What do we mean by Digital PR? How does it relate to SEO? And how does it all work now that AI-powered search is disrupting the way people find information?
For years, PR has been about building trust through expert insights, authoritative voices and third-party validation. Now, Google’s algorithm is placing those same factors -expertise, authority and trust – at the heart of search rankings, making Digital PR more crucial than ever.
The rise of AI search
Instead of simply ‘Googling it,’ users are increasingly turning to AI-powered answers—whether that’s through Google Gemini’s AI-generated search results or ChatGPT’s rapid rise as a search function. These shifts are disrupting traditional SEO, reinforcing that brand reputation, high-quality content and trusted third-party validation matter more than ever.
According to a recent SEMRush and Statista report, the generative AI market hit $67 billion in 2024 and is expected to grow by 24.4% annually until 2030. While Google remains dominant, AI search tools are rapidly gaining traction: ChatGPT alone surpassed 10 million visits in April 2024 and Google Gemini is reshaping search with AI-powered overviews.
So, how can businesses ensure they’re staying ahead of the curve? How do they remain findable and relevant – whether their audience is searching on Google, asking ChatGPT, or relying on AI-generated search insights? The answer is Digital PR.
I recently heard a great quote: “PR has been responsible for supercharging SEO for years and just never took the credit.”
Well… it’s time. Because Digital PR is the lightning rod your SEO strategy needs in the age of AI.
As Rand Rushkin of Spark Toro and founder of Moz recently said: “I think the digital era of PR is actually just starting, and I think it’s going to be as big as the content marketing trend was in ‘07. It’s going to be as big as the SEO trend was the last twenty years…”
What is Digital PR in 2025?
At its core, Digital PR is about increasing online visibility, enhancing brand reputation and supporting SEO and AI search strategies by securing coverage on high domain authority (DA) websites. Platforms like The Guardian, BBC and Forbes are the gold standard – not just for backlinks, but for authoritative brand mentions.
However, in the age of AI search, Digital PR is even more critical. AI-driven results, such as Google Gemini, increasingly pull content from trusted media sources, making earned media placements even more valuable for brand visibility and influence.
As Bravon, our SEO partners, put it: “Backlinks are the biggest challenge for SEO practitioners, but quality backlinks are SEO gold. Getting links from reputable sources is key and with AI changing how people search, backlinks and brand mentions will only grow in importance…”
But Digital PR isn’t just about backlinks. It’s about creating stories that resonate – high-quality, human-generated editorial content that not only boosts SEO but also builds credibility and helps businesses reach their target audiences.
Recent examples:
A brand mention for BCIS on the Financial Times website (DA 93):
🔗 FT Article
An article in Prima featuring a brand mention and backlink for Boundless:
🔗 Prima Article
PR is no longer just a top-of-funnel tactic
Traditionally, marketing professionals have viewed PR as a top-of-funnel activity, focused purely on brand awareness. But in the age of AI search, its influence extends much further.
Seeing positive brand mentions on trusted national news websites doesn’t just introduce potential customers to your company – it shapes perceptions, builds trust and influences decision-making at every stage of the customer journey.
Whether it’s reinforcing credibility, driving engagement, or prompting action, PR now plays a crucial role beyond awareness.
How Digital PR supports SEO
Think of SEO as the engine, and Digital PR as the fuel that keeps it running smoothly. Here’s how it works:
- Backlinks: Links from other websites signal trust and relevance to search engines. Quality backlinks from high DA sites can significantly improve your search rankings.
- Brand mentions: Even without a clickable link, mentions on reputable platforms increase brand awareness and enhance online authority.
- Traffic: Digital PR often leads to spikes in website traffic, thanks to exposure from top-tier coverage.
Google’s algorithms in 2025 are smarter than ever, prioritising quality over quantity. That’s why we focus on securing coverage from high-value platforms, rather than chasing vanity metrics like sheer volume of backlinks, and because we write for humans as well as spiders.
For example, we’re focused on getting coverage placements on websites that fulfil two main objectives – does it get good traffic and is it relevant to your target audiences?
If you’re selling building materials, there’s little point being mentioned on a site that focuses on toothpaste (I’m being facetious, but you get the idea).
How AI is changing search and why Digital PR matters
AI is completely changing how people search for and find information online, and that makes Digital PR more important than ever.
