Junior Account Executive Luke Duffy looks at the importance of SEO in getting the most out of PR campaigns.

In today’s media landscape, the line between PR and SEO is closer than ever. Once considered separate objectives (with one focused on storytelling and the other on rankings or backlinks), the two now share the same goal: building authority.

The challenge for agencies like us at Square in the Air, where we specialise in delivering both brand visibility and measurable results, is showing clients not just that their name is out there, but that we are progressively helping to build brand authority for them from a SEO perspective.

From Coverage to Conversion

Traditional PR has long been judged by coverage volume and sentiment. A section in a national newspaper or a viral social post once ticked every box. But in the digital era, visibility alone doesn’t guarantee value. If coverage isn’t driving search visibility, traffic, or brand credibility online, it’s regarded as a missed opportunity.

SEO PR bridges that gap, by combining PR creativity with SEO data to make coverage discoverable. A well-executed digital PR campaign can deliver high-quality backlinks from trusted domains, improve a brand’s authority, and strengthen its ranking. In the gambling, sports and entertainment sectors, where we primarily operate, this is highly valuable. When a campaign links back to a bookmaker’s football insights page or a casino’s new feature, that single mention becomes both a brand boost and a search signal.

The Metrics That Matter

Measuring SEO PR goes beyond counting links. The true test is in how those links perform. Here are a few key metrics to look out for.

• Domain Authority (DA) and Domain Rating (DR): High DA links from credible publishers carry more SEO weight than dozens of low-quality mentions. For example, a story picked up by The Mirror or BBC Sport may outperform 50 smaller blogs combined.

• Referral Traffic: Using tools like Google Analytics, you can track how many visitors arrive from PR-generated links and whether they convert.

• Keyword Movement: If a brand’s target keywords climb the rankings post-campaign, it’s often a sign that the SEO PR activity has driven site authority.

• Brand Search Volume: An uplift in branded searches following a major campaign signals growing awareness and trust.

• Coverage Quality and Relevance: A backlink from a relevant sports or gaming publication is far more valuable than one from an unrelated outlet.

At Square In The Air, measurement of reach and authority is a focus built into every campaign we activate. Whether it’s promoting a new betting market or launching a sports partnership, analytics play as big a role as storytelling. For instance, a campaign that drives 20 high-quality backlinks and increases organic visibility for “Premier League odds” by 10% provides tangible proof of ROI.

Telling the Story with Data

The best SEO PR isn’t just data-driven – it’s story-driven and data-proven. A creative idea still sits at the heart of success, but data ensures it’s measurable and repeatable.

For clients, that means not only gaining coverage but also growing a sustained online presence.

Our approach evolves around media relationships, technical SEO insight, and content strategy to make every campaign counts multiple times: in the headlines, and then when repeated in the search rankings.

Looking to maximise your SEO reach? Get in touch here.