Why Digital PR Is Key to Your SEO Strategy

Online shopping continues to play a significant role in the retail landscape. In December 2024, online sales accounted for 27.0% of total retail sales in Great Britain, according to the Office for National Statistics. Looking ahead, forecasts suggest that by the end of 2025, e-commerce will represent approximately 30.7% of total UK retail spending. As consumer behaviour continues shifting to digital channels, it’s more crucial than ever to ensure your brand is discoverable through search engines.

That’s where a strong PR and communications strategy—backed by SEO expertise—can make a real difference.

Why Digital PR Still Matters for SEO

If your business isn’t investing in digital PR, you’re missing out on one of the most effective ways to improve organic rankings. A well-executed campaign can help you secure high-quality backlinks, boost brand mentions, and establish your website as a trusted, authoritative source.

Search engines prioritise websites with strong backlink profiles. But beware—if you're purchasing links or appearing on poor-quality domains, you may be doing more harm than good. Algorithms have grown more intelligent, and working with a reputable digital PR agency can help guide you through the process to avoid creating a backlink profile made up of spam.

Brand Mentions: The Unsung Hero of SEO

Brand mentions, even without a clickable link, signal relevance and authority to Google. These so-called “implied links” tell search engines that your brand is being talked about in meaningful and relevant contexts, reinforcing its credibility and presence online. While traditional backlinks remain important, Google’s evolving algorithms now recognise brand mentions as a more natural, less manipulated indicator of trust.

That’s why a good PR agency—especially one with digital expertise—doesn’t just chase links. Instead, we focus on building narratives that people genuinely want to engage with and share. Whether it’s a thought-provoking campaign, exclusive data, or a creative hook that makes headlines, the goal is to spark conversation and earn organic visibility. Over time, this contributes to a stronger online footprint, improved brand sentiment, and better SEO performance—without relying solely on hyperlink placement.

Google’s Algorithms Are Smarter Than Ever

Several updates from Google now penalise manipulative link-building strategies:

• 🐼 Panda: Targets thin content and rewards sites with high-value information, helping reinforce why positive PR and authoritative storytelling matter.

• 🐧 Penguin: Looks at your backlink profile and evaluates the overall quality of inbound links. Poor links from questionable sources can harm your rankings.

• 💥 SpamBrain: Google’s AI-driven spam detection system that neutralises paid and spammy links.

This is why it’s you should focus on on ethical, high-impact campaigns which make an impact.

Don’t Just Build Links—Build Content Worth Linking To

Link-building through press coverage should be a byproduct of great content and storytelling. Think beyond placements and develop assets that journalists and publishers genuinely want to share.

At Lem-uhn, we advise our clients to host exclusive data, tools, or interactive experiences—adding value to both the media and their audience. This approach sets our PR agency apart from others.

Why the Right Publications Matter

Not all backlinks are equal. A mention in a top-tier outlet with high domain authority, also known as DA, is far more valuable than dozens of links from poor-quality blogs. Plus, for SEO impact, ideally we’d like the links to be do-follow.

These high-quality placements not only improve your search rankings but also enhance your brand's credibility and trust with both search engines and potential customers.

Why You Need a PR Agency That Understands SEO

Knowing the best SEO and PR strategy isn’t easy. We know what we’re talking about because we’re a team of experts who have spent many years building our knowledge and keeping up to date with the latest industry updates.

We partner with many companies to help them, from PR consultation services and PR retainers to content marketing and SEO services. If your current strategy isn’t performing, it may be time to get help from a PR consultancy services provider that understands the intersection of SEO, storytelling, and reputation.

Unsure why your website isn’t climbing the rankings? Book a free PR consultation today. We’ll review your current PR and marketing, identify gaps in your PR strategy, and suggest actionable improvements. Whether you're an established brand or a startup, our positive PR will help you stand out—for all the right reasons.