Often, when looking to optimise your site or choose which areas or keywords to target it can be tricky to know where to start. I've found this thought exercise useful to put myself in the position of my target audience.
PR and SEO are two disciplines which have been around for years. As both areas continue to develop and we see further channels coming to the fore, the boundaries get blurred and friction can and often does tend to occur. I have always found it ironic that within the PR community you have a group of highly trained competent professionals who find it hard to adapt their skills to the digital environment.