Imogen Farrar — SEO Specialist
Manchester
Search specialist with five years on an agency bench and in-house at a travel marketplace, at home in a log file and in a content brief. Grew non-brand organic sessions from 310,000 to 1.1 million a month by rebuilding how one site links to itself.
Experience
Senior SEO Executive, Wrenmoor Travel · September 2022 – present
Owns organic search for a holiday-let marketplace listing 90,000 properties across 40 countries.
- Grew non-brand organic sessions from 310,000 to 1.1 million a month by rebuilding the destination templates around a single internal-linking hub.
- Recovered 44% of the traffic lost to a core update within nine weeks, by consolidating 1,900 thin city pages into 240 substantial ones.
- Cut median largest contentful paint from 4.1s to 1.6s alongside the front-end team; organic conversion on mobile rose 18%.
- Analysed six months of server logs and found 61% of crawl budget going to filtered URLs; blocking them lifted indexed pages from 38,000 to 71,000.
- Writes the brief every freelance writer works from, which cut the edit rounds on a commissioned article from three to one.
SEO Executive, Halcombe Digital · June 2020 – August 2022
- Ran organic search for nine retail clients; six finished the year with organic ahead of paid on revenue for the first time.
- Wrote the technical audit template the agency still sells as a fixed-price product at £2,400, bought 70 times in two years.
- Took a furniture client from 1,400 to 9,800 monthly organic sessions in eleven months with a 60-page buying-guide programme.
Marketing Assistant, Thistlebank Drinks · July 2019 – May 2020
- Rewrote 220 product descriptions to a structured brief; the range’s organic sessions rose 52% over the following two quarters.
- Set up the first Search Console and analytics properties the brand had, giving the team weekly numbers in place of quarterly guesses.
Projects
- Peak Routes — A walking-route site for the Peak District, built and written alone as a place to test search ideas before running them at work.
Education
- BSc (Hons) Geography · University of Leeds · September 2016 – June 2019
Skills
- Technical: Log file analysis, Crawl budget, Core Web Vitals, Structured data, Internationalisation, JavaScript rendering
- Editorial: Keyword research, Content briefs, Topic clusters, Digital PR, Content pruning
- Tools: Screaming Frog, Ahrefs, Semrush, Google Search Console, BigQuery, Looker Studio