Projects worth showing the working for
Nine years produces a lot of work. These are the ones where the diagnosis was the interesting part, not the execution. They are grouped by CMS and by sector, because the two questions on a call are almost always “have you worked on our CMS” and “have you done this for a business like mine” — so this is where to check rather than take my word for it. Each page has the problem, what I found, what I changed and what happened after. Where a number is missing it says so, rather than pretending.
By CMS 13 projects
The same SEO problems, and a different set of limits on every CMS
Most of what goes wrong in search goes wrong the same way everywhere. What changes is how much the CMS lets you touch. Shopify decides the URL structure whether you want it to or not, WordPress lets you change everything including the things you should not, and on Adobe Experience Manager every template has an owner. Find the CMS you run.
- Magento / Adobe Commerce 5
- PropperLabor Law PostersWorkWise ComplianceU-LineMarvel Refrigeration
- WordPress + WPML 4
- LEAD SchoolCollegiate ACVoyatekPropeller migrations
- Shopify & Shopify Plus 2
- IndustvillePropeller migrations
- Adobe Experience Manager 1
- Infosys
- Webflow 1
- iMocha
- Headless: Next.js + WordPress 1
- Gupshup
SaaS, IT & public sector 4 projects
Four platforms, four different limits on what you are allowed to change
The B2B half of the nine years, and the group where the constraint is rarely the SEO itself. Gupshup was an international architecture problem to be solved before fifteen country subdomains went live. iMocha was in-house twice, running content at fifteen articles a week. Infosys was an enterprise Adobe Experience Manager estate where every template edit has an owner. Voyatek is published thin on purpose — the engagement detail is being reconstructed from records rather than invented.
Gupshup
Conversational SaaSInternational SEO strategy built early in their global expansion, so market pages did not end up competing with each other as new regions launched.
Read the project →iMocha
Skills assessment, B2B SaaSTwo in-house stints, rehired by the CEO for the second. A content engine at fifteen articles a week, 200+ bottom-of-funnel keywords mapped in month one, and the site migrated inside a month.
Read the project →Infosys
IT services and consultingTwo years on an enterprise Adobe Experience Manager site, where nothing is a one-line change and every template edit has an owner. The win came from pages that already existed.
Read the project →Voyatek
Government technologyA much smaller search footprint than the business behind it. Published thin on purpose: the engagement detail is being reconstructed from records rather than invented. Write-up in progress.
Read the project →Ecommerce, D2C & lifestyle 2 projects
Catalogues shopped by picture, or by asking an assistant first
Two consumer catalogues where search behaviour does not match the product taxonomy. Propper sells into a category where buyers ask an assistant before they open a search box, so the work was answer-engine visibility and rewriting the pages those answers get built from. Industville is shopped by room and by look rather than by product name, which makes the gap between catalogue structure and real demand unusually wide.
Propper
Tactical and workwear apparelA category where buyers ask an assistant before they open a search box. A fixed prompt set across ChatGPT, Perplexity and AI Overviews, and the pages the answers were built from rewritten answer-first.
Read the project →Industville
Lighting, e-commerce (UK)A category where people search by room and by look rather than by product name, which makes the gap between catalogue structure and real demand unusually wide. Write-up in progress.
Read the project →Compliance & regulated 2 projects
Two storefronts where the demand sat one step before the product
One client, two compliance brands, and the same diagnosis on both: the catalogue ranked for the poster and missed the question people ask before they know they need one. The work was an informational layer — wage guides, posting-requirement pages — built against real query data rather than product taxonomy. Each is measured inside its own Position Tracking campaign, one scope, the same way on both dates.
WorkWise Compliance
Compliance training and postersSeven months on a compliance catalogue. Tracked top-three keywords went 16 to 93 and AI Overview citations 9 to 132, then eroded from March. The page shows both halves and separates a lost ranking from a lost citation.
Read the project →Labor Law Posters
Labor-law compliance posters, e-commerceA compliance catalogue that had been losing ground for a year. The demand sat one step before the product, and the pages that answered it did not exist.
Read the project →Appliances & industrial 2 projects
One client, two brands, and the two ways a large catalogue fails
U-Line and Marvel Refrigeration are two brands of the same appliance business, which makes them a useful pair. On one, the index filled with faceted-filter junk until almost none of 70,637 URLs were worth a crawl. On the other, the pages were fine and competing with each other — category, product, support and blog all chasing the same query. Different symptom, same root cause: the catalogue outgrew the architecture it was built on.
Marvel Refrigeration
Appliance e-commercePre-migration audit across 70,637 indexed URLs. Canonical mismatches mapped, a 404 redirect plan built, and internal link equity modelled before a single URL moved.
Read the project →U-Line
Premium appliancesCannibalisation audit across overlapping product templates, a keyword map driving social content, and a new serial number landing page set.
Read the project →Education & property 2 projects
Two estates where the lever was not the content
At LEAD School the fastest-moving lever sat underneath the content programme rather than inside it: render-blocking work that took page load from six seconds to four. Collegiate AC is the hardest shape of site to get right — one page per building, each competing in its own city, in more than one language, for a product that is full half the year.
LEAD School
EdTech, K–12One of three unicorn-stage clients owned end to end at Neil Patel Digital. The lever that moved fastest was not content, it was the render-blocking work underneath it.
Read the project →Collegiate AC
Student accommodation, UK and EuropeThe hardest shape of site to get right: near-identical location pages, each competing in its own city, in more than one language, for a product that is full half the year. Write-up in progress.
Read the project →Cross-sector — agency side 1 project
Migrations at a cadence, not as a one-off
Most migration case studies describe one migration. The agency years were the other problem: running one to two a month for fifteen months, across four platforms and twelve client brands, with a small team — and making the process repeatable enough that it did not depend on any one person being in the room.
Propeller
UK agency, migration programmeMost migration case studies describe one migration. This is the other problem: running them twice a month across four platforms with a small team, and making them repeatable.
Read the project →Or browse by discipline
Thirteen write-ups is not the limit of the work — the full list runs to 24 brands across seven platforms. Working in a sector that is not here yet? Send the domain and the problem and I will tell you honestly whether I think I can help.
Write-ups in progress. Ask me about any of them on a call and I will walk you through the work.
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