How digital PR impacts keyword rankings

Backlinks have long been recognised as a cornerstone of search engine optimisation (SEO) performance, and their influence on keyword rankings in particular can’t be overstated.

In fact, the top-ranking pages on Google boast an average of 3.8 times more backlinks than the pages occupying positions 2-10, which highlights just how critical backlinks are in determining where your website appears in search results. This is validated in the fact that 58.1% of SEO professionals agree that backlinks have a significant impact on rankings, with 1 in 10 experts identifying link building as the most valuable SEO strategy today.

However, it’s important to remember these keyword rankings are significantly influenced by both the quality and quantity of backlinks pointing to your site, as not all backlinks hold the same value. Search engines give priority to links from authoritative, relevant websites, such as well-established news outlets, because these links are viewed as strong endorsements of your content’s credibility. And this is where digital PR comes in – to help businesses earn brand mentions and backlinks from some of the most authoritative domains in the world.

When it’s done well, the links earned from a successful digital PR strategy can improve your keyword ranking and broader SEO performance. Read on to dive into the specifics of how digital PR impacts keyword rankings, the types of backlinks that matter most, and why incorporating digital PR into your SEO strategy is essential for achieving higher search engine rankings.

What’s in this article:

What are keywords and keyword rankings?
How does digital PR impact keyword rankings?
What other factors can impact keyword ranking?
Key takeaways

What are keywords and keyword rankings?

Keywords are the terms or phrases that people type into search engines when seeking information, products, or services online. By thoughtfully incorporating relevant keywords into the content you publish online, you increase the likelihood that search engines will associate your site with appropriate user queries. This then boosts your chances of appearing in search results when people look for specific words and phrases.

Search engines rely on keywords as a key component of their algorithms to assess the relevance of content to a user’s search. When someone enters a search term, the search engine scans its indexed pages for content containing those keywords, considering factors such as keyword frequency, placement, and the context in which the keywords are used, because the way keywords are used in your content directly impacts your keyword rankings and how your pages appear in search results.

Keyword rankings refer to the position your website holds on search engine results pages (SERPs) when a user searches for a specific term. Higher rankings generally lead to more visibility and traffic, as users are more likely to click on links that appear near the top of the results, rather than scrolling through and going on to page 2, 3 or so on.

Search engines evaluate several factors to determine where your content should rank for particular keywords. These factors include keyword relevance, the quality and originality of your content, user engagement metrics (like click-through rates and time spent on the page), and the overall authority of your website. The strategic use of keywords also plays a critical role in signalling to search engines that your content is a good match for user queries, but it’s important to bear in mind that search engines are increasingly sophisticated and can understand the intent behind a user’s query. This means they don’t just look for exact matches but also consider related terms, synonyms, and the overall context of the content. Therefore it’s really important to write naturally and focus on providing valuable information to your audience.

Proper keyword placement, such as in the title, headings, meta descriptions, and throughout the body of your text, helps search engines understand the primary focus of your content. However, it’s important to avoid “keyword stuffing,” or overloading your content with keywords, as search engines may penalise your site for this, which could have the opposite effect and reduce your rankings in the SERPs.

How does digital PR impact keyword rankings?

Backlinks and domain authority are crucial components of SEO that directly impact keyword rankings, and this is where digital PR comes into play. Digital PR is a strategy used to increase a brand’s online visibility and reputation, and this approach is very effective for building high-quality backlinks and improving your website’s domain authority – two things that have a positive impact on keyword rankings.

Simply put, backlinks, or inbound links, are links from other websites that point to your site. However, search engines like Google view backlinks as endorsements or votes of confidence from other websites. The more high-quality backlinks your site has from relevant and trustworthy sources, the more authoritative and trustworthy it appears to search engines, which can boost your keyword rankings over time.

Digital PR campaigns help to build these backlinks in a creative and organic way by securing media coverage in reputable online publications. When these publications link back to your site, it not only drives direct referral traffic but also signals to search engines that your site is credible, which therefore improves your keyword rankings – and your organic traffic. Digital PR can also be instrumental in positioning your brand or key figures in your organisation as thought leaders through expert commentary, interviews, or authored content. As your brand becomes recognised as a leader in your field, it is more likely to attract organic backlinks from other sites referencing your insights, which goes a long way in positively impacting your keyword rankings.

