Episode Summary
Backlinks have long been a staple of SEO, but are they still the gold standard? In this episode, Beth Nunnington, Global VP of Digital PR at Journey Further, joins me to discuss why digital PR needs to move beyond link-building and focus on broader trust signals. We chat about how Google’s algorithm, AI, and off-page signals are reshaping SEO and what PR professionals should prioritize to build lasting brand credibility. Beth also shares an award-winning case study that led to explosive rankings and engagement without relying solely on backlinks.
In this episode, we discuss:
- Why traditional SEO pillars (technical, content, and links) need a rethink
- What Google’s shift toward trust signals means for PR and SEO professionals
- How to create attention-worthy, relevant content that earns media coverage
- The role of AI, brand mentions, and sentiment in search rankings
- A case study on how a dessert taste tester campaign drove major engagement
- How PR teams should measure success beyond vanity metrics
Resources & Mentions: