The long and winding SEO road…
A look at my background. Or, in layman’s terms, my work experience.
Scroll down and find case studies and education.
My Quest for Mindful Work
In a world that often glorifies the hustle, I choose a different path — one that values slow living, cherishes neurodiversity, and celebrates life beyond the screen. At the heart of my journey is the search for a work culture that not only respects but encourages time for personal passions and remote work. It's about crafting a life where work complements my quest for mindfulness, inclusivity, and genuine connections, both online and off. Here's to embracing a work environment that thrives on diversity, flexibility, and the joy of life's quieter moments! Upswing is a great champion of this, and I hope that my path only takes me to better places!
Work Experience
Work Experience
SEO ANALYST @Upswing
Bucharest / Remote
// Otcober 2021- present
Agency-side SEO Analyst dealing with both national and international clients from a wide range of industries (ecommerce, medical, financial, news). Independently handle all aspects of SEO strategies and campaigns.
Conduct comprehensive technical website audits, competitive analysis, and in-depth keyword research to identify opportunities for optimisation and improve website performance.
Execute on-page optimisation strategies, including meta tag optimisation, keyword optimisation, internal linking, and content improvements, resulting in significant increases in organic search rankings.
Create optimised landing pages for medical and insurance service sites, driving improved conversion rates and enhanced user experience.
Monitor clients' website performance using analytics tools such as Google Analytics, Google Search Console, SEO Monitor, HotJar, and provide regular reports on key metrics and trends to demonstrate progress and highlight areas for improvement.
Collaborate closely with the Content Team to develop high-quality, keyword-rich articles and optimised website content that aligns with SEO best practices, resulting in increased organic traffic and improved search engine rankings.
Proactively choose and implement off-page strategies, including link building, outreach campaigns, and partnerships, to improve domain authority, increase backlinks, and enhance overall organic visibility.
Work in partnership with the Customer Success Manager to ensure excellent client communication, timely project delivery, and overall client satisfaction.
SEO SPECIALIST @Watches2U
London / REMOTE
// March 2020 - October 2021
Managed in-house SEO initiatives for an e-commerce site, driving organic traffic and improving search engine rankings.
SEO - content and technical SEO.
Conducted keyword research, monitored keyword performance, and optimised website content for target keywords.
Implemented on-page optimisation techniques, including meta tag optimisation, URL structure, and internal linking
Coded (HTML & CSS) and uploaded content through the bespoke CMS & through Shopify. Focused on mobile-first implementations, using accessibility, UX, CRO and SEO principles.
Built a new Shopify website from the ground up.
Wrote and approved SEO-optimised content from the team like blogs, FAQs, information pages, emails, social media
Proofreading - approving content from in-house and external team members
SEO SPECIALIST @DAZN
London
// January 2020 - March 2020
In-house SEO Specialist in charge of brand keyword research, Apple App Store/Google Play Store performance reporting, and market research for all 9 markets the service was available in at the time.
My time here was amazing and in three short months I’ve improved my International SEO skills, my communication skills, my presentation skills, and more. I will always cherish this experience, even though it wasn’t the right fit at the right time. I’m still not done learning about e-commerce SEO!
SEO - generic brand keyword research and sport-specific keyword research, for identifying content opportunities
Landing Pages - curating and maintaining a list of all landing pages and offering SEO advice for new pages
ASO - App Store Optimisation - reporting for both Apple App Store and Google Play Store for all 9 markets, identifying new keyword opportunities
DIGITAL MARKETING EXECUTIVE @Watches2U
London
// April 2019 - DECEMBER 2019
Web content specialist, in charge of website optimisation, focusing on organic results. I create and implement online marketing strategies for organic traffic increase, using copywriting and SEO skills and tools.
SEO - keyword research strategy, responsive pages, landing pages, on-page SEO, image optimisation, page speed optimisation, A/B testing
Website Management - HTML & CSS content, focusing on mobile-first pages, accessibility, and UX
Landing Page Creation - keyword and product optimisation for conversion rate optimisation, UX design
Copywriting - approving and writing SEO-optimised content (blogs, FAQs, information pages), emails, social media
Proofreading - approving content from in-house and external team members
Email Marketing - HTML email creation, A/B testing, copywriting, using Campaign Monitor, Google Analytics, and internal sales reports using the bespoke CMS
Team Management - overseeing workload and approving content from the Copywriter and the Marketing Assistant
MARKETING ASSISTANT @Watches2U
London
// October 2016 - April 2019
Content Assistant and proofreader. Learned to love VLOOKUP and IF in Microsoft Excel. Discovered coding.
