The overview
Led SEO strategy for one of the UK's largest online directories, working across crawlability, internal linking, structured data, redirects, Core Web Vitals and scalable content workflows.
At directory scale, a small template decision can improve or damage millions of pages at once.
01
The scale
As SEO Lead for one of the UK's largest online directories, I worked at a scale of more than 20 million pages, where small template decisions could affect millions of URLs.
02
Technical strategy
The work covered crawl-budget management, internal linking at template level, structured data and redirect strategy—problems that had to be solved as systems rather than page by page.
03
Performance and content systems
I also worked across Core Web Vitals and scalable content frameworks, connecting technical decisions with how the directory organised and surfaced useful local information.
04
What it proves
This is the background I bring to marketplaces, directories and large publishers: experience distinguishing an isolated issue from a pattern that needs to be fixed across the platform.
The strategic takeaway
What this work demonstrates
This experience taught me to look for systemic causes, design template-level solutions and distinguish a page problem from a platform problem.
