If I ever wanted to not work, and make a ton of money doing it, I would go into PR.  I just noted a recent post on e-consultancy.com that poses an extremely good question. “Is the role of SEO dead and should PRs own natural search?”. The article argues that PR should and does control the online space for building links and brand awareness. As PR is responsible for gaining brand momentum with stories and articles on TV and print, it is now charged with the same duty. Taking basic SEO skills, PR agencies can help to control and direct a brands natural search strategy, building inbound link momentum.  If PR agencies play the game right, they can literally take over the SEO game. Of course you’re going to always have the technical side of SEO, but this is easily delegated as a mid to low level “technical position”, sorry all my SEO brethren.

To the point; the digital age has created a boon for PR. Brands are increasingly susceptible to disgruntled rogue consumers and are required to control their brand perception and the communication surrounding them. The web gives anyone with a bone to pick, a platform for voicing their angst. PR agencies must be the leaders of natural search, and must be fully engaged in the battle for natural search ranking.

My experience in SEO tells me that the best future for this highly important industry is in working with those that have stories to tell. Working direct with brands is great, but most SEO companies are terrible at writing, and have clear issues in fully understanding a brand.  I guess it’s time for Edelman and the muck to follow suit.