David Burnell

SEO Manager specialising in content-led growth, with 5+ years' experience delivering technical, on-page, and content-driven SEO across high-traffic websites in competitive sectors including finance, travel, crypto, gambling, and property. Proven ability to develop and execute SEO strategies, optimise WordPress websites, and improve organic performance through hands-on implementation. Strong experience with Google Analytics, Search Console, and Tag Manager, using data to drive actionable insights and continuous improvement.

Increasingly focused on optimising content for AI-driven search environments, including AI Overviews and LLM-generated responses, by structuring content for clarity, extractability, and semantic relevance. Comfortable working independently in remote environments, combining SEO, content optimisation, and modern AI-assisted workflows to deliver measurable growth.

Web Analyst & SEO Lead (Part-Time, Remote) at Top 100 Golf Courses / Lockhart Travel (2023-05 – Present)

Developed and executed SEO strategies to improve organic visibility and search rankings for golf course and travel websites

• Developed and executed SEO strategies to improve organic visibility and search rankings
• Managed and optimised WordPress content, ensuring alignment with SEO best practices
• Implemented metadata optimisation, keyword targeting, and internal linking improvements
• Structured content to improve performance in both traditional search and emerging AI-driven results
• Set up and managed Google Analytics (GA4), Google Tag Manager, and Search Console
• Analysed website performance and user behaviour to identify optimisation opportunities
• Conducted technical SEO audits (indexing, crawlability, duplicate content, site health)
• Improved website performance through content updates, image optimisation, and structure enhancements
• Collaborated with stakeholders to align SEO with wider marketing objectives

Web Optimisation Analyst at The Football Pools (2021-08 – 2023-03)

Analysed user journeys and implemented optimisation strategies to improve conversion rates

• Analysed user journeys to identify conversion barriers and drop-off points
• Used behavioural analytics and data insights to inform optimisation strategies
• Supported SEO and content optimisation initiatives across landing pages and key user journeys
• Contributed to testing and optimisation strategies to improve engagement and conversion
• Worked closely with product, marketing, and analytics teams

Digital Marketing Executive / Conversion Optimisation Specialist at Fircroft Engineering Services (2019-02 – 2021-08)

Managed website analytics and delivered SEO and CRO improvements across landing pages

• Managed website analytics, campaign tracking, and performance reporting
• Delivered SEO and CRO improvements across landing pages and user journeys
• Ran A/B testing programmes and implemented optimisation changes
• Supported content optimisation and performance improvement initiatives
• Worked with content and marketing teams to improve engagement and conversions

SEO & Digital Marketing Roles at Connexus Group · Signworld Group · Twin Group (2015-01 – 2019-12)

Delivered hands-on SEO across multiple websites and client accounts

• Delivered hands-on SEO across multiple websites and client accounts
• Conducted keyword research, on-page optimisation, and technical audits
• Supported content optimisation and performance tracking
• Collaborated with developers and stakeholders to implement improvements