SEO Case Studies UK

The Client

APMG International is one of the world's leading examination institutes and accreditation bodies, offering globally recognised certifications across disciplines including change management, agile project management, and project management. They operate across multiple countries and work with some of the largest organisations and training providers in the world.

The Work

My work with APMG spans several years as an external SEO consultant. The primary focus has been building and developing the capabilities of their internal team, upskilling them to read data more effectively, cut through noise, and make confident, evidence-based decisions. Alongside the mentoring element, I provide deep expertise in the areas where a specialist makes the biggest difference: technical audits, competitive analysis, content strategy, and ongoing optimisation.

APMG now ranks for some of the most competitive keywords in the professional development space, including "change management" and "agile project management", terms with significant commercial intent and fierce competition from established institutions globally. More recently, the strategy has evolved to account for the shift in how people search. We are now actively optimising for AI-generated results, ensuring APMG's content is structured to appear in citation-based answers and generative search responses, not just traditional rankings.

The Client

Microbyte is an international managed IT services provider with offices across the UK, US, UAE, and the Philippines. They support SMEs across sectors including legal, finance, healthcare, and construction, acting as the outsourced IT department for businesses with 10 to 250 staff. As a Microsoft Gold Partner and ISO-certified provider, they operate in a highly competitive space where trust and visibility are everything.

The Work

My work with Microbyte is a fully managed SEO service covering the full scope: link building, new content production, page creation, competitor analysis, and ongoing optimisation. The international dimension adds significant complexity, as ranking pages in multiple markets means navigating different search behaviours, local intent signals, and competitive landscapes across the UK and beyond.

As AI search has become a more significant part of how business owners research IT providers, we have adapted the strategy accordingly, focusing on content that answers specific, high-intent questions in a way that surfaces in AI-generated answers. The result is organic visibility that reaches the right audience across multiple countries, at every stage of the decision-making process.

The Client

Anglian Compressors has been supplying compressed air solutions across eastern England since 1977 and is now part of Atlas Copco, the global industrial group. They offer a full range of air compressors, vacuum systems, gas generation, and ancillary equipment, and despite being a regional business, they now have one of the largest and most comprehensive air compressor blogs and knowledge bases in the UK.

The Work

My work with Anglian is a fully managed SEO service with a strong focus on local visibility, content, and web development. The knowledge base has been built from the ground up through keyword research, competitive analysis, and a structured content strategy covering everything from buyer guides to technical explainers. Alongside written content, I have overseen the development of interactive tools including energy savings calculators, which add genuine utility and help convert technical visitors into enquiries.

The strategy has also evolved to incorporate AI search optimisation. As more engineers and procurement managers use AI tools to research compressed air solutions, we are ensuring Anglian's content is structured to appear in those results, building authority not just in traditional search but across the growing landscape of AI-generated answers.

The Client

Fencor Packaging Group designs and manufactures bespoke corrugated cardboard packaging through its production arm, Manor Packaging. Based in Peterborough, they create custom solutions for businesses across sectors including e-commerce, retail, and industrial transit, competing in a market where large national players dominate both search and share of voice.

The Work

The SEO challenge with Fencor is a two-track problem. In the short term, the priority is building strong local visibility to capture nearby clients who are actively searching for packaging solutions. In the longer term, the strategy is about establishing Fencor's authority in national and category-level search, making them visible not just by location but by product type, industry, and use case.

As part of that longer-term build, we are incorporating AI search into the strategy, creating content that positions Fencor as the authoritative answer when buyers use AI tools to research packaging options. In an industry dominated by volume suppliers, being the most visible and most informative option at every stage of the buyer journey is the competitive edge.

The Client

Kamma is a UK-based PropTech company helping letting agents, landlords, and surveyors stay compliant in an increasingly complex property licensing landscape. Their software monitors over 350 live licensing schemes across every council in England, giving property professionals real-time compliance alerts and automated application support.

The Work

With an established internal marketing and content team already in place, my role with Kamma is consultancy rather than execution. I work alongside their team to assess what is performing, what is missing, and what needs to be updated, providing the strategic direction and SEO expertise that keeps the content programme moving in the right direction.

A growing part of that strategy now involves AI search. Property professionals are increasingly turning to AI tools to answer compliance questions quickly, and Kamma's content needs to be structured to appear in those answers. We are evolving the content framework to serve both traditional search and generative results, ensuring Kamma is the source those tools cite when landlords and agents need guidance.

The Client

Don't Forget the Bubbles is one of the largest paediatric medical education websites in the world, serving clinicians across emergency medicine, critical care, and general paediatrics. With an extensive library of clinical articles, videos, courses, and a postgraduate MSc programme, they publish at a scale that requires serious editorial and technical infrastructure to manage effectively.

The Work

My work with DFTB was not about generating traffic from scratch. It was about imposing structure on a site that had grown enormously over many years. The core focus was helping their large internal editorial team understand which content was working, which needed updating, and which was holding the site back, through detailed content audits, pruning recommendations, site architecture improvements, and a clear framework for prioritising what to write and what to retire.

For a site with this level of medical authority, the emerging opportunity is significant. As clinicians increasingly use AI tools to look up clinical guidance quickly, having content that is well-structured, clearly attributed, and written to a high evidential standard makes DFTB a natural source for AI citation. That is now part of the strategic conversation.

The Client

Wrest Park Business Centres provide flexible workspace solutions across four locations in the UK, competing directly with major serviced office providers and national coworking chains. Their offer spans managed offices, meeting rooms, coworking spaces, virtual offices, and business units, catering to everyone from solo operators to growing teams needing professional, flexible space.

The Work

The SEO challenge for Wrest Park is typical of multi-site regional businesses. Each location needs to perform well in local search against dominant national competitors, while the brand as a whole needs enough authority to show up for broader category terms around serviced offices, meeting rooms, and flexible working.

The strategy combines strong local optimisation for each site with a national content programme covering industry-level topics where Wrest Park can build authority above the local level. We are also adapting for AI search, making sure Wrest Park appears when someone asks an AI assistant about flexible office space in their area. As more workplace decisions start with an AI query rather than a Google search, being present in those answers is becoming just as important as traditional rankings.

The Challenge

Half Double Institute is a Denmark-based organisation specialising in the Half Double project management methodology. When we started working together, their English-language website had minimal organic visibility. The site existed primarily as a brochure rather than an organic channel, with no real keyword strategy, thin content, and significant technical issues that prevented proper indexation of key pages.

The challenge was to build organic visibility in a competitive professional services space, targeting English-speaking project management professionals globally, while working within the constraints of a lean marketing team.

The SEO Strategy

The programme began with a full technical audit that identified several significant issues: pages that were not being indexed despite being important for the business, slow page speed that was affecting Core Web Vitals scores, poor internal linking that left key pages under-supported, and missing structured data that was preventing Google from properly understanding the site's content.

Once the technical foundation was fixed, we developed a content strategy focused on building topical authority in the project management space. This involved creating in-depth content for the highest-value keyword clusters: project management methodology, agile approaches, and the specific terminology of the Half Double system. Each piece of content was written to genuinely answer specific questions from project management professionals, not just to target keywords.

Link building focused on relevant project management publications, professional associations, and thought leadership placements that built genuine authority in the sector.

The Outcome

Over twelve months, organic clicks increased by 578% as measured in Google Search Console. The site moved from being invisible in search for its target terms to ranking on the first page for the majority of commercially important keywords. Organic traffic became a meaningful contributor to lead generation for the first time.