Writing

Case studies from client work, the tooling I build to do it, and what is changing in search. 15 pieces.

Case studies

How I found 351 dead product pages in Foot Locker Australia’s sitemap

An outside-in SEO audit of footlocker.com.au. Of 964 product URLs in its sitemap, 351 are soft 404s and the other 613 canonicalise to different URLs. What else I found, and what I would fix first.
How I cut a site’s organic traffic 28% on purpose

AOFS sold office furniture online and wanted fitout work instead. I culled the ecommerce and built the service pages, and organic sessions dropped 28% on purpose. Why that is the result rather than a caveat on it.
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.
How I found 3 faults blocking every Google Ads conversion

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.
How I grew a new domain to 1,262 clicks in 18 months

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 Google flagged 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 doubled organic traffic and took leads from 32 to 74

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.
How I published 452 location pages, 56% unique copy

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 took a managed IT site from 463 to 1,328 clicks

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 built 3-tier offline conversion tracking in 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

How I built a client dashboard that rebuilds itself hourly

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 audit a Google Ads account with AI in 5 passes

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 put 42 questions to 5 AI engines in every sweep

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 read 14 SEO and AI sources in 2 minutes a day

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.