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Work · case studies & projects

I’ve worked on the problem from different angles.

Organic growth looks different for every business. Three in-depth case studies, and the wider project work around them.

01Case studiesProblem → role → outcome

  1. 01E-commerceActivewear brand · Technosport

    A platform can change without losing its search foundation.

    Problem
    An online store moving to a new website risked losing years of Google visibility.
    My role
    SEO planning and checks; developers built the platform.
    Worked on
    Redirecting every old page to its new one, launch-day checks, monitoring.
    Outcome
    Moved on the same domain, with search history planned to carry over.
    Read the case study

  2. 02Local searchRetail store network · Technosport

    When a business has many locations, discovery becomes a systems problem.

    Problem
    “Near me” searches show a map and store listings first. Every store needs one that’s accurate and verified.
    My role
    Store listings and local search across the retail network.
    Worked on
    Claiming and verifying listings, removing duplicates, the website’s store finder.
    Outcome
    One tracked system across outlets, retailers and distributors.
    Read the case study

  3. 03Organic growthEducation platform · HCL GUVI

    Organic growth doesn’t scale by publishing more pages.

    Problem
    Hundreds of course pages competing with each other — or missing what learners search for.
    My role
    SEO and content structure; trained two junior team members.
    Worked on
    Matching pages to real searches, clear structure, technical fixes, AI-assisted content.
    Outcome
    Organic traffic grew 200% during my time on the team.
    Read the case study

Alongside full-time roles

30+ website projects & engagements

Agency and freelance work for businesses across 20 industries — finding what held their sites back, planning new websites, and ongoing SEO and content. On new websites, I worked alongside the developers on structure, content and search — so each site was ready to be found from launch day.

  • SEO audits13Finding what stops a site from being found
  • Research & planning6What people search for, and how a site should be organised
  • New website builds5Structure, content & search, alongside developers
  • Ongoing SEO4Month-to-month work on growing search traffic
  • Content & blogs4Writing and structuring content people search for

Industries

  • E-commerce & retail
  • Fashion & apparel
  • Sports nutrition
  • SaaS
  • AI software
  • EdTech
  • Healthcare
  • Legal
  • Food & bakery
  • Logistics
  • Consultancy
  • IT services
  • Home services
  • Cleaning & laundry
  • Pest control
  • Construction
  • Automotive
  • Industrial minerals
  • Coworking
  • Gaming content
02ApproachHow I look at a site

What I look at first

Whether it’s an audit, a new website or ongoing work, I start with the same questions: can search engines reach and understand the site, and does each page clearly answer what people are searching for?

The goal is a short list a team can act on — not a report full of tool-generated warnings.

  1. 01

    Site structure

    How pages and categories are organised — and whether that matches how people actually search.

  2. 02

    Crawling & indexing

    Whether search engines can reach, read and keep the pages that matter.

  3. 03

    Technical issues, prioritised

    What to fix first and why, rather than every warning a tool can find.

  4. 04

    Content

    Quality, structure and gaps — what’s missing, what overlaps, what’s too thin.

  5. 05

    Page-level SEO

    Titles, headings and intent: does each page answer the question it’s meant to?

  6. 06

    Performance & UX

    Speed and usability issues, where they affect being found — or being chosen.

03ContactSay hello

Working on something?

If you want to talk search, AI, websites or organic growth — write to me.

Email me LinkedIn ↗