Studying scammy and black hat tactics is one of the best ways to understand how platforms actually work. If you're not actively occupying the online spaces relevant to your brand — especially Reddit — someone else will. Since the Helpful Content Update, content quality is what burns domains, Read more

Keep your media lists to 15–20 journalists max and make sure every single one is a genuine fit before you hit send Target journalists who cover your topic regularly and have published within the last month — that's your Goldilocks zone. Lead your pitch with one to two sentences setting Read more

“Google Zero” is overstated — traffic isn’t vanishing, growth has just leveled off. SEO is now a zero-sum game — if you win the click, someone else loses it. Many publishers mistake flat traffic for actual decline. AI overviews reduce clicks, but they’re not the core problem. Read more

There is typically a disparity between links and the bottom line. A lot of the time, a link-building agency may be contracted to just get links or drive organic traffic, but there's no clear throughline to how it impacts the company's bottom line. And even if you are doing what you are hired for —building Read more

Stick to core PR and SEO fundamentals instead of chasing every new LLM trend. Invest in niche sites and communities where your audience actually spends time. Ensure your brand messaging is clear and consistent across your site and third-party mentions. Regularly search your brand and category Read more

Relevance matters most—don’t pitch journalists things they don’t cover Use small, targeted media lists instead of mass outreach Lead with a clear story idea (headline + angle), not a long press release Build relationships so your emails get prioritized in crowded inboxes Be reliable Read more

Effective PR for apps in crowded markets starts with finding a real story that benefits people, not just promoting the product itself. Strong PR teams create news instead of waiting for it, using tactics like newsjacking, data reports, or product tweaks tied to cultural moments. Every pitch Read more

Always build multiple angles into a campaign so you have a backup if the lead story doesn't land. Map your ideas against a press coverage vs. on-brand matrix before you commit to them. Check how many articles have been written about your topic in the last year — if it's low, think twice. Read more

AI citations require real brand equity—authority, links, and deep coverage of the topic you want to own The fastest way to influence AI is to show up in its live “grounding” research, not the training data. Content should mirror the model’s reasoning chain, targeting the subtopics and Read more

Before creating any content or accounts, audit the top subreddits where your brand is mentioned. New accounts should spend time adding genuine value through comments before posting branded content. Claim reddit.com/user/yourcompanyname and reddit.com/r/yourcompanyname as soon as possible. Read more