Emma Robinett, Chief Strategy Officer at Relevance, joins our host Ranmay Rath on E-Coffee with Experts to talk about what sustainable growth looks like when SEO, AI visibility, content, and digital PR work together.
Emma shares how Relevance evolved from a small PR and backlinking firm into a growth marketing agency, and why modern marketing strategies need to connect activity to revenue, retention, and the client’s broader business goals.
She explains where backlinks still fit, how to identify the external sources that influence AI citations, why budgets should follow outcomes rather than channels, and how technical SEO, useful content, and third-party credibility build on each other. You’ll also hear how to turn one campaign into a compounding system through iteration, internal linking, content refreshes, outreach, and measurement.
If you want to turn audience insights into marketing strategies that drive long-term results, this conversation is for you.
Takeaways:
- Backlinks still support authority in SEO and AI visibility strategies.
- Marketing budgets should follow business outcomes, not channel popularity.
- Start with the technical foundation before building content or PR authority.
- Audience questions should shape the strategy, content, and channel mix.
- SEO growth matters more when it connects to pipeline and recurring revenue.
- Campaigns compound when teams review, refresh, link, and promote them afterward.
- AI visibility depends partly on third-party sources beyond the brand website.
- New technology needs a clear goal or it can become a distraction.
- Curiosity helps marketers learn unfamiliar channels and connect the bigger picture.
- Senior marketers should stay close enough to clients to keep learning.