"Abbie will discuss how to enjoy the excitement of reactive link building while ensuring you're still building a targeted SEO strategy. Comparing what a reactive strategy provides in comparison to an overall strategy, her talk will then delve into keeping the balance between PR and SEO in a way that benefits the target audience, the brand and Google.

She will provide the key questions SEO experts need to ask themselves before dedicating time and effort into a reactive idea. She will then follow this by illustrating these key points with real-world examples that highlight the differences between amazing PR coverage and SEO-centric PR coverage."