PR and SEO have been converging for many years. While each has large areas that are distinct to that discipline, there is a huge crossover in goals and skills. And yet many communications professionals still struggle with the concept of authority link building and with the language and challenges that SEO presents.

In this episode of the Digital Download Podcast, Head of Content at digital agency Aira Shannon McGuirk, discusses her switch from traditional PR to SEO. She talks about getting up to speed with the differences in approach that SEO employs, the similarities between the two disciplines, and about why and how PR professionals are in a prime position to take on link building work.

Here's what is discussed in this episode:

What advantages does digital PR hold over traditional PR
What PR skills contribute to successful SEO
How PR and link building SEO blend together
Whether there is a big learning curve when moving from PR to SEO
Why consistent learning and flexibility are so important in digital PR
Where the balance lies between domain authority and site relevance
Whether nofollow links have any impact on search rankings
The value of editorial contacts in SEO
Why link building SEO campaigns fail
Why failed campaigns can teach us the most
How to frame facts into a story that resonates and gains links
Whether digital press packs have any place in SEO

 
Useful Links from Today's Show

Link Explorer from Moz
The Campaign Comeback Whiteboard Friday from Moz & Shannon McGuirk
5 Steps for Bouncing Back When Your Campaign Fails from Brighton SEO & Shannon McGuirk

 
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