Having secured a job working for the UK business branch of Bank of Ireland I was tasked with transforming the website from a dysfunctional, derelict burden into a thriving Business Banking website. With the team we took the website from strength to strength, filling it with useful information and help that could be used by all areas of the business as a tool to help sell our services.
I implemented a Content Management System and oversaw the project which provided the website with a much needed refresh, focussing on usability and making information easily accessible for our users.
Still working for Bank of Ireland, our focus shifted to driving more visits and ultimately customers through our website. It was decided that getting traffic organically through natural search was going to be key to us driving new customers to the business and this is when we first begun investing in SEO on the website.
I was able to get my first taste of running successful SEO campaigns on a large, professional website, honing my skills as time went by. This was what gave me the real bug for developing my skills and knowledge in this area.
After over 2 successful years within a great Digital Marketing team, I felt it was time for a change and the lure of going to work for “the company with the big red phone” proved too strong. Direct Line provided me with the platform to push onto the next level of SEO & web marketing, working on a marketing floor with over 120 employees to drive digital success to the biggest insurance company in the UK
Direct Line offers a host of different insurance products to both business and personal customers. I was responsible for refining and executing SEO strategy across the Direct Line, Churchill, Green Flag and Privilege websites. These were four of the biggest websites and brands in the industry and with that came a number of benefits and challenges. Having a brand that people knew was a new experience for me, but working in the insurance industry is incredibly competitive. There are a never ending list of insurers and middle men (such as Money Super Market) all competing for the best search rankings which is what made one of our main keyword targets (car insurance) one of the most difficult to rank for in the UK.
There is sometimes only so much you can talk to your customers about when you work for an insurance company, so when the opportunity arose to create, manage and deliver on site SEO, and Linking strategies for the Ambassador Theatre Group (the UK’s largest theatre group,) I took it. This was a great experience in starting from scratch and building a fantastic SEO strategy that delivered a great return. The website www.atgtickets.com went from strength to strength and we broke numerous traffic and sales records from the top SEO work we engaged in. By ranking higher than our competitors we were able to make a much higher percentage of the sales from our own website, therefore limiting commissions we had to pay 3rd party websites.
Since May 2013, I have been optimising the OKA website, a luxury furniture retailer with numerous shops over the UK. We have been tasked with driving incredible levels of growth on a YOY basis, something that has been enjoyed with great success in the first year. This role has no bounds, varying from content management, content production and conversion rate optimisation on top of general day-to-day deliverance of the SEO strategy whilst managing my team.
2014 marks the start of me doing some freelance work. The service is called Shine Search. I chose the name Shine as it summarises exactly what I plan to help a lot of people’s websites do…shine. I have gained such a hands on level of experience from a number of roles and projects over the course of my career that I am at a stage now where I can share these skills and really make a positive impact on the performance of a website.
An exciting new chapter…
In and outside of work I have always been someone who looks to do things to the best of my ability. Whether that be when creating my own personal website, or when I engage in sport, making something the best it can be is key. I think having passion for what you do is important and fortunately (or unfortunately) SEO and web marketing are one of my key passions.
Every project is treated as if it is one of my own, and I will always find a way to make it a success.