Attention Digital

Effective marketing solutions for service-based businesses looking to: 
✅ Establish their business online
✅ Position themselves ahead of their competition 
✅ Keep their sales teams busy 
✅ Automate their marketing and lead generation
✅ Predictably grow

As an agency, we deliver the above through the following services: 
💻 Website design & development 
📈 Funnel Creation & Lead Management 
🚀 PPC & Meta Ads 
📲 Social Media Management

Co Director

Digital Marketing | Web Design | Entrepreneurial Insight

Marketing has been given a bad name… too many bad apples have given people the wrong idea. When in truth, marketing is an important part of any successful business growth.

Confusing buzzwords, pointless metrics, terrible communication & uncertainty on your return.

We get it... every day we speak to people who are simply fed up with the outdated agency model.

Marketing should be simple, it should give you the confidence to grow your business, without the worry that you're wasting your precious time and money.

We deliver this confidence to our clients in two core areas…

1) Open communication & collaboration

Whether you're looking for a website that shows you in your best light and brings you consistent leads, or launching an ad campaign to generate new revenue, we make it our responsibility to understand your business goals and look at the bigger picture so we can work towards the right solution.

Our objective is never to “say yes” for the sake of a sale. In fact, if we’re not confident that we can help you, or that the service is a good fit, we’ll be forward with that and guide you towards what is.

2) Transparency

The biggest reason why our clients work with us for so long is because we keep them in the loop, acting as a partner to their business. We make it crystal clear what’s working and what’s not, and work with you to improve both.

As a result, we have unmatched retention - We’ve even won an award for consistently driving exceptional client results, just like the ones below:

- £180k worth of qualified pipeline in just 60 days for a private clinic
- 7.8x return on ad spend for a local injury centre
- 68 sign-ups direct from their website in 5 weeks for a local gym

Here’s what our clients have to say:

“Super proactive with amazing attention to detail... I have 100% trust in Attention Digital and would definitely recommend.”

“Put simply, Attention Digital was 10/10… Everything was transparent, professional and clearly communicated.”

"We were really impressed with their professionalism, creativity, and attention to detail... I would highly recommend Attention Digital to anyone looking for a web design and consultancy company."

👉 Ready to gain confidence in your marketing & website?

Message me “Partner” or book a call directly through the link below - let's see if we’d be a good fit.

Kieran Wallworth

Shayne Williams

🚀 Scaling Businesses | Acquiring & Exiting Profitably | Growth & M&A Strategy

I help founders and business owners scale, acquire, and exit strategically, leveraging omnichannel marketing, brand positioning, and M&A expertise to maximise business value and drive high-ticket growth.

Who I Am & What I Do?

As the Founder of SugarNova and Owner of Glossy PR, I specialise in scaling high-end brands and startups through strategic marketing, PR, and digital growth solutions. I’ve spent years mastering paid ads, PR, SEO, CRO, and revenue optimisation, helping businesses dominate their industries and become high-value assets.

Beyond marketing, I have extensive experience in mergers & acquisitions (M&A) and business investing, where I help companies increase market share, optimise operations, and prepare for high-value exits or investment opportunities.

What We Do at SugarNova & Glossy PR
✅ Omnichannel Digital Marketing & Paid Ads
We build high-converting ad campaigns across Google, Facebook, Instagram, and LinkedIn, maximizing ROI and revenue growth.

✅ SEO & Content Marketing
We help brands dominate search engines and generate organic traffic that converts, positioning them as industry leaders.

✅ Public Relations (PR) & Brand Authority
At Glossy PR, we secure premium media coverage, ensuring your brand is seen in top publications and positioned as an authority in your space.

✅ Conversion Rate Optimization (CRO) & Customer Journey Mapping
We turn traffic into paying customers by optimizing user experience and sales funnels for higher conversion rates.

✅ Social Media Strategy & Influencer Partnerships
We craft engagement-driven social media campaigns and partner with top influencers to amplify your brand’s reach.

✅ Brand Development & Market Expansion
We help brands launch, scale, and enter new markets, ensuring sustainable, long-term growth.

✅ M&A & Business Investing
I assist business owners in:

Acquiring, optimizing, and scaling companies.
Preparing businesses for high-ticket exits or investment opportunities.
Investing in scalable ventures and aligning growth strategies for maximum valuation.

Why Work With Me?

I combine marketing, revenue growth, and M&A strategies to create scalable, high-value businesses. Whether you want to scale, acquire, or exit, my approach ensures your business is positioned for maximum success.

💡 Let’s Connect → If you're a founder, investor, or business owner looking to scale fast, acquire companies, or prepare for a high-value exit, let’s talk.

Founder

Your competitor just got recommended by ChatGPT.

You’re still sitting at #1 on Google.

Only one of you is getting picked in the new buying journey.

Search and AI recommendations are now two different contests:

Google cares about indexing and ranking pages
LLMs care about trusted facts, sources and entities

If you’re not feeding good data into that second system, you simply don’t exist there.

Here’s what we’re seeing move the needle when brands want AI systems (ChatGPT, Perplexity, SGE/AIO, voice assistants) to recommend them instead of whoever shouts loudest:


1. Facts over adjectives

Models look for clear, machine-usable facts, not mood boards.

“Mesh back, aluminium frame, 135kg capacity, 12-year warranty”
beats
“luxury ergonomic chair with premium materials”.

If the spec isn’t explicit, the model can’t confidently recommend you.


2. Third-party proof

One strong mention in a credible publication or comparison guide often outweighs 50 of your own blog posts.

Authoritative sources = higher chance you’re surfaced in:

AI Overviews
“Best X for Y” responses
Assistant-style product recommendations

This is where PR + digital PR is now doing double duty: human trust and LLM trust.


