As an SEO Lead, I drive organic search strategies that elevate both search visibility and user experience. I specialise in Search Experience Optimisation (SXO), merging SEO with user experience to ensure websites not only rank highly in search engines but also deliver exceptional user experiences.In my role, I optimise websites by improving information architecture/site mapping, content structure, and technical performance, making them intuitive for users while satisfying search engine algorithms. My approach is always user-first—balancing the needs of human visitors with SEO best practices to create a seamless journey from search to conversion with an emphasis on user intent.Key areas of expertise:Organic Search StrategyCrafting and executing long-term SEO strategies that increase visibility, traffic, and ultimately, conversion.Information Architecture (IA)Structuring websites for clarity and ease of understanding for users, and optimal indexing by search engines.On-Page SEO and Analysis Conducting in-depth keyword research, optimising meta tags, headers, and content, and ensuring alignment with user intent and search trends.User-centric SEO and SXOPrioritising user intent and experience to align content with search behaviours while adhering to SEO principles.Technical SEOWorking closely with developers to enhance site speed, mobile optimisation, and crawlability to maximise search performance.I believe in making websites work hard—both for search engines and users—to drive engagement, rankings, user satisfaction and business results.