Strategy-led SEO. Proven across industries.
A structured overview of anonymised projects delivered across healthcare, finance, B2B, and service-based businesses. Each case reflects a specific strategic challenge and the SEO decisions behind measurable outcomes.
German Pet Insurance Platform
Challenge
A large-scale structural update caused an overnight loss of ~80% of organic visibility across commercial pages.
Action
Conducted a full technical audit, rebuilt URL architecture, resolved internal linking and indexation issues, and reinforced E-E-A-T signals across key templates.
Outcome
Core keywords recovered to Top 3–5 positions, with non-brand organic traffic growing +230% month over month.
International E-commerce Brand
Challenge
Platform migration introduced crawl inefficiencies and keyword cannibalisation across multiple locales.
Action
Led migration QA, harmonised hreflang and URL logic, and restructured category-level internal linking.
Outcome
Stable rankings post-migration, improved indexation consistency, and restored category-level visibility.
Private Ultrasound Clinic
Challenge
Weak local visibility and lack of medical trust signals across core service pages.
Action
Rebuilt service hierarchy, implemented MedicalService structured data, optimised internal linking, and improved mobile performance.
Outcome
Consistent Top 3 local rankings and +65% increase in organic appointment bookings.
Multi-Location Medical Practice
Challenge
Fragmented local presence and inconsistent service page structure across locations.
Action
Standardised local templates, strengthened location-based internal linking, and aligned content with patient search intent.
Outcome
Improved local pack visibility and higher conversion rates from organic traffic.
US Mortgage Brokerage
Challenge
Limited search reach due to a single-page website structure.
Action
Migrated the site to WordPress and launched 30+ Service + City landing pages mapped to transactional intent.
Outcome
+200% increase in local impressions and +150% growth in qualified inbound enquiries.
B2B Data & Analytics Consultancy
Challenge
High expertise but poor alignment with how decision-makers search for solutions.
Action
Designed an entity-based content structure (Solutions ↔ Use Cases ↔ Industries) and improved semantic coverage.
Outcome
Broader keyword footprint and steady, compounding organic growth.
Enterprise Software Provider
Challenge
Complex product offering spread across markets with overlapping keyword intent.
Action
Introduced content governance rules, reduced cannibalisation, and aligned page intent across regions.
Outcome
Clearer topical authority signals and improved non-brand visibility across priority markets.
Medical Services Brand
Challenge
Visibility volatility following core algorithm updates in a YMYL space.
Action
Strengthened author entities, clarified medical review processes, and expanded structured data coverage.
Outcome
Improved trust signals and gradual recovery of lost rankings.
Financial Services Website
Challenge
Informational content lacked credibility and failed to support commercial pages.
Action
Reworked content hierarchy, reinforced expertise signals, and improved internal linking between informational and transactional pages.
Outcome
Stronger topical authority and increased qualified organic traffic.
Professional Services Consultancy
Challenge
Expertise-heavy content did not align with commercial search intent.
Action
Mapped MOFU/BOFU topics, restructured service pages, and improved semantic clarity.
Outcome
Higher engagement and improved conversion rates from organic sessions.
International Service Brand
Challenge
Direct translations underperformed in non-English markets.
Action
Localised content based on market-specific search intent across EN, ES, and DE.
Outcome
Improved engagement metrics and stronger organic visibility across secondary markets.
Medical Services Website — Recovery After Core Updates
Challenge
Significant volatility and loss of visibility following multiple core updates in a YMYL niche.
Action
Audited content quality, clarified medical authorship and review processes, improved internal linking, and reinforced EEAT signals across key pages.
Outcome
Stabilised rankings and gradual recovery of non-brand visibility across priority medical queries.
Service Business — Static Site to WordPress Migration
Challenge
Legacy static website limited content scalability and organic growth.
Action
Led SEO-safe migration to WordPress, restructured information architecture, and mapped existing URLs to preserve equity.
Outcome
No traffic loss during migration and improved indexation flexibility for future growth.
International Brand — ccTLD-Based Migration Strategy
Challenge
Fragmented international setup using multiple ccTLDs with inconsistent SEO signals.
