Public relations and SEO have always been destined to converge.

PR is about building relationships with media professionals and key influencers to help increase a company or individual’s visibility and profile; SEO is an iteration of that relationship. The only difference is that we operate in the digital sphere, and we measure these relationships through links, social signals, and other trust indicators. In the past, many SEO strategists focused on building a high volume of low quality relationships to get their company’s names out to the Web. Times have changed.

As Google’s ability to distinguish the quality, intent, and relevance of a link improves, SEO strategists need to start thinking more like PR professionals. Rather than “manufacturing” and “building” links, the SEO process should be more about the cultivation of key human relationships, and reacting effectively to real-time PR opportunities.

What can we learn?

PR has always been a multifaceted discipline. The techniques that PR professionals use to generate positive press are numerous and diverse. That said, there are three key areas of crossover that, if mastered, will help us all learn from the PR experts and improve your company’s SEO.

1. Content, content, content

This should come as no surprise since content has been one of the fundamental pillars of traditional PR for years. If you create content that is topical, timely, and can spark an interest in your target audience, it will get picked up.

So, what types of content can you use to create opportunities for positive PR, and what SEO value do they have? Do photos on a GMB listing really matter? Sure, we should be posting slideshares, videos, images, and blog articles provide outreach to our target audience. To be honest, most people are getting pretty good at it now. The key factor when you are planning and producing your content is to always think about the PR opportunities it might be able to create.