The full archive.

Cluster interlinking and search intent optimisation

In-depth topic cluster analysis, rebuilding internal link structures to improve crawlability and reinforce entity-based content. I rewrote headings across the clusters so they reflected what users were actually searching for rather than internal category names.

• Responsible gambling cluster — eight-link map across recovery, self-exclusion, denial and support-service pages
• Progressive slots guide — cluster-focused strategy linking into provider, slot site and player-safety pages
• Roulette strategy guide — nine-link map connecting rules, inside bets, wheel structure and every strategy variant

Meta titles and descriptions were refreshed across the affected pages to lift click-through rate and on-page engagement.

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 and messaging of every foundational page before a single word went live.

• Homepage — bonus-first positioning, rating methodology and trust section architecture
• Brand story — founder narrative, mission, values and the market gap the site addresses
• Authors hub and profile template — credential frameworks, career highlight metrics and external mention structures
• Contact — accessibility and trust signals for both players and partners

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

Founder author profile rebuild for entity visibility

In response to the August and September 2024 Core Updates, I completely rebuilt the founder and CEO profile page, optimising for EEAT, topical authority and Google Knowledge Graph visibility.

The work combined strategic internal linking with entity optimisation so the profile read as an authoritative, discoverable entity within the iGaming niche rather than a biography page.

As of 29 July 2026 the profile still runs on this structure — first-person E-E-A-T framing, a career-highlights block and an external media-mentions section.

Monthly search-update maintenance across high-value pages

I ran a monthly update cycle across the site's most commercially important assets: the best casino bonuses listings, the best online casinos rankings, cashback bonus pages, and the blog and guide library.

Each cycle aligned content with the most recent Google Search updates, so the site adapted to ranking factor changes as they landed rather than reacting after a drop.

Crypto gambling reviews and payment guides

A series of SEO-optimised articles for the crypto gambling vertical, written to EEAT principles and mapped to distinct search intents.

• Best Bitcoin casinos roundup — comparative review capturing top-of-funnel crypto casino searches
• Crypto casino payments guide — actionable explainer covering deposits, withdrawals and transaction mechanics for players new to crypto

US esports betting listing page

A freelance commission for a US client under a tight deadline, in a market whose audience preferences and consumer behaviour were new to me. I researched the geo-specific context and delivered a ranked listing page covering the top five esports sportsbooks.

The page balanced tournament coverage across LoL, CS:GO and Dota 2 with bonus analysis and state-availability context. The client reported high satisfaction, citing the adaptability of the work to an unfamiliar market.

Optimising around permanently present page elements

Affiliate sites on WordPress auto-generate repeated components on every page: bonus boxes, regulatory disclosures, responsible gambling notices. Left unaccounted for, these create near-duplicate content at scale across hundreds of URLs.

I factored these permanent elements into how each page was written, so unique content stayed genuinely unique and no page was diluted by boilerplate it could not remove.

Brief architecture and editorial standards

I wrote many of the repeat-content structures the team produced against, and tiered the brief format by both content type and writer capability.

• Reviews and bonus codes — standardised structures where I added target keywords, per-H2 word counts and extra H3s to fill content gaps
• Blogs and guides — full H2 and H3 architecture researched and designed from scratch, with detailed instructions on keywords and how to keep the piece user-friendly
• Listing pages — heavily researched to cover every content need, with extensive instructions, while the two strongest writers were given a free hand on the format considered hardest

Deliberately, there was no shared process document across editors. The company wanted each editor's approach to differ so the same freelancers could not produce near-duplicate content across sister properties, which is a duplicate-content risk most groups overlook.

The role also ran across departments. I briefed designers for on-page graphics, and raised issues with IT, most often errors in the auto-generated standardised page elements that appeared site-wide. In my final four to five months I worked directly with the Head of Content, presenting content ideas and improvements that were frequently adopted.

Defining a house voice across five properties

iGaming content tends toward a rigid, promotional register. I devised a deliberately more approachable alternative: non-promotional, friendly, and written around what readers actually needed rather than what the operator wanted said, with safe gambling guidance built into the content rather than bolted on.

The EEAT redesign that carried it was my own proposal. I designed full EEAT structures for two further brands from scratch, covering everything from trust signals to the page structures for reviews, bonus codes and listing pages.

I also refreshed EEAT across every existing listing page on the main property and added user-oriented material, including how to claim specific bonuses and how to find things on the casinos being listed. That approach was then adopted as the site norm.

Working at volume

High-demand periods, rebrands and audits meant production at pace across the portfolio. One project ran to roughly 200 page updates in five days across three properties, covering the UK, New Zealand and all English-language markets.

On a normal mixed day I produced at least five unique briefs. When briefing was the only task, that rose to between ten and twenty depending on the content type.

My own longest pieces were listing pages of 3,500 to 5,000 words, usually researched and written within a single working day.

Cold-start subject research

I wrote more than 100 blogs and guides on subjects ranging from partly familiar to entirely new, typically getting up to speed within a day. Plinko, crash games and most live dealer formats were written with no prior knowledge of the rules.

The method had three parts. AI to gather and summarise sources quickly. Playing the games in demo mode to verify the mechanics first-hand rather than trusting a description. And studying the guides published by the strongest sites in the industry to find the gaps in their coverage and build something more complete.

That competitive gap analysis was something I worked out independently and then applied across everything I wrote, after agreeing the approach with my superiors.

Trial and pricing pages on a four-month-old domain

Money pages built with verified pricing data, promo-code FAQs and FAQ schema. The trial keyword reached positions 10 to 16 and kept climbing on a domain barely four months old, competing against vendor pages and established aggregators.

Diagnosing and fixing keyword cannibalisation

Two pages were eclipsing each other on shared checklist and evaluation intent, with the template page outranking the guide for the guide's own target term. I confirmed the overlap in Search Console, retargeted one page to a separate testing vocabulary, and split a single contested cluster into two clean intents.

CRM evaluation framework and comparison library

A linked content system rather than standalone articles: a how-to-evaluate guide, a downloadable evaluation template, head-to-head comparison pages, and a hub page for small agencies choosing their first CRM.

Pricing claims across the library are verified against live vendor panels and corrected when vendors change plans, which is how the pricing pages stay accurate long after publication.