AAT Kings
Guided day tours, short breaks and multi-day coach holidays across Australia and New Zealand.
Revenue
+31%
Impressions
+80%
Clicks
+18%
Position
-19%
CTR
-34%
What I did
The main project was a site migration from a single domain to 6 regional subdomains. I handled the full redirect mapping and all pre and post-launch checks: response codes, redirect chains and loops, and structured data validation. Working with the content team, I also built additional pages in Umbraco 13.
To support monthly reporting, I built a Python script that automatically pulls search performance data, adds columns for search intent and search volume and categorises queries and pages. This became the foundation for the monthly SEO reports and let the team spot patterns over time. Regular analysis of this data surfaced traffic and revenue dips and drove page-level recommendations: responding to competitor movements, fixing weak metadata and flagging new SERP features.
I also built a second Python script to monitor keyword cannibalisation across the site, and delivered a master keyword research document identifying high-value topics with relatively low competition, such as small group tours.
Finally, I put an audit process in place for blog content to check for quick wins: missing author names, outdated publish dates and whether the first paragraph contains a relevant internal link and target keyword.