PR is the new SEO

For years, brands chased search engine algorithms — focusing on keywords, technical tweaks, and site speed — to claim that valuable spot on the search results page. Meanwhile, PR quietly built credibility behind the scenes, cultivating trust and reputation. 

But the rules of the game have shifted dramatically. In 2025, AI-driven search doesn’t just crawl websites; it listens to the most authoritative voices it can find—news stories, expert opinions, and trusted media mentions. Today’s brand visibility depends less on on-page optimization alone and more on a robust presence in credible coverage. 

PR has emerged as the new engine of discoverability in an AI-led landscape — no longer just a component of brand strategy, but central to search success. This transformation stems from three fundamental realities:

• First, AI-driven search engines and chat platforms prioritize authoritative sources, surfacing answers from trusted media rather than merely ranking pages stuffed with keywords. According to AIOSEO, 52% of sources cited in Google AI Overviews rank in the top 10 results, signaling the weight of trusted mentions
• Second, Digital PR generates credibility and authority through news features, expert insights, and high-quality backlinks—signals favored by modern search algorithms for top rankings. Studies show that the average link earned via digital PR has a Domain Authority of 43, with almost one-third from domains above 70, indicating premium quality placements. Additionally, top-ranking Google pages have nearly four times the backlinks of lower results, underscoring backlinks’ ranking power.
• Third, brand mentions have become critical signals of relevance and trust. AI assesses reputation through widespread coverage and authentic conversations, making brands integral to media narratives essential for visibility. Brands typically see a 6–12% uptick in branded search volume after substantial media coverage, further boosting SEO performance.

Google cares more about trust than keywords. While SEO once revolved around strategic keyword placement, today Google rewards credibility. Mentions in respected media, authoritative backlinks, and positive brand signals send trust signals that propel rankings faster than any keyword tactic. Ultimately, it’s not just what you claim on your website, but who’s endorsing you.

Earned media acts as your strongest endorsement. A single backlink from a reputable publication outweighs hundreds of low-quality links. Media coverage also sparks branded searches, signaling to Google that your brand is popular and relevant—driving rankings even higher.

PR and SEO are a perfect match. SEO lays the groundwork by keeping your site optimized and steady in driving traffic. PR amplifies this foundation, boosting credibility, authority, and visibility to accelerate results. Think of SEO as the solid foundation of a building and PR as the powerful spotlight that draws all eyes to it. Together, they make your brand more visible, trustworthy, and successful online.

Looking ahead, Digital PR and AI-powered search will define the future of online visibility. AI tools like ChatGPT and Google’s AI Overviews are reshaping search results, providing AI-generated summaries instead of simple link lists. Digital PR ensures your brand is recognized and recommended by these AI models through mentions in reputable media and expert content that AI systems trust.

PR is no longer just about press releases or media mentions. It’s a strategic lever that directly impacts search rankings. By securing coverage in respected outlets, earning high-quality backlinks, and driving branded searches, PR builds the trust Google demands.

When PR and SEO unite, they forge a powerful alliance: SEO creates steady discoverability while PR accelerates trust and authority. In the age of AI-led search, this synergy is key to dominating online visibility—where trustworthy voices rise to the top.