How many times have we explained the difference between SEO backlinks and PR backlinks to clients, only for the same question to come up again and again? 😅

You'd think it's pretty straightforward. We've even published an article about it on our website. But let's be honest: not everyone wants to read a long article. So here's a quick breakdown.

🔗 SEO backlinks help improve Google rankings.

They're placed on relevant websites with strong metrics, using specific anchor text and pointing to targeted pages. The goal is to build your website's authority in the eyes of search engines and help it rank higher.

👉 The result: better rankings and increased organic traffic.

📣 PR backlinks help build brand awareness.

These are mentions and publications in well-known media outlets, news websites, and industry publications. What matters most is who writes about your brand and how many people see it, rather than the anchor text or the link's authority.

👉 The result: greater reach, audience trust, and a stronger reputation.

To put it simply:

SEO backlinks are for search engines. PR backlinks are for people.

They don't replace each other; they complement each other. A PR publication can also have an SEO impact, but that's a bonus, not its primary purpose.

And if you'd like to dive deeper, here's the full article 👉 https://seoza.com.ua/blog/link-building/

Thousands of searches. Almost no clients.

That's where Richard Reid's website was when we started working together. Richard is a psychology-led leadership coach for founders, CEOs and senior leaders, and his site was ranking. Just not for the right people.

When I sorted every search the site appeared for by intent, 60% were people researching psychology topics. Only 5% were people actually shopping for a coach.

So instead of chasing more traffic, I rebuilt the strategy around that 5%:

Mapped the private pressures each of his three audiences carries, from the 3am thought to what they're really buying

Separated his two sites so they stopped competing for the same searches

Restructured the service hubs

Rewrote the homepage and about page to lead with who he helps and what he solves, with one clear route to a consultation

The old homepage said "Elevate Your Leadership with Richard Reid". The new one tells a founder or C-suite leader, in the first line, that this is for them.

Both pages are live. Full case study on my profile.

If your site gets traffic but not enquiries, the fix usually isn't more traffic. It's knowing which visitors matter and writing for them.

So cool! It’s a great reminder that more traffic doesn’t always mean better results. Understanding search intent and speaking directly to the right audience really can make all the difference. I especially like how the strategy focused on turning the existing traffic into...