3. Consistency across the stack

If your price, size, ingredients, claims or guarantees are different on:

your site
Amazon / marketplaces
retailer listings
review sites

…models will default to a safer, more consistent competitor.

Treat every listing as a single source of truth, not separate experiments.


4. Fresh, timestamped information

LLMs and AI search surfaces are biasing to recent, dated information – especially in categories where things change fast (regulation, ingredients, formulations, offers).

If your last meaningful update was in 2022, you’re easy to skip.


5. Structured data and entity clarity

Schema markup, clean product feeds and clear entity relationships make you machine-readable:

Product, Offer, Review schema
Brand, organisation, founder entities aligned across site, Wikidata, social, press
Clear category language that matches how people search

This is what lets models “understand” your brand as the answer for a specific problem, not just another URL.

When an AI system recommends your product, it lands as trusted advice, not an advert.

That’s why at SugarNova we don’t treat PR, SEO and paid as separate hobbies:

PR builds the sources that models' trust
SEO structures the facts they can read
Paid pushes live demand through that trust layer

If your media coverage, content and product data aren’t feeding into how LLMs see your brand in 2026, you’re handing recommendations to your competitors for free.

We can fix that Glossy PR & SugarNova | Scaling Brands with Omnichannel Ads, PR, SEO, CRO & Strategic Acquisitions for Growth 🚀

PR That Earns Trust and Credibility, SEO That Ranks, Paid That Scales, CRO That Converts 📈 Helping Brands Lower CAC, Increase ROAS & LTV While Strengthening Valuation | Omnichannel Marketing Specialist and M&A Investor

Search has changed more than most brands realise

Most brands are still optimising for “10 blue links”.

Users aren’t.

They type full questions into:
	•	Google (AI Overviews)
	•	ChatGPT / Perplexity
	•	TikTok search
…and expect one clear answer, not a list.

Those systems don’t just scan keywords. They build a picture of entities:
	•	your brand
	•	your founder
	•	your products
	•	your location
	•	the topics you talk about

Then they decide who they trust to answer.

If your brand is barely mentioned in credible places, you’ll be missing from those answers even if your SEO looks “fine” on paper.

From 2026 onwards, the question isn’t just:

“What do we rank for?”
It’s:
“When someone asks an AI about our category, do we get mentioned at all?”

That’s where PR-led, entity-led SEO starts to matter.

If you want to walk through what this looks like for your brand, connect with us at Glossy PR or send me a DM.

Reposting this from the team at Glossy PR because it captures a really important shift.

Trends like “looksmaxxing” are not just social media buzzwords. They are shaping how young people see themselves, how they relate to their bodies and what they think they need to “fix” to be accepted.

That is why we put clients like Dr Candice O’Neil into these conversations.

From a growth and positioning point of view, expert comment like this does three big things:
	•	It anchors you to real, live issues your audience already cares about, rather than abstract theory
	•	It builds deep trust fast, because readers see you framed as the calm, evidence based voice in a noisy space
	•	It creates assets you can plug into your site, enquiry flows, workshops and speaking pitches long after the headline has moved on

For psychologists, coaches and specialist clinicians, this is what good PR looks like in 2026. You are not chasing vanity logos. You are becoming the expert editors and producers rely on when the topic actually matters.

If you want that level of authority for your practice or brand this year, I am happy to map out what a sensible PR and SEO plan could look like for you.

Looksmaxxing is everywhere right now.

From viral TikToks to long-form YouTube breakdowns, young people are being told to optimise every inch of their appearance, often without any real discussion of the psychological cost.

After @androgenic’s video took off, our client Dr Candice O’Neil stepped in to unpack the social media frenzy around looksmaxxing and what it is doing to young people’s self esteem and identity 🧠

Why this kind of coverage matters for psychologists and experts:
	•	It puts you at the centre of a live cultural conversation, not just evergreen topics
	•	It lets you translate complex psychology into clear, accessible guidance for a mainstream audience
	•	It positions you as the trusted voice that editors and journalists turn to when a trend turns harmful

This is how we think about expert-led PR at Glossy PR. Not noise for the sake of it, but timely comment that protects audiences, builds authority and can be reused across your website, funnels and talks.

If you are a psychologist, therapist or specialist who wants your work to show up in the titles your clients already read, let us talk about your 2026 PR plan.

How we’re treating SEO, PR and AEO at SugarNova

At SugarNova we’ve stopped treating SEO and PR as separate lanes.

For clients spending serious money on growth, our model now looks like this:

1️⃣ Define the commercial questions that matter
	•	The ones your board cares about: 
“Who do people see as the leader in [category]?” 
“Where do they get advice before buying?”

2️⃣ Aim PR and SEO at the same themes
	•	PR: expert commentary and stories placed in titles AI already trusts.
	•	SEO: entity-led site structure, content and schema built around those themes.

3️⃣ Monitor AEO & GEO, not just rankings
	•	Regular checks across AI Overviews, ChatGPT, Perplexity and TikTok search.
	•	Track how often you’re mentioned and how you’re described.
	•	Adjust angles and content when competitors start to dominate the answers.

4️⃣ Measure it in board language
	•	Share of Answer
	•	Authority / DR and Top-3 share on money terms
	•	Branded + category search growth
	•	Assisted revenue from organic and PR-led traffic.

If you’re using separate agencies for PR and SEO, this is very hard to coordinate.

If you want one operating system that treats PR, SEO and AEO as parts of the same engine, that’s what our group is built for.

Happy to share how we’re structuring this in practice if you’re running £100k+/month through your channels and want a cleaner way to measure it.

