SEO Manager LinkedIn Profile Optimisation

I run SEO like a measurement-driven product loop: audit, prioritise, ship, validate, and scale. For technical work, I use Screaming Frog to quantify issues such as redirect chains, canonicals, pagination duplicates, and rendering gaps that may impact indexation. For demand and content direction, I combine Semrush keyword research with competitor content mapping to build a roadmap tied to search intent and achievable opportunities. To prove impact, I track KPIs in GA4 and Google Search Console, watching query growth, index coverage health, and conversion trends after each release.

At scale, I focus on crawl efficiency and internal linking to ensure value flows to priority category and product pages. I map internal links by intent clusters and confirm discoverability by monitoring crawl frequency proxies and the index status reported by Search Console. This avoids “fixing everything” and instead targets the highest-leverage changes first. The result is a predictable cadence where stakeholders see not only rankings movement, but also engagement and revenue contribution aligned to business goals.

My technical SEO work is grounded in Core Web Vitals improvements and JavaScript rendering realities, not checklist compliance. I validate crawl and rendering outcomes using Screaming Frog alongside performance observations (e.g., LCP/INP patterns) so we don’t optimise for the wrong bottleneck. When implementing changes, I run targeted regression checks on templates to ensure the technical fix doesn’t break canonical or indexing rules. This includes validating structured data and template-level behaviour across high-volume page types.

For international sites, I manage hreflang and canonical strategy to prevent duplication and ranking fragmentation between markets. I confirm language targeting by reviewing indexation patterns and verifying the signals that Search Console surfaces for each region. During these builds, I coordinate with developers to align CMS behaviour, URL conventions, and redirect logic so SEO controls remain consistent through deployments. I document decisions clearly so the team can replicate the approach on new templates and collections without rework.

I build content roadmaps that connect topical authority to measurable demand, while ensuring E-E-A-T signals are visible to both users and reviewers. Using Semrush, I identify keyword clusters, content gaps, and competitor SERP features, then turn that into briefs that specify intent, entity coverage, and formatting requirements. I also define QA criteria for writers and editors so each piece meets semantic expectations and avoids thin coverage across supporting sections.

To strengthen credibility, I work with internal SMEs to translate real expertise into on-page structure—process explanations, product/industry references, and verifiable claims. I then measure outcomes using GA4 engagement metrics and Search Console query performance, looking for shifts in long-tail visibility and improved CTR. Where appropriate, I iterate using learnings from SERP changes and content refresh cycles rather than launching one-off articles. This creates compounding organic growth, especially for informational hubs that feed commercial category journeys.

My link building strategy combines digital PR thinking with quality control that protects domain health. I evaluate prospect relevance and link risk using tools such as Ahrefs, focusing on referring domain quality, contextual fit, and the likelihood of lasting editorial links. Outreach is driven by data-led angles—original research themes, expert commentary, and assets aligned to what journalists and niche publications already cover.

To ensure sustainability, I track backlink profiles against KPIs like referring domain growth and ratio changes, while also monitoring for toxic patterns. I coordinate with content teams so link-worthy assets are built intentionally, not retrofitted after outreach begins. The work is then validated in Ahrefs and aligned with Search Console performance to confirm that acquisition correlates with improved visibility for targeted pages. This avoids vanity metrics and maintains momentum without destabilising rankings.