At Legend, I developed and ran an SEO and content strategy for a regulated consumer review site in a competitive, tightly governed vertical, focused on content freshness, E-E-A-T principles, and technical quality.

I led a site wide content audit, replacing outdated keyword led copy with content built around what users actually needed to know, modernising the editorial guidelines that other writers worked from. Part of that meant moving away from the old model of the 3,000 word SEO article stuffed with keywords, and towards content built on genuine first hand experience and real expertise. Instead of writing from a distance, I became the in-house expert on the subject matter myself, so the content reflected real, lived knowledge and not research pieced together secondhand.

I also built and managed a network of freelance writers, and helped lead the adoption of AI assisted content workflows, balancing speed with the editorial quality the site’s regulated subject matter demanded.

I worked in Contentful to manage and publish content, used Ahrefs for keyword and competitor research, and used user behaviour analysis to refine page layouts and information architecture, making content easier to find and act on.

How I worked:
Auditing the site: Reviewed existing content against current E-E-A-T standards, identifying pages that were thin, outdated, or written for search engines instead of for the people actually reading them.

Rewriting the editorial guidelines: Replaced outdated, keyword led standards with guidelines built around genuine usefulness and experience, giving the wider writing team a clearer, more user focused standard to write to.

Becoming the expert: Moved the site away from generic, padded out SEO articles and built my own first hand expertise in the subject matter, so the content carried real authority instead of reading like research written from a distance.

Managing a freelance network: Built and briefed a team of freelance writers, reviewing their work against the new editorial standard to keep quality and tone consistent.

Adopting AI workflows responsibly: Helped introduce AI assisted tools into the content process, using them to speed up research and drafting while keeping a clear editorial review step to protect quality and accuracy.

Refining structure: Used behavioural data to inform page layout and information architecture decisions, making it easier for users to find what they needed.

Publishing in Contentful: Managed content end to end in Contentful, working within a structured, component based publishing environment and not a traditional CMS.