W·T·F is SEO?

“The PR, social media and communications world throw acronyms around and then wonder why clients look at us sideways. This series is our attempt to fix that with a breakdown of the terms we use most, written specifically for those of you in the home, interior and design industry.”

You keep hearing it, but what does it actually mean and why does it matter for your firm or brand? Here’s our take, plus why the press coverage we secure for you is doing more behind the scenes than you might think.

How does PR help with SEO?

SEO stands for Search Engine Optimisation, and at its most simple, it’s the work that helps Google find you and show you to the right people. When someone searches “luxury interior designer in New York” or “best kitchen hardware brands,” SEO is what determines whether you show up or whether your competitor does. 

Here’s the part that surprises most people: a lot of what we already do together is SEO. Every time we land you a feature in a major publication, that placement creates what’s called a backlink, essentially a vote of confidence from a trusted source that search engines take very seriously. So press isn’t just about visibility in a magazine. It’s quietly building your credibility online at the same time. Two birds, very stylish stone.

The 5 things that actually matter for PR and SEO

Press placements are doing double duty. Features in Architectural Digest, Elle Decor, House Beautiful, every mention creates a backlink that tells search engines you’re the real deal. It isn’t just a beautiful clip for your press page. It’s building your search authority at the same time, and it compounds over time.

Your website needs to be readable, not just beautiful. Fast load times, clear page structure and logical navigation all help Google understand your site. A stunning website that Google can’t properly index is a missed opportunity, design for your audience, but make sure the architecture works for search engines too.

It’s a long game, not a quick fix. SEO builds over time. Consistent press, fresh content and a well-maintained website all compound. Think of it less like a campaign and more like a reputation – the work you do today pays off in ways you’ll feel six months from now.

Quotes and commentary build authority.  Those requests we send asking for your perspective on a trend or your take on an industry moment? They exist for a reason. When your name appears as an expert voice in a publication – not just as a subject of coverage but as a source, search engines register that differently. It signals credibility, not just visibility.

Instagram is not SEO but it is where the journey begins. Social platforms aren’t indexed by search engines, so your feed won’t move your Google ranking directly. What it does do is create the initial desire that sends someone searching for you in the first place. Press and social work together, one builds the audience, the other builds the authority.