I feel I've almost become a bore on the subject of how public relations is changing. Whether the pace of change is fast enough is an ongoing discussion but one way public relations has evolved a lot in the last couple of years is the impact of the results of good PR on search engine results.

The other side of that evolution of course is that search engine optimisation has also changed.

Ben Smith caught up with Farhad Koodoruth, Co-Founder at Threepipe to discuss the evolution of search marketing and the increasing crossover between search and public relations.

We talked about:

• The balance is between paid and organic search for most firms' SEO campaigns.
• The latest stats on search engines being people's gateway to web.
• How Google updates have increased the impact of earned media and shared content on search results.