Email Marketing - email creation through templates and HTML
Copywriting - blogs, infographics, emails, social media
Website management - managed and created new content using HTML & CSS
Amazon Services - creating Enhanced Brand Content Amazon Marketing Services and Seller Central
Social Media Marketing - Instagram and Twitter growth through competitions and relevant content
Facebook Ads - Facebook ad creation, optimisation, and analysis.
Product Promotion - arranging photoshoots with external models and photographers in various London and Brighton locations.
See more on LinkedIn.
Case Studies
Case Studies
Client A: Boosting Visibility in a Competitive Niche
The Challenge: Client A, a prominent supplier of bottled water, watercoolers, and water filters, encountered significant visibility challenges following a site migration and redesign. These issues were compounded by technical problems and a product renaming strategy that did not resonate with the local market. A unique hurdle was the marketing team's preference for English product names, which conflicted with local search habits in Romania.
Strategic Approach: I implemented a comprehensive SEO overhaul to navigate around the linguistic preferences of the local market, whilst maintaining the integrity of the product names as per the marketing team's wishes. This strategy encompassed:
The development of new meta titles and descriptions to improve search relevance.
The reorganisation of headings to enhance both search engine comprehension and website accessibility.
The redirection of our off-page SEO strategy to prioritise the main product category.
The integration of specific category descriptions and FAQs to capitalise on long-tail keyword opportunities.
Results: My efforts led to a remarkable 44% increase in visibility for the main product focus, moving their primary keywords into the top 12 search results. This success was achieved despite the constraints posed by the marketing team's naming strategy, demonstrating my ability to deliver significant outcomes in complex SEO landscapes.
Client B: Adapting to Algorithm Updates for Continued Relevance
The Challenge: In the wake of the Helpful Content Update in September 2023, Client B witnessed a decline in search visibility, with a 3.5% decrease on desktop and a 1% decrease on mobile. This downturn was attributed to the update's shift in search intent, which adversely affected blog articles that had previously ranked highly for keywords related to contracts, financial laws, and business operations.
Strategic Approach: In response to this setback, I undertook an exhaustive analysis of all blog content to pinpoint topics that were no longer effective. Following this, I spearheaded a shift in content strategy towards articles that were directly related to cash registers and aiding businesses in their operations, such as:
"Everything You Need to Know About SGR" - a hot topic in March-April and beyond in Romania, with the new “Deposit Return Scheme”.
"Updates to the New Fiscal Code"
"How to Implement a Security System in Your Shop"
Results: This strategic redirection ensured that Client B's blog continued to serve as a vital resource for their target audience, realigning their content with current search trends and user intent. By swiftly adapting to the changes brought about by the algorithm update, I was able to mitigate its impact on their visibility and lay a strong foundation for their future content endeavours.
Client C: Enhancing Visibility for Luxury Fashion
The Challenge: A client in the luxury fashion sector approached me to manage their website migration. Unfortunately, the platform they transitioned to presented significant challenges for SEO optimisation, such as limitations on implementing changes in bulk and issues with duplicate page creation. These technical hurdles threatened to impact the site's visibility and overall performance negatively.
Strategic Approach: Faced with the platform's limitations, I remained committed to maximising the client's digital presence. My comprehensive SEO strategy involved:
Developing engaging meta titles and compelling meta descriptions to attract potential customers.
Creating rich category descriptions that improved visibility and provided valuable information for shoppers.
Implementing canonical tags to resolve duplicate content issues, ensuring search engines could identify and appropriately rank the original pages.
Focusing off-page SEO efforts on the client's premier brands to boost the site's authority and market position within the luxury segment.
Dedicating time to learn the nuances of the new platform, addressing its operational challenges to ensure the effective implementation of SEO enhancements.
To support the technical aspects of this endeavour, I brought in a collaborator with specific expertise in navigating the platform's challenges.
Results: The targeted SEO strategies led to impressive outcomes, with the client's visibility increasing by 32% on desktop and 29% on mobile. Remarkably, 36 out of 71 keywords with significant search volume now rank in the top 5 positions, markedly improving the client's online presence in the competitive luxury market.
Education - Schools, Courses, Certifications
From physical to online, here’s a look at my educational background.
Educational Background
〰️
Educational Background 〰️
MEDIA AND COMMUNICATION (Event and Exhibition Industries) @Birmingham City University
Birmingham, UK
// 2013 - 2016
Introduction to User Experience @ edX
Issued October 2021
Introduction to Web Accessibility @ edX
Issued August 2021
Digital Skills: User Experience @ Accenture
Issued January 2020