Welcome to a new WTSInterview edition, where we interview brilliant SEOs in our industry and share their stories with the world! WTS members are welcome to share their story by simply filling out this form; we encourage folks from all walks of life in our industry to do so.
Introducing Nikki Snell! Nikki is the founder of Press Loft, a PR platform that helps 1,200 brands streamline their press coverage generation around the world. With a background in PR and a passion for innovation, Nikki launched Press Loft to revolutionise how brands and media connect, facilitating over 3.2 million product image downloads by journalists to date.
Known for her expertise in PR automation and product photography, Nikki is dedicated to empowering businesses to secure impactful media coverage more efficiently. When she's not working, Nikki enjoys campervan roadtrips with her family.
After studying anthropology at the University of Kent in 2001, I had no idea what I wanted to do. So I buried my head in the sand and went travelling. Whilst in Australia, nearing the end of my trip, I received a random call from my Dad telling me he has invented a picture hanging product, HangFree. and he wanted me to help set up the business in return for paying for me to do a Marketing course. So I jumped at the chance. I managed every part of the business including setting up the website, handling orders, and even appearing on QVC shopping channel! But it was PR that I loved the most, and I got him lots of great media coverage in interiors publications, which significantly boosted the product's visibility.
As HangFree gained traction, production moved to China, but a significant investment resulted in unsellable units and my Dad said he was going to have to wrap up the business. So he encouraged me to offer PR to other companies, and I (nervously) did a mailshot, aged 23. Within a few weeks I had 10 clients and my first business, zero2one PR was launched focusing on home brands. The agency grew fast and I spent so much time managing pitching to media and curating product images to send to them, that it started the idea for a platform where I could manage this better. So in 2006, I found a developer and the first phase of Press Loft launched.
Over the past 18 years, Press Loft has expanded significantly, evolving from a simple platform into a comprehensive PR tool. It now supports over 1,200 clients and media professionals across 105 countries, offering advanced features like automated image distribution, analytics, and international reach. This growth has cemented Press Loft as a vital resource for brands and media alike, simplifying PR processes on a global scale.
My favourite job in running Press Loft is coming up with ways to make PR more efficient and easy using the latest tech available.
I am constantly on Figma to brainstorm and visualise ideas for the next feature or improvement.... the hardest part is always prioritisation!
My 'aha' moment in SEO was realising just how intertwined backlinks and PR have become. I always knew backlinks were a ranking factor, but it wasn’t until I saw the impact of a well-placed feature in a major publication that I understood their true power. High-quality backlinks from PR campaigns don’t just boost domain authority—they drive traffic, build credibility, and reinforce your brand’s expertise in the eyes of both search engines and users. It was a clear reminder that SEO and PR are more connected than ever in delivering long-term value.
We signed up some huge international retailers this year, (under NDA), and seeing worldwide brands get 100s of pieces of coverage per month via Press Loft makes me very happy!
Focus on building your relationships, go to every event, say yes to all opportunities. The more media you know, the stronger your PR super powers become.
Emma Morton-Turner is someone who inspires me in the media industry. She’s incredibly friendly and welcoming, an excellent teacher, and a highly skilled stylist. Through her platform, InsideStylists.com, she’s built a supportive community for stylists, sharing knowledge and opportunities. She’s a great example of someone who uplifts others while excelling in her own work.
Quick evolution - keep doing what works, drop what doesn't and do this as fast as you can!
----
Thanks, Nikki, for a truly insightful interview!
You can learn more about Nikki and Press Loft on her website and connect with her on LinkedIn.
Check out our Interviews page for more interviews. If you've enjoyed reading this, we'd love for YOU to share your story with the world! Simply fill this form here, we welcome brilliant SEOs from all walks of life! 🙌🏽