Available to hire
Ex-IKEA Australia | Senior SEO Specialist (8.5 Yrs)
- Grew IKEA’s unbranded organic traffic to 6.7 million sessions and delivered 10% YoY growth in FY26.
- Helped 150+ local small businesses generate more traffic, leads and revenue, not just keyword rankings.
- Built AI visibility (AEO/GEO) into every SEO strategy as search shifts to ChatGPT, Gemini and AI Overviews.
- 100+ WordPress websites designed with SEO, conversions and business goals in mind.
Message me your site and goals. I’ll analyse it and map a strategy to hit them. Free.
Experience Level
Language
English
Fluent
Work Experience
Country SEO Specialist at IKEA Australia
November 1, 2017 - PresentOwn the national SEO strategy end-to-end, ensuring alignment across Content, UX, Loyalty, Digital, and Commercial teams. Lead technical SEO audits, monthly site health checks, and indexing improvements to maintain a fast, crawl-efficient, and scalable website. Collaborate with global and regional digital teams to align structural changes, taxonomy improvements, and content optimisation at enterprise scale. Integrate SEO into commercial calendar planning, supporting category priorities, promotional periods, and revenue-driving initiatives. Partner with UX to enhance customer journeys and improve discoverability, engagement, and search-to-conversion flow. Lead cross-functional implementation of SEO requirements across digital product squads. Refine internal SEO processes using AI-supported metadata analysis and automated pattern-driven optimisations. Present SEO performance to leadership in board-level settings, translating complex data into actionable insights.
SEO Specialist at Glasshat Pty Ltd
February 1, 2016 - December 1, 2016Deindexed 7 million unwanted pages of www.graysonline.com from Google Australia to improve crawlability and indexability. The client's website had 15 million pages indexed in Google and received back-to-back warning messages in Google Search Console in a short period. Exceeded the billable hours targets for Quarter 1 2016 by 12% and topped the client services implementation team.
SEO Lead at RIGHT CLICK
September 1, 2006 - December 1, 2013Managed a team of content writers, SEOs, and web developers (80% of role) across in-house and remote staff; instrumental in developing the SEO team of tomorrow, sourcing, interviewing, selecting, and developing talent; delivered standard SEO agency services to brands such as GraysOnline, NRMA, National Disability Services.
Education
MBA at Hamdard University Karachi, Pakistan
January 1, 2000 - January 1, 2001Qualifications
Industry Experience
Retail, Software & Internet, Professional Services
- Ranked on the first page of Google for competitive keywords including:
- Personal Trainer Sydney
- Female Personal Trainer Sydney
- Nutritionist Sydney
- Increased organic visibility from virtually zero to a consistent flow of qualified traffic.
- Generated 3–5 enquiries per week through Google Search alone.
- Built a sustainable source of leads without relying on paid advertising.
- Comprehensive keyword research
- Local SEO strategy
- On-page SEO
- Technical SEO
- Google Business Profile optimisation
- Content strategy
- Internal linking
- Conversion-focused website improvements
- Performance monitoring and ongoing optimisation
I partnered with a Sydney-based personal trainer to build her organic visibility from the ground up with a highly targeted Local SEO strategy.
The objective wasn’t to rank for hundreds of keywords—it was to generate qualified enquiries from people actively searching for her services in Sydney.
Key outcomes:
Services delivered:
This project demonstrates my approach to SEO: focusing on commercially valuable keywords that drive enquiries and revenue, rather than simply increasing rankings or traffic.
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