SugarNova | Scaling Brands with Omnichannel Ads, PR, SEO, CRO & Strategic Acquisitions for Growth 🚀

If your brand is invisible to ChatGPT, it is slowly becoming invisible to your customers, too.

LLMs are not thinking. They are pattern matching!

They look at:
	•	Which brands show up in credible articles
	•	Which experts are consistently quoted on the same topics
	•	Which sites have clean, structured answers and strong backlinks
	•	Which names appear again and again in trusted sources

That is exactly what good PR and smart SEO are built to do.

At Glossy PR we now treat PR as:
	•	An AI visibility strategy
	•	An AEO (Answer Engine Optimisation) lever
	•	A way to train algorithms to recognise you as the authority in your niche

For beauty, wellness and DTC brands, that means:
	•	Your products appear in the round ups buyers and bots both pull from
	•	Your founders are quoted as experts on the questions people actually ask
	•	Your site structure and content make it easy for LLMs to lift and surface you in answers

PR is no longer just “nice logos on a deck”. It is how you teach AI and humans what you should be trusted for.

If you want 2026 to be the year LLMs actually say your brand name when people ask for recommendations, I am happy to map out what that looks like for you.

Drop me a message here to book a strategy call.

HOW TO MAKE YOUR BRAND SHOW UP IN LLM SEARCHES 👆

AI is quickly becoming a primary discovery tool in beauty and wellness.
When consumers search through LLM platforms, results are pulled from patterns across the internet...media coverage, expert commentary, educational content, and consistent niche positioning.

PR today isn’t just about press.

It’s about building authority that algorithms recognise and surface.

Save this for your 2026 visibility strategy and follow for smarter beauty & wellness PR insights.

Google isn’t guessing anymore.
It’s rewarding pages that make both users and AI systems look smart.

Here are 20 on-page + on-SERP signals we’re seeing move the needle for clients in 2026:
	1.	Search intent match – page actually answers the query, not just repeats the keyword.
	2.	Topic depth – covers the full task the user is trying to complete, not a 600-word skim.
	3.	EEAT signals – clear author/about info, real brand, real proof.
	4.	Primary keyword + variants – used naturally in title, intro, H1 and body.
	5.	Entity optimisation – products, people, places and categories expressed in the way Google/LLMs understand.
	6.	Internal linking – clean hub → spoke structure with descriptive anchor text.
	7.	Structured data – FAQ, Product, Article, Organisation, Review schema to power rich results and AI overviews.
	8.	Page experience / Core Web Vitals – especially LCP & CLS on mobile.
	9.	Mobile-first layouts – built for thumb-scroll, not desktop shrunk down.
	10.	Fast load – actual TTFB and real-user speed, not just lab scores.
	11.	Image alt text – descriptive, accessible, non-spammy.
	12.	Media compression – images and video optimised so pages don’t crawl.
	13.	Logical URL structure – short, human readable, reflects the site architecture.
	14.	H1/H2/H3 structure – scannable, reflects the way a human would ask follow-up questions.
	15.	Freshness – regular updates where the topic demands it (prices, regulations, trends).
	16.	Readability – clear language, short sections, real examples.
	17.	Helpful FAQ – based on actual search queries and support tickets, not filler.
	18.	AI suitability check – content answers the type of follow-up questions LLMs surface in AEO (clarifications, comparisons, “what next?”).
	19.	Genuine click-worthy title – promise is clear and honest, no clickbait.
	20.	Compelling meta description – written for humans to choose you in a crowded SERP.

These aren’t “nice-to-haves”.

They’re the signals Google and LLMs use to decide:
	•	whose answer appears in AI Overviews / Search Generative Experience
	•	whose brand gets cited when people ask assistants for recommendations
	•	whose product pages still get clicked when comparison sites and marketplaces crowd the SERPs

Skip a handful of these and:
	•	You might still index
	•	but you’ll struggle to win traffic, clicks and assisted revenue in 2026.

What we’re seeing across SugarNova’s clients:
	•	Simple on-page fixes + entity clean-up
	•	Mapped directly to real search demand and PR coverage

…often outperform “more content” or “more links”.

Start with intent and entities.
End with a title and meta that deserve the click.

If your SEO still looks like a 2019 checklist, it’s leaving money (and AEO visibility) on the table.

💬 If you want your PR, SEO and paid search working off the same list of queries and entities, not three different playbooks... That’s exactly how we build it at SugarNova | Scaling Brands with Omnichannel Ads, PR, SEO, CRO & Strategic Acquisitions for Growth 🚀

When major policy shifts hit the news, most people get noise.
The right experts bring clarity.

Our client, educational psychologist Dr Ahmar Ferguson, was featured in The Daily Mirror discussing how proposed SEND reforms could affect children, parents and teachers.

From my side as an agency owner, this is exactly what I mean by strategic PR.

Not chasing headlines for the sake of it.
But placing credible expertise into a live national conversation at the moment people are paying attention.

Coverage like this does three things that matter for expert-led practices:
	•	It turns complexity into clarity
Families and educators need grounded explanations, not hot takes. This is how you build trust at scale.
	•	It positions you as the go-to voice
When journalists are covering a serious topic, they do not want opinion. They want authority. The experts who show up here become the ones they call again.
	•	It creates reusable proof
One Mirror feature becomes:
• a trust signal on your website and enquiry flows
• content you can share with schools, parents and partners
• a credential that supports talks, tenders and future media

This is why PR for psychologists, consultants and specialist practitioners is not about vanity.
It is about being visible in the right place, at the right time, with something meaningful to say.

