 Unless you’ve been hiding under a rock, there’s no escaping how quickly AI has moved from an abstract mystery to an everyday tool. The launch of OpenAI and similar models has changed the landscape almost overnight. What once felt like something to think about ‘down the line’ is now here and embedded in the tools we use, the way we search, and the way we work. There’s a lot of noise about AI being a threat to jobs, or to society itself but my interest is more about knowing what we do with it now. How do we, as marketers, specifically digital PR professionals, adapt to this shift and use it to our advantage?
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 The PR industry is evolving fast. Thriving in 2025 means that as PR professionals, we have no choice but to adapt and innovate, to stay ahead of the curve. With print media continuing to decline, trust in the media eroding, and social platforms reshaping how stories are told, we face an urgent challenge: how can we remain impactful and credible in the new 'mass media' era?
 Whether you're fully immersed or reluctant to join, TikTok has transformed the way we discover, explore, and even shop for products over the last couple of years. This has quickly made the popular social media app become a serious contender in the search engine space, especially for younger audiences. If you’ve been keeping an eye on the platform’s rise, you’ve probably noticed its growing influence on how people consume tailored content, search for information and make purchase decisions. But what does this shift mean for marketers, SEO pros, and social media strategists? As we head into 2025, the lines between social media and search will continue to blur, and if you’re not adapting to this new landscape, you might be left behind. So, let’s dive into why TikTok is changing the SEO game and how marketers need to rethink their strategies in the year ahead.
 In the dynamic world of search, SEO and PR professionals often rely on metrics like Domain Authority (DA), Trust Flow (TF), and Domain Rating (DR) as benchmarks. Signalling a website's credibility and strength, the influence of these metrics are undeniable. But just how powerful is a backlink when measured by its domain authority or trust flow? Does the true SEO potency of a 'high DA' link resonate with results? Let's delve into my very own website (yes the one you're reading right now) as a case study.
 In an era of tightening marketing budgets, the pressure is mounting on marketers to demonstrate substantial ROI. Yet, amidst these challenges, it's surprising how often the intersection of SEO and PR goes unnoticed. On one side, there are SEO enthusiasts solely focused on links and organic search results, while PR professionals emphasise on coverage and reach. However, amidst the evolving landscape, we mustn't overlook the valuable resource of Digital PR Metrics. These metrics serve as a hidden treasure for both SEO and PR, providing insights that can unlock exceptional results when integrated effectively. By leveraging these metrics, we have the opportunity to showcase to clients and stakeholders the true value of every marketing investment.
 Being an SEO strategist is a bit like being a digital detective. I get my kicks from diving into a sea of data, sifting through online trends and hunting for clues. Meghan Markle, the Duchess of Sussex, has captivated the world since her entrance into the royal family. Her marriage to Prince Harry, the subsequent 'Megxit', and her highly-publicised interviews have kept her in the public eye. Even though she no longer holds an active royal role, the fascination of the British press with Meghan Markle (years after her move to the US and her departure from the Royal Family), is no coincidence. As much as they 'wished her gone' to have a 'private life', articles about her are written daily, sometimes hundreds of them. But why? What does Meghan Markle have to do with media outlets and their SEO strategy? More than you might think. Let's Dig in
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