SEO & PR: How good content increases visibility
Public Relations
Posted 11 Dec 2025
A look at business reality – not only in Germany – shows that, when it comes to visibility, search engine optimisation (SEO) and public relations (PR) are often pursued separately and in parallel, often by different teams with different budgets and goals. At first glance, this may seem understandable, as SEO and PR are considered distinct disciplines with different responsibilities. However, it is often overlooked that both disciplines ultimately aim to achieve greater visibility through relevant content. When combined correctly and strategically aligned, PR and SEO can achieve much more than they can on their own.
This naturally prompts the inquiry of how to effectively reconcile the disparities between communication realms in the digital era. How can material be appealing to editorial teams and algorithms without sacrificing the success of each discipline separately?
As long as they are created with digital in mind from the beginning, traditional PR tools like press releases and specialized articles still have a lot of potential. When producing a press release, it is crucial to keep in mind that it should enhance long-term digital findability in addition to garnering immediate attention. PR content must be prepared in a search engine-friendly manner in order to accomplish this. It is important to consider the following points:
One measure can accomplish two objectives with little effort. PR content that is tailored for search engines guarantees both media presence and quantifiable visibility.
Professionally created PR content already has several qualities that are beneficial in an SEO environment, which is an obvious advantage in this situation. In addition to being essential for producing outstanding PR, relevant subjects, in-depth material, a distinct target group orientation, and a high level of trustworthiness also serve as a fantastic foundation for SEO.
The explanation behind this is straightforward: search engines prioritize offering people top-notch material because it is the only way to ensure customer pleasure. However, even simple PR tactics are made to provide this exact characteristic. Large search engines are ideal for well-researched, technically sound, and strategically designed content.
Every credible media placement can improve SEO performance, a fact that is sometimes overlooked but is now more crucial than ever. Important backlinks can occasionally be produced by articles published in trade publications or web portals. In turn, search engines view these as reliable and take them into consideration when doing a search. The outcome? You may see an increase in the rankings for your own website or brand.
Your own domain authority is likewise affected by a medium’s reputation. In addition to improving your ranking in search results, links—as long as they originate from reliable sources—also help your brand be seen as a reliable participant in the online market.
The ideal combination of SEO and PR also includes a coordinated strategy, as is frequently the case with communication-related problems. Therefore, in order to fully utilize these two robust growth drivers, businesses, experts, and interested parties should pay attention to the following points:
In the B2B sector in particular, combining SEO and PR enables you to make technically relevant content visible in the long term, both via search engines and the relevant trade press.
SEO and PR share a common goal: achieving relevance and visibility through quality. When these two disciplines are integrated, the result is content that informs and can be found today, tomorrow and in the future!
HBI Communication can offer focused assistance in achieving this potential and creating content strategies that have a long-lasting effect across channels, target audiences, and platforms. The company excels in digital knowledge and journalistic flair. Feel free to contact us at vibes@hbi.de!
Junior Communication Consultant at HBI Communication Helga Bailey GmbH
Elena Sauter has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles & the conceptualization of social media postings. Furthermore, Elena is involved in directly assisting our client work.
