SELECTED WORK
SEO Case Studies: Problems I've Worked On
Anonymised client results from SEO migrations, AI search, technical SEO and growth programmes I led, plus the operations and automation work behind them. Each SEO case study shows the problem, what was done, the measured result and the period it covers. Client and agency names are withheld for confidentiality; the numbers are real.
Results at a glance
~70% → 98%
Quality improvement
Built quality frameworks and delivery processes that improved execution across international campaigns.
~60% → 90%
Client retention
Restructured team operations, accountability and delivery processes to significantly improve client retention.
24% COST-TO-REVENUE RATIO
Operational efficiency
Restructured operations, resource allocation and delivery processes to improve cost efficiency while scaling business operations.
1400+ HOURS SAVED
Reporting automation
Automated repetitive reporting workflows, saving 1400+ hours of manual effort and reducing operational dependency by the equivalent of 10 team resources.
4 CLIENT STUDIES
Website migration
Domain changes, rebrands, redesigns and URL restructures where rankings and leads had to survive the move.
80%
Of monthly organic traffic retained in the first month after the domain change.
Keeping 80% of Traffic Through a Rebrand and Domain Change
93%
Of organic traffic recovered within two weeks of the migration.
Core Web Vitals score
Recovering 93% of Traffic Two Weeks After a Redesign
+112%
Traffic in the second month after the move.
Traffic growth after the move
Moving a Blog to a Knowledge Centre and Growing Traffic 112%
+15%
Increase in organic traffic on the migrated website.
Growing Traffic 15% and Leads 6% After a Website Migration
2 CLIENT STUDIES
AI search / GEO
Getting brands cited in Google AI Overviews and AI assistants, and measuring it.
900+
Keywords appearing in Google AI Overviews (Semrush).
900+ Keywords in AI Overviews for a General Insurer
0 → 150
US keywords appearing in Google AI Overviews, from none before the work began (Semrush).
US keywords in Google AI Overviews
From Zero to 150 US Keywords in Google AI Overviews
2 CLIENT STUDIES
Technical SEO & schema
Structured data, crawlability and penalty recovery.
68 → 112K
Google clicks to job pages, quarter vs the same quarter a year earlier (~1,600X).
Job-apply events
Job-Page Clicks From 68 to 112K With Google for Jobs Schema
Penalty lifted
Reconsideration approved and the Google penalty resolved.
Lifting a Google Penalty for a Lifestyle Publisher
12 CLIENT STUDIES
SEO growth
Content, category pages, international SEO and authority building that grew qualified organic traffic.
#1
Ranking for the category's main head term.
#1 for a Category Head Term, Organic at 76% of Revenue
+189%
Clicks over six months (681 → 1,969).
Organic sessions
Blog Clicks Up 189% in Six Months for a US Workforce Firm
+102%
Organic sessions over eight months (10,471 → 21,144).
Organic sessions
Doubling Organic Sessions With Service Pages and Blog Clusters
+152%
Sessions, quarter vs the previous quarter.
Growth vs the previous quarter
Growing Sessions 152% Quarter on Quarter for a Niche Brand
19 → 5
Ranking for 'glass candles'.
Ranking position for 'glass candles'
Taking Unranked Category Keywords to Page One for a D2C Brand
+100%
Organic training and business enquiries in Indonesia, vs the same nine months a year earlier.
Organic enquiry growth by market
Doubling Enquiries in One Market With International SEO
25 → 1
Ranking for a core category keyword over two months.
SaaS Category Keyword From #25 to #1 With Link Building
31 → 43
Domain Authority over four months (+38.7%).
Domain Authority
Growing Domain Authority From 31 to 43 With Blogger Outreach
960
Organic leads generated in two months.
Growth by metric
960 Organic Leads in Two Months for an MSME Lender
209
Keywords improved into the top 5 (Semrush).
Keywords improved, by ranking band
209 Keywords Into the Top 5 With Product Page Optimisation
+43%
Click-through rate on the optimised pages (Google Search Console).
Lifting CTR 43% With Emojis in Meta Titles and Descriptions
+67%
Rankings, quarter vs the previous quarter.
Growth vs the previous quarter
Rankings Up 67% Quarter on Quarter for a Relocation Company
4 CLIENT STUDIES
App store optimisation
Store listings, ratings and in-app events for apps on Google Play and the App Store.
+268.16%
Organic visitors in the US.
Organic visitor growth by market
US Store Visitors Up 268% With Custom Store Listings
+25%
Non-branded downloads for the top five keywords.
Growth by metric
Growing Non-Branded App Downloads 25% With Store Listing Tests
3.7 → 4.6
Play Store rating over three months.
Play Store rating
Lifting a Ride-Hailing App's Store Rating From 3.7 to 4.6
+74%
Google Play Explore visits, week on week.
Festive In-App Events Lift Play Store Explore Visits 74%
2 CLIENT STUDIES
YouTube SEO
Format, thumbnail and search optimisation for a brand channel.
+100%
Organic views.
Growth by metric
Doubling YouTube Views With a Format and Thumbnail Overhaul
1.5% → 4.5%
Average click-through rate, roughly 3X (+200%).
Average click-through rate
Tripling YouTube CTR From 1.5% to 4.5% With Influencers
LEADERSHIP
Operations, automation and growth programmes
How the teams and systems behind the results were built.
~70% → 98%
Execution quality across international campaigns.
Scaling SEO Operations Across International Markets
~60% → 90%
Client retention after restructuring operations, accountability and delivery.
Transforming a Growing SEO Organisation
Building Visibility Beyond Traditional Search
1,400+ hours
Of manual reporting effort saved in one reporting-automation programme within an international operation I led.
From Manual Marketing Workflows to Intelligent Systems
Digital Growth Across SEO, Paid Media & Web
FAQ
About these case studies
How the results are reported, and how to check them.
Most of this work was done under confidentiality agreements, and many clients don't want competitors to know who handles their SEO. Each case study names the industry, market and type of business instead, so you can judge how close it is to your situation.
Every figure comes from the client's own Search Console, GA4, rank tracking or reporting data at the time, over the period stated on the case study. Results are shown as they were measured, without rounding up, and nothing is presented as a guarantee of future results.
Yes. References are available on request after the intro call, once we know which kind of project is closest to yours, so the conversation is useful to you and respects the client's time.
Have a growth problem worth solving?
Tell me where you're stuck. On a 30-minute intro call I'll tell you where I think the constraint is and what I'd look at first — whether or not we end up working together.