Ryan Wiggins

Search marketing professional with over four years' in-house experience at UK Addiction Treatment Centres (UKAT), progressing from Junior to Senior SEO Executive, alongside freelance consultancy across recruitment, hospitality and healthcare. Combines technical SEO, content strategy and multi-site organic growth with hands-on PPC campaign management. Experienced in location-led search strategies, working with developers and content teams, and using analytics and AI-enabled workflows to deliver practical improvements.

Senior SEO Executive at UK ADDICTION TREATMENT CENTRES (UKAT) (2022-05 – Present)

• Multi-site SEO strategy. Manage organic optimisation across a portfolio of 14+ websites, identifying search demand, keyword opportunities, internal linking improvements and site-level priorities.
• Technical SEO & auditing. Deliver website audits and competitor reviews using Ahrefs, Semrush, Screaming Frog and GA4; work with developers on site architecture, crawlability and technical remediation.
• Off-page SEO & budgets. Oversee link-building activity, including budget allocation, anchor-text recommendations, portfolio prioritisation and backlink quality assessments.
• Content & conversion. Produce keyword and search-intent recommendations, coordinate optimisation briefs, strengthen page-level calls to action and support user journey improvements.
• Cross-functional delivery & AI. Coordinate with developers, writers and external partners; use ChatGPT, Claude and Lovable to streamline research, content briefing and design prototyping.
• Operational ownership. Support Google Workspace administration and help develop the capability of a junior SEO colleague through practical coaching and knowledge-sharing.
• Portfolio visibility. Contributed to growth in tracked keyword rankings from approximately 800 to more than 3,800 across the website portfolio during his tenure.
• Acquisition integration. Took ownership of SEO integration for Providence Projects, including a technical and content audit, site restructuring and optimisation strategy; tracked rankings increased from approximately 10 to over 70.

Digital Marketing Consultant at Independent Digital Marketing Consultancy

Selected freelance client engagements spanning paid search, search engine optimisation, content production and website management. Projects undertaken independently of UKAT employment.

• SEO & content strategy. Plan and manage organic search activity, including keyword research, content gap analysis, website optimisation and search-intent mapping for recruitment-related services.
• Content creation & coordination. Supported creation and coordination of website content, brief contributors and oversee publishing, metadata, internal linking and ongoing optimisation.
• PPC campaign management. Manage paid search planning and optimisation, including keyword selection, campaign structure, ad copy, search-term reviews, negative keywords, geographic targeting and landing-page alignment.
• Performance & budget reviews. Evaluate spend, clicks, CTR, CPC and conversion indicators to identify opportunities to refine bids, allocate budgets and improve traffic and enquiry relevance.

PPC Consultant at Independent Digital Marketing Consultancy

• Paid search execution. Manage PPC activity for a hospitality-focused business, tailoring campaigns to accommodation and experience-related search intent, geographic demand and seasonal opportunities.
• Campaign optimisation. Review search queries, keyword targeting, advertisements, landing-page relevance and negative-keyword opportunities; refine location settings, bidding approaches and budget allocation.
• Measurement & reporting. Monitor PPC efficiency through campaign spend, CTR, CPC and relevant enquiry or booking conversion signals, translating findings into ongoing improvements.

SEO Consultant at Independent Digital Marketing Consultancy

• Care home search strategy. Develop targeted SEO plans for a residential care provider, prioritising service-led keywords, local and regional landing pages, and location-specific organic visibility.
• Content & CMS delivery. Coordinate website content uploads and on-page optimisation, including headings, metadata, internal links and alignment between content, search intent and site structure.
• Multi-website healthcare SEO. Support SEO activity across a small portfolio of acute mental health hospital websites, with keyword mapping, location strategies, website optimisation and content recommendations.

MSc in Strategic and Digital Marketing – De Montfort University (2020 – 2021)

BA (Hons) in Business and Marketing, First-Class Honours – De Montfort University (2016 – 2019)