Over the years, two key strategies have emerged as cornerstones of digital marketing – SEO and PR. Both play key roles in boosting a brand’s visibility, credibility, and online presence. Plus, their partnership has the potential to create a digital marketing powerhouse.
But, are SEO and PR the same thing? No. SEO and PR have similar goals of driving traffic and increasing conversions but their strategies are miles apart. SEO focuses on getting web pages to rank highly on search engines. Meanwhile, PR focuses on increasing brand awareness and perception.
SEO and PR are distinct in their objectives and methodologies but the combination of the two creates an ideal partnership. To help you better understand the power of SEO and PR, Wildcat’s experts have created a detailed guide.
Search Engine Optimisation, or SEO, is a digital marketing strategy that revolves around enhancing a website’s visibility in search engine result pages (SERPs). The primary objective of SEO is to increase organic (unpaid) traffic to a website by improving its search engine rankings. This is achieved through a combination of on-page optimisation, technical tweaks, content creation, and link building. More specifically, SEO includes:
To get web pages ranking, SEO involves in-depth keyword research and optimisations. This is the core foundation of SEO, as this is exactly what words or phrases people put into search engines to find what they’re looking for, whether that’s conversional, informational, navigational or transactional, as described by SEMRush.
The process of optimisation can be varied and could include anything from creating a new web page from scratch with new content, or editing existing pages with a wide range of SEO features. Along with ensuring that the relevant keywords appear throughout the content and the headers, optimisations also include optimising the meta data to ensure that what people see on the SERPs pages is engaging enough to generate a click.
Ensuring that a website has everything it needs to rank highly on the SERPs doesn’t come without creating new content. Each keyword comes with its own specific word count to match user intent. Informational keywords, for example, tend to include long-form content as the user is looking for an answer to their question, concern, or simply looking to learn more about a particular topic. Generally, SEO content creation includes additional copy onto landing pages along with the creation of engaging blogs or guides.
Having thin content across your website can damage your SEO performance. You can learn more about the importance of in-depth, optimised content with our useful blog.
Creating the perfect SEO strategy comes with completing a variety of technical SEO tasks. This can include improving website speed, mobile accessibility, structured data, improving layouts, and more. These technical tasks can be complex, and are unique for each website, but are vital to ensure that a website can be correctly crawled, indexed and ranking.
For any website to rank, they need a high domain authority. The higher the domain authority, the higher the ranking position and the easier it becomes to easily outrank competitors. Domain authority is gained through link equity, meaning that other high-value websites are linking to yours in what is known as a backlink. This is an essential component of SEO as it shows search engines that your website is trustworthy and relevant.
Public Relations, on the other hand, is a broader communication strategy that aims to establish and maintain a positive relationship between a brand and its target audience. PR involves managing a brand’s reputation, building trust, and enhancing its credibility through various channels, both online and offline.
The biggest aspect of PR is building and managing relationships with journalists, editors and reporters. If a good relationship between the media and a business is developed, there’s a bigger chance of positive reports or press releases gaining wider coverage. Brands need media attention to build up awareness, while journalists need a story to cover. Together, they work hand-in-hand.
If an event happens that could damage your brand’s reputation, then it’s important to take action that reduces this impact. With PR, this could help to change the narrative of any incident that contributes towards crucial damage control.
For example, in July 2023, Yorkshire Water was accused of illegally pumping sewage into local streams in Harrogate. To implement damage control, they agreed to pay £235,000 to a local wildlife charity, as reported by the BBC. Despite this act actually being a civil sanction, the reports around the company changed from ‘Raw Sewage Released Into Harrogate District Rivers For 36,000 Hours Last Year’ to a ‘voluntary’ donation to charity.
Since the evolution of social media, the growth in influencer collaborations has continued to be a proven success for Return on Investment (ROI) for brands across the world. With their captivating content and wide reach of audience, influencer PR is great for building brand awareness, improving a brand’s image, amplifying their organic reach, and more.
A great example of influencer PR marketing can be shown through Gymshark. Every time a new product launches or restocks, they use an influencer to showcase these items on their social media channels, primarily through Instagram or TikTok. Notable ambassadors of the brand include Whitney Simmons, Emma Hothersall (@whatemwore), Lex Griffin and more.
Engaging with the community, whether online or offline, is a great way to build up a brand’s reputation. This can be through events, social initiates, collaborations and more that contribute to a positive brand image.
Similar to SEO, PR involves the creation of new content. Usually, this occurs through long-form content such as blogs, articles, press releases and more. These pieces of content are the backbone of a PR campaign and can also help to generate traffic organically.
Despite their core differences, there are instances where PR and SEO overlap or their end goals align. We’ve explained the essential connection below:
For brands to get across their target message, tone and overall appearance, good content creation is required. This is where SEO and PR are great together. Content needs to be insightful, engaging and interesting for the user in order to generate conversions for the business.
Link building is a core aspect of any SEO strategy to build up essential domain authority. Often, this strategy can emerge from PR opportunities. When PR professionals secure media coverage, this results in a backlink opportunity from a high authority website. Often, these essential backlinks are free, meaning that brands don’t have to spend excessive amounts in building their domain authority quickly.
When PR and SEO align, this can result in a greater online presence for brands. When organic traffic is generated through both search results and social media presence, this creates a recipe for success for businesses. The larger your digital audience, the greater the traffic, the more likely you are to generate conversions.
When SEO professionals optimise your website, they control your brand’s tone of voice, online presence and digital service for any visitors. This works well with PR, where this online presence is transferred to other channels through collaborations, social media management, guest posting opportunities and more.
While PR and SEO are not the same thing, when used together, they create a recipe for success. So, if you’re looking to take the next step to grow your organic reach, expand your digital presence and attract new customers for your business, get in touch with the experts at Wildcat Digital to begin your journey.
You can learn more about us through exploring our website or getting in touch directly to be provided with tailored advice on what we can offer for you.
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
Senior PPC Account Manager
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Team Leader
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
PPC Team Leader
Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.
In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
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