Summary
Overview
Work history
Education
Skills
Websites
Accomplishments
Publications
SEO Achievements
Timeline
Generic

Colin Woon

London Bridge,UK

Summary

Senior SEO Expert | 20+ Years’ Experience | Global Strategy | Team Leadership | AI & E-commerce SEO

Strategic and results-driven Senior SEO Specialist based in London, with over 20 years of experience — including 12 years in Head of SEO roles across client-side and agency environments in London and Amsterdam. Combines deep technical expertise with a strong commercial focus to develop and execute global SEO strategies aligned with business KPIs, forecasting, and ROI performance.

Recognised for leading high-performing, cross-functional teams across EMEA, AMERS, and APAC, with a proven ability to enhance workflows and deliver scalable growth. Expert in tools such as Google Search Console, Semrush, Screaming Frog, and JIRA, with extensive experience embedding SEO into agile product development as an SEO Product Owner.

Highly adaptable and collaborative, with a track record of solving complex challenges through data-led, innovative strategies. Delivers consistent year-on-year growth by integrating SEO with paid media, affiliates, email, and programmatic to maximise performance. Specialist in international e-commerce SEO and AI-era content strategies optimised for LLMs and modern search engines.

Known for strong communication, leadership, and organisational skills — adept at managing multiple accounts, upskilling teams through SEO copywriting guidelines, and driving measurable results. Equally effective in SEO leadership roles (up to 25 team members) and hands-on delivery positions.

Active contributor to the SEO community, with regular speaking engagements at conferences such as BrightonSEO and judging roles at major UK SEO awards. Brings a resilient, self-motivated, and customer-focused approach to every project, with a commitment to continuous improvement and operational excellence.

Overview

21
21
years of professional experience
3
3
years of post-secondary education

Work history

Head of SEO and CRO Specialist- Global

GoCardless
London
10.2024 - 08.2025
  • Led SEO strategy and implementation to drive measurable growth through AI search and organic performance
  • Delivered Google Rank #1 for high-value terms: accept credit card payments, taking card payments, sms payments
  • Increased landing page conversions by 20% through targeted CRO strategy in collaboration with UX and Design teams
  • Boosted Google clicks by 15% through structured SERP optimisation project
  • Established SEO Product Owner role; embedded SEO into agile workflows and product team prioritisation using JIRA
  • Developed company-wide digital copywriting guidelines to improve search visibility and publishing consistency
  • Created acommercial ROI model linking organic keyword rankings to business conversion value
  • Collaborated cross-functionally to align SEO efforts with commercial objectives and product timelines

SEO Director

Search Excellence
London
08.2022 - 08.2025
  • Delivered Google Rank #1 for Google Expert London and Rank #6 (First Page) for SEO copywriting guide 2025
  • Led SEO and web development services tailored for small and local businesses across various sectors
  • Managed client onboarding and end-to-end delivery of web marketing services, ensuring smooth, high-quality execution
  • Oversaw SEO and post-migration strategy for recruitment agency; maintained and improved search visibility
  • Provided technical website management and SEO copywriting for damp proofing specialists in both commercial and residential sectors
  • Developed website and created targeted copy for private health insurance provider; improved online visibility and supported business growth
  • Directed multiple client projects emphasising performance, client satisfaction, and search engine optimisation
  • Ensured strategic leadership and consistent results across all accounts, driving client retention and measurable outcomes

Head of SEO: SEO Product & CRO Specialist - Global

London Stock Exchange LSEG
London
11.2022 - 08.2024
  • Led global website migration, consolidating 3,294 pages into 1,308 pages on LSEG.com, ensuring brand consistency across FTSE Russell, LCH, Giact, GDC, and Refinitiv
  • Delivered year-on-year monthly growth of +10,000 monthly traffic and +200 leads
  • Improved average keyword position by +20 spots through targeted SEO and content strategies
  • Managed migration of platforms to Adobe Workfront and SEO reporting transition from Google Analytics to Adobe Analytics
  • Developed and executed content hub strategy across LSEG sub-brands, including Risk Intelligence, FX, Data & Analytics
  • Directed APAC regional SEO teams and collaborated with external agencies to optimise digital presence for China and Japan websites
  • Spearheaded conversion rate optimisation (CRO) initiatives, working with UX and Design teams to create A/B tests, increasing lead generation
  • Launched e-commerce SEO program focused on high-traffic landing pages, significantly boosting online sales and revenue
  • Created and embedded theSEO Product Owner role into agile workflows, aligning SEO efforts with product, technology, and content teams to drive sustainable organic growth

