Melbourne Agency Blends SEO and PR Strategies
GoOutreach, a Melbourne-based linkbuilding agency, has launched a new Digital PR service in response to increasing client demand. This service will be available to both new and existing clients from May 2026.
The service will blend traditional public relations tactics, including story development and expert commentary, with search engine optimisation. This combination aims to secure editorial coverage providing high-authority backlinks, which boosts the client’s online presence.
“We’ve seen a noticeable shift in what clients are asking for,” said Ciara McConnell, Media Manager at GoOutreach. “Three years ago, they wanted links to help them rank on the first page of Google. Today they’re asking how they can earn visibility and credibility across the media and in the search results and AI answers their customers actually turn to.”
Integration of AI-Driven Tools
AI-powered search tools like Google’s AI Overviews have contributed significantly to this shift. These tools allow editorial coverage to enhance visibility in both traditional search results and AI-generated responses, highlighting the convergence between SEO and PR.
Approximately 30% of GoOutreach’s existing clients have requested Digital PR support in addition to their linkbuilding activities. This demand has driven the agency to expand its service offerings, reflecting a broader industry trend.
The new Digital PR service is part of an evolving trend where companies seek a unified approach to media visibility and brand credibility. This approach leverages the strengths of both SEO and public relations to offer a comprehensive strategy for enhancing online presence.
Digital PR uses traditional PR tactics to earn brand coverage in online publications. It overlaps with SEO by securing high-authority backlinks from credible news outlets, the kind of links that search engines value most.
The service reflects the broader trend of blurring lines between SEO and PR. Companies increasingly seek integrated marketing campaigns that combine search visibility, media coverage, and brand authority in a single effort.
