Projects
These are some of the projects I can show that I've enjoyed most.
Most SEO work lives in spreadsheets. Rows, pivot tables, dashboards few people open twice. The answers are in there, but answers on their own don't move anything. Someone still has to be convinced, briefed, sold on the idea.
So the part of the job I actually like is the translation. Taking a billion rows of search data and turning it into something a marketing director understands on a Sunday evening, and a developer can act on by Monday. A clear narrative, with the numbers in the right places.
We might get paid for the analysis. But we act on the story.
Selected work
- Market Research Digital Strategy Travel & Hospitality
A global hotel chain wanted to understand how people actually book rooms. The trends, the habits, the moments where the decision gets made. They needed digital adoption and travel habit insights to shape their room booking strategy.
- Keyword Research SEO Strategy Financial Services
A large keyword research and insight project across the UK pension and ISA markets. I categorised every query by product, theme and funnel stage, then mapped the customer journey end to end.
- Keyword Research SEO Strategy Fashion & eCommerce
A global fashion ecommerce retailer wanted to know where to invest its SEO effort across European markets, and how to win Halloween, their biggest sales window of the year.
- Keyword Research SEO Strategy Financial Services
A major financial services brand wanted to understand the search behaviour around four of its core product lines: ISAs, pensions, investments and equity release.
- Keyword Research SEO Strategy International SEO
A global network of private schools wanted to know where to focus its digital investment across 17 markets — complicated by the fact that parents don't search domestically.
