Global Trading Platform: SEO scaled across markets and regulators

The challenge

Global SEO efforts were not scaling across markets. There was no clear SEO strategy or ownership within the organisation, technical debt and CMS limitations slowed down implementation, and content cannibalisation suppressed visibility for generic, high-value keywords. All of it sat inside a highly regulated environment, where content publication and technical changes required strict compliance.

Where value was leaking

Mapped onto the Organic Value Chain, three links were holding everything else back.

• Capability No clear SEO strategy or ownership inside the organisation.
• Technology Technical debt and CMS limitations slowed every implementation.
• Build Content cannibalisation suppressed generic, high-value keywords.

My role

• Owner of the global SEO strategy and long-term vision
• Responsible for the global SEO roadmap and prioritisation
• Led technical SEO audits and strategic recommendations
• Coordinated SEO efforts internationally, working closely with development teams across markets
• Managed the external SEO agency and the SEO budget
• Reported SEO performance and strategy directly to C-level stakeholders

Strategy and key actions

1. 01

   Strategy

   Built a long-term, scalable global SEO strategy and roadmap.

2. 02

   Architecture

   Redesigned site architecture to support international growth.

3. 03

   Content

   Developed a compliant content strategy covering unique content creation, gap analysis and cannibalisation reduction.

4. 04

   Internal links

   Introduced internal linking frameworks to support authority distribution.

5. 05

   Authority

   Defined and executed a strategic link-building framework.

6. 06

   Platform

   Worked with development teams to deliver new CMS solutions enabling SEO scalability.

The results

Over a two-year period (Ahrefs): 800K organic visibility growth, +92% keywords in the top 3 positions, +217% keywords in positions 4–10, and a 3× conversion improvement.

Why it worked

The constraint was ownership, not tactics. Once there was one strategy and one roadmap, development, content and the agency worked from the same priorities. Architecture, content and links then reinforced each other instead of competing for the same releases.