On top of this, domain authority builds over time as your site accumulates high-quality backlinks. Domain authority is a broader metric that reflects the overall strength of your website’s presence on the internet. While it’s not an ‘official’ Google ranking factor, it’s closely related to the likelihood of your site ranking well for keywords. The more authoritative sites that link to your content, the more your domain authority increases, which can enhance the overall ranking potential of your website.

Overall, links from other reputable websites to your content signal to search engines that your site is trustworthy and authoritative, and a strong digital PR campaign can help you build those links to boost your keyword rankings. Despite the clear importance of backlinks, you might be surprised to learn that only 5% of websites have any backlinks pointing to them, making link building a highly sought-after yet often underutilised tactic. But this means it’s a way for you to set yourself apart from your competitors!

What other factors can impact keyword rankings?

Several other factors can impact keyword ranking on search engine results pages (SERPs). Understanding these factors can help you optimise your content, which in turn will improve your website’s visibility. Here are eight key elements that typically impact keyword rankings:

1. Content quality and relevance

Search engines prioritise well-written, informative, and original content. Content that provides value, answers questions, or solves problems for users is more likely to rank higher. Your content must also be relevant to the keywords you target, which means aligning your content with the search intent behind those keywords and ensuring that the information you provide is what users are actually looking for.

2. Keyword placement

Where you place keywords within your content matters. Keywords should appear in strategic locations such as the title, headings, meta descriptions, URL, and throughout the body text. However, they should be used naturally and in the right context. Proper use of headings, subheadings, and bullet points can also help organise content and signal to search engines that your content is well-structured, easy to navigate and ‘user-friendly’.

3. User engagement metrics

There are a few different user engagement metrics that can affect keyword rankings. These include:

Click-Through Rate (CTR): The percentage of users who click on your link when it appears in search results. A higher CTR indicates that your title and meta description are compelling and relevant to the user’s query.
Bounce Rate: If users quickly leave your site after clicking through, it may indicate that your content isn’t meeting their needs, which could negatively impact your rankings.
Time on Page: The longer users stay on your page, the more likely it is that your content is engaging and valuable, which can positively impact rankings.

4. Technical SEO factors

Page load speed is a key technical SEO factor that plays into keyword rankings. Faster-loading pages provide a better user experience and are favoured by search engines. Slow pages can lead to higher bounce rates and lower rankings. And with the increasing use of mobile devices, it’s important to make sure that your website is optimised for mobile users, too. Your website also needs to be easily accessible to search engine crawlers. Proper use of robots.txt, XML sitemaps, and avoiding broken links are important for ensuring search engines can index your pages effectively.

5. User experience (UX)

A well-organised and easy-to-navigate website helps users find what they need quickly, which can improve user engagement and, consequently, rankings. Content that is easy to read and understand is also more likely to keep users engaged longer, which is a positive signal to search engines.

6. Competitor activity

The level of competition for certain keywords can affect your ranking. If your competitors are consistently producing high-quality, optimised content, you may need to up your game to rank higher.

7. SEO and search engine algorithm updates

Search engines like Google frequently update their algorithms, for example through Google Search Core Updates, and this can impact how keywords are ranked. Staying informed about these changes and adjusting your SEO strategies accordingly is essential for maintaining or improving your rankings.

8. Local SEO

For businesses targeting local markets, factors such as local citations, Google My Business listings, and local keyword optimisation can significantly influence keyword rankings, particularly for location-based searches.

Key takeaways

Backlinks remain a cornerstone of SEO, with top-ranking pages on Google averaging 3.8 times more backlinks than pages in positions 2-10 – and digital PR can help earn them.
Not all backlinks are equal; links from authoritative and relevant sites carry more weight in search rankings. Digital PR plays a key role in securing these valuable backlinks from some of the most quality websites on the internet, boosting credibility and SEO performance.
Strategic keyword placement is essential for SEO, but the context and natural use of these keywords are equally important, as search engines increasingly consider user intent.
Factors like content quality, click-through rates, page load speed, and mobile optimisation all affect keyword rankings, highlighting the importance of a holistic SEO approach.
By earning high-quality backlinks through digital PR efforts, brands can improve their domain authority, which indirectly boosts their chances of ranking higher for relevant keywords.

‍If you’d like to discuss how we can help you create impactful and measurable PR campaigns that have a positive impact on your keyword rankings, get in touch with us for a no obligation chat.