If you are building an expert-led practice and want your work to show up in the titles your clients already read in 2026, drop me a message and I will walk you through what that could look like with Glossy PR.

When major education policy shifts, expert voices matter.

Our client, educational psychologist Dr Ahmar Ferguson, spoke to The Daily Mirror about how proposed SEND reforms could affect children, parents and teachers.

This is exactly what strategic PR should do:
• connect expert insight to a live national conversation
• make complex issues easier for the public to understand
• position the right expert as a trusted voice when the story matters most

For psychologists, consultants and specialist practitioners, this is how PR moves beyond “visibility” and into real authority.

A strong example of turning industry news into timely, credible media coverage.

How PR actually feeds AI answers and SEO

A lot of brands still think PR is just “nice coverage” and a logo strip.

Here’s what it does under the surface:
	•	Editorial PR puts your brand and founder on high-authority domains that LLMs already crawl and reference.
	•	Repeated expert quotes help these systems decide who sounds like a credible source on a topic.
	•	Those same articles give you:
	◦	stronger backlink profile
	◦	better Authority / DR
	◦	more branded and category search over time

So the sequence looks like this:
PR win → trusted citation → stronger authority → more presence in AI answers and organic search.

That’s why we don’t run PR and SEO as separate jobs. 
We decide which topics you want to “own”, then aim both PR and SEO at those themes.

The result isn’t just a nice press page. 
It’s a brand that keeps showing up in the short answers AI tools generate.

You cannot smell a room spray through a screen.
That is why proof matters.

One of the hardest things about building a home fragrance brand is simple.
Online, people cannot experience the product the way you wish they could.

That is exactly why I push so hard for the right kind of PR for brands like ROSARD PARFUM

Their Amber Dunes Room Spray was recently featured in wearemotherplus weekly picks. On the surface, it is one more lifestyle mention. In reality, it gives Rosard three big advantages:

1. Credibility you cannot claim on your own
When a trusted platform curates your product, it stops being “we are special, trust us” and becomes “this is worth your attention” from a voice your customer already respects.

That external validation is what moves someone from interest to intent.

2. Editorial proof you can plug in everywhere
One small feature becomes:

“As seen in wearemotherplus” on product pages
A social proof tile in email flows
A line in paid creative and UGC
A screenshot for social content

All doing the silent job of answering the question:

“Is this actually any good?”

Before people reach for their card.

3. Search and AI visibility that compounds
Another mention. Another quality link. Another signal to Google and AI tools that Rosard is a real, trusted brand in the home fragrance category.

That is how you slowly win:

Higher organic rankings
Stronger branded search
Better odds of being surfaced in AI-generated answers

For early-stage beauty, home and wellness brands, this is why I will always argue that smart PR and SEO should sit in place before you start throwing a heavy budget at ads.

Paid traffic should not be dragging a cold, unproven brand up a hill.
It should amplify something that already looks credible and feels trustworthy.

If you want this level of proof working alongside your paid and retention channels in 2026, I am happy to walk you through how we approach it at Glossy PR and SugarNova | Scaling Brands with Omnichannel Ads, PR, SEO, CRO & Strategic Acquisitions for Growth 🚀.

You cannot smell a room spray through a screen. That is why proof matters.

One of the challenges with building a home fragrance brand is simple: online, people cannot experience the product the way you wish they could.

That is exactly why I push so hard for the right kind of PR for brands like Rosard Parfum.

Their Amber Dunes Room Spray has just been featured in wearemotherplus weekly picks. On paper, it is one more lifestyle mention. In practice, it gives Rosard three serious advantages:

𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱 𝗰𝗮𝗻𝗻𝗼𝘁 𝗰𝗹𝗮𝗶𝗺 𝗮𝗹𝗼𝗻𝗲
When a trusted platform curates your product, it is no longer just you saying “we are special.” It is someone your customer respects backing up that story.

𝗘𝗱𝗶𝘁𝗼𝗿𝗶𝗮𝗹 𝗽𝗿𝗼𝗼𝗳 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗽𝗹𝘂𝗴 𝗲𝘃𝗲𝗿𝘆𝘄𝗵𝗲𝗿𝗲
That one pick can sit on product pages, in email flows, in paid creative and across social tiles. It quietly does the heavy lifting of “is this worth it?” for new customers.

𝗦𝗲𝗮𝗿𝗰𝗵 𝗮𝗻𝗱 𝗔𝗜 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀
Another mention, another link, another signal that Rosard is a real, trusted brand in the home fragrance space. That feeds Google, AI search and long-term discoverability.

For early-stage DTC brands, this is why I will always argue that smart PR and SEO should sit in place before you throw a heavy budget at paid. You need something for your ads to lean on.

If you are building a beauty, home or wellness brand and want this level of proof working alongside your paid and retention channels in 2026, I am happy to talk through what we do at Glossy PR and SugarNova.

This is exactly why I always say the right PR is not a “nice to have”. It is leverage.

Our client Rachel Solway has just landed a 4-page editorial feature in Women’s Fitness, one of the most respected fitness titles in the world.

And let’s be honest, if you tried to buy that level of space advertorially, it would cost a small fortune.

The difference is this:
Editorial carries weight that money alone cannot buy.

Because when a title like Women’s Fitness gives you four pages, it is not just giving you visibility. It is giving you:
	•	Credibility 
You are no longer “another coach on Instagram”. 
You are the coach a major editorial team has chosen to spotlight.

	•	Depth 
A four-page spread gives space to explain your philosophy, methods and results properly. 
Not just a soundbite, but substance.

