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Dext: 220% Organic Traffic Growth

 Overview

 

As Senior Digital Marketing Manager at Dext, I led the strategy and execution of a global SEO and content program that resulted in a 220% year-over-year increase in organic traffic and a 3x uplift in marketing-qualified leads (MQLs) across three key international markets: the UK, Australia, and North America.

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Objectives

 

  • Increase visibility of core product offerings across key regions

  • Improve organic acquisition and lower cost-per-lead

  • Build a scalable SEO framework aligned to lifecycle content and global demand

  • Optimise technical SEO and web performance to enhance discoverability

My Role

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  • Owned the SEO roadmap and content calendar across global regions

  • Collaborated cross-functionally with Product Marketing, Content, and Engineering

  • Led keyword research, metadata restructuring, and performance tracking

  • Established dashboards and reporting workflows in GA4 and Looker

01.

 SEO & Keyword
Strategy

  • Mapped high-intent, bottom-of-funnel keywords to key product pages

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  • Localised SEO strategies by region (UK, ANZ, US)

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  • Implemented schema markup, improved internal linking, and optimised site architecture

02.

Content Optimisation & New Creation

  • Led and mentored global content contributors across product marketing and editorial

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  • Drove the shift from feature-led messaging to value-based, intent-driven content

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  • Developed a quarterly content calendar informed by SEO data, lifecycle stages, and product GTM plans

03.

Technical SEO Enhancements

  • Directed development team through Agile Scrum methodology to resolve technical blockers, improve Core Web Vitals, and optimise crawl/indexing

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  • Implemented structured data and multilingual SEO improvements

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  • Monitored site health via GSC and SEMrush and delivered prioritised recommendations

Key Initiatives

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Results​

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  • 📈 +220% organic traffic YoY

  • 🎯 3x increase in MQLs from organic

  • 📉 Reduced cost-per-lead by ~35%

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Tools & Tech Used

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  • Analytics: GA4, Looker, Hotjar

  • SEO: SEMrush, Google Search Console

  • CMS: Adobe Experience Manager (AEM)

  • Reporting: Dashboards for internal and external stakeholders

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