Writing

Case studies from client work, the tooling I build to do it, and what is changing in search. 13 pieces.

Case studies

How I turned a site from 45% down to 155% up year on year

An account shedding 45% of its organic traffic year on year, finishing 155% ahead, and a sister brand up 185% in revenue. What four surviving reports show.
How I built 3,219 redirects for a broken Shopify catalogue

7,172 dead URLs sorted into eight patterns from a sample of 1,000, and 70.5% of a Shopify store carrying no meta title at all. What the cleanup took.
The consent timing bug that was blocking Google Ads conversions

Google Ads conversions blocked while the tag fired correctly every time: how Consent Mode ordering causes it, and two more faults in the same container.
Organic search for a business that did not exist yet

Organic search for a new domain with no history, links or brand searches: 1,262 clicks a month across four countries eighteen months on, and four caveats.
How I recovered a hacked site after Google flagged it for phishing

Chrome warned visitors away from this hacked site for months. The disinfection, the rebuild, and the nine months of silence before organic finally moved.
How I rebuilt a rubbish removal site and doubled its organic traffic

Australian organic traffic went from 184 sessions to 376 after a conversion rebuild. Leads went 32 to 74, and the unfiltered total moved one per cent.
Building location pages at scale without making doorway pages

452 location pages for a Melbourne tree service, published in three batches. How much of each page is genuinely unique, measured rather than claimed.
How I restructured a managed IT site around services, not products

A managed IT provider had its services split across four product-led sections, one product filed twice. What the move to service categories changed.
How I connected closed deal value back to Google Ads

Google Ads was bidding on form submissions with no idea which became customers. How closed deal value from the CRM got back to the click that earned it.

Tooling

The dashboard that measures my own client work

Client reporting built on GA4 and Google Business Profile that refuses to count a desktop tel: click as a phone call, and republishes itself every hour.
How I use AI to audit a Google Ads account

Auditing a Google Ads account with AI: a five-pass checklist run against the Editor export, what it found in a tree service account, and what AI got wrong.
How I track brand citations across six AI answer engines

Rank tracking cannot see whether AI answer engines name your client. 42 questions, five engines, 210 cells a sweep, and why half are browser scrapes.
How I keep up with SEO, Google Ads and AI search

A scheduled job reads fourteen SEO, paid and AI sources every morning, sends a two-minute summary to Telegram, and stays silent when nothing happened.

Get in touch

Tell me about the role and I will come back to you. If you would rather not use a form, I am on LinkedIn.