	•	Longevity 
This is now an asset Rachel can use across:
	◦	her website
	◦	sales funnels
	◦	email marketing
	◦	social proof
	◦	future podcast and media pitches

That is what great PR does. It takes your expertise and puts it in front of the right audience, in the right context, with the kind of third-party authority that changes how people see you.

It is also why working with an agency that already has strong editorial relationships matters so much. Trust is built over time. 

Journalists come back to the people and agencies that bring them the right voices, at the right moment, in the right format.

Huge congratulations to Rachel. This is a serious win and exactly the kind of coverage that compounds for years.

If you are a coach, expert or founder and want this level of credibility working for your brand in 2026, let’s talk.

This one is huge, so let’s treat it that way 👇

@rachelsolwaylevelup has landed a 4-page feature in Women’s Fitness – one of the most respected fitness magazines in the world. 💪✨

Inside, Rachel walks readers through her approach to training, nutrition and sustainable transformation, the exact methods she uses with her clients every day.

A moment like this does more than “look good in press”:
	•	Puts her coaching philosophy in front of a global, health-conscious audience
	•	Builds instant authority in one of the most competitive industries online
	•	Becomes an asset she can use across her website, funnels and socials for years

Huge thank you to @loulou_nutrition and the Women’s Fitness team for spotlighting Rachel and her work. 🙌

This is what strategic PR looks like when it really lands.

Hot take from the other side of the table: getting press is the easy part.

Being ready for it is what separates brands that scale from brands that scramble.

I get messages every week that say: 
“We want Vogue.” 
“We want GQ.” 
“We want The Telegraph.”

My answer is always the same:
Yes. But what if you are featured?

Because press is not just a logo you stick on your homepage. It is a stress test.

The moment a big piece lands, it exposes the truth of the business:
 • Can you ship fast and reliably if demand spikes overnight?
 • Are your assets actually press-ready (clean PNGs, pack shots, lifestyle)?
 • Are your claims compliant and defensible if a journalist questions them?
 • Does your website convert cold traffic, or does it leak sales?
 • Are stock, customer service and returns built to handle attention?
 • Is the founder story and positioning strong enough to make sense to an editor?

PR does not create a great brand. It amplifies what is already there.

So yes, we can get you featured. The real question is: will you be ready when it lands?

If you want an honest “press readiness” audit and a plan to turn coverage into SEO lift and sales, book a strategy call Glossy PR.

Hot take: getting press is the easy part.

Being ready for it is what separates brands that grow from brands that panic.

Everyone wants Vogue.
Very few brands are ready for Vogue.

Because press is not just a logo. It is a stress test.

Before we pitch you, we need to know you can handle what comes with it:
	•	Can you ship fast and reliably if demand spikes?
	•	Are your product images actually press-ready (clean PNGs, pack shots, lifestyle)?
	•	Are your claims compliant and defensible?
	•	Do you have a site that converts once the traffic hits?
	•	Do you have stock, customer service and a returns process that will not collapse under attention?
	•	Do you have a founder story and positioning that makes sense to an editor?

PR does not create a great brand. It amplifies what is already there.

So yes, we can get you featured. The real question is: will you be ready when it lands?

Want us to tell you the gaps? Book a strategy call.

AI does not care how many times your website calls you “trusted”.
It cares whether the internet agrees.

When buyers ask ChatGPT things like:
	•	“Best collagen brand in the UK?”
	•	“Most credible electrolyte brand?”
	•	“Skincare brands worth the money?”

LLMs pull patterns from the web. The brands that show up have signals, not slogans:
	•	Credible media mentions
	•	Expert quotes that define what they are known for
	•	Consistent niche positioning across multiple sources
	•	Trusted backlinks
	•	Clear, helpful answers on their site

This is why I keep saying PR has changed.

It is no longer just about getting you press. It is about building an authoritative footprint that makes:
	•	SEO stronger
	•	paid conversion cheaper
	•	first-time buyers trust faster
	•	AI tools more likely to name you in recommendations

At Glossy PR, we build PR with the end in mind: business outcomes.

If you are a DTC beauty, health or wellness brand and want to know what your “authority footprint” looks like right now, message me, and I will tell you the gaps to fix first.

AI does not care how many times you call your brand “trusted”.

It cares about evidence.

When buyers ask ChatGPT or other AI tools: 
“Best collagen brand?” 
“Most credible electrolyte brand?” 
“Which skincare brand is actually worth it?”

The answers are pulled from patterns across the internet, not your tagline.

Here is what those systems lean on:
	•	Media mentions in reputable publications
	•	Expert quotes that clarify what you stand for
	•	Clear niche positioning repeated consistently
	•	Trusted backlinks that signal authority
	•	Useful answers on your site that make you easy to cite

This is why PR has changed.

It is no longer just about “getting you press”. It is about building an authority footprint that helps you:
	•	convert more first-time buyers
	•	lower CAC by warming traffic before it hits your site
	•	improve SEO and AI visibility
	•	make paid, email and landing pages perform harder

At Glossy PR, we build PR with the end in mind: commercial outcomes. 

The goal is not a logo on a slide. 
The goal is a brand that the market and machines recognise.

If you are a UK DTC beauty, health or wellness brand doing £20k+ MRR and want to build authority that compounds into SEO and sales, book a strategy call, and we will map the gaps and the plan.

book.glossypr.com

Mother’s Day is not just a sales moment.

It’s an authority moment.

Most DTC brands treat key dates like short-term spikes.
The smarter brands treat them like long-term SEO assets.

Because when your brand shows up in Mother’s Day edits, gift guides and seasonal coverage, you do not just get a nice logo.

