Training Example: Propellernet – Review the Data, Give Your Score & Compare to the Real AI Evaluation

[H2] What we do

Tech SEO

Content

Digital PR

Strategy & Insight

Visibility, wherever people search – from SEO to AI-driven discovery. We optimise your site for people and search engines, building authority, speed and relevance that drive measurable long-term growth.

Digital PR

Content

Strategy & Insight

We build authority and visibility through stories that earn coverage and links where they count. We combine creativity, data and search insight to win credible media coverage that boosts your brand in search and AI-powered discovery.

Digital PR

Paid Media

ATL Media

Strategy & Insight

We create bold PR moments and high-impact media activations that earn attention and drive long-term growth. We craft campaigns that spark conversation, embed your brand in culture and build measurable impact across media, search and AI discovery.

Paid Media

Analytics

ATL Media

Strategy & Insight

We drive measurable growth through data-led paid media across search, social, shopping and programmatic. We plan, optimise and connect every campaign for maximum ROI, ensuring every click, impression and conversion delivers real commercial value.

[H2] Our work
VIEW ALL

Dogs Trust

Paid Media Drives 52% YOY Growth For The National Dog Survey

CV Villas

Peak Performance: 230 Links, 10 Awards, 118% Organic Growth

Scrap Car Comparison

Breaking Up Made Headlines: 216 Pieces of Global Coverage

Pour Moi

How Paid Social Video Ads Drove a 180% Revenue Surge

Panasonic

Olympic-Level Impact: 341M Impressions, 79% Lower CPC

AutoTrader

Accelerating to #1 with 232% Growth in Clicks.

[H2] Progressive pioneers

It’s not just words. Our culture of innovation meant we were one of the first SEO agencies to employ PRs for link-building back in 2009. In 2014 we launched the hugely popular Answerthepublic.com, in 2020 we developed a unique Search Listening offering and in 2021 we became one of the first B Corps in the digital marketing space, thanks to our progressive culture and business goals prioritising people and the planet. In May 2026 we were awarded B Corp Company of the Year at the Company Culture Awards.

AI at Propellernet

We’re using AI to open up new opportunities for our clients and work smarter behind the scenes. Curious about what that looks like in practice?

Learn more

A culture of innovation

[H3]
The Digital PR Podcast
The Digital PR Podcast sees our Heads of PR, Lou and Steve, speak to some of the most interesting minds in the industry about their experiences.

Find out more

[H3]
AI Search & GEO
We’re testing, learning and experimenting across tech, content and digital PR to drive visibility in Google’s AIOs as well as in AI search engines, including ChatGPT.

Learn more

[H3]
Answerthepublic.com
We built ATP back in 2014 after getting sick of manually scraping Google suggestions for insights. We’ve since sold it, but remain power users.

Visit ATP

[H3]
AI for Efficiency & Innovation
We’re developing AI assistants to help speed up sign-off for press releases, spot content gaps, develop new messaging for media and so much more.

Find out more

[H3]
Blackbird
Blackbird helps marketers monitor ecommerce site speed for real users – unlocking exactly how much extra revenue speed improvements could generate.

Try Blackbird

[H3]
Search Listening
After years of helping clients to demonstrate the value of search insights way beyond SEO teams, we’ve trained up clients, including Procter & Gamble and Sky.

Learn more

[H3]
CoverageBook
CoverageBook was born at Propellernet in 2014 and became an independent SaaS business in 2015, now trusted by over 18k PR professionals worldwide. It’s slick, beautifully designed reports backed by solid PR metrics.

Try now

[H3]
Propellernet Labs
Our AI innovation hub builds smarter tools for our team and yours. We identify where AI drives real efficiency, surfaces better intelligence, and keeps you ahead.

Learn more

[H2] Creating partnerships that last

“The whole team are a joy to work with & no matter which area of digital marketing it is, they always provide the right level of analysis and insight to help us make better decisions.”
Ben Briggs, Marketing Director at CV Villas

“What we value most is Propellernet’s dedication to aligning with our objectives to ensure a meaningful partnership and effective collaboration.”
Mathew Court, Senior Performance Marketing Manager at Autotrader

“Propellernet are more like an integral part of Pour Moi rather than an external agency. Their deep understanding of our brand and unwavering commitment to improvement and ROI is evident.”
Alistair Woolham, Performance Marketing Manager at Pour Moi

“I cannot praise the Propellernet team highly enough. Their hard work and expertise have played a key role in helping us to become the UK’s biggest online sports retailer.”
Ben Mounsey, Senior Marketing Executive at SportsShoes.com

Tangible outputs. Expert delivery. How our Digital PR teams can support you.

