What is the #1 biggest challenge SEOs face in 2022?                                                                         “It’s really keeping up with the way that SEO is changing, and it's not just algorithms but integrating SEO with everything else that we're doing in marketing.” “It's another thing to develop authority. This really goes beyond backlinks and has to do with a 360 degree of authority for your campaign.” - Dale BertrandDale Bertrand is a technologist-turned-marketer currently running Fire&Spark, a digital agency in Boston that ignites organic search traffic for a range of industries. With 15 years of experience in engineering and AI systems, Dale has helped develop search marketing strategies for Fortune 500 companies and venture-backed startups to analytically solve marketing problems with highly combustible SEO strategies. When he's not busy with his success agency, you can find him attending a handful of marketing conferences as a Keynote speaker, helping to train marketing professionals from TripAdvisor, HubSpot and many more globally renowned brands. JOIN RUSS MACUMBER AS HE SPEAKS WITH DALE BERTRAND ON EVERYTHING PR LINK BUILDING AND HOW TO CREATE A UNIQUE CAMPAIGN THAT SHOWS WHO YOUR BRAND IS. “We're really starting with what are we gonna do that's remarkable in the space and how are we gonna be a community around that.”- Dale Bertrand.Join us as we hear of Dale Bertrand’s journey to help grow a charitable coffee brand, Fire House, to help support injured firefighters and their families across America. Taking a digital PR link-building focus, we chat with him about this campaign's beginnings and his tips on how to convey your brand's remarkableness in your campaign. The conversation covers:* What drew Dale into SEO (3:50)* Early experiences of SEO (6:52)* Dale’s framework/mindset towards SEO (8:42)* Firehouse Coffee journey (11:26)* Dale’s view on SEO and Digital PR (17: 44)* Initial SEO resources for Fire House Coffee (21:10)* First 90 days with Fire House coffee (21:33)* Planning process for Fire House campaign (25:22)* Major hurdles for Fire House (26:47)* Winning stories from the campaign (28:36)*