How to Align PR & SEO: From Press Coverage to Page Authority

Storytelling is powerful—but stories that rank, earn trust, and root themselves in data-backed metrics? That’s the sweet spot where SEO and PR collide. Delaney MacKenzie, SEO & Content Manager at BlackTruck Media + Marketing, leans on her background in public relations and a career in search strategy to show you how blending these two disciplines transforms brand visibility into tangible business results. If you work in content, comms, digital marketing, or SEO, this talk will help you move beyond silos and into holistic strategy that scales. We’ll break down: - How to turn PR wins into SEO gold with link-building and SERP (Search Engine Results Page) strategy - The role of media coverage and thought leadership in Google’s E-E-A-T structure (Experience, Expertise, Authority, Trust) - Real examples of collaborative campaigns that boosted traffic and credibility - Actionable tactics both teams can use—whether you’re pitching stories or optimizing for search with respect to Google’s Quality Rater Guidelines Let’s bridge the gap between storytelling and search—and make your next campaign one that truly shines & provides tangible data to inform leadership.