Cover Letter for SEO Managers

I focus on building an SEO programme where every sprint ties back to measurable KPIs such as organic sessions, visibility (impressions and clicks in Google Search Console), and SEO-attributed revenue. In previous roles, I reported weekly movement against baselines using GA4 and Search Console performance data, then translated the findings into prioritised actions for the next release cycle.

For example, I led improvements on a catalogue of 50,000+ pages across 5 countries, which contributed to +80% organic traffic and approximately £3M in SEO-attributed revenue over the target period. I also maintain a clear attribution approach, aligning SEO impact with assisted conversions and conversion-rate signals rather than relying solely on ranking fluctuations.

I run technical SEO as a governed system, not a collection of one-off fixes. I use Screaming Frog audits to identify crawl waste, broken internal links, redirect chains, canonicals, and template-level issues, then validate impact via Search Console indexing reports and GA4 landing-page engagement metrics.

When migrations occur, I build migration briefs with redirect mapping rules, sitemap strategy, and QA checklists, using test crawls and monitored indexing to reduce risk; in one project, we completed a platform migration with 0% loss in critical organic visibility. I also implement ongoing monitoring using log-style insights where available, to spot parameter and bot-access patterns that would otherwise erode crawl efficiency.

My content work starts with intent and opportunity mapping, using Semrush keyword research, SERP analysis, and existing content performance to identify gaps where users convert or progress through the journey. I translate research into structured briefs that include target entities, recommended internal links, and on-page requirements, ensuring teams can execute consistently without diluting topical authority.

In practice, I measure effectiveness through query-level movements, URL-level engagement in GA4, and whether content earns qualifying impressions and clicks rather than vanity traffic. For e-commerce and service pages, I align content themes to commercial stages and ensure each page has a clear conversion pathway supported by internal linking and schema where appropriate.

For off-page SEO, I prioritise link quality and relevance, setting measurable targets for authority, topical fit, and sustainable growth. I develop outreach and digital PR briefs based on content angles that match current authority gaps, then coordinate the production and approval workflow so that campaigns ship on time.

Campaign performance is tracked through referring domain growth, link velocity, and post-campaign movement in rankings and impressions using Semrush reporting. This approach helps avoid link spam risk and ensures that link activity supports the same keyword and landing-page priorities as the on-page roadmap.