Why bridging the gap between PR and SEO is the only way forward for PR Professionals - Isa Lavahun

Why bridging the gap between
PR and SEO is the only way
forward for PR Professionals
Isa Lavahun | Search Strategist and Trainer
The Future of PR
LINKEDIN.COM/IN/ILAVAHUN HTTP://WWW.DIGIPRCOMMS.COM
@IsaLavs_

PR's core strength lies in its ability to inﬂuence. It can shape
perceptions, drive awareness, build brand reputation and
have a profound impact on audiences.

The digital age has
democratised inﬂuence.
It’s shifting power from
traditional media
gatekeepers to online
communities and
content creators.

71% of 16-24 year olds
get their news from social
media (Ofcom, 2024)
Over two thirds of UK
adults (68%) consume
news via online sources
(Ofcom, 2023)
61% of consumers
bought a product
based on an
inﬂuencer’s
recommendation or
promotion (EY Index)
74% of consumers
rely on social
media to inform
their purchasing
decisions (Ogilvy)
Circulation for the
biggest national
titles is down by
between 8% and
23% (Digital News
Report 2023)
A few stats…

Traditional media reach is Declining
Traditional Media
Reach is in Decline

Cutting
through the
noise has
never been
harder

So if PR wants to continue being an inﬂuential force,
it needs to evolve … fast!

How?
● Learn how to leverage online
behaviour
● Understand audiences and
their emotional drivers
● Align data-led insights with
creative strategy
● Craft compelling stories that
resonate
● Meet audience’s needs in
real-time

SEO STRATEGY
PR
Enter…
A match
made in
heaven

1. Audience Led Search Insights

With 8.5 billion daily Google searches,
search engines have become the new
gateway for information. They are now
the primary battleground for brand
awareness.

Understanding search intent – the ‘why’
behind user queries – is no longer a
luxury for PR strategy, it's crucial for
success.

Search-led insight is crucial to your PR
strategy because it aligns with the way
people actively seek information and
engage with topics of interest online.
.

How do we leverage
search insights for PR?

#brightonSEO
Example …
Say you work for a brand/client
that sells patio chairs. They need
a big push for the summer
season

Let’s explore how search
and social insights can
help with PR strategy
for ‘Patio Chairs’

Key Themes/Findings
● May is peak month for patio chairs
and garden furniture. Demand is up
175% in the last quarter
● Upcycling, price , DIY, durability, and
sizing are the most popular themes
● Patio chairs for wider/bigger/taller
people was a surprising recurring
query
● There’s higher search demand for
‘garden chairs’ but products are
similar/the same as ‘patio chairs’

#brightonSEO
@ISALAVS_
#BRIGHTONSEO
Idea!
And then comes
the search
data-led
PR Idea!

Inclusive Comfort:
Why Brands Need to Embrace
Size-Inclusive Furniture
Concept:
Conduct a nationwide survey to uncover the emotional and
physical discomfort experienced by individuals with larger
body types when using furniture that is too small, especially
outdoor furniture.
Content Asset:
A survey of 2,000 participants will reveal the spectrum of
experiences and emotions tied to size-inappropriate furniture.
From feelings of embarrassment to physical discomfort, the
"Inclusive Comfort" campaign will highlight the urgent need for
brands to embrace size-inclusive designs, featuring stories of
personal struggles and triumphs.
Headline Examples:
● 75% of Larger Individuals Report Embarrassment from Falling Oﬀ Chairs
Too Small for Their Size
● Survey Reveals Over 60% of Brits with Larger Body Types Feel
Uncomfortable in Standard Outdoor Furniture
● Size Matters: How Furniture Design is Failing to Cater to Larger Body Types

Why put Search led insight at the core of your PR strategy?
Data-led Audience-led Personalised Trend-led Builds Trust

WHY SEARCH ?
Why Search?
We’ve all done the 3 am Googling right?
WHY ?

#brightonSEO
Keyword insight gives us popular,
unknown (sometimes secret)
queries audiences want answers to!

#brightonSEO
✔ Therapist
✔ Symptom checker
✔ Fact checker
✔ Embarrassing queries
is the..
Because
✔ Therapist
✔ Embarrassing query checker
✔ Financial advisor
✔ Translator
✔ Symptom checker
is the..

#brightonSEO
It allows us to Find the Gaps
What’s the REAL problem?
How can we SOLVE them ?
What haven’t your COMPETITORS done YET or done WELL?

#brightonSEO
For example: Let’s talk dogs!!