Our Digital PR team delivers the creative ideas, campaigns, and day-to-day activity that puts your brand in the spotlight, builds high-quality links and mentions and drives measurable commercial impact across traditional search and AI-powered discovery. You can read more on the Digital PR services we offer but here’s what we do, week in, week out, for our ambitious clients.

[H2] Our awards

Our Awards and Accolades

Achieving Peak Organic Visibility for CV Villas

Achieving Peak Organic Visibility for CV Villas

[H2] What the Digital PR Team Delivers

[H3]
Digital PR for SEO
We create campaigns built to earn high-quality backlinks from authoritative publications, strengthening your site’s authority and boosting organic search performance. Every piece of coverage is secured with purpose – the right links, from the right places to drive long-term visibility in search.

Learn more

[H3]
Digital PR for GEO
As AI-powered search reshapes how audiences find information, earning the right mentions and citations has never mattered more. We craft campaigns that get your brand referenced in the trusted sources AI models draw on so that you’re visible where the next generation of search is heading.

Learn more

[H3]
Brand Building PR
Our bold, creative campaigns with real cultural cut-through sit alongside multi-touchpoint activity spanning social, OOH and earned media, to build the kind of brand presence that sticks. The sort that gets people talking, searching and that increasingly influences how AI models understand and represent your brand to the world.

Learn more

[H3]
International PR
We localise releases and campaigns across multiple languages and regions worldwide, from European markets to territories further afield, adapting messaging for international media and managing outreach on the ground to earn high-quality coverage, links, and relevant brand mentions across global publications.

Learn more

[H2] Our tech stack

[H2] Digital PR services for SEO

[H3]
PR campaigns

Creative, newsworthy campaigns that earn high-authority coverage and links from national, regional and niche publications. From concept and research through to outreach and reporting, we manage the full campaign process, building digital assets and landing pages and securing the kind of press that moves the needle for SEO.

[H3]
Press office

We constantly monitor trends and journalist requests to spot newsjacking opportunities, pitch your expertise and provide rapid-response comments and data on your behalf, delivering a consistent pipeline of coverage and links.

[H3]
Evergreen content and tools

Thoroughly researched reports, guides, and interactive tools that live on your site and work hard long after launch. Built to be PR-able and discoverable, these assets attract organic links from journalists and publications over time whilst also establishing your brand as an authoritative, go-to resource in your space.

[H3]
Link building

High-quality backlinks are secured through targeted media relations and personalised outreach to journalists. Every link we build is editorially earned on relevant and authoritative sites that drive both SEO and PR value.

[H3]
Backlink audits

A thorough analysis of your existing backlink profile to identify what’s working and where the gaps are. This gives us a clear picture of your current link equity and informs a smarter, strategic approach to future link building activity.

[H3]
Link intersect reports

By identifying the sites linking to your competitors but not to you, we pinpoint high-value opportunities that are already proven to be relevant to your industry. This intelligence shapes our outreach strategy, helping us close the gap and go after the links that matter most.

[H2] Digital PR services for GEO

[H3]
Campaigns and press office

Creative campaigns and proactive press office activity, built around the topics you want LLMs to associate with your brand. From newsjacking and rapid-response commentary to fully executed campaign concepts, every piece of activity is designed to earn coverage that shapes both search visibility and AI brand association.

[H3]
Thought leadership

By placing informed, authoritative commentary and opinion from your experts in relevant publications, we build the kind of topical credibility that influences not just journalists and readers but AI models too.

[H3]
Reports

Thoroughly researched, PR-able reports that live on your site as evergreen resources. As well as earning links and establishing topical authority, these reports are increasingly being discovered and cited by LLMs when users ask research-led questions – making them one of the most valuable assets in an AI Search strategy.

[H3]
Brand context wrapping

Every piece of outgoing comms is crafted to give LLMs the right context about your brand. By consistently pairing your brand name with specific keywords and descriptive phrases, we help shape how AI models understand and describe you when you’re referenced across the web.

