As artificial intelligence reshapes the digital marketing landscape, one of the most impactful shifts is happening not in isolation, but at the intersection of two traditionally distinct disciplines: Search Engine Optimisation (SEO) and Digital PR.
At Montpellier, we’ve long championed the power of Digital PR to earn high-value media placements, strengthen reputations and, yes, deliver powerful SEO results. But in 2025, the dynamics are changing — and fast.
From Link Building to Entity Building
In our previous article on the rise of Digital PR and link building, we explored how media coverage could enhance a site’s authority in the eyes of search engines. Today, however, the conversation is shifting from link building to entity building.
With Google’s Search Generative Experience (SGE) starting to roll out more widely, answers are increasingly summarised directly in search results using AI. This means users are often getting what they need without clicking through to individual websites — reducing the value of traditional rankings and links.
The New Currency: Authority Signals
In this AI-enhanced environment, search engines are looking beyond backlinks. They are evaluating:
- Unlinked brand mentions
- Topical relevance across the web
- Content consistency
- Semantic relationships between your brand and key subjects
Put simply, Google no longer just follows links — it understands context. Your brand’s presence in trusted media sources, podcasts, interviews, and industry blogs can influence how you’re surfaced in AI-generated results, even if there’s no link.
This opens up new avenues for Digital PR to impact visibility.
What This Means for Your SEO Strategy
To compete in a search environment shaped by AI, businesses need a more integrated approach. Here’s how:
- Align PR and SEO teams so campaigns reinforce shared topical themes
- Optimise for entities, not just keywords, ensuring Google understands who you are and what you do
- Pursue coverage in authoritative publications, as these sources are often used by AI to train summaries and inform Knowledge Graph relationships
- Track unlinked mentions and sentiment, using tools like BrandMentions or Google Alerts
Digital PR as a Strategic SEO Tool
At Montpellier, we’re helping clients capitalise on this convergence. From shaping media pitches that align with high-value keywords, to structuring on-site content that reinforces topical authority, we see Digital PR not as separate from SEO, but as essential to it.
In the era of AI-driven search, it’s no longer enough to rank — you must be referenced, trusted, and summarised.
Ready to future-proof your visibility?
Contact us to discuss how we can integrate SEO and Digital PR to position your brand for long-term success.
