SEO content that earns its rankings.

I write and restructure content for iGaming and B2B SaaS across UK, US, EU and NZ markets. Core Update recovery, cluster interlinking, EEAT rebuilds, and money pages that hold their positions. I also run my own review site, so I write like someone accountable for the rankings.

Get in touch See all work
Advertising & PR, University of West London Senior SEO Content Writer for a UK casino affiliate group Founder of OfficeAtlas, an independent CRM review site

Selected work

Strategy first, then the writing.

Six projects that show the range. Every one started as a diagnosis, not a blank page. Client work is described without brand names under NDA — happy to name them in conversation. The full archive is on the all work page.

↗ 100+ to #57 in one week/ 300% deposit bonus listing/ NZ market

Rescuing a bonus page stuck outside the top 100

A high-value bonus listing page was ranking beyond position 100 and generating nothing. I rebuilt the content from scratch around the actual search intent, restructured the offer presentation, and applied targeted on-page SEO.

The page moved from outside the top 100 to position 57 within a single week, and continued climbing from there.

iGaming
♻ Core Update recovery/ March 2024 algorithm hit/ UK market

Site-wide content overhaul after a Google Core Update

Following a significant traffic drop from the March 2024 Core Update, I was tasked with revamping the three pages carrying a major UK casino affiliate's trust signals: the homepage, publishing policy, and casino review process.

The rebuild applied EEAT, topical authority, Helpful Content guidelines and semantic search principles, restructuring each page around search intent rather than keyword density. Content updates shipped 12 May, product listing updates 25 May, with rankings and organic traffic recovering across both waves.

iGaming
⇄ entity-based interlinking/ three documented clusters/ multi-market review site

Cluster interlinking and search intent optimisation

In-depth topic cluster analysis across a multi-market casino review site, rebuilding internal link structures to improve crawlability and reinforce entity-based content. Headings rewritten to match search intent rather than internal vocabulary.

  • Responsible gambling cluster — link map aligned to Google's entity recognition across recovery, self-exclusion and support-service pages
  • Progressive slots guide — cluster-focused interlinking into provider, slot site and player-safety pages
  • Roulette strategy guide — nine-link map connecting rules, bet types, wheel structure and every strategy variant
iGaming
⚑ brand architecture/ sole owner of the project/ global

Building an affiliate brand from the content up

I was handed a new bonus-focused affiliate brand as a solo project and owned its entire content and brand architecture: positioning, voice, and the structure of every foundational page — homepage, brand story, authors hub, author profile template, and contact.

Each page was specified against Google's Search Quality Guidelines, with EEAT signals, author credential frameworks and trust markers designed in from the start rather than retrofitted after a ranking drop.

iGaming
↗ fastest-growing asset/ integration & migration cluster/ US

Pipedrive to HubSpot integration and migration guide

Built from hands-on testing of the live integration rather than vendor documentation. Targets a commercial-intent cluster underserved by aggregator content, and became the site's fastest-growing page by impressions within months of publishing.

B2B SaaS
⚖ cannibalisation fix/ evaluation cluster/ on-page SEO

Diagnosing and fixing keyword cannibalisation

Two pages were eclipsing each other on shared checklist and evaluation intent. I identified the overlap in Search Console, retargeted one page to a separate vocabulary, and split a single contested cluster into two clean intents.

SEO strategy

About

Trained in persuasion before I learned SEO.

I studied Advertising and Public Relations at the University of West London, which means I came to search optimisation from audience psychology rather than from keyword tools. That order matters. It is why my pages address the reader directly and answer the question they actually arrived with, instead of circling a keyword until the word count is met.

When Google's Helpful Content guidelines started punishing the alternative, that approach stopped being a preference and became the recovery strategy. I have rebuilt pages hit by Core Updates by making them genuinely more useful, and watched the rankings follow.

I have written for UK, US, EU and NZ audiences, which in practice means knowing that the same casino review needs different regulatory framing, different spelling and a different tone depending on who is reading it.

Specialist areas

  • Responsible gambling content — addiction, self-exclusion and support-service pages written credibly under UKGC scrutiny, an area most writers avoid
  • EEAT and trust architecture — review processes, publishing policies, author credentials
  • Core Update recovery — diagnosing why content lost ground and rebuilding it
  • Entity and cluster SEO — internal link maps, topical authority, Knowledge Graph visibility
  • Market localisation — same brief, four English markets, four different executions

Toolkit

Tools I work in daily.

AhrefsSEMrushSEOQuake Google Search ConsoleGA4WordPress Rank MathSchema markupScreaming Frog

Services

What I write, and how working together works.

Deliverables

  • Casino and product reviews — structured review templates with real testing criteria
  • Bonus and money pages — listings, offers, pricing and trial pages built for commercial intent
  • Guides and explainers — wagering requirements, responsible gambling, evaluation frameworks
  • Content recovery — Core Update diagnosis, EEAT rebuilds, cannibalisation fixes
  • Cluster strategy — topical maps, internal link architecture, search intent alignment

Working with me

  • B2B, not payroll — I invoice through my EU-registered company, so there is no employment admin on your side
  • EU hours — full overlap with the UK day, mornings with the US East Coast
  • Compliance-aware — UKGC tone, responsible gambling requirements, affiliate disclosure standards
  • Briefed or self-directed — I can work to your brief or build the content plan myself
  • Accountable to results — I track what I publish in Search Console and revise what underperforms

Engagements

How working together is structured.

  • Monthly retainer — a fixed volume of content or ongoing optimisation work, billed monthly. Best for sites with a continuous publishing schedule.
  • Per article — quoted per piece against your brief, with the rate depending on research depth, testing required and page type.
  • Per project — fixed fee for defined work such as a content audit, cluster strategy, internal link rebuild or trust-page overhaul.
  • Paid trial first — new clients start with one paid piece before committing to anything longer, so we both know it works.

Invoiced through my Romanian company in EUR, GBP or USD. Tell me the scope and I will quote it.

Contact

Tell me about your content programme.

Include your site, the market you target, and roughly what you need. I reply within one business day.