| Getting your story picked up used to be the endgame. Now? It’s just the beginning. In a news cycle that moves faster than ever, coverage comes and goes — but search sticks around. If your PR newsroom isn’t SEO-optimized, you’re basically shouting into a void — because 75% of users never scroll past the first page of Google. |
Good news: leveling up your newsroom's SEO isn't rocket science. You just need a clear plan, a few smart moves, and a little consistency.
We’re here to tell you how to nail it!
What is SEO in PR?
SEO in PR is all about getting your news content seen — not just by journalists, but by search engines, too. It's the sweet spot where strong storytelling meets smart optimization.
When you blend PR and SEO, you're not just pitching stories — you're building long-term visibility, driving organic traffic, and creating backlinks that boost your brand’s authority. Think of it as doing PR and giving Google something it actually wants.
In fact, 87% of digital PR pros now focus on SEO-integrated campaigns over traditional PR tactics. Traffic and rankings aren't just a bonus anymore — they're the goal.
The key terms you need to know — and how they relate to your newsroom
Before you dive in, here’s the glossary:
Keywords
Keywords are the words and phrases people type into Google when they’re hunting for something. For PR, that could mean anything from "longest-range electric cars" to "best value flights to Southeast Asia."
When your newsroom content aligns with real-world search terms, you’re more likely to show up in front of the people who matter to you.
Search rankings
Google isn’t just handing out first-page spots for free. If your press releases, blogs, or media kits aren’t optimized, they’ll get buried.
Good PR SEO helps your newsroom content climb the rankings — and stay there.
Backlinks
A backlink is when another site links to yours. It’s like a digital thumbs-up.
The more high-quality backlinks your brand newsroom earns (especially from credible news outlets and blogs), the stronger your site’s authority, and the higher your company website will rank.
(Also worth noting: 51% of PR teams now actively collaborate with SEO teams, prioritizing backlinks and keyword alignment. This isn’t optional anymore. It’s becoming the new normal.)
Actionable steps to boost your newsroom’s SEO
Alright — enough theory. Here’s how to make it happen.
1. Start with the basics: Don’t skimp on keyword research
Skipping keyword research is like trying to throw a party without sending invites. Before you publish anything in your newsroom, make sure you’ve identified:
- Primary keyword (what you really want to rank for)
- Secondary/synonym keywords (variations people might also search)
- Related questions or phrases (great for subheadings or FAQs)
IN PRACTICEIf you’re announcing a new EV model, your primary keyword might be “longest-range electric cars.” Secondary keywords could include “EVs with best range” or “top long-distance electric vehicles.” Related questions might be “Which electric car goes the furthest on one charge?” or “What is the range of the new [Your Brand] EV?” |
Pro tip: Use free tools like Ahrefs or AnswerThePublic to find trending terms in your industry — and weave them naturally into your headlines, intro, subheads, and body copy. Avoid keyword stuffing — that’s when you cram the same phrase into your content over and over in a way that feels forced or robotic. It’s outdated, bad for readability, and search engines will penalize you for it. Think flow, not repetition.
If you’re using Presspage’s newsroom software, embedding keywords into headlines, summaries, and media assets is easy and intuitive — no technical gymnastics required. Bonus: our built-in AI tools help you optimize your copy (including meta descriptions) to boost your chances of ranking higher, faster.
2. Measure performance
SEO isn’t a one-and-done deal. Track how your newsroom content is performing by keeping an eye on:
- Organic traffic (via Google Analytics or Search Console)
- Bounce rates (are people leaving right away?)
- Keyword rankings (are you moving up or sliding down?)
- Backlinks such as earned or paid media coverage (are other sites picking up your story?)
If a piece isn’t pulling its weight, update it: refresh the headline, tweak the meta description, add new links, or rework the intro. Google loves fresh content.
3. Collaborate across teams
Silos are SEO killers. Your PR, SEO, and content marketing teams should be sharing keyword lists, aligning on messaging, and building newsroom content that supports shared search goals.
Why? Because when PR and marketing work together on data-driven stories — like original surveys or exclusive reports — you get content that earns coverage and ranks. In fact, digital PR campaigns like these can boost organic traffic by up to 748% for transactional keywords. Translation: smart collabs = massive wins.
4. Focus on UX
User experience (UX) isn’t just for web designers. If your corporate newsroom is slow, clunky, or hard to navigate, Google notices — and so do your visitors. That means:
- Fast load times (especially on mobile)
- Clear headlines and scannable content
- Clean, simple layouts
- Easy navigation between stories, categories, and media kits
Presspage’s platform is built with UX in mind, so you don’t have to worry about getting bogged down by technical SEO fixes. You can focus on what you do best — telling great stories.
5. Stay updated
SEO isn’t static. Google rolls out algorithm updates all the time — some minor, some massive.
Make sure you’re staying current by:
- Subscribing to SEO news outlets like Search Engine Land or Moz
- Following SEO pros on LinkedIn or X
- Regularly reviewing your newsroom content to keep it fresh and relevant
The more agile you are, the better your newsroom will perform.
How Presspage makes newsroom SEO easy
Optimizing your newsroom doesn't have to mean wrangling a dozen tools or playing IT support. With Presspage, SEO best practices are built right into the platform, so you can focus on telling better stories.
Here’s how Presspage helps you win at SEO:
- Optimized newsroom layouts: Every Presspage newsroom is designed with fast load times, mobile responsiveness, and clean navigation — all critical for SEO and user experience.
- Intuitive content tools: Easily embed keywords into headlines, summaries, and media assets without touching a line of code.
- AI-powered optimization: Let our built-in AI help fine-tune your releases (from crafting meta descriptions to strengthening keyword choices) for better visibility and performance.
- Built-in distribution power: Amplify your reach with Presspage’s PR distribution software, getting your stories in front of the right audiences and earning the backlinks that boost your search rankings.
- SEO-friendly publishing: From structured data to metadata management, Presspage makes it simple to tick all the technical SEO boxes behind the scenes.
- Performance insights: Track how your newsroom content performs with actionable analytics — helping you double down on what works and tweak what doesn’t.
Presspage basically gives you an SEO head start — without the usual digital headaches.
Wrapping it up
PR and SEO aren’t two separate worlds anymore — they’re deeply connected.
If you want your newsroom to drive real results (more visibility, more traffic, more impact), you need an SEO-first mindset, not an SEO-afterthought.
Start simple. Stay consistent. Track what’s working. And if you want a step-by-step blueprint to really nail it, grab our free guide: SEO for PR Professionals.
Your newsroom deserves to be seen — let’s make sure it is.
