I’m fairly new to my SEO (Search Engine Optimization for those new like me) obsession but with search changing rapidly and AI reshaping how people discover content, I know it’s time to understand how content visibility is working today. I’ve always believed in the power of telling good stories, but I’ve come to see that storytelling alone isn’t enough. If the right people aren’t seeing it, it doesn’t always matter how strong your message is.
This thought led me to dig into digital PR, because it’s not just about press coverage and keywords anymore, it’s about strategic visibility. From everything I’ve learned so far, 2026 is going to be the year digital PR becomes your SEO’s secret weapon.
Recently, I was chatting with SEO expert Karan Keswani, Founder of The Web Geeks and he said something that stuck:
“Digital PR isn’t just about media mentions anymore; it’s how you earn trust, build authority, and make it easy for Google (and AI engines like ChatGPT and Gemini) to put you on the first page and help you get found.”
Here are five powerful takeaways from that conversation about how digital PR is transforming SEO in 2026, from backlinks to brand cohesion to getting your voice in front of the right people (and the web crawlers and Google bots).
1. Improve Your Backlink Profile (the Right Way)
Here’s the obvious, but crucial point: backlinks still matter. But not just any backlinks.
Digital PR helps you land high-authority, contextually relevant backlinks from trusted news sites, niche blogs, and relevant industry publications. These aren’t your average link swaps or guest posts, they’re earned, not bought.
Google loves these kinds of links because they signal real-world relevance and trust. Think:
- Press features
- Expert interviews
- Thought leadership quotes
Wherever your name or website are mentioned, ensure they link to your homepage. Backlinks must stay active so choose a page that won’t disappear.
Beware: “Cheap” Links are Your SEO’s Silent Killer
Google now identifies artificial link patterns like Private Blog Networks (PBNs) or mass-produced guest posts and uses them to devalue your entire site’s trust signal.
The 2026 Reality Check:
High-Quality: A mention in a relevant industry journal (e.g., BC Living for a local brand).
Low-Quality: A link from a “general” blog that also links to casinos, crypto, and unrelated retail.
If your link profile looks like a “bad neighborhood,” Google will treat your brand like one. Digital PR ensures you stay in the “high-rent” districts of the internet.
2. Strengthen Brand Voice Cohesion Across Channels
Digital PR isn’t just about where you’re seen, it’s about how you’re seen.
Whether it’s a podcast interview, a Forbes feature, or a viral LinkedIn article, digital PR ensures your brand voice is consistent across platforms. That cohesion helps Google understand who you are, what you offer, and why you matter.
When your brand message aligns everywhere, across your website, media mentions and socials, Google sees it as a signal of authority and trustworthiness. Make it easy for those web crawlers to understand what you do and how you do it well.
3. Turn “Business as Usual” into SEO Fuel
Launching something new? Rebranding? Hiring key team members? Listing these updates in relevant places can be PR gold and SEO fuel.
When you leverage digital PR to share announcements on third party websites, you don’t just get attention, you get:
- News coverage
- Referral traffic
- Branded search lift
- Increased site visits (which helps rankings)
- Backlinks! (See point 1)
This is one of the most overlooked SEO plays. For example, create a job listing on Zip Recruiter and then post that Zip Recruiter link in your LinkedIn Post. Your “news” might be standard to you, but to Google, it’s fresh content, credibility, and a boost in relevance.
4. Own the SERP with Branded Search Domination
That stands for (Search Engine Results Page.) When your name and your brand show up on trusted websites, people Google and search for you more. And when they do, digital PR helps you own the first page of search results for your brand name.
That means:
- Your site
- Socials
- Interview features
- Press mentions
- YouTube appearances
…all showing up before anyone else can even dream of ranking for your name.
This boosts trust and conversions because people research before they buy.
Learn the “AI Training” Effect
AI models like Gemini and ChatGPT don’t just “search” the web; they learn from it. If your brand is consistently mentioned alongside keywords like “innovation” or “trusted expert” in third-party publications, the AI begins to associate those traits with you.
Digital PR isn’t just about getting a click; it’s about programming the AI’s perception of your brand.
5. Boost E-E-A-T Signals for Google’s Ranking System
Google’s ranking system now focuses heavily on E-E-A-T: Experience, Expertise, Authoritativeness, and Trust.
Digital PR is the fastest way to build that trust online.
Being quoted as an expert or featured by a trusted publication or relevant collaborator tells Google:
- You know your stuff (Expertise)
- You’ve got real-world experience (Experience)
- Others trust you (Authoritativeness)
- You’re consistent and transparent (Trust)
This is especially critical in 2026, when AI-generated content floods the web. PR-based content signals human authority, not just algorithm-fed SEO fluff.
6. Use Google Search Console & Analytics to Track What’s Actually Working
If you’re putting time into digital PR, or any content, you have to check in on your numbers. Tools like Google Search Console and Google Analytics help you track how people are finding you, what they’re doing on your site, and which pieces of content are driving real traffic.
This kind of data isn’t just for SEO nerds, it’s for any small business owner who wants to understand their audience and identify the patterns.
Are your PR and media mentions bringing in new visitors? Is your blog post ranking for that keyword you targeted? GSC will tell you. Then you can lean into what’s working.
7. Knowing (and Using) Your Industry’s Top Search Keywords
You don’t need to be an SEO expert to know that keywords still matter but not in the old-school, spammy way. In 2026, it’s about using the right keywords in the right context.
Digital PR can help you naturally weave top-performing search terms into your content whether it’s a quote in an article, a headline in a press release, or your bio in a guest feature. But first, you’ve got to know what people are actually searching for in your space.
Do some keyword research (or get help if you need it), and make sure your messaging lines up with how your audience searches. That’s how you start showing up before the competition.
Free Download: Claim your Small Business SEO
Digital PR isn’t just a “nice to have” anymore, it’s the SEO superpower you need to stand out, especially in 2026’s increasingly competitive and noisy landscape.
Download 3 Simple Strategies to Turn Existing PR Mentions into SEO Gold
If you’re only focused on keyword stuffing or outdated link building, you’re going to fall behind. Instead, start thinking like a publicist and an SEO expert. Or, better yet connect with someone like Karan at The Web Geeks who knows how to please those web crawlers and get results.
