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.

Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings

In this episode, we discuss:

00:00 - 01:39: Introduction

01:39 - 03:26: Scaling Relevance through repeatable processes

03:26 - 06:09: Why backlinks still matter for SEO and AI visibility

06:09 - 07:35: Connecting SEO strategy to pipeline and revenue

07:35 - 08:41: Staying close to clients as a strategy leader

08:41 - 10:32: Using technology without creating distractions

10:32 - 11:07: Turning SEO growth into recurring revenue

11:07 - 12:54: Start with the audience, not the algorithm

12:54 - 14:23: How campaigns become compounding systems

14:23 - 16:02: The sequence: technical SEO, content, then PR

16:02 - 17:16: Finding the external sources that influence AI citations

17:16 - 19:10: Budget around outcomes, not channels

19:10 - 20:41: Curiosity as a career advantage in marketing

20:41 - 21:30: Rapid fire: AI tools, search, and first paycheck

21:30 - 22:04: What Emma would change in her career

22:04 - 23:52: Closing thoughts

 Connect with Emma Robinett

 https://www.linkedin.com/in/emmarobinett/

 relevance.com

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Website: https://www.digitalwebsolutions.com/

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LinkedIn: https://www.linkedin.com/company/digital-web-solutions./