The Work Behind My SEO Approach
I work across technical SEO, content strategy, website optimization, and search performance. My role often sits between finding the problem and helping the team figure out what should happen next.
Here are a few examples of the SEO work I’ve handled, the problems I’ve worked on, and how I approach them.
What My SEO Work Looks Like
Much of SEO happens behind the scenes. It might be finding pages Google cannot access properly, spotting internal linking gaps, reviewing a website before migration, improving schema markup, or figuring out why a page is losing organic visibility.
My work has included:
Technical SEO
Site crawls, indexation checks, redirects, canonicals, broken links, orphan pages, XML sitemaps, robots directives, internal linking, Core Web Vitals, and technical site health.
Content Strategy
Keyword research, search intent analysis, SERP research, content gap analysis, content briefs, topic planning, and existing content improvements.
Website Migration Support
Pre-migration checks, URL and redirect reviews, technical QC, post-migration crawling, indexation checks, and identifying issues that could affect organic visibility after launch.
Structured Data
Reviewing and implementing schema markup such as Organization, LocalBusiness, LegalService, Person, Article, Review, FAQ, and VideoObject where appropriate.
Local SEO
Google Business Profile audits, local landing page reviews, citation and NAP checks, review monitoring, and local search optimization.
SEO Monitoring
Using Google Search Console, GA4, crawling tools, and SEO platforms to track organic performance and investigate changes in clicks, impressions, rankings, crawling, and indexation.
Selected SEO Work
TECHNICAL SEO
Technical SEO Audit & Site Health
Project type: Ongoing website SEO support
My role: Technical SEO Specialist
I regularly audit websites to identify technical problems that could affect crawling, indexation, usability, and organic performance.
My work has included finding broken internal and external links, orphan pages, missing headings and image alt text, redirect issues, indexation changes, plugin concerns, and other site health problems.
Tools used: Screaming Frog, Google Search Console, GA4, PageSpeed Insights
What I delivered: Prioritized SEO recommendations and hands-on fixes where I had access to make the changes directly.
CONTENT STRATEGY
Search-Led Content Strategy
Project type: SaaS content strategy
My role: SEO Content Strategist
The website had opportunities to grow its organic visibility but needed a clearer plan for deciding which topics to target and how individual pieces of content should support broader search goals.
I researched the audience, SERPs, competitors, keywords, and existing content to identify realistic opportunities.
Instead of treating keywords as isolated targets, I grouped related searches by topic and intent. I then mapped those opportunities to content and created SEO briefs that gave writers clear direction on search intent, page structure, supporting topics, internal links, and competing pages.
Tools used: Ahrefs / Semrush, Google Search, Google Search Console, keyword research tools
What I delivered: Keyword research, topic mapping, content recommendations, internal linking opportunities, and SEO content briefs.
WEBSITE MIGRATION
Website Migration SEO Support
Project type: Website migration
My role: Technical SEO Support
Website migrations can introduce problems that are easy to miss during development.
I supported pre- and post-migration SEO checks by reviewing URLs, redirects, metadata, internal links, indexability, canonicals, sitemaps, and other technical elements.
After migration, I crawled the website again and checked for issues such as broken URLs, incorrect redirects, missing page elements, and unexpected changes in indexation.
What I delivered: Pre-migration QC, post-migration checks, issue documentation, and recommended fixes.
STRUCTURED DATA
Structured Data Implementation
Project type: On-page and technical SEO
My role: SEO Specialist
I have worked with structured data across different page types to give search engines clearer information about the page and the entities represented on it.
This has included reviewing existing markup, identifying missing or incorrect properties, updating schema when page information changed, and testing implementations for errors.
Schema types worked with: Organization, LocalBusiness, LegalService, Person, Article, Review, FAQ and VideoObject.
LOCAL SEO
Local SEO & Google Business Profile
Project type: Local search optimization
My role: SEO Specialist
For businesses that depend on customers in specific locations, I review both the website and Google Business Profile rather than treating them as separate SEO channels.
My work has included GBP audits, business information checks, review monitoring, local content recommendations, location page optimization, and identifying inconsistencies that could affect local search presence.
SEO ANALYSIS
Organic Performance Analysis
Project type: SEO monitoring and reporting
My role: SEO Specialist
When organic performance changes, I investigate what changed before recommending a fix.
