If you’re like many business owners or marketing professionals, you understand the value of search rankings. You know what a high rank can do for your visibility, brand reputation and ultimately, your revenue. But are you aware that one of the most effective ways to boost your search engine optimization (SEO) is through media relations? And here’s the thing: most companies aren’t tapping into this powerful synergy.
In fact, according to the recent JOTW Communications Survey, only about 1 in 3 businesses plan to invest more in media relations in the coming year. At the same time, a staggering 60% of organizations indicate they won’t be putting additional resources into it. This trend reflects a shrinking commitment to media relations, largely because the process is hard—especially if you’re aiming for credible, third-party coverage that actually moves the needle in search rankings. But if you want to build a sustainable, effective SEO strategy, media relations isn’t just helpful—it might just be essential.
The Role of Backlinks in SEO—and Why Media Relations Matters
Let’s start with the basics. Backlinks are one of the pillars of search engine rankings. These are links from one website to another, and they act like votes of confidence in the eyes of search engines. Google’s ranking algorithm places backlinks as one of the top two criteria when evaluating pages, according to Search Engine Land. The more credible sites linking back to you, the more authority Google assigns to your website. And there’s a direct link between high rankings and link authority: research from Backlinko shows that the top result in Google search has an average of 3.8 times more backlinks than the results in positions #2 through #10.
But it’s not just about the quantity of links. When asked, 93.8% of link builders agreed that link quality is more important than link quantity (Authority Hacker). Simply put, if your SEO strategy is focused on churning out backlinks rather than generating high-quality, credible coverage, you’re missing the mark. That’s where media relations comes in.
Why Media Relations Produces the High-Quality Links That Drive SEO
Unlike typical link-building campaigns, which often focus on producing a large number of low-impact links, media relations is about fostering authentic, credible mentions of your brand on well-respected media sites. Google often sees these media outlets as authoritative sources, which makes backlinks from them extremely valuable.
Media coverage has an added benefit: it’s usually “Google Followed,” meaning search engines recognize these links as trustworthy endorsements. Not all links are “Followed”; many directories, for example, use “nofollow” tags that prevent Google from counting them toward your page’s authority. When you get covered by a respected publication, those backlinks don’t just boost visibility. They’re an authority signal, showing Google that your brand is worth paying attention to.
Media Relations vs. Traditional Link-Building Campaigns
Link-building campaigns may aim to accumulate backlinks, but that doesn’t mean those links are doing much for your SEO. Low-quality links can actually harm your website’s ranking if they appear on sites with little relevance or authority. Google’s algorithm is increasingly adept at distinguishing between natural, high-quality links and spammy, manipulative links.
A strategy that prioritizes link quantity over quality can land you in hot water. And with most companies still relying on these low-value link-building tactics, there’s a huge advantage for companies that take the road less traveled: investing in quality media relations. Securing a story in a respected publication with a link back to your site isn’t just another backlink. It’s a high-value asset that increases your site’s authority, improves rankings and drives genuine engagement from new audiences.
Why Media Relations Is an Overlooked Part of SEO Strategy
If media relations is so beneficial, why don’t more companies invest in it? The JOTW survey suggests that many organizations simply don’t see media relations and SEO as working in tandem. In addition, there’s a perception that media relations is difficult—especially if your goal is high-quality, strategic coverage rather than quick-hit links. It takes time, persistence and expertise to establish relationships with journalists, craft pitches that resonate and secure placements that align with your brand’s SEO strategy. For businesses lacking dedicated PR or SEO resources, this may feel out of reach.
Yet, by sidestepping media relations, you’re essentially leaving one of the most powerful link-building tools on the table. Building a network of authoritative links isn’t just hard—it’s critical for businesses that want a competitive edge. And even though 60% of organizations are hesitant to increase their media relations budgets, those who do invest are likely to reap the benefits in their search rankings.
The Link Authority Factor: Why Media Links Outperform the Rest
When you secure a backlink from a media outlet, you’re not just getting another link—you’re getting a stamp of authority that reinforces your credibility to search engines. Data from Backlinko reinforces this, showing a strong correlation between a site’s link authority (measured by Ahrefs Domain Rating) and higher rankings. In other words, the more trusted sites that link to you, the higher your chances of ranking well.
Media outlets often have high Domain Ratings because they are established, reputable sources. When you’re covered in a major publication, that site’s authority transfers to your page, which boosts your site’s visibility on Google. A link-building campaign without media relations doesn’t produce the same quality; it’s the equivalent of buying fast food when what you need is a home-cooked meal. It may fill a temporary need, but it won’t provide long-term value.
Getting Started: How to Integrate Media Relations into Your SEO Strategy
If you’re ready to leverage media relations for your SEO, here’s how to start integrating it into your strategy:
- Identify Media Outlets Aligned with Your Brand: Research publications and outlets that align with your audience and industry. Building a targeted media list increases the likelihood of securing meaningful, relevant coverage.
- Develop Quality Content for Journalists: Media professionals are inundated with pitches every day, so make yours stand out by offering value. Whether it’s a data-driven story, an expert opinion, or an in-depth analysis, aim to provide journalists with valuable content they can share with their audiences.
- Build Relationships with Journalists: Media relations is not a one-time task. By nurturing long-term relationships with journalists, you increase the chance of earning regular coverage, which means a steady stream of high-quality backlinks.
- Track and Measure Results: Keep an eye on the backlinks you’re earning through media placements. Tools like Ahrefs and Google Analytics can help you assess the authority and referral traffic of these links.
The Final Takeaway: Media Relations as the Secret Sauce for SEO
Media relations may be a shrinking part of many businesses’ marketing mix, but it’s the key to unlocking a higher level of SEO success. While keyword research is essential, it’s the quality of backlinks that often determines who ranks at the top of the search results. And media relations is one of the most effective ways to secure high-quality, authoritative backlinks. As SEO continues to evolve, the brands that prioritize media relations will likely come out on top—proving that this strategy is one worth the time, effort, and investment.
By investing in media relations as part of your SEO strategy, you’re not only building backlinks—you’re building authority, trust, and a foundation for sustainable growth.