Head of SEO: SEO Product & CRO Specialist - Global

CV Library Group
London
02.2019 - 07.2022
  • Led SEO training and enablement for Content and PR teams to boost search-driven visibility through SEO copywriting and digital PRFeatured in SISTRIX Top 100 SEO-Improved Sites, industry benchmark report highlighting leading performance gains in search visibility, 2019
  • Restructured Google Analytics 360 account to correct wrongly attributed traffic from paid media channels
  • Deployed faceted navigation in search area, optimised for crawl efficiency and indexability
  • Increased website crawl rate from 60% to 90% through continuous technical SEO improvements
  • Drove 37% year-on-year growth in organic conversions (new applications) in 2020
  • Delivered 150+ SEO improvement projects via JIRA-managed development pipeline
  • Established daily server log analysis to monitor crawl trends and behaviour in real time
  • Applied advanced A/B and multivariate testing focused on improving page quality and conversion impact
  • Conducted comprehensive technical SEO analysis across platform (~40 million URLs) to identify performance blockers and build JIRA task backlog
  • Developed long-term SEO roadmap including 3-year improvement plan, SEO specialist hiring, and annual budget forecasts for strategic and tactical campaigns
  • Onboarded advanced technical tools for full-site debugging and issue identification
  • Establish SEO Product Owner role to embed SEO into cross-functional teams across product, development, UX, and architecture
  • Oversaw CRO strategy implementation, leading multivariate and A/B testing for continuous performance gains
  • Championed test-and-learn approach to deliver iterative, data-led improvements across site performance

Head of SEO & News Managing Editor - Global

William Hill
London
04.2018 - 11.2018
  • Launched News.WilliamHill.com, including AMP functionality; owned front-end redesign, CMS re-platforming, and commercial publishing strategy
  • Managed Digital Editor responsible for day-to-day publishing operations, marketing strategy, and SEO-led content creation
  • Developed international SEO department across 21 global regions, supporting Sportsbook and Gaming products
  • Led team of 13 specialists and enabled cross-functional collaboration across content strategy, technical SEO, development, outreach, and marketing
  • Delivered multiple platform migrations across OpenBet (Sportsbook) and Gaming platforms including Playtech, Virtue Fusion, Evo Gaming, Ash, Blueprint, Red Tiger
  • Controlled 6-figure annual SEO budget, split across global markets; allocated spend across tools, campaigns, creative, and external specialist support
  • Prioritised UK, Italy, and Spain markets based on trading data and customer demand to maximise returns
  • Implemented Organic Search multi-touch attribution (MTA) data via Visual IQ for improved campaign evaluation
  • Applied strategic thinking and analytical problem-solving to align SEO activity with business goals, customer intent, and platform migration performance optimisation
  • Promoted innovative SEO-led publishing strategies tailored to market-specific KPIs, improving visibility, engagement, and customer alignment

Head of SEO & CRO Specialist

Barclaycard
London
09.2017 - 03.2018
  • Led SEO and organic search strategy across Small Business and Corporate markets, managing content, technical SEO, and outreach from planning through implementation
  • Directed SEO agency RFP process across 8 business units, including Personal, Business, Corporate, Investment, Barclaycard, Private, and International divisions
  • Spearheaded Barclaycard Group SEO agency pitch, aligning strategy and delivery across complex, multi-brand structure
  • Built integrated SEO & PR digital synergy workgroup to embed SEO strategy into PR campaigns and elevate content visibility
  • Developed business-first SEO content guidelines enabling non-SEO copywriters to achieve first-page Google rankings
  • Led CRO strategy focused on analysing customer behaviour to optimise full journey from Google Search to on-site experience
  • Demonstrated strategic thinking in aligning SEO initiatives with broader business objectives across high-value segments
  • Applied data-driven analysis to inform CRO decisions and improve user engagement and conversion rates
  • Enabled cross-functional collaboration across SEO, PR, content, UX, and business leadership teams
  • Promoted innovative SEO approaches to improve search visibility and content performance at scale
  • Maintained customer-focused approach by designing SEO strategy tailored to user intent and market demand
  • Managed high-stakes, enterprise-level SEO programs within complex financial services environment