I use Google Search Console, GA4, crawling data, ranking tools, and SERP analysis to look at changes in clicks, impressions, queries, pages, rankings, indexation, and technical site health.
The goal is to separate normal fluctuations from issues that need action.
A Closer Look at One Project
Building a Search-Led Content Strategy
Industry: SaaS
My role: SEO Content Strategist
Focus: Keyword research, search intent, competitor research, content strategy, SEO briefs and internal linking
The Problem
The website had room to grow organically, but content planning relied heavily on individual keywords.
That made it harder to see how related topics connected, where the strongest search opportunities were, and which content should be prioritized.
My Approach:
1. Understand the Audience
I started by researching what the target audience searched for when learning about problems connected to the company’s products and services.
I looked beyond keyword volume and considered the questions people asked, the language they used, and the intent behind each search.
2. Review the Search Results
I analyzed competing pages and SERPs to understand what Google was already rewarding for important searches.
This helped identify content gaps as well as topics where the website had a realistic opportunity to compete.
3. Group Related Search Opportunities
Rather than building the strategy around individual keywords, I grouped related searches into topics based on intent and relevance to the business.
That created a clearer picture of how individual pages could work together.
4. Turn the Research Into a Content Plan
I mapped the opportunities to existing and proposed pages and created detailed SEO content briefs.
Each brief gave the writer direction on the primary search intent, target queries, recommended structure, related questions, internal linking opportunities, and competing content.
The Outcome
The project gave the content team a more structured way to decide what to create and why.
Instead of choosing topics primarily from keyword lists, the team had a search-led content plan tied to audience needs, search intent, and the wider website.
How I Approach SEO Problems
I like to understand what’s actually happening before jumping to a fix.
My approach combines data, search behavior, and the wider business goal to find the cause of an SEO problem, decide what deserves attention first, and recommend actions that make sense for the website.
I learnt something that has been helping me along the way:
The C.L.E.A.R. SEO Process
Clear recommendations. Lasting improvements.
C — Clarify the Goal
I start with the business, the website, and the problem we’re trying to solve. SEO recommendations make more sense when they’re tied to an actual goal.
L — Learn From the Data
I use crawling data, Search Console, analytics, SERPs, keyword data, and the website itself to understand what’s happening.
E — Explore the Cause
Finding an issue is only part of the work. I look at why it is happening and whether fixing it is likely to make a meaningful difference.
A — Act on What Matters
R — Review the Results
After changes are made, I check what happened and use those findings to decide what needs attention next.
My TOOL KIT
SEO Tools I Work With
I use a mix of crawling, analytics, research, content, and CMS tools depending on the problem I’m working on.
What People Say About Purry
A few words from people I’ve had the opportunity to work with.
“Purry is one of those people who genuinely likes figuring out why something isn’t working. We worked together on SEO tasks where the answer wasn’t always obvious, and she was never afraid to dig into the data or ask questions until things made sense. I also appreciated how easy she was to communicate with. She keeps you updated, takes feedback well, and is always willing to help when something needs another pair of eyes.”
RM
Rachel M.
SEO Manager
“One thing I really appreciated about working with Purry was how thorough she was. She didn’t just run an audit and hand over a list of issues. She took the time to understand what was happening, explain what actually needed attention, and suggest practical fixes. She’s also very dependable. If Purry says she’s going to look into something, you know she’ll come back with an answer.”
DK
David K.
Digital Marketing Manager
“I’ve worked with Purry on content and SEO projects, and what stood out to me was how well she connects the two. Her briefs give writers enough SEO direction without making the content feel like it’s being written for a search engine. She’s thoughtful with her research, pays attention to search intent, and is always happy to explain the reasoning behind a recommendation. Working with her made the content process much easier for our team.”
SA
Sarah A.
Content Lead
Not every SEO issue deserves the same priority. I focus first on fixes and opportunities that have the strongest case for action.
Building a Search-Led Content Strategy
Your SEO Partner
Looking for an SEO Specialist?
I’m interested in SEO roles where I can work on technical SEO, content strategy, search performance, and the problems that sit between them.
If you’re building an SEO team or looking for someone who enjoys figuring out why things aren’t working, I’d love to hear about the role.