[H3]
Fan out query support

Where RAG is used to generate LLM answers, the fan out queries behind those responses reveal exactly which pages need stronger rankings. Through targeted digital PR and link building to those specific pages, we increase their authority and with it, your chances of being included in AI-generated answers.

[H3]
Affiliate PR

Affiliate articles are often cited sources when LLMs answer product recommendation prompts. By securing your brand’s inclusion in product round-ups, we increase the likelihood of you being recommended when customers ask AI the questions that matter most to your business.

[H2] Brand Building PR services

[H3]
Creative campaigns

From culturally resonant stunts to fully integrated campaign concepts, we develop creative that earns attention across multiple channels, not just editorial coverage. Whether it’s a data-led story with a twist or an unexpected activation that gets people talking, we build campaigns designed to make your brand impossible to ignore.

[H3]
Social media

We create and amplify campaign content built for the platforms your audience lives on – extending the reach of PR activity, sparking organic conversation, and building the kind of consistent brand presence that compounds over time.

[H3]
OOH

From billboard to bus stop, out-of-home puts your brand in front of audiences at scale. When integrated with PR and social activity, OOH earns its place twice over – once on the street, and again when it gets picked up, photographed, and shared online.

AI Search Training for PR Agencies

A lot of what PR agencies already do turns out to be exactly the kind of activity that drives visibility in AI search. This training helps PR agency teams understand how it all fits together and gives senior leaders the confidence to speak to it with clients and integrate it into their offering as AI search becomes part of every brand conversation.

Learn more

[H3] Where to Find the World’s Softest Snow for Inghams Ski
Turning expert-led research into a proprietary Powder Snow Index to shape destination choice and search visibility for Inghams.
Read more

[H3] Achieving Peak Organic Visibility for CV Villas
Smashing our annual link targets in just one month.
Read more

[H2] Meet the PR Team

[H3]
Louise Parker
Head of Digital PR

Meet Lou

[H3]
Steve Baker
Head of Digital PR

Meet Steve

[H3]
Stephanie Finch
Senior Digital PR Director

Meet Steph

[H3]
Tonje Ødegård
Digital PR Director

Meet Tonje

[H3]
Richard Paul
Creative Director

Meet Ru

[H3]
Emma Malcolmson
Digital PR Manager

Meet Emma

[H3]
Chloë Tickner
Digital PR Manager

Meet Chloë

[H3]
Charlotte Brown
Digital PR Manager

Meet Charlotte

[H3]
Raquel Pinto
Senior Digital PR Executive

Meet Raquel

[H3]
Megan Salter
Senior Digital PR Executive

Meet Megan

[H3]
Luke Largan
Senior Digital PR Executive

Meet Luke

[H3]
Lauren Watson
Senior Digital PR Executive

Meet Lauren

[H3]
Luci Schalch
Senior Digital PR Executive

Meet Luci

[H3]
Benjamin McNeil
Senior Digital PR Executive

Meet Ben

[H3]
Dan Beal
Digital PR Executive

Meet Dan

[H3]
Isobelle Brown
Digital PR Executive

Meet Izzy

[H2] Insights

[H3] Is Your Digital PR Already Influencing AI Search?
Read more

[H3] Our Favourite Talks from the Digital PR Summit 2026
Read more

[H3] The Digital PR Recap: Q1 2026
Read more

[H3] The Digital PR Recap: Q4 2025
Read more

[H3] Propellernet & CV Villas Campaign Earns Nine Industry Awards
Read more

[H3] The Digital PR Recap: Q3 2025
Read more

[H1] Don’t be a stranger

If you’re a remarkable brand looking to thrive, engage and evolve your digital marketing by working arm-in-arm with a team of award-winning experts, then we’d love to hear from you. Email us at [email protected] or complete the form below. For Digital PR Podcast enquiries contact us at [email protected].

[H3] Contact us

Emails:
[email protected]

Visit us:
Castle Square House,
9 Castle Square,
Brighton BN1 1EG

Follow us:
LinkedIn
Instagram
TikTok
Apple Podcasts
Spotify
YouTube

[H3] Work for us
Interested in joining our team? We’re always on the look out for fresh talent so click here to view our current vacancies or send us a speculative application.
READ MORE

Actionable answers. Audience-first thinking. How our strategists unlock meaningful growth.

