Mixing public relations with search engine optimization is a magnificent way to utilize the advantages of both fields through their inevitable overlap. Public relations professionals are going to impact their clients’ search engine optimization attempts whether they want to or not, and being aware of that is the first step to merging these two categories into a functional advantage. SEO and PR intersect in a variety of ways, but a common goal they share is getting the best content out there for the most appropriate audience, and the way that this is done is through links.

If a website links back to a client’s site, then search engines will be able to find the client’s site and determine how relevant certain aspects of that site are to a specific keyword or phrase. The more links a client’s website gets from other sites, the higher the ranking will be. There are other factors that influence the way that sites are ranked, of course, but backlinks are fundamental to success.

That being said, PR and SEO collaboration on backlinks can either be incredibly useful or incredibly harmful, depending on how well-versed in SEO the PR professional is. A PR person who barters for links or pushes sites to backlink will wind up ruining their client’s image and ranking in one fell swoop. Backlinks are critical, but search engines have a way of evaluating the context and legitimacy of backlinks that factors into their ranking algorithm. If there are too many random and confusing and irrelevant backlinks to a client’s site, then the ranking will plummet. To ensure that everything goes smoothly in terms of ranking and public relations, links should be viewed more in line with a pleasing bonus than a performance requirement.

Websites and companies and independent clients can all use PR professionals to their advantage when it comes to the online medium, but those professionals are all the more valuable if they have a background in SEO. Search engine optimization can be tricky to navigate, but the mentality and intellect public relations professionals bring to the SEO table can be invaluable. These two perspectives combined can create an unstoppable driving force for success.

Because PR officials work on things like product launches and reviews, messaging and events, they are more than capable of putting valuable knowledge into brand-building in an online format. Everything from social media to web reach is capable of being utilized for success in the hands of a professional, and in today’s world, public relations practically includes traffic monitoring and search engine rankings. That being said, correct application of the fundamentals of SEO will enable any PR official to excel beyond their client’s hopes and dreams. They can increase the impact of onsite content with promotional ventures and linked content, or they can utilize their skills to reach an even larger and more applicable audience. They can even help with structure, formatting, and content to guarantee relevance and quality.

At the end of the day, merging PR with SEO can allow a website to take advantage of high-quality promotional tools that allow for organic backlinks and an increase in traffic, thereby improving rank and user-satisfaction. The subsequent brand-loyalty that follows will only contribute to the website’s success.