Google's John Mueller has said something positive about one strategy SEOs use to attract attention and thus, hopefully, natural links. He said on Twitter "I love some of the things I see from digital pr, it's a shame it often gets bucketed with the spammy kind of link building. It's just as critical as tech SEO, probably more so in many cases."...
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Google: Digital Public Relations Is Not Spammy Link Building
seroundtable.com