SEO Writing & Blog Optimisation

Creating Searchable, Structured, and Reader-Centric Blog Content

My approach to SEO content blends two disciplines: journalism and search strategy. I specialise in creating blog articles that are not only keyword-optimised, but also genuinely helpful, engaging, and aligned with user intent. I don’t believe in robotic SEO writing, I believe in human-first content that ranks naturally because it provides real value.

From planning and keyword research to writing and optimisation, I manage the full SEO content lifecycle. My background in journalism gives me a strong instinct for structure, storytelling, and clarity, while my digital marketing experience ensures that every post aligns with broader business goals, whether that’s organic traffic, lead generation, or brand authority.

Keyword Research and Strategic Planning

Before writing, I always start with research and intent mapping. I use tools like Google Keyword Planner, Ubersuggest, and Semrush to identify opportunities, understand user phrasing, and analyse the competition. I group related terms into topic clusters and build outlines that target long-tail keywords while ensuring coverage of broader, high-volume themes.

In my job with Jobago, I am responsible for leading their SEO blog strategy from scratch. The goal was to build a content hub around outplacement services, HR transformation, and employer branding, and position the brand as a trusted source during moments of workforce transition.

I defined core content pillars such as:

Outplacement Services
AI & HR Innovation
Employer Branding & Reputation
Supporting Employees During Layoffs

Each of these pillars supported multiple blog topics, allowing us to rank across a wide set of related queries while maintaining a focused brand narrative.

Writing Optimised, Human-Centric Articles

Once the strategy is in place, I write long-form, structured, and easy-to-navigate content. My blog posts are typically 1,000–2,000 words, with natural subheadings, short paragraphs, internal linking, and clear CTAs. I prioritise clarity, skimmability, and strong introductions, because great SEO writing doesn’t just attract clicks, it keeps people reading.

For Jobago, I wrote cornerstone articles such as:

“Why Outplacement Services Matter for Small Businesses”
“Making Job Transitions Smoother for Senior Executives”
“How Outplacement Services Protect Your Brand During Layoffs”

These posts were designed to meet different audience intents, from HR managers looking to improve employer branding to small business owners navigating redundancy for the first time.

Each article included:

Primary keyword targeting and variations
Optimised meta titles and descriptions
Clear internal linking structure (to service pages or related blogs)
Strategic CTAs (lead magnets, newsletter signups, or product pages)

The result was a growing base of organic traffic and more engaged users, particularly from LinkedIn and Google Search.

Blog Optimisation and Refreshing

I also work on content refreshing and performance optimisation, reviewing older blog posts to improve their rankings, update outdated information, and add internal links to new assets. This is a crucial part of sustaining long-term SEO visibility.

My process includes:

Re-checking keyword trends and SERPs
Improving intro hooks and headlines
Adding new data, visuals, or CTAs
Re-submitting to Google for reindexing

In doing so, I’ve helped reclaim lost traffic and ensure that high-performing content continues delivering ROI over time.

SEO Philosophy: Visibility + Value

For me, SEO is not just about rankings, it’s about visibility and value. I believe the best-performing content is written with empathy, clarity, and structure. It speaks directly to pain points, guides the reader through a logical journey, and offers a next step.

That’s why I focus equally on technical optimisation and editorial quality. I write content that meets algorithms’ expectations — and readers’ needs.