In the final episode of Search with Candour for 2025, Jack Chambers-Ward is joined by Greg Heilers to delve into the evolving landscape of digital PR. They discuss the current state and future of HARO (Help A Reporter Out), the impact of AI and LLMs on SEO and PR, and the growing influence of brand mentions in the age of global SEO.

Greg also shares insights about the challenges and opportunities in the industry, particularly in the Chinese market. Join us for an engaging discussion on how to stay ahead in the ever-changing world of digital PR and SEO.

Follow Greg

• JollySEO: https://jollyseo.com/

• LinkedIn: https://www.linkedin.com/in/gregheilers/ 

• Jolly SEO’s TL;DR: https://www.youtube.com/playlist?list=PLL3o9O1rRBcLKq-hSgerIS8i47HWdOAii

• Website: https://gregheilers.com/

Greg’s recommendations

• https://featured.com/
• https://www.airtable.com/ 
• https://youtu.be/ETlOSBR92Fs?si=Syh4xBbQScA2UXYh

00:00 Introduction and Opening Remarks

01:14 The Evolution of HARO and Digital PR

04:09 The Role of AI and LLMs in SEO and PR

07:15 Challenges and Strategies in Link Building

12:38 Globalisation and Language Barriers in SEO

18:18 Future Trends and Industry Insights

37:36 SEO Relevancy and Authority

38:52 Pitch Twisting and Reactive PR

39:50 GEO Relevancy and Brand Mentions

46:23 Client Communication and Expertise Sharing

54:07 Weird and Wild Link Building Requests

58:55 Actionable Recommendations and Tools

01:02:55 Exploring Chinese Culture and Final Thoughts