Our Strategy & Insight team turns research and analysis into trusted action. We dig deep into your audience, market, goals and brand, translating insight into precise, opportunity-rich strategies. For ambitious brands, here’s exactly what our strategy experts do to set you up for smart, joined-up growth.

[H2] What the Strategy & Insight Team Delivers

[H3]
Audience Research & Profiling

Analyse your customer data and market research to define, segment, and deepen your understanding of who matters.
Build actionable personas and customer journeys grounded in real search, behaviour, and needs.
Search Listening: Use tools (including our own AnswerThePublic) to identify explicit audience questions, keyword intent and fast-changing trends.

[H3]
Market, Competitor & Landscape Analysis

Benchmark your brand against competitors using share-of-search, content/creative performance and category trends.
Highlight threats, gaps, and tactical chances for rapid progress.

[H3]
Commercial & Channel Strategy

Join up all digital and media channels with neutral, objective planning to hit your commercial goals.
Build cross-channel strategies, resource plans, and roadmaps that unite SEO, content, PR, paid media, and beyond.

[H3]
Content & Campaign Strategy

Pinpoint high-impact topics and surfaces for content, PR, and campaign investment.
Develop creative forecasts, editorial calendars, and tactical plans with clear measurement.

[H3]
Integration & Planning Workshops

Facilitate practical idea and strategy sessions with stakeholders to get buy-in and clarity.
Translate research into aligned, prioritised action across your teams.

[H3]
Forecasting & Performance Modelling

Size up growth potential for new channels, products, or sectors.
Use data to set realistic targets and ensure reliable ROI planning.

[H3]
Performance Reviews & Tactical Optimisation

Analyse what’s working (or not) and pivot strategies with regular performance check-ins.
Create reports that tie insight to recommendations, not just stats.

[H3]
Collaboration & Integration

Work every day with all teams – SEO, Content, PR, Paid Media, and Analytics – to keep insight at the heart of every decision.
Sync with your in-house teams and agency partners for joined-up planning, not silos.

[H3]
Opportunity Mapping

Spot untapped opportunities: new products, topics, and emerging channels.

[H2] Our Tech Stack

[IMG: SEMRush logo]

[H2] Meet the Strategy & Insight Team

A collective of market analysts, planners, audience specialists, and search pioneers – curious, commercial thinkers with a passion for practical impact.

[H3]
Sophie Coley
Head of AI & Strategy

Meet Sophie

[H3]
Jim Kirby
Director of Strategy

Meet Jim

[H2] Our Awards

If you need clear, actionable strategy and insight to unlock your next stage of growth, let’s talk about what our team can do.

[H2] Insights

[H3] Is Your Digital PR Already Influencing AI Search?
Read more

[H3] The Biggest Paid Media Opportunity of the Next Four Years Is Already Open
Read more

[H3] This Month in Paid Media: April 2026
Read more

[H3] Our Favourite Talks from the Digital PR Summit 2026
Read more

[H3] The Invisible Concierge: How AI Is Reshaping Travel Marketing
Read more

[H3] The Digital PR Recap: Q1 2026
Read more

Collectively we’re stronger. Together we work better – for you, for society and for the planet.

When you work with good people, great things happen. Things like awesome results, flourishing businesses and award-winning campaigns. It’s all part of our proven track record of success, as you’ll see in the case studies that follow. But what we do goes beyond profit or plaudits. Because by putting people and the planet first, we make a real difference to the things that matter. We’re taking like-minded clients with us, and pioneering a new path for our industry.

[H2] Our work

Filter by

[H3] Winning the AI Overview Race for PureGym
How a content-first strategy put PureGym ahead in the race for AI search visibility.

Read more

[H3] Turning Real-Time Moments Into Scalable Search Impact for Compare and Recycle
How we turned trends into traffic with reactive Digital PR.

Read more

[H3] Where to Find the World’s Softest Snow for Inghams Ski
Turning expert-led research into a proprietary Powder Snow Index to shape destination choice and search visibility for Inghams.

Read more

[H3] Elevating B2B Awareness of Green Impact for Panasonic
Using integrated paid media and purpose-led storytelling to shape Panasonic’s global communications strategy.

Read more

[H3] Building a Full-Funnel Strategy for Lucy & Yak
How we reshaped a paid media approach to reach new audiences, improve efficiency and support long-term growth.

