AEO roadmap for a UK-based HR and people operations SaaS platform
BACKGROUND This project was for a client in the B2B HR software space serving UK-based businesses. The goal was to build a structured roadmap for becoming a cited source in AI-generated answers about HR software, UK employment law, and people strategy. I built the roadmap around four target query categories where AI citation frequency and […]
Learn More
Zero to Page 1 for a homeware brand
BACKGROUND This project was for a client in the sustainable homeware space with almost no organic search presence. The goal was to identify a single content opportunity in the sustainable living category, produce one piece against it, and establish a replicable model for ranking new content on a domain with limited existing authority. I selected […]
Learn More
Consolidation for a D2C food subscription brand
BACKGROUND This project was for a client in the D2C food subscription space. The goal was to resolve a content canniibalization problem where two thin blog posts on related topics were competing against each other and producing less combined traffic than a single well-optimized piece would generate. I diagnosed the problem using GSC data showing […]
Learn More
Page 2 to Page 1 for an HR software
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 […]
Learn More
SEO editing checklist
BACKGROUND This project was an internal operations tool for a content team. The goal was to give editors a structured, prioritized checklist for reviewing drafts before publication that distinguished between items that should block publication and items that could be fixed after going live. I organized the checklist across five sections in order of importance, […]
Learn More
Freelance writer onboarding for a B2B marketing analytics company
BACKGROUND This project was for a client in the B2B marketing analytics space. The goal was to give incoming freelance writers the brand and SEO context they needed to produce on-brief first drafts without requiring the editor to correct the same foundational issues repeatedly. I built the onboarding document in two parts: a brand section […]
Learn More
Quarterly SEO plan for an HR company
BACKGROUND This project was for a client in the HR software space. The goal was to allocate a finite content resource across optimization work, new content production, and technical SEO tasks in a way that maximized organic traffic gains over a single quarter. I built the plan around an explicit optimization-first principle: with 22 posts […]
Learn More
On-page optimisation plan for an HR software
BACKGROUND This project was for a client in the HR software space. The goal was to move a key commercial landing page from position 18 to a top-five ranking for a commercially valuable keyword by identifying and closing every specific on-page gap against the current top 10 results. I built the plan across seven elements: […]
Learn More
Archive optimisation plan for a cloud infrastructure platform
BACKGROUND This project was for a client in the B2B cloud infrastructure space. The goal was to score a 48-post archive against a consistent framework and produce a prioritized action plan that allocated effort to the posts with the highest expected return rather than spreading resource evenly across the archive. I built a four-dimension scoring […]
Learn More
SEO-TOV tension brief for an investment app
BACKGROUND This project was for a client in the ethical investment app space. The goal was to produce a piece that ranked for a high-intent beginner investing keyword while staying entirely within a brand voice that explicitly avoided the language, structure, and framing that most personal finance SEO content defaults to. I identified six specific […]
Learn More
