Kevin Lee talks with Andrew Holland, who specializes in SEO through a digital PR lens. They discuss the power of digital PR in SEO and its role in future-proofing SEO efforts. Andrew shares his journey from being a police officer to working in digital PR and how it has shaped his perspective on effective SEO. They also touch on the spectrum of digital PR, including traditional PR, mentions in online publications, content syndication, and more. Andrew emphasizes the importance of goal specificity and budget allocation in digital PR strategies. They discuss the social media value of digital PR assets and how it can deliver multiple benefits, such as brand lift and increased brand awareness.

Andrew shares insights on the impact of links from digital PR campaigns and the potential they offer for SEO efforts. He mentions that digital PR teams are beginning to experiment with AI, particularly for ideation and overcoming writer's block. While AI is being used in the field, it's a slow process, and it might take some time before AI becomes a standard ideation tool in SEO.

Holland believes that SEO, in particular, is vulnerable to AI's impact, as it could change the industry and make it more efficient while also presenting challenges. He points out that younger SEOs might rely too heavily on AI, potentially undermining the value of experience in the field. Despite these challenges, he ultimately sees AI as a positive development in the industry.

The conversation also touches on the importance of digital PR and how it can help establish a brand's expertise and authority. When brands get mentioned in high-authority publications and are referred to as experts, it can significantly impact their reputation and search engine rankings.

The interview concludes with a discussion about the importance of focusing on profit and the potential for SEO to maximize a business's profits, especially as marketing effectiveness and profit take precedence in the current business landscape. Holland suggests that conversations about profit and long-term growth plans are crucial for SEO's future success.

Learn more about your ad choices. Visit megaphone.fm/adchoices