Skills & Expertise
These are the areas I work in and how I apply them. Select a skill to see what it means in practice.
-
Planning pages around what people actually search for, then improving titles, structure and internal links so those pages can be found.
-
Checking crawlability, indexing, sitemaps, redirects, canonical URLs and structured data so search engines can read a site correctly.
-
Making a local business easy to find for nearby searches: accurate listings, location pages and consistent business details.
-
Turning search demand into a content plan, grouped by intent rather than by a long list of phrases.
-
Deciding what to publish, in what order, and how each piece connects to the next one a reader needs.
-
Combining search, content, email and paid channels around a goal the business can measure.
-
Finding and reaching the right prospects, and giving them a clear reason to start a conversation.
-
Removing friction from pages and forms so more of the visitors who are interested actually take the next step.
-
Building and customising sites and themes, and setting them up so owners can edit content without touching code.
-
Organising pages, menus and URLs so visitors and search engines understand how everything fits together.
-
Writing, editing and running a publishing schedule for blogs over the long term.
-
Headings, metadata, images, internal links and content structure on each page.
-
Reducing page weight and layout shifts so pages load quickly on phones.
-
Setting up content models and workflows so publishing stays simple as a site grows.
-
Trying AI tools on real tasks and comparing what they do well and where they fall short.
-
Using AI for outlines, research and first drafts, with human review for facts, voice and quality.
-
Connecting forms, email and spreadsheets so repetitive marketing tasks run without manual work.
-
Finding the steps in a small business where AI saves time without lowering quality.
-
Testing ideas for web businesses, deciding what to build, and what to stop.
-
Setting priorities across website, content and channels based on the business goal.
-
Describing what a person or company does and who it is for, in plain language.
-
Building a readership through useful, consistent publishing.
-
Breaking a project into stages with clear deliverables and sensible order.
What I do, and the problem it solves
- Digital marketing strategy
- You have several channels and no clear order of priorities.
- Search engine optimization
- Good pages exist, but the right people are not finding them.
- Local SEO and website visibility
- A local business is missing from nearby searches and map results.
- Website strategy and optimization
- A site looks fine but is slow, confusing or not turning visits into enquiries.
- Content strategy and publishing
- Publishing is irregular and posts do not support each other.
- Lead generation and growth marketing
- There is a good offer but too few of the right conversations.
- Conversion-rate optimization
- Traffic is steady, but few visitors call, book or sign up.
- AI tools and workflow automation
- Routine marketing work takes hours that could be spent on thinking.
- Online business strategy
- An idea needs testing before it needs a full build.
- Digital project development
- A website or product needs planning, building and launching.