The Synergy of Search Engine Optimization and Public Relations in the Digital Age; an Analysis of Best Practices in Sri Lanka

Abstract

In the contemporary digital landscape, the integration of Search Engine Optimisation (SEO) and Public Relations (PR) has become essential for organisations seeking to enhance their online visibility. This research investigates best practices for optimising the collaborative efforts of SEO and PR within this context. Given the rapid advancements in technology and communication, it is crucial to develop a nuanced understanding of how these two domains intersect to achieve mutual goals. Recognising the existing gaps in the literature concerning practical applications of SEO-PR strategies, this study employs a qualitative research methodology. Insights were gathered through in-depth interviews with ten experienced PR professionals, illuminating their experiences, strategies, and challenges related to SEO-PR integration. The findings indicate that a multifaceted approach to SEO and PR collaboration is vital in the digital era. A primary theme that emerged is the importance of content quality, which must be informative, engaging, and relevant to align with the objectives of both disciplines. The study also highlights the role of authentic storytelling, which resonates with the values and interests of target audiences, as a critical component of effective communication. Ethical considerations are emphasised as integral to SEO-PR integration, particularly regarding transparency, accuracy, and trustworthiness in content creation and dissemination. This research thus provides valuable insights for PR professionals and SEO experts navigating the complexities of the digital landscape.