Head of SEO / SEO Product & CRO Specialist

O2 UK Telefonica
Slough
12.2013 - 09.2017
  • Led SEO strategy and delivery across O2 Consumer, Business, Enterprise, Sponsorship, and Priority, managing team of 5 in-house specialists and 4 agency partners
  • Owned SEO roadmap across Online Sales & Service and Marketing Communications departments, aligning with business objectives and agile delivery frameworks
  • Led as SEO Product Owner, embedding SEO into product lifecycle and prioritisation within internal eCommerce scrum teams
  • Directed full website redesign and migration in 2015, resulting in 131% increase in natural search traffic to product detail pages
  • Achieved 120% growth in natural search orders and 71% increase in page 1 visibility for handset pages, driving all products to Google page 1 following site restructure.
  • Delivered collaborative content marketing strategy with SAMSUNG in 2016, boosting engagement and authority
  • Positioned O2 as leading UK telco in natural search, with only CPW ahead in competitive rankings
  • Developed and implemented CRO strategy in partnership with UX and Design teams, running multivariate testing to optimise eShop performance
  • Managed SEO performance reporting using attribution models and econometrics data to evaluate cross-channel impact
  • Aligned SEO strategy with Social, Paid Search, and Affiliate teams to unify keyword targeting, outreach, and performance objectives
  • Promoted cross-functional collaboration between product, content, and technology teams to scale organic visibility
  • Applied strategic thinking and analytical insight to drive long-term customer acquisition through organic search
  • Demonstrated operational focus and leadership by integrating SEO into agile workflows and enterprise-level marketing delivery

Head of SEO - Global

St George International
City Of London
11.2012 - 11.2013
  • Developed post-Penguin link-building strategy targeting relevant, high-authority industry publishers
  • Managed full website redesign and implemented conversion optimisation across online booking system
  • Directed digital marketing for 13 websites across 13 EMEA countries, improving regional performance
  • Created centralised digital strategy integrating SEO, content marketing, paid search, and social media
  • Managed £20,000 monthly paid media budget across Google Ads and other platforms
  • Led cross-functional digital team of 5 specialists per country, aligned through centralised planning
  • Supervised digital team of 4 in-house specialists, delivering SEO and content improvements at scale
  • Collaborated with external web design agency to develop new website architecture and page templates
  • Led digital PR strategy with UK schools, generating content published across multiple GOV.UK domains to enhance domain authority and site reputation

Digital Marketing Manager

Brand Engage
Windsor
06.2012 - 10.2012
  • Created SEO, Content Marketing, PPC, and Social Media department; managed team of 4 specialists
  • Developed integrated digital strategies for new and existing clients, including Facebook strategy for HARDYS and BANROCK STATION
  • Achieved 200% growth in project portfolio within 6 months
  • Delivered multilingual SEO for INTERCONTINENTAL HOTEL GROUP across Dutch, French, German, Spanish, Portuguese, and Italian markets
  • Built full on-page SEO content strategy, including content briefs for copywriters
  • Presented weekly and monthly performance reports to clients, aligning insights with campaign KPIs

Senior SEO Specialist

Blast Radius Amsterdam
Amsterdam, North Holland
11.2011 - 06.2012
  • Rebuilt SEO department and led SEO project delivery across PARIS, LONDON, HAMBURG, and AMSTERDAM
  • Managed SEO and client services for European portfolio, including MICHELIN, TOMTOM, and NIVEA
  • Created SEO content strategy for MICHELIN EMEA covering 26 countries, 24 languages, and 28 websites
  • Delivered 45% increase in organic traffic across 15 MICHELIN websites in 5 months
  • Conducted technical audit and implementation on ALFRESCO CMS
  • Built EMEA-wide link-building strategy aligned with content and search intent
  • Led integrated SEO and Social Media strategy for TOMTOM and NIVEA across EMEA markets
  • Developed Social Media product for search campaigns; applied across multi-market programs
  • Drove 220% increase in “Talking About Us” metric, 260% increase in user reach, and 100% uplift in average likes through collaborative content execution
  • Increased engagement by 120% in average shares and 75% in average comments via aligned SEO and social publishing calendar

Lead Search & Social Specialist (SEO & PPC)

