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 have also run the editorial operation behind the content, briefing and developing freelance writers and building the systems that keep quality steady at volume.
Selected work
Eight 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.
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.
iGamingFollowing 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. Re-verified 29 July 2026: the rebuilt architecture is still live, two years and multiple Core Updates later.
iGamingI built a prompt system for producing casino content at volume, then iterated on it until roughly 90% of each output was usable as written. By the time I left it was in daily use across the whole product team.
The method was to encode the edits I kept making by hand: UKGC-safe language enforced at generation rather than caught in review, house voice expressed as parameters, and an instruction telling the model to flag missing values rather than invent them. Facts always came from me or from the live page, never from the model.
Read how I built it → AI & editorial systemsI briefed, reviewed and edited a rotating network of freelance writers across five affiliate properties: writing the brief, reading the output against it, returning it with comments, editing to a deliverable state, and deciding who was worth keeping.
My projects generally received the weaker writers, so rather than only editing harder I worked on developing them. At least three went from a 20-40% usable baseline to around 90% over a few months of structured feedback.
Editorial managementIn-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.
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.
iGamingBuilt 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 SaaSTwo 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 strategyAbout
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.
For most of that time I was one of four editors covering five properties, which meant the job was never only writing. I designed the brief formats, wrote the repeat-content structures, set the tone of voice, developed the freelance writers and built the AI system we produced through. The writing was the visible part of a much larger operation.
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.
Toolkit
Services
Engagements
Invoiced through my Romanian company in EUR, GBP or USD. Tell me the scope and I will quote it.
Contact
Include your site, the market you target, and roughly what you need. I reply within one business day.