In-house career case study · EMD UK
Not a client commissionEMD UK SEO case study: organic search became the leading conversion channel.
I led SEO at EMD UK, the national governing body for group exercise. Over eight months, I found missed searches, built pages for specific instructor needs and improved the route from the website to membership. For the first time in EMD UK's history, organic search became its number one source of conversions.
There was useful work already on the site, but no clear search plan.
Some older content still had potential. Important insurance questions did not have a page of their own. Search Console hadn't yet been set up, which made it harder to see how people were finding the site. I started by making that demand visible and connecting it to the journeys that mattered to the organisation.
Match the page to the question.
- Search evidence
- Set up Search Console and used it to find demand and pages that needed attention.
- Focused insurance pages
- Built pages for specific instructor searches, including yoga teacher and Zumba instructor insurance.
- Useful content updates
- Refreshed older articles that already appeared in search and created content for current instructor needs.
- Event journeys
- Built pages with a clearer route from interest to sign-up.
- Membership decisions
- Reworked the fitness insurance page to answer common questions and make the next step easier.
A clearer route from search to membership.
Organic search became EMD UK's number one source of conversions for the first time.
Google Search Console clicks grew by 261%, from 845 to 3,050 per month, comparing July 2024 with March 2025.
Google Search Console impressions grew by 302%, from 35.1 thousand to 141 thousand per month over the same period.
Clicks and impressions measure search visibility. They aren't counts of enquiries, members or sales.
“From concept to implementation, he has a real skill at creating the best customer experience from start to finish.”
Get the right people to useful information, then make the next step clearer.
This was an in-house role with the access and support that comes from being part of a team. The principle I bring to founder projects is the same: find the searches worth serving, make the page genuinely useful and look at what happens after the click.
What could search do more usefully for your business?
Tell me what you're seeing in your own data and where the journey feels weak.