Fortune Cookie
City Of London
04.2010 - 11.2011
  • Established search department, managing team of 3 specialists and reporting to Director of Search, while developing and implementing SEO content marketing, PPC, and reputation management processes for 11 high-value clients
  • Launched SEO content marketing network to drive scalable organic growth across multiple industry verticals
  • Integrated SEO and social media strategies across GOOGLE+, FACEBOOK, BING, and GOOGLE SEARCH for aligned outreach and performance, while designing scalable search and analytics reporting templates in collaboration with internal data team.
  • Managed £1.2M annual PPC budget, optimised GOOGLE ADS account structure to improve efficiency and maximise ROI
  • Increased organic brand traffic by 58% and promoted 3 branded domains to Google page 1, replacing 4 negative listings to enhance online brand reputation for membership shopping rewards business.
  • Delivered 64% increase in SEO impressions and traffic, achieving 300% growth in SEO-driven sales within 2 months for insurance company.
  • Increased PPC click-through rate from 7% to 19% on non-brand campaigns and boosted SEO click-through rate by 66%, alongside 40% rise in conversions through funnel optimisation and data-driven insights.
  • Ranked 1,480 keywords on GOOGLE page 1, securing 868 keywords in positions 1–4 through technical and on-page optimisation for hotel bookings website.
  • Implemented advanced structured data techniques, increasing organic traffic by 15%, sales by 22%, and reservations by 50%.
  • Achieved 2.8 million monthly impressions and 110,000 generic organic visits, optimising 200 bespoke Small Luxury Hotels landing pages to GOOGLE page 1 within 3 months.

Search Manager (SEO & PPC)

Search Titans
London
11.2009 - 04.2010
  • Managed team of 5 specialists and oversaw 6 client websites across Retail and IT sectors for privately owned London digital agency
  • Directed end-to-end SEO campaigns, from graphic design and web build to on-page optimisation, supported by minimum £30k paid search budgets per client
  • Created UX website wireframes and SEO website structures, optimising URLs and meta tags to improve click-through rates
  • Managed £1.2M PPC budget and conducted CPA forecasting across live accounts, optimising landing page designs, ad formats, targeting, and extensions
  • Managed Twitter and Facebook accounts for global clients with independent regional properties, enhancing social media presence and engagement

Search Executive (SEO & PPC)

Truly London
London
10.2008 - 11.2009
  • Managed team of 5 search specialists and 11 interns, overseeing SEO strategy and execution for 20 clients and 10 international websites across Travel, Betting, Sports, Outdoor, Security, IT, Retail, and Debt Management sectors
  • Led full SEO delivery including microsite design, complex website migrations, AJAX site optimisation, and reverse SEO for reputation management
  • Managed £2.4 million monthly PPC budget, aligning spend and performance to business goals and ROI targets
  • Achieved PPC CPA of £20 for online gambling campaigns with AdWords for Betdaq.com in 2009
  • Reduced annual account PPC CPCs for Discoverportugal.org.co.uk from 50p to 7p
  • Secured Page 1 SERP within 1 month through SEO for Star.co.uk in 2009

Search Marketing Consultant

Marketing Consultants London
London
10.2007 - 10.2008
  • Supported development and implementation of SEO strategies, contributing 20% increase in organic traffic for multiple client websites
  • Assisted in keyword research, on-page optimisation, and technical audits to improve search rankings and site performance
  • Collaborated with content and marketing teams to ensure SEO best practices were applied across campaigns and digital assets

Marketing Consultant

Media2Radio.com London
London, England
10.2006 - 10.2007
  • Assisted in executing SEO and search marketing campaigns for Media2Radio.com, improving website visibility and driving 15% increase in organic traffic through targeted keyword optimisation and content updates.
  • Formulated pricing strategies to maximise profits and market share.

Marketing Executive

Print & Design
Sutton, Sutton
11.2004 - 10.2006
  • Assisted in executing marketing campaigns for printing and photocopying services, managing social media updates and supporting promotional materials to increase local brand awareness.

Education

Diploma of Higher Education - Marketing

Surrey Roehampton
London
09.2001 - 05.2004

A-Levels - Economics

Kingston College
London
09.2000 - 05.2001

Skills

  • Analytics - Google Analytics, Adobe/ Omniture, AT Internet (Xiti), Coremetrics, Accenture, Google Data Studio, Python
  • CMS & Web Development – HTML, Dreamweaver, Flash, Drupal, WordPress, Elementor, User Experience, Interface Design
  • Content Strategy- Content Writing, Blog Writing, News Editor, CMS Management, AEM
  • Conversion Rate Optimisation - Google Optimise, Adobe Test & Target, Multivariate Testing, A/B Testing, Server Log Data
  • Digital Performance Marketing – Affiliates, Display, Programmatic, Paid Search, Paid Social, Emails, SMS, Precision, Personalisation
  • Finance & Budgeting - OPEX & CAPEX finance investment channel decision-making for strategic and tactical projects 200k annual
  • Management & Team Leadership – Leading SEO departments of up to 25 specialists, Public Speaking
  • Market Research & Data Analysis – MediaPlex, Comscore, Hitwise, Econometrics (MMM), Multi-Touch Attribution (MTA)
  • SEO Strategy – Performance Content, Email CRM, Organic Social Media, Customer Journey Data Analysis
  • Pay Per Click Marketing – Adwords, Yahoo / Bing, Ask Jeeves, Genie Knows Bid Management: DS3, Marin, DBM
  • Agile Methodologies – Product Development, Cross Functional Collaboration, Prioritisation, JIRA, TRELLO, Confluence, FIGMA, Optimizely
  • Technical SEO – Search Metrics, Bright Edge, Majestic, SEMRush, Deep Crawl, Content King, Botify, AhRefs, STAT

