Analysis: The combination of Search engine optimization and PR

30-second abstract:

  • Consultants have advised us for a couple of years that Search engine optimization and public relations (PR) have to merge
  • Are Search engine optimization and PR actually integrating “within the wild”?
  • In case you too searched the online about how this and located nothing significantly worthwhile, listed below are some solutions for you
  • Founder and CEO of Natural Progress, Kevin Carney surveyed 184 Search engine optimization and PR professionals throughout manufacturers, companies, and consultants
  • Dive in to find extra on the state of Search engine optimization and PR integrations within the trade

We’ve been listening to for a couple of years now that Search engine optimization and public relations (PR) have to merge. The first cause given is that they’ve comparable targets, in addition to comparable methods and ways. It’s generally argued that some points of Search engine optimization are PR, in an age when publishing has turn out to be comparatively low-cost. A lot in order that anybody can turn out to be a writer, and as a result of creation of content material advertising, manufacturers now must.

I searched the online for details about how this integration goes, or not. I discovered nothing I thought of to be of worth on this matter. So I made a decision to create this text after gathering data from Search engine optimization and PR professionals to get a transparent image of our trade.


I created a survey, then used Assist a Reporter Out (HARO) to achieve out to Search engine optimization and PR professionals. This resulted in 78 survey responses. I waited a month, went again to HARO, and bought 91 extra. I then shared my survey in a couple of Search engine optimization and PR teams on Fb, which resulted in 15 extra. I bought 184 survey responses in complete.

After I began I had arbitrarily determined I needed 200 survey responses however determined to cease at 184 moderately than do one other spherical of HARO or Fb group outreach.

After all, all surveys have some degree of bias

On this occasion, the bias happens for the next causes:

  • I designed my survey with my preconceived notions of what questions mattered most
  • I appeared for folks in nooks and crannies of the web the place I felt it will be simple to search out keen members
  • Individuals who took my survey self chosen

Does this imply my information is flawed? Not more than every other set of knowledge collected through most surveys, however it’s doable that had I surveyed solely Search engine optimization people, or solely PR people, that I’d have gotten completely different information, and I simply need that acknowledged upfront. I imagine my information is related, however under no circumstances is it the ultimate phrase on this matter.

So, is that this integration of Search engine optimization and PR occurring?

In a phrase, sure.

So now let’s take a look at the charts whose underlying information lead me to imagine that is true.

Preliminary questions had been very goal

This primary set of charts present the solutions that had been fairly reduce and dry, and never a lot a matter of opinion.

The breakdown of survey members

Survey members categorized themselves as representing manufacturers, representing companies, or being consultants who represented numerous purchasers. Under is the breakdown.

As you’ll be able to see, it’s a reasonably good cut up with companies barely outnumbering manufacturers.

SEO and PR integration survey participant categories

Do companies publish articles about Search engine optimization and PR or Search engine optimization vs PR?

I used to be personally curious what proportion of companies really feel the subject of PR and Search engine optimization or PR vs Search engine optimization is essential sufficient to publish articles about. It was surprisingly few.

Content publication stats on SEO and PR or SEO vs PR

What proportion of members have one built-in group?

Much more than I anticipated: 71 p.c to be exact.

SEO and PR are not one integrated team

Do companies with out one built-in group have each Search engine optimization and PR?

To my shock, the reply tends to be, “no”. Crew sizes inside this group tended to be smaller, which seemingly accounts for this.

Inside this group, 35 out of 52 corporations had groups of three members or fewer, which implies solely 17 corporations had groups of 4 members or bigger. Solely 4 corporations had groups of greater than 20 folks.

SEO PR integration team data

For companies with two groups, how carefully do they work collectively?

Whereas this consists of solely 16 companies, I don’t see a powerful sample right here. Maybe that is as a result of small information pattern, or maybe the query is simply too subjective for everybody to have a frequent understanding of how shut “carefully” is.

Stats on team integration

The next statements had been fully subjective

I requested the survey members to charge how a lot they agreed or disagreed with a collection of statements about PR and Search engine optimization. Each assertion was rated on a ten-point scale the place 10 means sturdy settlement and one means sturdy disagreement.

Can Search engine optimization be separated from PR?

As you’ll be able to see, the majority of members really feel they cannot.

They can not be separated

What’s the major focus?

I used to be pondering that some companies put PR forward of Search engine optimization and contemplate that Search engine optimization helps their PR efforts, whereas different companies put Search engine optimization forward of PR and contemplate that PR helps their Search engine optimization efforts.

I used to be anticipating these two charts to be mirror photographs of one another and I’m stunned that they don’t.

Is SEO used to boost PR
Is PR used to boost SEO

What stunned me probably the most isn’t both chart by itself, however that they don’t mirror one another. I had thought the 2 questions had been opposites of one another, which to me a minimum of means the charts must be mirror photographs of one another.

Whereas there’s a fairly sturdy consensus proven by the “We do Search engine optimization” chart, this isn’t proven by the “We do PR” chart.

Are Search engine optimization and PR equally essential?

There may be sturdy settlement with this concept.

SEO and PR are equally important

Are PR and Search engine optimization separate capabilities?

There’s a consensus leaning to “no”, they’re not.

They are separate functions across the industry

Is hyperlink constructing the PR of Search engine optimization?

Within the spirit of full disclosure, that is one thing I imagine to be true. Now don’t get me mistaken, I imagine there are good and dangerous types of hyperlink constructing, however I suppose there are additionally good and dangerous types of PR.

That this assertion was shared with the members displays a bias of mine. Having stated that, I contemplate participant responses to be validating.

Link building is the PR of SEO

In closing

The Search engine optimization-PR integration is going on, and thus far has occurred greater than I anticipated can be true.

My subsequent thought is “What does this all imply?”

Ought to we alter the way in which we’re doing what we’re doing because of this?

For this, I’m enthusiastic about suggestions from readers. What do you suppose?

Kevin Carney is the Founder and CEO of the boutique hyperlink constructing company Natural Progress.

The put up Analysis: The combination of Search engine optimization and PR appeared first on Search Engine Watch.

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