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Before my current agency role at Optimising, I worked in-house at 3 high-growth tech companies. They were:


Blinq is a SaaS startup based in Melbourne that makes digital business cards.


The challenge

As Blinq’s first SEO hire, I was challenged with supercharging traffic growth and signups. I took a product-led SEO approach, introducing Blinq to new prospects and nurturing them down the conversion funnel.  

Projects I worked on

  • Fixed a Client Side Rendering issue where a “load more button” was hiding the large majority of the older blogs in the blog index page. This was causing poor internal link distribution. 

  • Led the copywriting, project management and CRO of 3 new landing pages. This included a new page for Blinq’s Email Signature product, a new Digital Business Card specific landing page and a refresh of the NFC Card page.

  • Instituted a more strategic pillars and cluster approach to content production

  • Created and scaled a regular growth-focused blogging engine with 4 freelance writers.

  • Implemented a refresh and refurb program for updating the most important articles

  • Conducted regular screaming frog crawls and lighthouse audits.



Despite being an Australian company, the United States is Blinq’s main market. According to publicly available data from Ahrefs, during my time at Blinq overall US traffic went from 14,867 clicks a month to 23,423 clicks a month. 




FreeAgent is a high growth SaaS business with over 100,000 customers in the accounting software space.


I joined the business in 2018 and was given lots of mentorship and training by the other members of the SEO team.


The challenge

FreeAgent sits in a marketplace crowded by large competitors like Xero, Quickbooks and Sage. 


While it was unlikely that FreeAgent’s media budgets could outspend these giants, FreeAgent could win business by having a fantastic brand and well-executed SEO. 


Projects I worked on

  • Migrating the website onto a new CMS platform: Netlify

  • A link building project which leaned into links from FreeAgent’s software vendors. (I’m particularly proud of this case study FreeAgent did with Amazon Web Services!)

  • SEO and conversion focused content production.

  • Core Web Vitals testing and optimisation

  • Regular Screaming Frog crawls

  • Producing interactive content such as tax calculators.



In the four years I worked for FreeAgent, monthly clicks went from 71,607 clicks a month to 153,980. (Ahrefs publicly available data).



Brightsolid is a tech company specialising in Cloud computing. This was my first role out of Uni and it had me doing all sorts of marketing tasks such as email, social media and event marketing. I was also tasked with managing the website and reporting from Google analytics.


It was here that I fell in love with SEO. 


I was amazed by the sheer amount of relevant business organic search could bring in and its compounding effects. Working with Brightsolid’s web development agency during a migration also gave me a taste of what was to come later in my career. 

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