Talking to PR agencies about search engine optimisation (SEO) can make you feel like Noah before the flood.

Building on the recent debate around PR owning SEO, I look at how agencies who fail to embrace search will ultimately fail.

Cast your mind back to 2007-8 and the buzzwords in PR and marketing then around social media. Agencies scrambled to recruit what some mistakenly called a ‘guru’ (often a fresh graduate) who understood the platforms, if perhaps not the principles and nuances of marketing.

Since then, savvy and ambitious PR agencies realised they needed proven digital expertise and either bought in talent or skilled up their own executives on the ways of social media. Social media is now a healthy component of UK PR practice and providing high levels of fee income for PR agencies.

via SEOs will slaughter careless PR agencies | Econsultancy.