You earn compounding signals that keep paying you back:
	•	High-authority backlinks that lift rankings
	•	Branded search growth as people look you up by name
	•	Category association in Google and AI search (“best gifts for mum”, “self-care gifts”, “skin health”)
	•	Trust assets you can plug into PDPs, landing pages, email flows and paid ads

This is the flywheel we build at Glossy PR × SugarNova:

PR earns trust → SEO keeps you discoverable → CRO converts cold traffic → Paid scales what works

And in 2026, it is not just about Google.

AI search tools and LLMs pull from the same patterns:
credible media mentions, expert quotes, clear positioning and useful answers on your site.

If you are a beauty, health or wellness brand, Mother’s Day is a chance to build visibility that lasts long after the date passes.

If you want a key-date plan that turns seasonal moments into year-round authority and stronger unit economics, drop me a message and I’ll show you what we would do.

Glossy PR SugarNova | Scaling Brands with Omnichannel Ads, PR, SEO, CRO & Strategic Acquisitions for Growth 🚀

SugarNova | Scaling Brands with Omnichannel Ads, PR, SEO, CRO & Strategic Acquisitions for Growth 🚀

View company: SugarNova | Scaling Brands with Omnichannel Ads, PR, SEO, CRO & Strategic Acquisitions for Growth 🚀

Mother’s Day is not just a sales moment.
It is an authority moment.

Most brands treat seasonal dates like short-term campaigns. The smarter brands treat them like long-term SEO assets.

Because every Mother’s Day feature, gift guide mention and editorial round-up can create:
	•	high-authority backlinks
	•	branded search lift
	•	category association (“best gifts for mum”, “self-care gifts”, “skin health”)
	•	content that ranks year after year
	•	proof that boosts conversion when paid traffic lands

This is the omnichannel flywheel we build at SugarNova × Glossy PR:

PR earns the trust → SEO keeps it discoverable → CRO converts it → Paid scales it

And in 2026, this goes beyond Google.

AI search tools and LLMs lean on the same signals:
credible mentions, consistent positioning, trusted sources and clean answers on your site.

If you are a DTC beauty, health or wellness brand, Mother’s Day is a chance to build visibility that lasts long after the date passes.

If you want us to map the angles, content and press calendar that turns key dates into compounding SEO, drop a message.

Looksmaxxing is not just another TikTok trend.
It is quietly rewiring how young people measure their own value. 🧠

That is why I am so proud to see our client, Dr Candice O’Neil, featured in Patient breaking this down properly… Not with panic, but with evidence and context.

She covers:
	•	What looksmaxxing actually is (beyond the viral sound bites)
	•	How it can chip away at self-esteem, relationships and identity
	•	The warning signs parents, partners and friends should be paying attention to

From my side, this is a perfect example of what good PR looks like for experts and clinicians:
	•	Right topic – culturally relevant, emotionally charged, genuinely useful
	•	Right title – a trusted health platform where readers are looking for guidance, not gossip
	•	Right positioning – you become the calm, credible voice in the middle of the noise

For psychologists, therapists and specialists, this kind of coverage does three things at once:
1️⃣ Protects the public with clear, accessible education
2️⃣ Builds authority in the titles your ideal clients already trust
3️⃣ Creates assets you can plug into your website, funnels, talks and workshops

If you want 2026 to be the year your expertise shows up in places like Patient, not just on your own socials, that is exactly what we do at Glossy PR.

📩 Drop me a message or visit book.glossypr.com and we can map out what an expert-led PR strategy would look like for your practice or brand.

Looksmaxxing is not just another TikTok buzzword.
It is changing how young people see their faces and their worth. 🧠

Our client, Dr Candice O’Neil (@ontic.psychology), has been featured in Patient, unpacking:
✨ What looksmaxxing really is
✨ Why it can be harmful for self-esteem and relationships
✨ The red flags to watch for if you are a parent, partner or friend

Coverage like this matters because it takes a viral trend and provides people with clear, evidence-based guidance rather than adding more pressure to “fix” themselves.

We are proud to see Candice leading this conversation in a trusted health title.

Ads can get the click.
PR helps close the sale.

I see this constantly with DTC brands.

Founders and CMOs assume the answer to rising CAC is:
more creative, more spend, more testing.

Sometimes it is.

But more often the real issue is simpler:

You can buy attention.
You cannot buy belief.

When someone lands on your site from Meta, TikTok or Google, they are not thinking:
“Is this ad good?”

They are thinking:
	•	Is this brand legit?
	•	Why should I trust it over the other 10 options?
	•	Is it worth the price?
	•	Has anyone credible validated it?

PR is how you answer those questions at scale.

Because it gives you a proof stack your paid traffic can lean on:
	•	“As seen in” trust markers that reduce hesitation
	•	Awards and third-party endorsements that justify premium pricing
	•	Authority backlinks that lift SEO and branded search
	•	Better PDP and landing page conversion
	•	Lower acquisition cost because trust does the heavy lifting, not discounts

The best brands do not choose between PR and performance marketing.

They build the flywheel:

PR earns trust → SEO compounds it → CRO converts it → paid scales it.

If your CAC is creeping up, your ads might not be the problem.
Your proof stack is.

If you want us to implement this properly inside your brand in 2026, book a strategy call and we will map the gaps and the plan.

Ads can get the click.
PR helps close the sale.

If paid is your main growth lever right now, here’s the blind spot most brands miss:

You can buy attention.
You cannot buy belief.

When someone lands on your site from Meta, TikTok or Google, they are not asking: “Is this ad good?”

They are asking:
• Is this brand legit?
• Why should I trust it over the other 10 options?
• Is it worth the price?
• Has anyone credible validated it?

PR is how you answer those questions at scale.

