Portfolio & Case Studies
My approach is to always use data to inform my strategies and tactics, with a view to achieving an actual business goal or outcome. Below are some examples of results I've achieved with clients.
Orkin Canada: Site Migration
In late 2018 I helped to migrate the Orkin Canada website from an old, outdated site to a newer, faster experience built by Major Tom, the agency I worked at.
Over 300 pages redirected using a 301 redirect plan.
Organic traffic increase of +15% after first 6 months, and +55% 1 year later*
Pagespeed scores increased on new UI template.
Easier CMS management meaning less time in admin and content management.
Business Outcomes:
Timeline: November 2018 - January 2019
*Traffic estimates source: SEMRush
Crawl and segment list of URLs for migration by traffic.
Collaborate with developers on URL structure for new site.
Create 301 redirect map for relevant URLs.
Test, validate and UAT new website pages and redirects.
Process:
Toursbylocals: New FAQs
In 2021, I led an initiative to improve organic search performance and ranking for key tour landing pages. In collaboration with contract copywriters, I added net new FAQ sections.
Created and uploaded FAQ sections for approximately 30 live tour pages.
After 3 months, the pages ranked for +55 new keywords, increasing to +230 new keywords after 1 year.
As of 2024, these FAQ sections now drive around 1k organic clicks per month (equivalent to +12k organic visits annually*).
Business Outcomes:
Timeline: December 2021 - January 2022
*Monthly traffic impact of FAQs (SEMRush)
Identified key tour landing pages with high impressions but low rankings.
Researched common FAQ topics related to each tour.
Segmented keyword research by topic to enhance relevancy.
Hired and collaborated with external copywriters to create well-optimized content.
Uploaded FAQ content and implemented Schema structured data across all relevant pages.
Process:
Toursbylocals Long Term Traffic Trend (SEMRush)