With Google reducing the payoff from SEO by introducing AIOs, building authority is becoming ever more important. But how do you use data to design highly effective digital PR campaigns?

In this episode, David's questions to Andreas include:

- You suggest Benchmarking link volumes, quality and velocities to see where you are vs competitors - what does this mean and why do you suggest this?

- You say that SEOs are chasing link sources, and that they should chase the target destinations instead. What does this mean?

You also recommend using Internal search pages as an insight by product - why?

- You suggest using indexes to find where you're under indexing on your content. What’s the value in doing this?