R&D: SEO

In the late aughts at a small Massachusetts State University, a college professor told a buzzing lecture hall of checked-out juniors and seniors that the jobs they would fill after graduation did not exist yet. 

My professor was right. Over a decade ago, the nascent stages of digital public relations practices were overlooked as viable business development strategies.

Fast-forward to today. Digital PR is a natural career progression for someone with a hybrid corporate career in marketing and communications. However, stay humble. As an agency of one, I lack internal business partners to consult with or confirm strategy.

Digital transformation expands exponentially, and strategists must stay sharp in an ever-evolving media landscape. Even without HR-driven, mandatory L&D training videos, professional development is critical for independent consultants and freelancers. 

If you are in the profession of building brands and increasing visibility, you must understand the language and basic principles of search engine optimization (SEO). To develop this skill, one of the most beneficial programs is Hubspot's *free* SEO Certification Course. 

No, you should not track client hours for professional development initiatives. However, your time investment will pay off in the long run. Stay abreast of emerging trends and new platforms to offer the highest value to your clients.

And, a shiny new LinkedIn certification is an excellent opportunity to celebrate your progress with your network, which may be the announcement you need to land your next client or project.