At the recent Brighton SEO (search engine optimisation) conference the dominant emerging theme was that search professionals need to think like more like PRs. One of the speakers was Lucy Freeborn of digital marketing agency Leapfrogg, who argued that link building professionals can rival public relations professionals as they can illustrate their value online, whereas PR professionals cannot so easily justify their fees through ‘coverage’ alone.
As PR, SEO and social media continue to integrate, and changes to Google’s algorithms mean that compelling, engaging, shareable content is rewarded more highly by the world’s leading search engine, where does this leave search, PR and digital professionals? I discuss the topic with Lucy from Leapfrogg in this podcast. The key learning in Lucy’s own words: “SEO gives direction and strategic objective while PR interprets the direction and creates the roadmap. Moulding perfection!”
Enjoy, and if you’re seeing a version with a picture of me with a coconut in the blog thumbnail THAT’S the “fabulous check shirt” that Lucy refers to all the way through the cast…
