Selected Work & Case Studies 

Every case study below is built on verified data from Google Search Console and Google Business Profile — not projected outcomes, not vanity metrics. If the numbers are here, they happened. 

Case studies 

Three projects. Three different problems.

One consistent outcome.

Each engagement below reflects the kind of work I do for South African small businesses: structured, evidence-based, and measurable from day one. 

Technical SEO 

Restoring Search Visibility After a Domain Migration 

Services: Technical audit | Canonicalization | Sitemap repair | Search Console setup 

The Problem 

Invisible on Google

After moving to a new domain, the site had quietly vanished from Google's index. The pages were live, the design was fine, and traffic had been holding — for a while. But weeks had passed and no one noticed. This is one of the most common — and most damaging — post-migration failures in technical SEO. 

Root causes identified 

Four compounding technical failures

A full crawl audit surfaced canonical tags still referencing the old domain (instructing Google to treat new URLs as duplicates), a sitemap still pointing to old URLs, broken redirect chains, and a robots.txt file with conflicting directives. Any one of these would slow recovery. Together, they caused complete de-indexation. 

What I Did 

Search Console tracking re-established 

Reconnected monitoring to confirm crawl recovery — impressions and ranking data used to verify the site was being indexed correctly. 

The Outcome 

Search Visibility Restored 

The site returned to Google's index. Impressions and ranking data confirmed pages were being crawled and ranked again. This case demonstrates a core principle: the highest-value SEO work is not always about creating content — sometimes it is about removing invisible technical barriers that are silently suppressing everything you have already built. 

Web Design & SEO 

Website Design & Google Search Console Integration

Client: Tee's Beauty Bar, Pretoria North 

Services:  Web design | On-page SEO | GSC setup 

The challenge

No web presence beyond word of mouth

Tee's Beauty Bar offered strong services but had no website, no domain, and no way for local customers to find her through Google. The brief was clear: launch a professional, discoverable site quickly, within budget, with search infrastructure in place from day one. 

What I built

A locally optimized, indexed site — from scratch

A multi-page site was designed and published on Google Sites under a custom .co.za domain (teesbeautybar.co.za), covering Home, Hair Services, Nail Services, About, Reviews, and Contact. Page titles and meta descriptions were structured around local intent — targeting "hair salon Pretoria North," "nail salon Pretoria North," and "braids Pretoria North."

Structured page titles and meta descriptions around local search intent, targeting terms like "hair salon Pretoria North," "nail salon Pretoria North," and "braids Pretoria North.

Submitted the site to Google Search Console (GSC), configured the property, and verified ownership — enabling Google to begin discovering and indexing the site's pages. 

Configured GSC to monitor clicks, impressions, average position, and CTR — giving the client an ongoing window into how her site performs in Google Search. 

The click trend shows consistent organic activity throughout the 3-month window, with several multi-click days in mid-to-late April aligning with improved indexing coverage. The data confirms the site is being found by real users searching locally for beauty services in Pretoria North. 

The strategy 

A complete GBP rebuild with local SEO from the ground up 

Over six months (December 2025 to May 2026), I implemented a structured local SEO campaign: full Google Business Profile setup and optimization, category selection, service listings, photo strategy, review generation, keyword targeting, and ongoing post activity — all built around the specific search behavior of customers in Pretoria North. 

Results 

Project Evidence & Deliverables 

1. GBP Insights Performance 

Business Profile interactions graph (Dec 2025 – May 2026) showing overall growth trajectory and the March performance peak. 

2. Discovery & Visibility Metrics 

GBP Performance dashboard showing 872 profile views, 37 searches, and platform discovery breakdown.

3. Keyword ranking 

"Hair salon near me" — position 21

Ranking in the top 25 for the highest-intent local search query in the category, for a brand-new profile with no prior history.

"Hair salon Pretoria North" — position 16

Appearing on the first two pages of local results for the primary geo-targeted keyword within six months of launch.

4. Optimized Google Business Profile 

Live GBP listing showing completed profile setup, 5.0-star rating, customer reviews, active posts, and booking functionality. 

All organic. All verified.

Every view, interaction, and ranking reported here was generated through organic local search — no Google Ads, no boosted posts, no paid promotion of any kind. 

The result: A salon that existed only in its customers' WhatsApp contacts now shows up consistently in Google Search for the exact terms its target customers use. 221 customer interactions over six months — calls, direction requests, website clicks — from people who found the business because it now appears where they were already looking. 

The Process Behind Every Project 

No generic checklists. No guesswork. Every engagement follows a structured approach built around your specific market and measurable outcomes. 

Every engagement follows the same structured approach:

Audit first. Understand what's working, what's missing, and where the clearest opportunities are.

Strategy before execution. No generic checklists — the plan is built around your market, your competition, and your business goals.

Measurement from day one. Search Console, GBP Insights, and Analytics are connected before any optimization work begins.

Transparent reporting. You see real data. Not projections dressed up as results.

Need help with SEO or Digital Marketing? 

Whether you need a technical audit, a new website, or a local SEO strategy — the first step is a free conversation about where you are and where you want to be.