My Work
I collaborated with HACE, a start-up tackling child labour in supply chains, reviewing their website to increase their presence in organic search. Previously, there had been little digital marketing activity run by HACE and while the website had some content, this wasn’t being found by users or search engines.
I audited the entire site and provided a set of recommendations which I supported Eleanor & Beth from HACE in actioning.
As a starting point, I implemented quick win meta data and heading optimisations on key pages to better target relevant keywords and signal to search engines what HACE does.
I then did a more in-depth review of the homepage structure and the site structure as a whole, providing recommendations on how the new site architecture should be structured to maximise search visibility and aid the user journey. These recommendations informed a redesign of the HACE site.
2 months after the meta data optimisations were launched, HACE saw:
A +23% uplift in users to the site, with nearly half of these users coming from organic search.
Following the redesign of the site, HACE ranked in #4 of search for its target keyword, ‘child labour index’.
Increasing visibility for a start-up tackling child labour in supply chains
Improving the user journey for a refugee youth charity
Refugee Youth Service, a charity which provided training for those who work with young refugees, were aiming to increase the number of sign ups for their training programmes. I reviewed the site’s performance in terms of acquisition and engagement and created a strategy for RYS.
While the site ranked well for its core target keywords, it had limited presence for broader terms related to supporting young refugees.
I provided meta data recommendations to broaden the organic keyword profile of the site.
I also analysed web analytics and HotJar to measure engagement. The key issue that RYS faced was that most users dropped off at the homepage and didn’t visit the training programme pages.
I used SEO & UX best practice, as well as reviewing competitor tactics, to help RYS enhance the content on the training programmes to make it more engaging and informative for users, and easier for search engines to find.
Finally, I provided internal linking recommendations to encourage users to visit more areas of the site.
Within 90 days of the optimisations being implemented:
The site saw +88% sessions
Organic search alone saw +42% sessions.
Website creation and support for a cycle parts company
Adapt Cycles, a cycle parts company, had previously operated through social media and eBay sales, but was looking to expand their customer base by creating a website.
I was heavily involved in the website creation process, which was built with SEO best practice at the forefront:
Designed a sitemap to inform the structure of the website and ensure that it was organised in a logical hierarchy
Performed keyword research for core product terms and the broader keyword universe
Wrote and implemented optimised meta data and copy for key pages
Optimised the rendering path to defer the impact of JavaScript, CSS and 3rd party scripts on loading
Provided image optimisations including next-gen formats and optimised alt text
As the website was entirely new and targeted a niche product, initial performance was slow. However in Q3 2023, 1 year after site creation, the site saw:
296 users from organic search (+854% YoY)
£780 revenue (+725% YoY)
Ranking on the 1st page of search for the core target keyword ‘15mm to 12mm thru axle adapter’
Full-service SEO for a female-owned, Guatemalan specialty coffee brand
Rascal Coffee is a female-founded specialty coffee brand sourcing coffee directly from Guatemalan farmers. The brand was well-established in terms of partnerships & social presence, but SEO activity previously had been limited.
I performed a full audit of the Rascal site, looking at content, technical & local SEO as well as UX considerations. I identified several opportunities for growth, working with Alex from Rascal to implement these:
Improving crawlability and indexability by reducing duplication and blocking some pages from being crawled
Testing site speed improvements through image compression
Re-writing meta data on key pages to ensure adherence with recommended thresholds and target keywords more effectively
Re-design of the homepage to better highlight Rascal’s value proposition
In Q3 2024, 3 months after the audit and implementation, performance grew considerably:
+27% sessions from organic traffic
+207% revenue from organic traffic