It was some new grouping of people who did what he did. They lived with writing articles, they did for several SEO companies at the same time, for days they invented texts on products and tried to be creative, as they encouraged them to do their proofs. While he was not a copywriter, he just wrote such invisible articles on sites that wanted to be visible in the basic Internet search engines. He understood only the basics, and that it was named Linkbuilding.
With PR articles it did not have much in common, it was much easier to write a short text, which no one except the proofreader read, than to open the article, which will be under the statement or product on the website or online stores. He tried to make originality and not fool himself.