BACKGROUND
This project was for a client in the HR software space. The goal was to move an underperforming page from position 16 to a top-five ranking for a commercially relevant keyword with 2,400 monthly UK searches.
I started with a structured competitive gap analysis comparing the existing page against the top 10 results across eight specific content elements, which identified the precise gaps driving underperformance: thin content, H1 keyword mismatch, no FAQ section, no schema markup, a stale last-updated date, and significantly fewer internal links than competing pages. Every change made in the optimization was traceable to a specific finding in that diagnostic rather than to generic SEO instinct.
The result was a move from position 16 to position 4 in four months, a 1,314% increase in monthly organic sessions, and 286 template PDF downloads per month from a conversion asset that did not exist before the optimization.
