liam hayward
seo specialist*

*and all-round digital marketing geek

SEO Specialist Liam Hayward as a pixel art avatar

I’m Liam Hayward, an SEO specialist and digital marketer based in the UK.

I have 7+ years of hands-on digital marketing experience across in-house and agency roles in the UK, Singapore and Australia.

Finding what isn’t working and fixing it, I improve websites so they are easy to crawl, understand, and trust for both people and search systems – turning search visibility into real business value and technical performance into growth.

about
experience
blog

what i work on

SEO can deliver measurable results on its own, but it works best when it’s woven into the broader digital strategy, amplifying efforts beyond just search so everything pulls in the same direction.

Approaching SEO not as a checklist of best practices and nice-to-haves, but as an investment that needs to deliver measurable value. From prioritising the most valuable fixes to securing visibility and market share in evolving search landscapes, I ensure every SEO effort serves a clear business purpose.

Auditing, fixing, and simplifying the technical foundations. From crawlability and indexing to site speed, schema implementation and identifying technical misconfigurations that hinder discoverability, I remove blockers so search systems can access, understand, and trust a site.

Auditing, fixing, and simplifying the technical foundations. From crawlability and indexing to site speed, schema implementation and identifying technical misconfigurations that hinder discoverability, I remove blockers so search systems can access, understand, and trust a site.

Analysing user behaviour & site performance with search and analytics tools to uncover what is working, what isn’t, and why. I diagnose friction points and translate data into actionable steps, helping prioritise fixes and inform precise improvements that drive measurable results.

Preparing websites for modern discovery by strengthening entity signals, structured data and topical authority. I optimise for semantic relevance and Knowledge Graph integration, so content can be interpreted, summarised, and cited by AI-powered search systems and LLMs with confidence.

Domain changes, new builds, and platform moves handled with technical precision. Planned methodically, monitored closely, and guided by data. By building search-ready foundations and protecting equity during migrations and rebrands, I minimise organic risk and keep performance stable before, during, and after launch.

brands i’ve worked with

Experience across direct and agency-led projects.

seo success
snapshots

  • premdor → masonite rebrand

    strategy

    domain consolidation
    centralised multiple domains into a single site, directing traffic seamlessly to the new equivalent pages.

    brand alignment
    upgraded inherited content to meet global Masonite standards, ensuring visuals and tone-of-voice were consistent across the new site.

    selective migration
    audited the old site to ensure only high-value, relevant pages were moved, preventing outdated content from being indexed on the new domain.

    results

    unified brand identity
    merged multiple UK digital touchpoints under one cohesive global brand.

    traffic retained:
    minimised migration dip and maintained stable traffic levels and keyword rankings

    mapping accuracy
    successfully redirected all existing authority to relevant new pages, preventing 404 errors for returning users.


    *core project team execution

  • technical audit & recovery

    strategy

    root cause analysis:
    identifying legacy manual actions and conflicting robots.txt directives that suppressed core commercial categories.

    structural remediation:
    rebuilding internal linking silos to distribute link equity more effectively to underperforming subfolders.

    performance tuning:
    optimising critical rendering path and third-party script execution to meet core web vitals thresholds.

    results

    95/100 lighthouse performance score (mobile)

    restored visibility for primary commercial head terms following core update impact

    clean search console indexation status with zero “excluded” valid pages


    *agency-side project

  • complex site migration

    strategy

    pre-migration mapping:
    comprehensive mapping of 1,000+ legacy urls to new architecture to preserve equity.

    technical hygiene:
    auditing javascript execution on the new headless front-end to ensure full indexability by search engines.

    authority protection:
    strategic consolidation of thin content pages into high-value hubs to boost topical relevance.

    results

    +100% keyword retention (top 10 positions)

    -40% average page load time

    0% traffic loss during the 48-hour cutover window


    *agency-side project


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read my
latest blog

  • the seo handbook is live

    the seo handbook is live

    I’ve launched the SEO Handbook. It’s the guide I wish had existed when I first started in SEO. Take a gander…