Pos. 1
Pos. 2
Pos. 3
Pos. 4
Pos. 14
Page 2
@ISALAVS_
What’s the gap between you
and the top 3/4 ranking pages

Keyword gap analysis
WHAT DOG SHOULD I GET QUIZ?

#brightonSEO
Problem solving insights
Google trends growth:
Dog Mum
Dog Dad
Dog Parents

#brightonSEO
Can I aﬀord
to be
a dog
parent?
IDEA!

#brightonSEO
Example content…..
Can I aﬀord to
own a dog? Quiz
based on..
Lifestyle
Living Situation
Disposable income
Dog breed

#brightonSEO
…And link building asset
Can you afford to own a dog?: Vets
calculator reveals affordability based
on annual salary, lifestyle and dog
breed
Thinking about owning a dog? Can you actually
afford to get one? Take this quiz to find out

3. Gaining invaluable competitor Insight

#brightonSEO
For example … Let’s say you work for a
beauty brand/client that
sells eyelash kits they
want to promote

Lash Kit
Let’s randomly go for
‘London Lash Pro’ as
it’s currently ranking
no 4 on the ﬁrst
search results page

Outreach Opportunities: Risk Management Software
Outreach Opportunities for Lash Kit

What’s Getting Competitors Coverage?
Seasonal Trends Podcasts Expert Tips
Listicles Inﬂuencer Collab Company Proﬁling

4. Creating content that people want and
search engines can ﬁnd

5. Showing the value of your work

#brightonSEO
If you’re a PR/media relations professional, by
default, you’re a link builder!
The hard work that PR
pros do has impact on
SEO results

PR tactics = Quality Content
Surveys/Reports Case Studies Expert Commentary
Feature Pitches Product/Service
Launch
Exclusive Data
Events Trends/Newsjacking

The media coverage, backlinks and brand
stories PR professionals secure are gold.
They directly impact a brand's SEO and
online visibility but, the critical contribution
from PR often goes unreported. This is a
missed opportunity!
.

Coverage
Links
Campaign Impact ???

Coverage
Organic Search Uplift
#brightonSEO
Campaign
Impact
Backlinks
Social media
engagement
Traﬃc Peak
Keyword Visibility
Traﬃc Uplift
SALES !
CAMPAIGN LAUNCH BETWEEN 3 TO 18 MONTHS
What happens here?

Traﬃc
DA Uplift
30
50
Search Demand Campaign Page
Performance
Time spent on Site
Search-Led
Campaign Traﬃc Peak
#brightonSEO @ISALAVS_
Page Views
Keyword Visibility

Social Media
Engagement
Brand
Sentiment/Reputation
Brand-Led
Reviews
Journalist Feedback
Campaign
Reach
Share of Voice Brand Mentions Branded
Traﬃc

Conversion-Led
Assisted
conversions
Referral Traﬃc Short Term
Spikes
Lead
Generation
Downloads Email Sign ups
Sales
Attendance/
Footfall

CJR : How Press Worthy Are You?

Results
853
Backlinks
288
Referring
Domains

#brightonSEO
TRAFFIC UPLIFT
Campaign Launch
Source: Website SEO Checker
DA UPLIFT
Source: Semrush
@ISALAVS_

SEARCH DEMAND
Source: Google Trends
CAMPAIGN PAGE
PERFORMANCE
Source: Similarweb
@ISALAVS_

#brightonSEO
KEYWORD VISIBILITY
@ISALAVS_
Source: Semrush

ENGAGEMENT
@ISALAVS_
Source: Buzzsumo
REVIEWS/SENTIMENT
Source: Twitter

1. Craft compelling stories that resonate using audience led insights.
2. Use keyword insight to create stories that meet audiences needs in real time.
3. Find content caps for a competitive edge. Identify and ﬁll content gaps to attract
untapped audiences.
4. Ensure your content is designed for both people and search engines to increase
visibility and reach.
5. Use SEO tools (e.g. backlink gap analysis) to understand your competitors'
strategies and improve your own.
6. Track results using SEO metrics. Prove the impact of your PR eﬀorts and secure
more budget!
Key Takeaways

Isa Lavahun LAVLY LTD
Search Strategist| Digital PR | Inﬂuencer Marketing
Brand Consultancy | Trainer
Thank You
@isalavs_
info@isalavsmarketing.com
http:/
/www.digiprcomms.com

Why bridging the gap between PR and SEO is the only way forward for PR Professionals - Isa Lavahun

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