[AditiArora]

SEO is no longer the ‘stand-alone’ technically-led discipline that it once was back in the day. There remains a technical aspect to it of course, but the role of great content, PR and social media is significant in contemporary SEO.There are just certain things that the client is better placed to ‘own’ day-to-day. Social media (see below) is certainly one of those and content creation arguably another. A lot of great stuff is happening but the impact on SEO is negligible or, at best, opportunities are being missed because teams are working in isolation of one another.The role we play, where online PR is concerned, will therefore depend on whether the client has a PR agency in place and their respective expertise (or that of the in-house communication team).