We sat down with Digital Strategist and SEO team lead, Matthew Robinson, to delve into his journey through the expansive field of digital PR and SEO.
Can you tell us a bit about your background and what led you to your career in digital PR?
“I guess the first thing to say is I never really had a particular goal to work in PR or marketing. It was more something that I sort of just got led to naturally. I’ve always been someone who thinks deeply about things and expresses ideas best through writing. At school and university, where I studied History, I developed a flair for writing and convincing people through compelling arguments or stories. After that, I went travelling around Japan, but I still wasn’t sure what I’d do next.
“That became clearer during an internship at a PR firm focused specifically on legal clients. That gave me a unique insight into how a niche industry could make the most of storytelling. Later, I moved to TopLine Comms, which had a dual focus on B2B PR and SEO – and eventually became part of Definition. That’s when I really got a grounding in both PR and SEO, working alongside people like Luke, our then-director and main SEO lead. Getting such broad exposure was invaluable as I grew in my career.”
What aspects of digital PR do you find most exciting?
“Getting a great piece of media coverage is exciting, but over the years, I’ve become more interested in measurement: understanding how visibility through media and digital channels impacts the company’s bottom line and brand awareness. It’s often considered intangible, but you absolutely can measure the impact, and I’ve loved exploring that.
“Working in-house during the pandemic at a payroll and HR company (Zellis) also intensified my focus on how to strategically reach internal and external audiences, not just promote products and services. It gave me firsthand experience in using communications to protect and enhance business reputation during a crisis.
“And really, I think people don’t realise how important brand recognition is. Business and marketing leaders are naturally focused on generating leads and winning new business, but you can’t have sustainable business growth without it. You need to develop trust signals and social proof. That’s where we provide long-term value to our clients.
“I’m particularly drawn to integrated marketing—how different channels, like PR and SEO, work together. I also enjoy working with data and insight, which can give PR campaigns much more substance than just a quirky headline.”
What makes a good digital PR?
“Most importantly, an appreciation for how businesses work, beyond just the PR lens. Understanding PR’s relationship with wider marketing functions, like how it affects SEO, is crucial.
“Becoming knowledgeable about the nuances of your client’s industries is vital to frame effective PR strategies. Emotional intelligence is also key, particularly in agency settings, where you’re working with lots of different people: clients, journalists and team members.
“Lastly, embrace data and new tools like AI to complement your work and become more efficient. But be careful not to let them stifle your creative brain.”
Can you share a few career highlights?
“Given that I more or less fell into this profession by meeting interesting people at the right time – and not getting any specific qualifications – I feel really proud of where I’ve got to. It’s a great feeling to be recognised as an expert in industry publications like PR Week, and get to lead a small but really important part of what we offer our clients.”
What do you think is the biggest difference between an agency and working in-house? Which do you prefer?
“Agency work introduces you to a wider variety of scenarios and industries, which is great for starting out. In-house roles offer a deeper focus on one business and often mean more time working directly with stakeholders. If you enjoy influencing the broader business direction, in-house might be your thing. Agency work suits people interested in diverse experiences and specialisations, and you can connect with a multitude of professionals across various disciplines.”
What’s a favourite project you’ve worked on?
“Recently, I’ve been proud of our SEO work for the Definition website, specifically achieving #1 Google rankings for “B2B PR agency” and “B2B SEO agency.” It was a long-term plan that paid off.
“As I’ve moved into a more senior role, I’m proud of the things I’m doing to help the business grow. Like marketing activities, winning new business, taking part in pitches, and expanding the work we do with existing clients. That really reflects the trust we’ve built and the quality of our work.”
How do you stay up to date with SEO or the latest PR trends?
“Social media is my primary go-to, particularly LinkedIn, for real-time updates and authentic insights. I also find forums and YouTube useful. SEO changes rapidly, so it’s really important I don’t get stuck with outdated information. And as a PR professional, keeping on top of the daily news is a must.”
What resources would you recommend to an aspiring digital PR?
“I focus on things that challenge accepted wisdom and offer fresh insights. “Alchemy” by Rory Sutherland, which explores the role of non-sensical thinking in problem-solving, is a great read. And I’m a regular reader of blogs like Search Engine Journal, MOZ, and PR-focused sites like PR Week.”
If you could work with any company, past or present, which one would it be?
“I’d choose an organisation like National Trust or English Heritage because of my passion for all things historical. They often appeal to older generations, so creating a campaign to engage younger audiences in history and cultural preservation would be a fascinating challenge.”
Finally, what advice would you give to companies looking to enhance their visibility and reputation online?
“Keep it simple and realistic. Know what you want to achieve, but don’t expect change overnight. PR and SEO are a long-term commitment, and fostering an ongoing relationship with your agency is crucial. Patience is key, and results will come from sustained effort and trust in the process.”
Need help with SEO? Get in touch with Matthew