Earned media vs SEO
Earned media remains an essential part of any communications strategy. Arguably, it is more important now than ever. As AI becomes embedded in how people search, discover and interpret information, the signals that determine visibility are shifting.
Search is no longer just about keywords and technical optimisation. Increasingly, it is about credibility, authority and reputation. The way your brand is talked about across trusted media, expert commentary and online discussion now plays a role in how information is surfaced and prioritised.
In simple terms, visibility today is shaped by both what you publish and what others say about you.
Breaking it down
Search engine optimisation, or SEO, has traditionally been about helping your content appear higher in search results so audiences can find you more easily.
At its foundation, this includes:
Keywords. Understanding what your audience is searching for and aligning your content to those terms.
Backlinks. Driving authority back to your website through links from credible sources.
Technical structure. Making sure your site is easy for search engines to read and index.
For many years, these elements formed the backbone of digital visibility.
A new era of search
Search has evolved. Instead of simply ranking pages, AI-powered search tools now generate answers by pulling information from multiple sources across the web. This is where concepts like generative search optimisation are beginning to emerge.
Rather than focusing only on technical signals, these systems look for credibility. They prioritise information that appears consistently across trusted environments. They assess which brands are mentioned often, which experts are quoted, and which sources are considered reliable.
This means visibility is increasingly influenced by factors such as:
Expert commentary and opinion
Unique, original insights
Presence in relevant, high-authority media
Consistent positioning as a credible voice in your category
In this environment, the question is no longer just how well your website is optimised. It is how well your brand is understood and recognised.
Earned media
One of the most effective ways to build credibility is through earned media. Unlike paid placements, earned coverage acts as third-party validation. It signals trust and authority over time.
Earned media contributes to visibility through:
Share of voice
How visible your brand is compared to competitors. If your brand consistently appears in conversations within your category, it becomes easier to recognise as a leading voice.
Quality of coverage
Where your story appears matters. Coverage in respected, relevant media carries more weight than large volumes of lower-quality mentions.
Third-party reinforcement
When journalists, analysts and industry voices reference your brand, it strengthens credibility. AI-driven search systems increasingly pick up on these patterns when determining which sources to trust.
Thought leadership
Regular commentary, insight and expert opinion help position your brand as an authority. Responding to current events, trends and cultural moments helps maintain relevance and visibility.
These are not just PR outcomes. They are signals that shape how your brand is represented in both traditional search results and AI-generated answers.
so how can they work together?
SEO and earned media are no longer separate disciplines. They are increasingly interconnected.
SEO supports visibility by making sure your owned content is structured, discoverable and aligned to what people are searching for. Earned media strengthens credibility by placing your brand in trusted environments and reinforcing your authority through third-party validation.
Together, they create a more complete digital footprint.
Modern measurement reflects this shift. Brands are now looking at a broader mix of indicators, including:
Share of voice across media and search
Quality and authority of backlinks from coverage
Referral traffic driven by media placements
Increases in branded search queries
Sentiment analysis across coverage and social discussion
Presence in AI-generated search summaries and answers
AI-powered monitoring tools can now track brand mentions, sentiment trends and topic associations at scale. They help identify how often a brand appears in conversations, where it is being positioned, and how perception is evolving over time. These insights provide a more nuanced view of PR success than reach or impressions alone.
Traditional PR in a changing landscape
Despite the shift in technology, the fundamentals remain the same. Strong relationships, thoughtful storytelling and good timing still underpin effective earned media.
In the Australian and New Zealand media landscape, this means:
Building trusted relationships with journalists
Creating relevant, insight-led stories
Supporting product reviews and features with context
Planning activity around real cultural and industry moments
PR professionals are now not only speaking to audiences and media. They are also shaping the signals that AI tools use to interpret authority and relevance. In many ways, AI has become another audience to consider. One that responds to consistency, credibility and repetition across trusted sources.
Stories that search
As PR continues to evolve in digital environments, one thing remains constant. Earned media is still a driving force behind brand relevance and visibility.
The skills may adapt. The platforms may change. But the core principle stays the same. When your story is credible, consistent and reinforced by others, it is more likely to be discovered, trusted and remembered.
At Adhesive, we continue to evolve our approach to help brands find their story, earn it and make it stick. We call it Stories That Stick.
Learn more about Adhesive, our award-winning work and the team behind the narratives at www.adhesivepr.com.au
Or better yet, drop us a line. We are always up for a chat.
hello@adhesivepr.com.au
