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SEO CONSULTANT FOR ON-PAGE OPTIMISATION & WEBSITE STRATEGY
Your Website Needs More Than Design—It Needs a PLAN
Strong Websites Start with Strategic Structure
As an experienced SEO Consultant based in New Zealand, I help businesses structure and optimise their websites to increase visibility and conversions. At Must Have Marketing, I help businesses plan, structure, and optimise their websites so they work harder for your customers and show up for search engines. This is SEO that supports your strategy, not just your homepage.
From on-page SEO and keyword planning to wireframes and user journeys, I create strategic foundations that improve rankings, enhance usability, and support long-term marketing success.
The SEO Landscape Has Changed
Search Is No Longer About Just Ranking — It’s About Being Chosen
When your content is structured intentionally, Google is more likely to feature it — and customers are more likely to engage with it. That’s how you stay visible, relevant, and competitive in the new era of search.
Ranking Isn’t the Goal - Results Are
A Quick Reality Check on Rankings
Being number one feels good. Getting more business feels better
Lots of business owners say, “I Googled us and we didn’t come up” or “We want to be number one on the first page.”
But here’s the truth – being on top means nothing if no one clicks, calls, or buys.
Search rankings are just one piece of the puzzle. What really matters is what happens next:
Are people finding what they need?
Are they taking action?
Are you seeing real business growth?
That’s why I focus on SEO that delivers outcomes — not just visibility.
Because vanity metrics don’t pay the bills. Conversions do.
Thinking About a Website Redesign?
Redesigning your website is an exciting opportunity to refresh your brand and improve functionality—but it’s also a critical moment for your SEO.
Imagine moving a store to a new location without telling your customers or leaving signs to guide them. That’s what happens when redesigns aren’t handled properly, and it can lead to lost rankings, broken links, and frustrated visitors.
When I manage redesigns, I focus on:
- Redirect Mapping - Ensuring old URLs point to their new counterparts to preserve your SEO value.
- Content Preservation - Keeping high-performing content and optimising weaker areas
- Updating Tracking - Configuring analytics to reflect your new site structure for seamless performance measurement.
OUR 8-STEP WEBSITE PLANNING FRAMEWORK
How We Turn Structure Into Search Visibility
It all starts with a measured approach. I look at how your site is performing now, use real data to uncover opportunities, and create a plan that aligns with how your customers search.
If your structure or content is holding you back, I’ll tell you — because ranking without relevance is just noise. Everything I do is designed to increase visibility, drive meaningful traffic, and help your website work harder for your business.
01
#DISCOVERY SESSION
Are we the right fit? In our Discovery session I’ll learn more about your goals, current setup, and how your website fits into your broader marketing strategy.
02
#DATA REVIEW & AUDITS (REDESIGNS)
Before doing any planning, I dig into your existing performance:
GA4
Search Console
Heatmaps
Audience behaviour
This helps us identify what’s working, what’s being missed, and where the real opportunity lies.
03
#COMPETITIVE KEYWORD RESEARCH
Whether new or redesigned, every site starts with understanding your audience. I find the keywords and queries that matter to your customers — and your business.
04
#SITE MAPPING
This is the high-level “floor plan” — designed to improve flow, highlight your key offerings, and simplify user journeys.
05
#KEYWORD MAPPING
Think of keyword mapping like placing bets in roulette — you wouldn’t put all your chips on 35 Black and hope for the best. The same goes for SEO.
Instead of relying on one page (like your homepage) to do all the heavy lifting, I assign relevant keywords to individual pages based on user intent. This gives you more opportunities to be found, makes your content more relevant, and helps search engines better understand your site.
It’s about spreading your visibility across your whole site, not gambling on just one page.
06
#WIREFRAMING
This is where structure becomes visual. Wireframes are simple layouts — no design or colours yet — that show how content will be arranged on each page.
It’s not about making things “pretty.” It’s about making sure:
The flow makes sense
The headlines lead the reader
There’s space for what matters — and nothing that doesn’t
Wireframes give everyone — from copywriters to designers — a chance to align before the build starts. It’s where your site starts to take shape strategically, not just creatively.
07
#CONTENT STRATEGY & OPTIMISATION
I review and edit content as needed to ensure it’s on-brand, SEO-friendly, and tailored to user intent — whether it’s starting from scratch or refining what you’ve got.
08
#TECHNICAL SET UP & TRACKING
This step ensures your website isn’t just built — it’s ready to be measured, monitored, and improved.
This is the behind-the-scenes setup that powers smarter decisions later.