Simon McCullagh

Senior SEO and Digital Performance Specialist with extensive experience across technical SEO, content strategy, e-commerce optimisation, analytics, and performance marketing. Expert in translating complex datasets into actionable insights, driving sustained organic growth, conversion improvements, and revenue impact across agency, freelance, and in-house environments. Broad experience in LLM driven content (Claude, ChatGPT, DeepSeek) including creating automated content pipelines and SOP development.

Highly proficient across the full SEO lifecycle, including technical audits, site migrations, Core Web Vitals governance, topic authority development (EEAT), keyword research, competitor analysis, and SEO forecasting. Strong analytics and tracking implementation using Google Analytics, Google Tag Manager, Looker Studio, and BI dashboards to support KPI definition and performance reporting. Demonstrated success leading SEO strategies for large, competitive sites, recovering organic performance following Google Core Algorithm updates (+27% traffic rebound), and delivering scalable content systems using CMS platforms such as WordPress, Shopify, Webflow, and Squarespace.

Experienced in multilingual and international SEO, cross-region shipping configurations, and platform integrations including Stripe, Cloudflare, and third-party SaaS tools. Comfortable operating in cross-functional, distributed teams across multiple time zones, working closely with developers, designers, SMEs, and stakeholders. Strong advocate of evidence-based decision-making, continuous learning, and knowledge sharing.

Certified Scrum

Master with hands-on Agile delivery experience.

E-commerce Manager at Sheridan Print Products (2024-01 – Present)

• Managed large-scale product ingestion across Amazon, eBay, and Etsy, handling thousands of SKUs with structured taxonomy, SEO-friendly metadata.
• Designed and executed keyword research, competitor analysis, and content gap audits to inform category architecture, topic clusters, and pillar pages.
• Built automated AI-driven content pipelines using LLMs (ChatGPT, Claude, DeepSeek), including SOPs for prompt design, QA, publishing workflows, and internal governance.
• Implemented live shipping rate calculations across multiple regions, supporting and accurate checkout UX.
• Oversaw DNS configuration, site migrations, and platform integrations including Stripe (PCI-safe third-party processing), Cloudflare performance/security, and automated backup systems.
• Delivered BI dashboards and monthly performance reporting covering SEO KPIs, revenue attribution, funnel performance, and forecasting.
• Ensured content discoverability across Google, Bing, and emerging AI-driven discovery platforms (e.g. ChatGPT, Perplexity) through structured data, crawl access, and authority signals.

SEO Manager at Thrive Marcoms (2022-01 – 2023-12)

• Owned technical SEO strategy for multiple client accounts, including full SEO website migrations, DNS updates, site structure crawl optimisation, and post-migration performance recovery.
• Conducted technical audits, competitor analysis, keyword research, and content gap analysis to build SEO roadmaps aligned to commercial KPIs.
• Built multi-source BI dashboards in Looker Studio integrating GA, GSC and CRM data for monthly client reporting and forecasting.
• Designed and implemented Google Tag Manager conversion tracking, trigger setup and funnel measurement across multiple platforms.
• Led Core Website Vitals governance using Search Console, Lighthouse, and PageSpeed Insights to drive measurable UX and performance gains.
• Authored SEO-optimised SOPs for content production, upload, internal linking, schema deployment, and QA, improving delivery speed and consistency.
• Ran regular client and stakeholder calls across time zones, presenting performance insights, algorithm impact analysis, and prioritised action plans.
• Lead learning sessions in SEO/digital marketing/software systems for junior members of staff.

Freelance SEO Analyst at SEO Services NI (2020-01 – 2022-12)

• Delivered end-to-end SEO services including technical audits, keyword research, competitor benchmarking, content gap audits, and SEO forecasting for SMEs.
• Achieved consistent top-3 rankings for 100+ commercial keywords through on-page optimisation, topic clustering, internal linking, and authority development.
• Built and optimised lead-generation WordPress websites, implementing multilingual support, schema markup, security hardening, Cloudflare integration, and automated backups via cPanel.
• Executed targeted outreach and digital PR campaigns to support authority growth and referral traffic.
• Implemented UX and CRO improvements using Hotjar heatmaps, funnel analysis and A/B testing to improve conversion rates.
• Supported email marketing campaigns using Mailchimp and SendGrid, improving open and click-through rates by 15%+ through segmentation and testing.

Search Engine Optimization Executive at ORH Marketing (2016-01 – 2020-12)

• Produced and optimised cornerstone content that generated over 300,000 new monthly organic users across US, UK, CA, and AU markets.
• Developed and executed backlink and digital PR strategies, contributing to sustained organic traffic growth in highly competitive niches.
• Led a distributed team of five writers, ensuring consistent, compliant, and optimised content delivery across 10+ client sites.
• Worked within regulated industries (cannabis accessories, medical products), ensuring GDPR compliance, health and safety standards, and platform policy adherence.
• Collaborated closely with developers and stakeholders to implement technical improvements and structured data enhancements.

MSc in Leadership for Sustainable Development – Queen's University Belfast

BSc in Geography – Queen's University Belfast