As the landscape of digital marketing changes and evolves, and the number of recommended strategies increases, it’s easy to overlook public relations (PR) as an effective tool. Too often PR is looked at something reserved for big brand exposure, national figures or crisis management, rather than for local businesses and non-profits. But if you’re focused on local SEO and building meaningful visibility online for your brand, services and resourceful content, especially in a competitive local market, PR should definitely be considered an integral part of your SEO strategy.
At Gazz Digital, we help businesses unlock the hidden power of PR to boost local search rankings, enhance credibility, build brand visibility and feed both Google’s and OpenAI’s evolving algorithms the kind of signals they actually trust. Building authority and trust of your business and website are key.
PR and Local SEO: Why They Work Together
Local Search Engine Optimization (SEO) has traditionally centered around keywords, on-page optimization, and backlinks. But in today’s evolving search landscape, driven by AI and increasingly complex ranking factors, authoritative online mentions are more important than ever. And that’s where targeted PR comes in.
When your business earns media coverage from an authoritative website, especially one relevant to your industry or locality, it sends strong trust signals to Google. These aren’t just backlinks, as they’re validations from trusted local third-party sources that carry weight in both traditional search results and AI-generated responses.
In other words: PR doesn’t just tell your story. It proves your authority.
Local Authority Matters More Than Ever
Google’s algorithms, including those driving local search results, are placing increasing value on topical and geographic relevance. If your business gets mentioned in a reputable local news outlet, that coverage acts as a verified data source for Google.
Why does this matter?
Because these local mentions from authoritative sources:
- Contribute to your local authority signals in Google’s eyes
- Increase your chances of ranking in local pack results and Google Maps
- Strengthen your brand’s trustworthiness in the eyes of consumers who actually live or do business in your service area
Examples of effective local PR outreach for our clients can include:
- Mommy blogs
- High-quality business journals
- Local industry blogs
- Local TV stations
And unlike paid ads, PR coverage sticks around and continues to generate SEO value over time.
AI Search Is Changing the Game—And PR Is Part of It
With AI-driven search experiences like Google’s Search Generative Experience (SGE) on the rise, how information is sourced is becoming more nuanced. Google’s AI systems increasingly pull answers and context from reputable, third-party sources, not just traditional websites stuffed with keywords.
That means press mentions, expert quotes, and features in credible publications are not just good for bragging rights. They are now integral inputs into how your business or non-profit shows up in AI-powered search results.
So if your business isn’t showing up in those sources? You’re leaving visibility on the table.
How Gazz Digital Helps You Leverage PR for SEO
At Gazz Digital, we specialize in tying together smart digital marketing strategies with high-impact local PR. Whether it’s securing coverage in industry publications, working with local bloggers, or creating share-worthy stories that attract authoritative mentions, our team helps amplify your online footprint in a way that feeds SEO—not just social shares.
Our approach includes:
- Identifying strategic PR opportunities tied to your local and industry relevance
- Crafting stories that media outlets and bloggers want to feature. What industry insight or timely information can you share?
- Earning backlinks and mentions from authoritative domains
PR Isn’t Just for Fortune 500 Companies Anymore
For small and medium-sized businesses and non-profits trying to stand out locally, it’s a smart SEO move. If you’re not getting your business mentioned by the authoritative voices in your space, you’re missing out on a major source of credibility, visibility, and long-term search ranking benefits.
Ready to elevate your SEO with strategic PR? Let’s talk. Schedule an introductory consultation today with the Gazz team.
