Keyword Research & Content Optimisation

I have extensive experience in these areas, having completed hundreds of keyword research projects and optimized website content and metadata for numerous clients. My expertise spans several industries such as fashion, software, education and fintech.

​

At Wordbank, I collaborated with the adidas marketing team on a major multi-market SEO initiative. I conducted in-depth research on over 10,000 keywords, categorising them by intent and thematic relevance to build a clear content strategy. I then optimised hundreds of UK-market articles, strengthening adidas' organic performance and improving the search visibility of key product and editorial pages. I also managed a team of 6 international SEO specialists in performing the same tasks in other European languages and ensured we delivered a cohesive strategy across the different markets.

SEO Audits

I’ve audited different websites, using a checklist of 120+ items covering things like content optimization, indexing, crawling, redirects, XML sitemaps and more. As part of the auditing process, I made recommendations for clients and prioritized these based on their importance. I collaborated closely with content and development teams to implement fixes. This ensured each site was fully optimised, technically sound and positioned for stronger organic visibility.

Technical SEO

Across multiple client projects, I worked on a wide range of technical SEO improvements. This included identifying missing XML sitemaps and hreflang tags, strengthening website structure and navigation, improving structured data, tightening redirect management and resolving duplicate content issues. I also provided guidance on canonical tag usage, backlinks and site architecture to improve speed and overall performance. I worked closely with developers and external agencies to ensure every recommendation was implemented correctly without affecting other areas of the site, leading to stronger visibility and healthier, more scalable websites.

GEO/AEO

I have used tested methods to improve a brand’s visibility across AI Overviews and GenAI tools. This included managing third party content about the company, developing content that is more likely to be surfaced by AI systems and implementing llms.txt to improve AI crawlability. I created content strategies designed specifically for AI preference, including semantic URL structures, comparative and listicle style content and improvements to JavaScript rendering to support crawler access. I also provided PR recommendations to strengthen authority signals and overall AI discoverability.

Site Migrations

I have managed the migration of dozens of websites, both in agency settings and in-house, ensuring smooth transitions without data loss, content gaps or tracking issues. At Parcelhero, I fully led the migration of four websites from hardcoded builds to a CMS (Storyblok). I coordinated all teams involved, assigned tasks, managed timelines and delivered the project on schedule. I recreated pages, implemented SEO best practices, improved accessibility and ensured precise redirect management throughout the process.

Following the migration, one of the sites saw an immediate uplift of more than 25% in conversions, driven by improved UX, stronger internal linking and better SERP visibility.

Reporting & Analytics

I built reporting dashboards for SEO metrics in tools such as Agency Analytics (a tool which allows users to create whitepaper custom dashboards from scratch and allows users to pull data from all relevant sources such as GSC, GA4, Ahrefs, Google Spreadsheets and more) and Looker Studio. For the past four years, I have presented monthly, quarterly and annual analytics reports to clients and senior leadership. I supported them by answering questions, explaining performance trends and advising on SEO strategies that aligned with their business goals and helped drive growth.

International SEO

I've worked with clients to ensure their international websites are set up correctly. Whilst I’ve directly worked on SEO for English websites, I’ve managed SEO projects for other markets and languages (from Europe to APAC). I interviewed, recruited and briefed freelancers in other markets and QAd their work to ensure a high quality of deliverables and consistency across markets. I worked with clients to understand their business objectives and devise strategies that help them achieve their goals.

Workshops & Training

As part of my role at Wordbank, I delivered in-person workshops to clients to help them understand all things SEO. I also trained colleagues to develop SEO skills so that they can support me with the different projects I work on.

At Parcelhero, I took the lead in training colleagues on the new CMS, equipping them with the skills they needed to support the migration of four websites and ensuring the team could work confidently and efficiently throughout the project.

Continuous Development

I’m constantly looking to deepen my skills and understanding of the SEO world. I think this is extremely important in this industry as things are always changing. To support my development, I attend SEO events (such as BrightonSEO, Hive MCR), I attend online webinars, I’m subscribed to a large list of SEO online publications and I also read SEO books.