Emily Wilkes

I'm an SEO and Web Strategy specialist with 6+ years of experience building and scaling organic growth for global brands, most recently at Kaplan International Pathways. I've led end-to-end SEO strategy — from technical audits and site architecture to keyword research, content optimisation, and performance tracking — turning organic search into a genuine growth channel rather than a checkbox exercise.

Over my time at Kaplan, I progressed from Web Content Coordinator to Senior Web & SEO Manager, building and managing a team responsible for SEO strategy, on-page optimisation, technical health, and site performance across the business's core websites. I work closely with copywriters, designers, and developers to make sure content is both search-friendly and genuinely useful, and I'm comfortable digging into tools like Google Analytics and Search Console to find what's actually moving the needle.

One of my proudest achievements was project-managing a 15+ person marketing team through a full website redesign and migration — over 1,000 pages restructured over two years to create a more user-friendly site. It's the project that best reflects how I work: combining SEO and content expertise with genuine project leadership.

That experience naturally led me into a Product Manager role for the same websites, giving me a strong sense of how SEO decisions connect to broader business goals, roadmaps, and stakeholder priorities — something I bring back into every website strategy I build.

Before my move into digital, I spent several years in sales and client-facing roles, which shaped how I think about user intent and conversion — skills that translate directly into writing content that ranks and converts.