HAPHE Project

For HAPHE, I developed and implemented a multi-layered SEO strategy focused on immediate and sustained growth. My approach began with a technical optimisation audit, where I identified and resolved key technical issues that could hinder search engine visibility, such as improving site speed, addressing mobile responsiveness, and ensuring clean code and meta-data alignment. These adjustments laid a strong foundation for increased organic traffic and improved user experience, directly contributing to higher engagement rates and reduced bounce rates.

From there, I turned my attention to content strategy, particularly the optimisation of their blog. This involved conducting keyword research to align content topics with high-intent search queries, followed by updating existing content to be more comprehensive and targeted. I also refined the on-page elements—title tags, meta descriptions, headers, and images—to ensure each piece was fully optimised for both users and search engines. Additionally, I enhanced internal linking within blog posts and across key service pages to create a logical flow through the website. This not only helped with SEO but also guided users to relevant content, increasing the chances of conversion.

To ensure sustained growth, I developed a performance-monitoring system that tracked key metrics, including organic traffic, bounce rate, click-through rate, and conversions. By analysing this data, I could make informed adjustments on a monthly basis. The result was a sharp initial traffic increase of 358% within the first two weeks, followed by consistent month-on-month growth of 80-100%, as HAPHE’s content continued to attract and engage users. This growth demonstrated the impact of a targeted, well-executed SEO strategy that aligns with broader business objectives, showing how technical optimisation and content enhancement can drive both immediate and long-term success.