| 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!
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.
Before you dive in, here’s the glossary:
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.
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.
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.)
Alright — enough theory. Here’s how to make it happen.
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:
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.
SEO isn’t a one-and-done deal. Track how your newsroom content is performing by keeping an eye on:
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.
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.
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:
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.
SEO isn’t static. Google rolls out algorithm updates all the time — some minor, some massive.
Make sure you’re staying current by:
The more agile you are, the better your newsroom will perform.
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:
Presspage basically gives you an SEO head start — without the usual digital headaches.
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.