It gives you:
• “As seen in” proof that reduces hesitation
• Awards and third-party endorsements that justify premium pricing
• Authority backlinks that lift SEO and brand search
• Stronger conversion on PDPs and landing pages
• Cheaper acquisition because trust does the heavy lifting, not discounts

The best brands do not choose between PR and paid.

They build the flywheel:
PR earns trust → SEO compounds it → CRO converts it → paid scales it.

If your CAC is creeping up, your ads might not be the problem.
Your proof stack is.

Want your ads to convert better? Build authority first!

If you want us to implement this within your brand, book a strategy call with us. 🖥️

PREDICTION: Gartner says that PR and earned media budgets will DOUBLE by 2027... and the reason why should matter to every marketer still pouring money into paid channels.

Their latest report lays it out: mass adoption of AI as a replacement for traditional search is going to force a fundamental reallocation of marketing spend away from paid, toward earned.

THE EVIDENCE:
Between the first half of 2024 and the first half of 2025, ChatGPT traffic grew 608%, while Google and Bing both declined.

Muck Rack's research shows that more than 95% of links cited in AI-generated answers come from non-paid sources, with half of all AI citations coming from content published in the last 11 months. And per Semrush, AI search visitors convert at 4.4x the rate of traditional organic search.

We've been watching this play out with our own clients... one saw 38% of their leads this year come directly from earned media surfacing in ChatGPT queries (we got them in the NYT, WSJ, Wired, Forbes, TechCrunch, and others).

WHAT THIS MEANS:
Gartner is essentially telling CMOs: the channel your customers use to find you is changing to AI, and earned media is what AI trusts.

Brands still treating PR as a "nice to have" line item below paid media and SEO are in store for an awakening (I was going to say “rude awakening”, but that would be… rude).

For PR teams already doing the work, every placement you secure isn't just building credibility with human readers anymore; it’s informing the AI systems that are increasingly deciding which brands get recommended and which ones don't exist.

And for marketers who spent the last decade buying their way into "earned-looking" content... native ads, sponsored posts, advertorials pretending to be editorial... AI is seeing right through it.

THE NEW REALITY:
We're watching a once-in-a-generation shift in how people discover brands.

The companies investing in real earned media (that is, true third-party validation) are the ones building a moat.

Every month without it?

Good luck catching up.

Most brands still think PR is a “nice to have”.

I see it as one of the cleanest SEO and AI visibility plays you can make.

This is what SEO from PR actually looks like:

Not generic backlinks.
Not guest posts.
Real mentions and links from high-authority publications Google already trusts.

When your brand is featured in places like The Evening Standard, The Independent, Marie Claire and other tier-one titles, you earn two types of authority at the same time:
	1.	Authority with customers
Third-party validation that makes people trust you faster and hesitate less.
	2.	Authority with algorithms
Backlinks and brand mentions from domains with serious weight, which strengthens your whole site over time.

That matters in the short term because it can:
	•	lift rankings for key product and category terms
	•	increase branded search
	•	improve conversion because visitors arrive warmer

It matters in the medium term because:
	•	your domain becomes stronger
	•	you rely less on paid to stay visible
	•	your content starts ranking faster and sticking longer

And it matters in the long term because search is changing.

AI-led discovery is becoming the front door.

LLMs and answer engines learn what to recommend from patterns across the internet:
	•	repeated media mentions
	•	consistent niche association
	•	trusted sources
	•	clear onsite answers they can cite

So PR is no longer just press.
It’s a compounding authority strategy for Google, AI search and consumer trust.

If you want to build a brand that ranks, converts and gets recommended, this is the game now.

One credible mention at a time.

This is what “SEO from PR” actually looks like.

Not generic backlinks.
 Not guest posts.
 Real links from high-authority publications that Google already trusts.

When your brand is featured in places like the Evening Standard, The Independent, Marie Claire (and other tier-one titles), you earn two powerful things at once:
	1	Authority in the eyes of customers Third-party validation that makes people trust you faster.
	2	Authority in the eyes of algorithms High-quality backlinks and brand mentions from domains with serious weight.

That matters in the short term because it can:
	•	lift rankings for key product and category terms
	•	increase branded search
	•	improve conversion because visitors arrive pre-sold

It matters in the medium term because:
	•	your domain becomes stronger
	•	your site becomes more competitive without relying purely on paid spend
	•	your content starts ranking faster and sticking longer

And it matters in the long term because search is changing.
AI-led discovery is becoming the front door.

LLMs and answer engines learn what to recommend from patterns across the internet:
	•	consistent media mentions
	•	repeated niche association
	•	trusted sources
	•	clear onsite answers they can cite

PR is no longer just press. It is a compounding authority strategy for Google, AI search, and consumer trust.

If you want to build a brand that ranks, converts and gets recommended, this is how you do it.

One credible mention at a time.

Mother’s Day content is usually either sentimental or salesy.

This was neither.

Our client Dr Candice O’Neil has been featured by Bloom & Wild sharing genuinely useful guidance on strengthening your bond with your mum, built around one line I love:

“It’s your parents’ first time living too.”

It reframes the whole conversation.

Instead of defaulting to flowers and a card once a year, Candice talks about simple, practical ways to deepen the relationship in real life:
	•	setting boundaries with love rather than resentment
	•	saying what you appreciate while you still can
	•	navigating family dynamics with more compassion and less performance

From a PR perspective, this is exactly the kind of placement that matters for psychologists and therapists.

Not just because it is a lovely feature, but because it:
	•	puts emotional wellbeing at the centre of a cultural moment people already care about
	•	makes therapy feel warm, human and accessible
	•	positions Candice as the trusted voice a household brand chooses to publish

This is how expert PR works when it is done well.
High fit platform, high relevance topic, and advice that people actually want to save and share.

