Why PR Wins over Media Buying, case 87959392:
Lately, SEO’s have been talking about the fact that 75% of what moves the search results needle are off-page factors, and highest among them is link-building. Yet the old methods are starting to falter — nowadays it’s about linkbait, better link pitches, press release optimization, and social media engagement. And that pushes us toward doing things the old-fashioned way with human relationships. You simply cannot expect to pitch bloggers, promote linkbait, ask webmasters for links, propose link-positive content partnerships, comment for dofollow links, promote your content on Twitter, etc. without quality relationships. As Chris Brogan suggest, get to know people first, then ask.
For a lot of SEO’s, the prospect of our jobs relying on relationship-building is a little scary, which is why the merger with PR is inevitable. PR people’s skills are simply too relevant and valuable to this process.