Action
Reviewed cross-domain architecture, internal linking, and market-level keyword targeting.
Outcome
Improved clarity between markets and stronger regional visibility without consolidation risks.
City-Level Medical Services Pages
Challenge
Core services lacked location-level relevance in competitive urban SERPs.
Action
Designed city-focused service templates aligned with patient search intent and local trust signals.
Outcome
Expanded local keyword footprint and improved conversion rates from organic traffic.
Competitive Urban Services Market — Local SEO Rebuild
Challenge
High competition and weak differentiation in local organic and map results.
Action
Reworked service positioning, improved local on-page signals, and aligned content with transactional intent.
Outcome
Improved visibility for high-intent local queries and stronger inbound lead quality.
Service-Area Business Without Physical Address
Challenge
Limited eligibility for local visibility due to lack of physical location.
Action
Built a service-area–focused SEO strategy with intent-driven landing pages and internal linking.
Outcome
Increased organic enquiries despite absence of a brick-and-mortar location.
Enterprise Content Governance Framework
Challenge
Content production at scale led to duplication and inconsistent keyword targeting.
Action
Defined content governance rules, intent mapping, and editorial standards for internal teams.
Outcome
Reduced cannibalisation and clearer topical authority across priority themes.
Keyword Cannibalisation Resolution at Scale
Challenge
Multiple pages competing for the same commercial queries across markets.
Action
Consolidated content, clarified page intent, and restructured internal linking.
Outcome
Improved ranking stability and stronger performance for core commercial pages.
Author Entity Framework for Medical Content
Challenge
Medical content lacked clear expert attribution and trust signals.
Action
Built author entity profiles, clarified credentials, and aligned content with medical review standards.
Outcome
Stronger EEAT footprint and improved confidence signals for both users and search engines.
Financial Content — Trust-Led SEO Rebuild
Challenge
Informational pages underperformed due to weak credibility signals.
Action
Reworked content hierarchy, reinforced expertise indicators, and aligned informational content with commercial intent.
Outcome
Improved engagement and increased qualified organic traffic.
Entity-Based Topic Clustering for B2B Services
Challenge
High-value topics were fragmented across disconnected pages.
Action
Built an entity-driven cluster model connecting services, use cases, and industries.
Outcome
Broader keyword coverage and stronger topical relevance.
MOFU / BOFU Content Supporting Sales Pages
Challenge
Traffic-heavy informational content failed to support conversions.
Action
Introduced MOFU and BOFU content aligned with sales journeys and internal linking paths.
Outcome
Improved lead quality and stronger contribution from organic traffic.
Market-Adaptive SEO Localisation
Challenge
Literal translations failed to match local search intent.
Action
Reworked content per market, aligning terminology, structure, and intent across EN, ES, and DE.
Outcome
Higher engagement and improved visibility in non-English markets.
Language-Based Cannibalisation Fix
Challenge
Overlapping keyword targeting between language versions.
Action
Clarified language intent, adjusted internal linking, and refined keyword mapping.
Outcome
Cleaner SERP signals and improved performance per language.
Core Web Vitals Optimisation for Service Website
Challenge
Performance issues affected mobile rankings and UX.
Action
Optimised page templates, asset loading, and rendering without UX compromises.
Outcome
Improved CWV metrics and more stable mobile visibility.
Indexation Control for Large Content Libraries
Challenge
Excess low-value URLs diluted crawl budget and relevance.
Action
Implemented indexation rules, content pruning, and internal linking prioritisation.
Outcome
Improved crawl efficiency and stronger performance of priority pages.
Niche E-commerce Store — SEO for Complex Product Catalogue
Challenge
The store operated in a highly specialised niche with a complex product catalogue, including multiple categories, collections, and filter-driven pages.
Action
Reviewed catalogue structure, category logic, and internal navigation. Defined priority categories, clarified filter roles, and improved internal linking.
Outcome
Clearer catalogue hierarchy, improved SEO clarity for priority categories, and stronger alignment with transactional search intent.