There was a time when SEO and PR were in very separate corners, but the digital marketing landscape of today is merging a lot of departments—including these two. Google has higher standards for content quality, which means getting stronger search ranking requires more than SEO know-how. It also requires PR savviness. Penguin updates have put us into an authority-based algorithm, and PR gurus are often best suited to become the latest must-have cornerstone as a result. PR and SEO are working in tandem, which has taken us from link building to link baiting.
In a recent Forbes article, I was asked to talk about the content marketing revolution, including how we came from link building as SEO foundation to where we are today. My own recent article on how PR and SEO work together was cited, including my own perspective on how Google’s big change to its algorithm was a driving force. Now that we focus on authoritative, organic, quality content, the old link building rules often no longer apply. SEO now has a purpose to make content better, not just build links.
Since old school SEO pros usually come from tech backgrounds, it’s a bit of a struggle to recognize that PR experts are now the latest must-have SEO professionals. Are we prepared to play nicely?
Find out more by reading the complete Forbes article:
