing, however I suppose there are additionally good and unhealthy types of PR.

That this assertion was shared with the contributors displays a bias of mine. Having stated that, I take into account participant responses to be validating.

Link building is the PR of SEO

In closing

The Website positioning-PR integration is occurring, and thus far has occurred greater than I anticipated can be true.

My subsequent thought is “What does this all mean?”

Should we alter the way in which we’re doing what we’re doing consequently?

For this, I’m fascinated about suggestions from readers. What do you suppose?

Kevin Carney is the Founder and CEO of the boutique hyperlink constructing company Organic Growth.

About us and this blog

We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.

Request a free quote

We offer professional SEO services that help websites increase their organic search score drastically in order to compete for the highest rankings even when it comes to highly competitive keywords.

Subscribe to our newsletter!

More from our blog

See all posts

Leave a Comment