SEO has changed significantly over the past decade.
While technical optimisation, keyword research, and content strategy remain essential, many businesses are investing heavily in another area of organic growth:
Digital PR.
Once viewed as a separate marketing function, Digital PR is now becoming an integral part of many SEO teams. As competition for organic visibility increases, businesses recognise that authority and brand credibility play an important role in long-term search performance.
For professionals considering a career in SEO, Digital PR is quickly becoming one of the most exciting and in-demand specialisms.
What Is Digital PR?
Digital PR focuses on increasing a brand's online visibility by earning coverage, mentions, and backlinks from reputable websites.
Typical responsibilities include:
- Developing newsworthy campaigns
- Building relationships with journalists
- Securing media coverage
- Earning high-quality backlinks
- Monitoring brand mentions
- Promoting research and original content
Unlike traditional public relations, Digital PR often has measurable SEO objectives alongside brand awareness goals.
Why Businesses Are Investing More in Digital PR
Organic competition continues to grow across almost every industry.
Publishing content alone is no longer enough to achieve strong search visibility.
Businesses increasingly need to demonstrate authority by earning recognition from trusted publications and websites.
Digital PR helps businesses:
- Build online credibility
- Strengthen domain authority
- Increase brand awareness
- Generate referral traffic
- Support long-term organic growth
As a result, many organisations now include Digital PR as part of their wider SEO strategy.
SEO and Digital PR Work Better Together
Technical SEO ensures search engines can access and understand a website.
Content SEO helps answer user questions.
Digital PR helps establish trust and authority.
These three disciplines work together to strengthen organic performance.
For example:
- Technical SEO improves website accessibility.
- Content SEO provides valuable information.
- Digital PR helps that content gain visibility and recognition.
Many successful SEO campaigns now depend on collaboration across all three areas.
The Skills Needed for Digital PR Roles
Digital PR combines analytical thinking with creativity.
Professionals in this field often develop skills such as:
- Storytelling
- Media outreach
- Relationship building
- Campaign planning
- Content ideation
- Data interpretation
The role suits people who enjoy both creative thinking and measurable marketing performance.
Communication Is a Major Strength
Unlike some SEO roles, Digital PR involves regular communication with people outside the organisation.
Professionals may interact with:
- Journalists
- Editors
- Content creators
- Marketing teams
- Business stakeholders
Strong written and verbal communication skills are essential for building relationships and securing coverage.
Data Still Plays an Important Role
Although Digital PR is creative, it is also highly data-driven.
Professionals regularly use data to:
- Identify campaign opportunities
- Support media stories
- Measure backlink growth
- Evaluate campaign performance
- Demonstrate business impact
The ability to combine creativity with analysis makes Digital PR particularly valuable within SEO teams.
Career Opportunities Are Growing
Many agencies and in-house marketing teams now actively recruit:
- Digital PR Executives
- Digital PR Specialists
- Outreach Managers
- SEO & Digital PR Managers
- Organic Growth Specialists
The increasing demand for these roles reflects the growing importance of authority-building within organic search strategies.
Digital PR Can Lead to Broader SEO Careers
Experience in Digital PR often creates opportunities beyond outreach alone.
Professionals frequently progress into roles involving:
- SEO strategy
- Organic growth
- Content leadership
- Brand marketing
- Head of SEO
Understanding how authority, content, and technical SEO work together provides valuable experience for future leadership positions.
Should You Consider a Career in Digital PR?
Digital PR may be an excellent fit if you enjoy:
- Writing
- Building relationships
- Creative campaign ideas
- Analysing results
- Working with media
- Contributing to organic growth
It offers a different path into SEO while still developing many of the strategic skills employers value.
The Future of SEO Teams
As businesses place greater emphasis on brand authority and trust, Digital PR is becoming less of a supporting function and more of a core component of SEO.
The most successful SEO teams increasingly combine:
- Technical expertise
- Content strategy
- Digital PR
- Analytics
- Commercial understanding
Professionals who understand how these disciplines work together are likely to be well positioned for future career opportunities.
The Bottom Line
Digital PR is becoming an increasingly important part of modern SEO.
As businesses compete for visibility and credibility, professionals who can secure high-quality media coverage, build authority, and support organic growth are in growing demand.
For those with strong communication skills, creativity, and an interest in SEO, Digital PR offers an exciting and rewarding career path with excellent progression opportunities.
If you're looking to build your career in SEO, browse the latest opportunities at SEO Jobs UK and explore roles across technical SEO, content strategy, Digital PR, and organic search.
👉 Browse SEO jobs here.