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The Role of Traditional Public Relations in SEO

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Current link strategies rely on an approach pioneered by public relations. In recent years, Google has refined their algorithms to provide a better user experience for the consumer. Those sites that better address the needs of users simply rank better. We all know that the Penguin update eradicated easy link-building tactics of the past. This means that natural editorial links – from high-traffic, respected websites – are the currency of valued and effective inbound strategies.

In this session, we explore how we best EARN these coveted editorial links, and the outreach that effective link building requires. We’ll also discuss current organic search best practices and how they fit hand-in-glove with communications strategy.

Panelists will include:

Mi-Ai Parrish, the Sue-Clark Johnson Professor in Media Innovation and Leadership and previous president and publisher of The Arizona Republic and Ms. Parrish is the 2017 ATHENA Businesswoman of the Year award recipient.

Arnie Kuenn is an internationally recognized speaker and author who generously shares his 30+ years of entrepreneurial and digital marketing expertise. He is the co-author of Content Marketing Works and author of Accelerate. Arnie speaks to and trains thousands of people every year on content, SEO and paid media. In 2006, Arnie founded Vertical Measures, a highly respected Digital Marketing agency. In 2014, he was honored as the Interactive Person of the Year in Arizona and in 2015 entered the Content Marketing Hall of Fame. In 2017 he was named Content Marketing Person of the Year in Arizona and his company was named a Best Places to Work.

Amy La Sala is Director of Public Relations and Social Media at Off Madison Ave. Amy oversees planning, strategy development, and campaign execution. With 15 years of experience, Amy is driven by her passion for generating brand awareness for businesses utilizing traditional and digital communications. Amy’s client experience includes the Arizona Office of Tourism, College Football Playoff National Championship, National Academy of Sports Medicine and Starwood Hotels & Resorts. Amy is the digital marketing chair for the Phoenix Chapter of PRSA and is a member of the Worldcom Public Relations Group.

Event Agenda

6:00 – 7:00 p.m. Networking and Cocktails

7:00 – 7:45 p.m. Panel Discussion

7:45 – 8:00 p.m. Q&A