As Rand put it: “The ability to influence how people write about, talk about and publish about you on the web directly impacts how AI tools respond to questions about your brand, your field and whether they include you when prompters ask about the problems you solve…”
Here’s how AI is shifting the search landscape in 2025, and why Digital PR is crucial for businesses:
1. AI-Powered search engines: AI is getting better at understanding what people are really asking when they search online. It looks for content that directly answers their questions. This means businesses need to make sure their content is clear, relevant and trustworthy to get noticed by these smarter search engines.
Example:
Imagine a user asks: “What are the UK’s new housing targets?”
The Sky News article discusses the government’s plan to increase mandatory housing targets to 370,000 homes per year and includes insights from BCIS. An AI search engine could reference this article in its response:
“According to Sky News, the UK government has announced a new mandatory housing target of 370,000 homes annually. Experts from BCIS express scepticism about achieving these targets due to private developers controlling supply to maximise returns.”
This is Digital PR in action – securing trusted media coverage that not only builds brand authority and credibility but also ensures a company’s insights are surfaced in AI-driven search results.
2. Trust and authority: Google is focusing more on the credibility of the sources it pulls information from. So, it’s not just about having good content – it’s about making sure your content is from trusted, reputable places. Digital PR can help by getting your brand featured in well-known publications or by working with experts and influencers who already have that authority.
3. Brand mentions matter: AI now looks at mentions of your brand even if there’s no clickable link attached. So, if people talk about your business online – whether in articles, blogs, or social media – it can still help improve your rankings. Digital PR strategies focus on getting your brand mentioned in the right places to help boost your online presence.
4. Understanding everyday language: AI can now understand how people talk in real life – whether it’s through typing or asking questions out loud to voice assistants like Siri or Alexa. This means businesses should create content that answers these casual, everyday questions. Digital PR helps by crafting stories that match the way people speak and search, making your brand easier to find.
5. Personalised search results: AI is now personalising search results based on what it knows about each individual user. This means businesses need to create content that speaks directly to their target audiences. Digital PR helps craft these tailored messages, making sure your content shows up when the right people are searching for it.
6. Voice search and virtual assistants: More people are using AI-powered voice assistants like Siri and Google Assistant to search for information. These assistants rely on high-quality, reliable content to give users accurate answers. Digital PR can optimise content for voice search, helping your brand get noticed by people using these AI-driven tools.
As AI continues to shape search, Digital PR’s role in enhancing a brand’s authority, visibility and content quality will only grow. Brands need to proactively craft content that aligns with AI’s evolving algorithms to stay competitive in search rankings.
Midnight’s Digital PR success stories
At Midnight, our Digital PR strategies have driven exceptional results for clients. Here are a couple of standout examples from 2024:
Boundless: driving brand awareness and traffic
For Boundless, a membership club for public service workers, we crafted a campaign around the cost-of-living crisis, showcasing how Boundless helps members maximise their free time and save money. This resonated with audiences nationwide.
Results (a multi-agency team effort with Midnight responsible for PR):
- 140 pieces of content placements, including 46 national placements
- 63% increase in unprompted brand awareness
- 36% boost in web traffic
Darren Milton, CMO of Boundless, said: “Midnight’s creative ideas generated some fantastic coverage in the national media. The PR campaign played an instrumental role in moving the dial for us in 2024, helping to increase our reach around the UK and boost brand awareness and web traffic…”
BCIS: a Digital PR powerhouse
For BCIS, we secured:
- 337 pieces of media placements
- A potential audience reach of over 1.2 billion
- 1,279 brand mentions with 63 backlinks (19%)
National highlights included The Guardian, Sky News, Mail on Sunday and The Independent.
Richard MacLean, CCO of BCIS said: “We have been working with Midnight for just over a year and they have exceeded every expectation. All of our ambitions in our first-year plans were smashed, and they have not slowed down, in fact actually continued to speed up…”
The future of Digital PR
Looking ahead, the future of Digital PR is exciting. AI is transforming how we identify opportunities, craft campaigns and measure success.
One thing remains certain: Digital PR will continue to be a powerful tool for businesses looking to build authority, drive traffic and connect with their audiences. And at Midnight, we’ll be leading the way, just as we have for the past 30 years.
Ready to boost your Digital PR strategy?
If you’re looking to increase your online visibility and achieve measurable results, we’d love to help. Get in touch with our team today to find out how we can support your business in 2025 and beyond.
