What's the single highest-priority item on this checklist?

Directly answering "have they actually placed clients in the outlets we care about, in our industry" somewhere prominent — it's the actual starting point for most searches in this category.

How often should this checklist be revisited?

Quarterly at minimum — content goes stale, technical issues creep in, and competitors add new pages, so a one-time pass isn't enough.

PR & Communications Agencies SEO Checklist

Quick answer

The highest-priority items for PR agencies: answer "have they actually placed clients in the outlets we care about, in our industry" directly on the site, build out media placement/coverage pages, and fix the industry's most common gap — listing generic "press coverage" claims with no linkable, verifiable placements, which is the exact thing a skeptical marketing director checks first.

Content checklist

A page that directly answers "have they actually placed clients in the outlets we care about, in our industry"
Complete, non-generic media placement/coverage pages
Complete, non-generic industry-specific PR pages
Complete, non-generic service pages (crisis comms, media training, launches)
Complete, non-generic case study pages with real placements

Technical checklist

Fast page load on mobile
Clear navigation — 3 clicks or fewer to any page
Working internal links between related pages
A real, current sitemap.xml

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What not to bother with

Local-pack optimization and location pages — this isn't a location-driven category, so that effort is better spent on content depth.

The one thing to fix first

Listing generic "press coverage" claims with no linkable, verifiable placements, which is the exact thing a skeptical marketing director checks first.

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