Skip to main content

In a world where prospects are making selections based on Google search results, it makes sense that companies want to rank high in searches. What some companies don’t seem to realize, though, is that leveraging public relations (PR) is one of the best ways to do this.

Google provides preferential results to companies that generate a lot of content and appear in trusted third-party sources, like the news media—which is why public relations is so important.

Here is how to leverage PR to gain higher visibility on Google:

1. Use the Right Keywords

Before initiating your PR efforts, it’s important to determine the keywords your prospects may use to find the products and services you offer. Once you have a list of keywords, you’ll want to use those keywords in all your PR efforts, on your social media posts and on your website—repeatedly. If you’re not sure which keywords and phrases work best on Google, experienced marketers like those at Strategic Vantage can show you.

2. Effectively Leverage Press Releases

Every time your company launches a new product or service, makes a key hire, does good work for a client, or wins an award, you should be sharing this information through professionally written press releases and distributing them to target media outlets. The more often your company appears in trusted news sources, the higher you’ll climb in Google’s rankings.

You’ll also want to post these press releases and media coverage in your website’s newsroom and on social media, which also helps people using Google find you. In particular, Google gives preferential ranking to companies that have fresh, changing content on their website—which can be easily achieved by regularly posting press releases and news.

3. Establish Yourself as a Thought Leader

Appearing regularly in the news media can quickly brand you as a thought leader—and it will boost your company’s performance in Google searches. Google rewards thought leaders with good visibility. With the help of a public relations agency that specializes in your industry, you can quickly improve your personal brand and exposure, while doing the same for your company.

4. Remember that Content is King

Posting and contributing blogs, opinion editorials and/or articles to media outlets is a great way for people to find you and your company when doing a Google search. When published in media outlets and blogs, your company’s online visibility rises. You can boost these search results by sharing links to your articles from your website and social media. And whenever possible, try to get the publication to link back to your website, as that really helps with SEO. Need a mortgage industry expert to write a blog or article for you? Just let us know.

5. Enhance Your Social Media

Did you know that Google searches include LinkedIn content, too? That’s why it’s important to have a LinkedIn profile for yourself and your company that includes a great summary and all the keywords your prospects will likely use to find you. Once again, this is a task best left to marketing experts with experience writing and enhancing social media profiles to generate maximum results.

The bottom line is that publicity is a major factor in ranking higher in Google search results. And unlike Google and social media ads, which only momentarily give companies more visibility on search results, PR provides results that can last for years. We know it works, as we have witnessed our clients’ visibility spike as a result of our work.

If you’d like to find out how PR, social media and marketing can help your company fare better with Google, or want help executing any of our recommendations, just reach out to us at


By Rosalie Berg, President, Strategic Vantage

Did you find value in reading this blog? If so, share it with a colleague or friend! They will thank you for it.