Read more

[H3] Unlocking Performance Max Potential with Audience-Aligned Creative for Woburn
How we ran a head-to-head creative test to discover what motivates high-value audiences to act.

Read more

[H3] Ongoing Tagging Support and GTM Consultancy for English Heritage
How we delivered long-term tagging and data support for a national heritage brand.

Read more

[H3] Successful SEO Migration Unlocks Visibility Growth for Inghams
How a strategic SEO migration helped Inghams grow organic visibility.

Read more

[H3] Driving Sponsorship Growth & Efficiency Through Smarter Search for Dogs Trust
How a restructured paid strategy and seasonal storytelling drove full-funnel growth for Dogs Trust.

Read more

[H3] Unlocking Full-Funnel Growth with Performance Max for Kuoni
How we unlocked full-funnel growth for Kuoni through a flexible, insight-led Performance Max strategy.

Read more

[H3] Driving Brand Awareness with Addressable TV for Inghams Ski
How we put Inghams on the radar of high-value audiences through regional addressable media.

Read more

[H3] Driving High ROAS Through a Multi-Touchpoint Programmatic Strategy for Inghams Lapland
How we bought the magic of Lapland to Inghams audiences via a layered programmatic execution.

Read more

"The beauty of Propellernet is that they deliver the right individual for the task at hand. They're a pleasure to work with and I wouldn't hesitate to recommend them to anyone looking for digital support. They're a great extension of the team."
Charlotte Hanna, Hotelplan

Find out how we’re using AI internally at Propellernet to drive innovation and improvements to the quality of our work and processes for, and with, our clients.

[H2] How we think about AI

AI is driving change at Propellernet virtually every day. It’s enabling us to deliver better work, access richer insights and do things that simply weren’t possible before.
We’ve invested heavily in AI leadership, training and tooling across the agency and we continue to build on that, for our team and for our clients.
We don’t use AI across all workflows and we’re not mandating how it’s used. People across the agency are using it differently, based on their own ways of working and that’s intentional. What we do ask is that it’s always used thoughtfully.

We have an AI Manifesto that sets out clearly how we use AI and, just as importantly, how we don’t. We don’t use it to generate PR ideas, although we might use it to refine them. We don’t use it to write website copy, although we might use it for keyword categorisation. In every case, the human is at the heart of it: checking, prompting, refining, and checking again.
When we talk about the benefits of AI, we mean small efficiencies here and there, not wholesale hours freed up. More significantly, AI is enabling us to do work at a scale and quality that simply wasn’t possible before, and that’s the bigger story. We’re better at some things and capable of entirely new things at others.

[H2] What this means for our clients
In short, you’re getting more. As we get quicker and better at certain tasks, we reinvest that into richer work, done at a scale that wasn’t previously feasible.

We’re also building tools specifically designed to benefit clients, helping with everything from search visibility to understanding how AI models see your website. All built in-house, in ways that simply wouldn’t have been feasible before.

[H2] What we’re not using AI for
We know that AI can hallucinate and that AI-generated content is not always correct, useful or engaging. We will always review AI outputs and will never publish AI-generated content that hasn’t been reviewed and edited by a member of our team, on client sites or our own. We will not share confidential or sensitive client information with large language models.

[H3] Propellernet Labs

Propellernet Labs is our AI innovation hub, where we’re building tools for our team and for clients. We recently launched our first external tool, The Invisible Concierge, a daily AI briefing for senior travel marketers.
Through Labs, we can work with you to identify where AI tools can drive real efficiency, surface better intelligence, and help you prepare for what’s coming next, whether that’s visibility in AI search, readiness for agentic commerce, or bespoke tools built around your business.

[H3] Looking for some help embedding AI in your business?
Get in touch today. We’d love to chat to you about how we can help create a culture of AI within your business and work with you to create tools and assistants to improve processes and drive innovation. We’ve trained internal teams online and face-to-face. You can read more about the AI training we offer here.

[H2] Download our AI Pulse tracker report

The AI Pulse is our nationally representative deep dive into how people across the UK are engaging with AI tools, search engines and digital platforms. Conducted in partnership with YouGov, this quarterly tracker uncovers the truth behind the hype: who’s adopting AI, who isn’t, where trust and confidence are lagging, and what it all means for the future of search, content, and digital marketing.

Download your copy now

[H3] Interested in how we’re helping clients get found in AI search results? Find out more about our approach to AI Search & GEO.