Huge thanks to Bloom & Wild for spotlighting Candice’s work so thoughtfully.

If you are a psychologist, therapist or specialist and you want your expertise showing up in places your clients already read and trust in 2026, drop me a message and I will talk you through what that could look like with Glossy PR.

“It’s your parents’ first time living too.” 💐

Dr Candice O’Neil @ontic.psychology has shared her tips on how to strengthen your bond with Mum ahead of Mother’s Day, in a beautiful feature with @bloomandwild.

From setting boundaries with love, to actually telling her what you appreciate, Candice offers simple, practical ways to deepen the relationship rather than just defaulting to flowers and a card once a year.

A lovely piece that:
	•	Puts emotional wellbeing at the heart of Mother’s Day
	•	Helps readers navigate real-life family dynamics
	•	Shows therapy as something warm, human and accessible

Huge thank you to Bloom & Wild for spotlighting Candice’s work in such a thoughtful way. 💐✨

What LLMs actually learn from your PR coverage is not what most people think.

It is not: 
❌ Your backlink report 
❌ Your DA score 
❌ The number of logos in your media deck

What tools like ChatGPT actually “remember” is what you are an authority on.

LLMs are constantly crawling onsite and offsite signals to answer four simple questions about your brand:
	•	Who are you
	•	What do you do
	•	What problems do you solve
	•	Can you be trusted with this topic

If your PR does not answer those clearly, you are invisible to the machines, even if your coverage looks impressive on a slide.

For a DTC beauty, health or wellness brand, that means coverage that sounds like:
👉 “Is [ingredient] actually safe for sensitive skin?” 
👉 “How to build a simple, evidence based routine for acne prone skin” 
👉 “The sustainable shower swaps that genuinely protect barrier health”

For clinics and experts:
👉 “How jaw tension really affects your teeth and what to do about it” 
👉 “Subtle signs your relationship is harming your mental health” 
👉 “Menopause symptoms that are actually driven by lifestyle factors”

These are strong headlines because they:
	•	Match how people actually search and ask AI
	•	Anchor your brand to real decisions and worries, not vague awareness
	•	Reinforce topical authority around one problem space
	•	Train both humans and machines to associate you with useful, trusted answers

Here is the bit most brands and agencies miss:
LLMs do not read your PR report. 
They learn from repeated, credible mentions that keep solving the same problem.

They absorb patterns and consistency. 
Same expert. Same category. Same type of question. 
Across multiple titles and your own site.

Modern PR, done properly, is not about chasing attention for the sake of it.

It is about:
	•	Earning memory with humans and algorithms around specific problems
	•	Landing coverage that states, very plainly, who you are and what you are brilliant at
	•	Aligning your site content, schema and About page with the same narrative

That is how PR turns into GEO and AEO in practice. That is how it compounds into cheaper acquisition and stronger brand search.

At Glossy PR, we build campaigns this way for DTC brands, clinics and experts. 

We are not just trying to “get you in the press”, we are training humans and machines to see you as the default answer in your niche.

If you want your 2026 PR to work for AI as well as for people, send me a message and I will walk you through how we would structure that for your brand.

Horror, psychology and why the stories we tell ourselves matter.

One of the reasons I love working with experts is that good PR can take a “niche” topic and show how deeply it sits inside culture.

Our client, Dr Candice O’Neil, has just been featured in Glamour, unpacking Stephen King’s idea that:

“We make up horrors to help us cope with the real ones.”

On the surface, it is a piece about horror and why we are drawn to dark stories.

In reality, it is doing three very important things for Candice and her practice:

1. It places her in the middle of a live cultural conversation
This is not theory in a vacuum.
Candice is talking about fear, anxiety and coping through the lens of horror, true crime and the content people are actually consuming. That is where authority is built now.

2. It turns complex psychology into something everyone can feel
Readers walk away understanding why they are drawn to certain stories and how that might be helping them process real world emotions.
No jargon, no gatekeeping. Just clear explanation and grounded insight.

3. It builds authority that is commercially useful
One well placed Glamour feature becomes:

A trust signal on her website and enquiry flows
A resource she can share with clients and followers
A credential that makes it easier to land future press, podcasts and speaking work

This is exactly how we think about expert PR at Glossy PR.
Not random quotes for the sake of a logo, but high fit stories that:

Educate the public
Build long term authority
Feed SEO, AI visibility and demand

If you are a psychologist, therapist or specialist and you want 2026 to be the year your visibility finally matches your expertise, I am happy to walk you through what this could look like for your practice.

Horror, psychology and why the stories we tell ourselves matter.

Our client, psychologist Dr Candice O’Neil, has been featured in Glamour, exploring Stephen King’s idea that:

“We make up horrors to help us cope with the real ones.”

For psychologists and mental health professionals, a placement like this does three important things:

• Connects your work to culture
Candice is not speaking from an academic bubble. She is bringing grounded psychological insight into a conversation readers are already having about horror, true crime and anxiety.

• Translates theory into everyday language
The piece helps readers understand why they are drawn to dark stories and how that can be a way of processing real world fears. No jargon, just clear, accessible thinking.

• Builds authority you can actually use
One Glamour feature becomes:
– A trust signal on your website and enquiry flows
– A resource you can share with clients and followers
– A stepping stone to further media, podcast and speaking opportunities

This is how we approach PR for experts at Glossy PR. Not random quotes, but high-fit stories that build both public understanding and long-term authority.

If you are a psychologist, therapist or specialist and want 2026 to be the year your visibility matches your expertise, we would be happy to map out what that could look like.

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