Technical SEO case studies across complex and large-scale websites
These projects show the kind of work I enjoy most: technically complicated websites, unusual search behaviour, large-scale architecture, growth opportunities and problems that need diagnosis rather than a generic audit template.
Large-scale directory SEO & search engineering
Large people-search directories create a very different SEO problem from normal editorial websites. The challenge is controlling how search engines discover, render, crawl, canonicalise and index huge numbers of programmatically generated URLs and templates.
My work has covered server-side rendering, JavaScript behaviour, crawl efficiency, URL discovery, template-level SEO, canonicalisation, internal linking, structured data, sitemaps, low-value URL control and Google Search Console diagnostics.
The focus is systemic. A fix at framework or template level can change how search engines interact with an enormous section of the website.
Technical SEO, schema and semantic growth
I took responsibility for SEO in October 2025 and started with technical and structural analysis rather than simply publishing more content.
The work included crawlability, indexation, information architecture, internal linking, templates, structured data and semantic relationships between teams, competitions, players and editorial content.
SEO product ownership in US betting & sports
I worked across strategically important US assets including AmericanGambler, PicksAndParlays, WinnersAndWhiners, StatSalt and PickPapa during a period of aggressive expansion into newly regulated markets.
The role crossed SEO, product ownership, content architecture, market analysis, commercial keyword prioritisation, new-state launches, engineering requirements and monetisation.
Long-term SEO strategy ownership
This has been a long-running SEO engagement across an established regulated Australian brand, rather than a one-off audit.
My remit has included technical SEO, on-page and off-page strategy, content, internal linking, structured data, Search Console, developer coordination, supplier management, backlink analysis, budgets and management reporting.
The value of the project is durability: protecting and growing organic search through algorithm updates, site changes, technical issues, content initiatives and regulatory change.
Bitsler was one of my most technically demanding iGaming assignments. The platform relied heavily on JavaScript and React, creating complex problems around rendering, crawlability, indexation and Google’s understanding of important pages.
I worked directly with developers to translate SEO findings into technical requirements, prioritise the fixes and validate what happened after deployment.
Defensive SEO & brand protection
This work sits on the less conventional side of search: toxic links, malicious scraping, backlink injection, canonical attacks, indexing manipulation, robots.txt defence, fraudulent content replication, DMCA/Lumen abuse and AI-generated cloning.
Understanding how search systems can be manipulated offensively has made me better at diagnosing ranking losses that do not fit conventional SEO explanations.