you have to increase your wire feed speed to increase heat... they are not two different adjustments
.. What? Incorrect.
You have amperage control and voltage control separate of each other. Wirefeed speed controls your amperage, and voltage is controlled separately. When people refer to turning the "heat" up, they are referring to increasing the voltage. And yes, once you increase the voltage, you must increase the wirefeed speed as the increased "heat" consumes the wire faster and will cause burnback into the tip.
For example, I can weld with 26v at 380ipm AND weld with 28v at 380ipm. The 28v setting will produce a more powerful arc (and give you a pretty good sunburn if you tack up a job at that heat too without gloves or helmet, hazards of the job sometimes).
Referring to SMAW you'd be correct. You have your amperage control on the machine, and you control voltage through your arc length.
And you can either push or pull mig welds. Most prefer pushing because of the possibility of superior penetration and fusion and your welds often come out flatter, which is better. It looks like you pulled this weld because of the amount of spatter that is on it and because of the heavy metal build up.
Just some advice
Couple things: pushing does allow for a flatter bead, but it does not provide superior penetration. I actually push my own welds, but in reality, a properly dragged stringer bead penetrates more than one that has been pushed along. Not much, and for us, not enough to matter, but enough that it IS true.
In a perfect world, a weld is neither dragged nor pulled. Torch angle is a product of our own making to allow us to see the weld better, just like a weave or whip allows us the time to rearrange or produce a rhythm for more consistent welds.