Accomplishments

  • Designed & built www.searchexcellence.co.uk and achieved #1 Google Rank for 'Google Expert London' - 2022
  • Official World Search Awards Judge - 2020
  • Set up MTA attribution for the organic search SEO channel at O2 UK and William Hill - 2016 & 2018
  • Public speaking presentations in Manchester, London, Portugal, Rome, Brighton, the Czech Republic, & Netherlands
  • Official UK, EU & MENA Search Awards Judge - 2016
  • O2 - Highest ranking website across UK mobile phone network websites (phone device keywords) -2015
  • Led International SEO strategy for Michelin (tyres) EMEA - 26 country websites (24 languages) - 2012
  • Created a Global integrated Search & Social Strategy for Novartis brands - 2012
  • Exceeded forecasted sales projections by more than 50% - Domestic & General - 2011
  • Won SEO account for Canon Europe with Fortune Cookie UK (32 country websites, 27 languages) - 2011
  • Created & managed Micro Sites for major clients including 188BET, Discover Portugal, eLottery and Star Technologies in 2011
  • Set up online marketing campaign for Ministry of Sound and BBC 1xtra, March 2008

Publications

  • (2025) Ultimate SEO Copywriting 2025 - Google Rank #1
  • (2021) SEO for Carpet Installation - Google Rank #3
  • (2021) SEO for TV Installation Business - Google Rank #1
  • (2018) Benchmark - Succeeding in Google’s Mobile-First World
  • (2016) Brighton SEO ‘Who Should Be Afraid of JAVASCRIPT’
  • (2016) Linkdex Think Tank 'SEO Strategies for 2016’
  • (2011) Google says: Quality first with Panda Update
  • (2011) What does Google’s Panda update mean for marketers?

SEO Achievements

#2 Rank for ‘Google Expert London’ - 08/2022 - https://www.searchexcellence.co.uk/

#1 Rank for ‘Google Expert London’ - 08/2023 - https://www.searchexcellence.co.uk/

#1 Rank for ‘Google Expert London’ - 04/2024 - https://www.searchexcellence.co.uk/

#2 Rank for ‘Google Expert London’ - 04/2025 - https://www.colinwoon.uk/

#1 Rank for ‘Google Expert London’ - 04/2025 - https://www.searchexcellence.co.uk/

#1 Rank for ‘Google Expert London’ - 07/2025 - https://www.colinwoon.uk/

#2 Rank for ‘Google Expert London’ - 07/2025 - https://www.searchexcellence.co.uk/

Timeline

Head of SEO and CRO Specialist- Global

GoCardless
10.2024 - 08.2025

Head of SEO: SEO Product & CRO Specialist - Global

London Stock Exchange LSEG
11.2022 - 08.2024

SEO Director

Search Excellence
08.2022 - 08.2025

Head of SEO: SEO Product & CRO Specialist - Global

CV Library Group
02.2019 - 07.2022

Head of SEO & News Managing Editor - Global

William Hill
04.2018 - 11.2018

Head of SEO & CRO Specialist

Barclaycard
09.2017 - 03.2018

Head of SEO / SEO Product & CRO Specialist

O2 UK Telefonica
12.2013 - 09.2017

Head of SEO - Global

St George International
11.2012 - 11.2013

Digital Marketing Manager

Brand Engage
06.2012 - 10.2012

Senior SEO Specialist

Blast Radius Amsterdam
11.2011 - 06.2012

Lead Search & Social Specialist (SEO & PPC)

Fortune Cookie
04.2010 - 11.2011

Search Manager (SEO & PPC)

Search Titans
11.2009 - 04.2010

Search Executive (SEO & PPC)

Truly London
10.2008 - 11.2009

Search Marketing Consultant

Marketing Consultants London
10.2007 - 10.2008

Marketing Consultant

Media2Radio.com London
10.2006 - 10.2007

Marketing Executive

Print & Design
11.2004 - 10.2006

Diploma of Higher Education - Marketing

Surrey Roehampton
09.2001 - 05.2004

A-Levels - Economics

Kingston College
09.2000 - 05.2001

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