SEO in PR: What the Top SEO Experts Say About Optimizing Articles for Maximum Reach
The way we approach content optimization is evolving, and it’s no longer just about cramming articles with keywords in hopes of ranking higher. Google’s algorithms have become more sophisticated, prioritizing content that delivers real value, engages readers, and builds authority through genuine connections.
My insights on SEO and entity-based optimization were recently featured on SEOptimer in their article, “What Are Entities in SEO?”. This recognition reinforces how modern SEO strategies go beyond keywords—it’s about structuring content for clarity, depth, and discoverability. As search engines shift toward understanding intent over isolated keywords, PR professionals and content marketers must rethink how they optimize their articles for maximum reach.
To unpack what SEO for PR truly means today, we’re diving into insights from top SEO and media experts who are reshaping the way content gets discovered and shared.
Why Optimization Alone Isn’t Enough
SEO is not just about writing an article and stuffing it with high-ranking keywords. It’s about ensuring that the content resonates with readers, gets shared, and builds meaningful engagement.
Jase Rodley, a consultant and digital marketer, points out that SEO without audience engagement is worthless:
“Writing fluff or keyword-heavy content that doesn’t get engagement is something we vehemently oppose. If a piece doesn’t get read, shared, or linked to, it’s worthless no matter how well it’s optimized.”
A well-optimized article must serve two masters—search engines and real people. Readability, relevance, and value drive success in today’s landscape. Articles that solve problems, offer fresh insights, and provide authoritative perspectives are the ones that get ranked and shared.
Keyword Stuffing is Dead—Search Engines Prioritize Readability and Engagement
A common misconception is that loading an article with keywords guarantees better rankings. This couldn’t be further from the truth. Google’s machine-learning algorithms now prioritize readability, engagement, and user intent.
Robin Salvador from Caffeine Brothers explains:
“A common misconception is keyword stuffing—Google prioritizes readability and engagement.”
To ensure articles remain SEO-friendly without sacrificing quality, focus on:
- Natural keyword integration – Keywords should blend seamlessly into the content, enhancing context rather than disrupting flow.
- Long-tail keyword strategy – Instead of repeating a single keyword, use variations and related phrases that naturally expand the topic.
- User-first content structure – Search engines measure engagement through bounce rates, time on page, and interactivity. Articles must be formatted for skimmability with clear subheadings, bullet points, and actionable takeaways.
- Engagement triggers – Incorporate compelling headlines, storytelling elements, and direct audience interaction to keep readers interested and scrolling.
The best SEO strategies ensure that content reads well, feels natural, and provides real answers while still incorporating the right keywords strategically.
Building Authority: Media Coverage and SEO Go Hand in Hand
SEO is not just about content—it’s about the ecosystem of credibility you build around it. Media coverage plays a critical role in positioning a brand as an authority, which in turn, boosts its search visibility.
Sasha Berson, CEO of Grow Law Firm, emphasizes that effective media outreach is about building long-term relationships rather than simply distributing press releases:
“Media coverage isn’t just about blasting press releases – it’s about building genuine relationships with journalists.”
Similarly, Anupa Rongala, CEO of Invensis, highlights that media success comes from strategy and value rather than luck:
“Media coverage is about strategy, value, and connections—not about luck.”
A strong strategy should include:
- Thought leadership content – Publishing high-quality insights on reputable platforms that position you as an expert.
- Strategic media outreach – Engaging with journalists, contributing expert opinions, and securing backlinks to authoritative domains.
- Consistent brand visibility – Ensuring that articles, press releases, and guest features work together to reinforce brand credibility online.
When PR and SEO efforts align, they fuel each other, leading to greater trust, improved rankings, and stronger engagement.
SEO in PR: The Future of Search Visibility
Traditional SEO focused on keywords. Today, search engines use entities—specific people, brands, concepts, and locations—to contextualize content more accurately.
This approach, known as entity-based SEO, is what I discussed in my feature on SEOptimer. Instead of treating keywords as isolated elements, Google now understands relationships between topics, synonyms, and authoritative sources.
To optimize content with entity-based SEO:
- Use structured data markup – Help search engines recognize and categorize key topics by adding schema.org tags to your content.
- Prioritize contextual relevance – Instead of keyword stuffing, craft articles that naturally answer user queries with a depth of information.
- Build authoritative interlinking – Reference other trusted sources, expert quotes, and in-depth resources to improve the credibility of your content.
This shift means that SEO is no longer about individual words; it’s about how ideas, expertise, and relationships come together to form a comprehensive, trustworthy online presence.
Maximizing SEO for PR: Actionable Takeaways
For PR professionals, content marketers, and business owners looking to improve their SEO for writing, here’s what truly works:
- Write for people, not just search engines – If your content doesn’t engage real readers, it won’t rank. Prioritize quality, storytelling, and depth.
- Forget keyword stuffing—focus on intent and readability – Long-tail variations and contextually relevant phrases matter more than keyword frequency.
- Invest in media relationships – Secure high-authority backlinks and press mentions to boost domain authority and organic rankings.
- Leverage entity-based SEO – Google prioritizes topics and relationships, so structure content using semantic relevance and structured data.
- Distribute content strategically – Publishing and syndicating content across multiple platforms (LinkedIn, industry blogs, guest features) increases both visibility and SEO impact.
The best SEO strategies integrate technical optimization, PR visibility, and real human engagement. In 2025 and beyond, success in search rankings will belong to those who connect the dots—between search algorithms, media relationships, and meaningful content.
SEO for Writing Is More Than Just Rankings
SEO is evolving, and content strategies need to evolve with it. The best-optimized articles aren’t just about search rankings—they’re about influence, authority, and engagement.
By applying insights from top SEO and PR experts, brands can ensure their content not only ranks but also resonates. Whether you’re looking to secure media coverage, increase search traffic, or build brand authority, the key is to combine smart SEO strategies with impactful storytelling.
If you want to take your PR and SEO strategy to the next level, let’s create a roadmap that works:
Book a Consultation
Let’s build a content strategy that doesn’t just rank—but actually matters.
