Estelle Slabbert is Head of Off-Site SEO at SUSO Digital, based in Poland, where she leads clients’ link acquisition, digital PR and brand authority work.
She came to search from public relations, with 15 years in PR behind six years of agency search experience. That background shapes how she works: placements are judged on editorial merit and topical relevance rather than metrics alone, and campaigns are built on stories publishers actually want rather than volume targets.
Much of her current attention goes to AI search visibility: understanding which sources large language models draw on, and where a brand needs to be present in order to be surfaced and cited in AI-generated answers. It is a natural extension of her work: being mentioned in the right places by the right people has always been a PR discipline, and the mechanics have simply changed.
Alongside this she remains firmly evidence-led, concentrating authority on the pages closest to commercial return rather than producing a tidy-looking link report.
