As artificial intelligence continues to redefine the way people discover information online, brands must rethink how they earn visibility. It’s no longer enough to rely solely on search rankings. In the age of AI-powered search — from Google’s Search Generative Experience (SGE) to voice assistants and summarisation tools — brands must become trusted, cited and semantically linked in the places AI draws knowledge from.

At Montpellier, we’re witnessing a rapid evolution in the expectations placed on PR activity. It’s not just about press coverage anymore. Clients expect visibility, performance, and measurable outcomes. That’s why we take a strategic approach to SEO-conscious PR — blending authority-building with technical SEO insight to influence both traditional media and modern search engines.

The Era of AI Discovery: From Ranking to Referencing

Traditional SEO aimed to boost rankings through keyword targeting, on-site optimisation and backlinks. But AI search changes the game. These new systems summarise content by referencing high-trust sources and cross-verifying relevance across multiple mentions. That means:

  • Your brand must appear in credible sources repeatedly
  • Mentions (even unlinked) help shape AI’s understanding of your authority
  • Topical consistency and entity alignment matter more than ever

AI discovery isn’t just about what you say — it’s about where you’re heard, who amplifies it, and how often you’re connected to key topics. This makes the case for integrating PR and SEO stronger than ever.

High-Authority Link Building, Reimagined

In a world where Google increasingly understands relationships between entities and content themes, link building needs to be more sophisticated. We focus on:

  • Editorial coverage in trusted, sector-relevant publications
  • Thought leadership content that earns natural citations
  • Press release syndication to high-DA news aggregators
  • Strategic link placement with meaningful anchor text

We also help clients create SEO-ready assets like white papers, insights pieces and digital tools that attract backlinks long after launch. These tactics build a durable foundation of authority — not just a short-term traffic boost.

Performance-Driven Campaigns

Our approach is built around results. We plan PR with SEO outcomes in mind from the outset, mapping content and media outreach to the keywords, topics and pages that matter most to our clients. This includes:

  • Defining search intent clusters and content gaps
  • Optimising anchor text and link destinations to support site architecture
  • Tracking domain authority, link equity, and referral traffic
  • Using entity analysis to align with how Google groups information

With custom dashboards and monthly reporting, our clients can see exactly how PR efforts support their wider digital strategy — from search engine rankings to AI visibility and brand sentiment.

Semantic Authority and Entity Optimisation

As AI tools shift from keyword indexing to semantic understanding, entity optimisation becomes essential. We help clients build strong digital profiles tied to the topics, industries and expertise they want to be known for. This involves:

  • Schema markup and structured data
  • Internal linking strategies that cluster content by topic
  • Media placements reinforcing the same themes
  • Consistent use of brand names, spokespeople and terminology

Case Example: Building Authority in B2B Tech

For a recent B2B client, we created a multi-tiered campaign that combined PR, SEO, and thought leadership:

  • Commissioned a white paper on industry trends
  • Distributed a news release with targeted anchor text
  • Secured interview placements in trade press and podcasts
  • Optimised follow-up content for topic clusters and entities

The results? Backlinks from domains with DA 60+, increased traffic to strategic landing pages, and appearances in AI-generated snapshots for target keywords.

Modern PR Is Measured, Search-Aware and Strategic

In today’s landscape, PR must deliver more than reputation. It must support search visibility, semantic authority and AI-led discovery. That’s why we design every campaign not just for coverage — but for performance.

If you’re ready to align your PR and SEO for the age of AI, let’s start with a conversation.