SEO Consultant UK Freelancer Since 2008

Senior Research Professional

With over 24 years of experience, I deliver end-to-end research projects, strategic analysis, and actionable insight across government, enterprise, and public sector environments. My expertise lies in translating complex data into practical outcomes while maintaining high performance and quality standards across all phases of delivery.

Research Experience & Methodology Design

I have designed and executed comprehensive research initiatives across digital marketing, eCommerce analytics, and consumer behaviour. My methodology selection process blends structured frameworks with client-aligned pragmatism for measurable results. At SEO Lady Ltd, I developed mixed methodology research programs combining web analytics with first-hand qualitative insight.

One notable project for a construction firm involved designing stakeholder interviews, customer surveys, and behavioural studies across competitor sites. This research led to a strategic digital repositioning and increased lead generation by 300% within six months. I often use the APPASE framework (Ask, Prepare, Process, Analyse, Share, Act) to ensure research continuity, stakeholder involvement, and delivery success.

Project Management & Mixed Methodology Expertise

I manage research programmes involving primary and secondary data, digital channels, and stakeholder consensus frameworks. One six-month project supported an international eCommerce firm transitioning from retail to a digital-first operation. I coordinated customer sentiment surveys, competitive benchmarks, and stakeholder interviews across markets in the UK and Europe.

My project timelines balance multiple research cycles while maintaining delivery across supplier teams and internal departments. I established data governance protocols to ensure consistency, and I created communication frameworks to update senior stakeholders with clarity, pace, and relevance. My approach mirrors NHS public health evaluation standards while remaining adaptable to private sector agility.

Data Analysis & Storytelling

I use advanced Excel functions, pivot tables, and narrative visualisation to turn data into decisions. My insight reports bring together user feedback, Google Analytics data, competitor analysis, and operational metrics. This approach has supported critical decisions, including budget allocations and product direction changes at key commercial moments.

One high-impact example involved identifying organic search declines across multiple websites. My analysis combined GA4 trends, SEO audits, and customer sentiment to expose architectural issues. I presented clear data visualisations, secured budget realignment, and led the successful implementation of technical changes. Full SEO case study: Funky Pigeon Google Ranking Project.

Critical Thinking & Root Cause Analysis

I apply the “five whys” root cause framework and structured gap analysis to define problems clearly. I benchmark performance against industry norms and verify findings through data triangulation. My training background supports the way I communicate insights, translating technical findings into actions that teams can implement immediately. I’ve worked with hundreds of niche industries, from digital agency white label SEO services, to sole traders hoping to make a mark on their local territory and usurping the long-established competition in their geographical areas.

Communication & Stakeholder Management

I’ve presented to boardrooms, agency partners, developers, and public sector programme leads. I tailor language, scope, and presentation rhythm for each audience while maintaining transparency about limitations and confidence intervals. I built reporting templates adopted by national campaigns and used internally by multiple SME clients to communicate research results.

For broader visibility, I maintain a professional LinkedIn profile: linkedin.com/in/ninapayneseolady, where I regularly share insights on search behaviour and emerging research techniques for digital environments.

Technical Proficiency & Quality Standards

I maintain full proficiency across Microsoft Office, with specialist skill in Excel-based automation, forecasting, and reporting systems. I build right-first-time documentation through validation processes, peer review steps, and client-side iteration. All findings are double-checked, logged, and aligned to GDPR, CMA, and UK Government Digital Service standards where applicable.

Team Leadership & Development

As a team leader, I have managed research professionals across agencies and within SEO Lady Ltd. My management style prioritises psychological safety, professional growth, and ownership of deliverables. I’ve led mentoring circles, set up 1:1 coaching frameworks, and supported junior analysts into more senior roles.

I’ve trained over 400 professionals across the UK in SEO, data storytelling, and insight generation. Events I’ve supported or contributed to include BBC Somerset’s freelance business profiles BBC feature, Weston’s BOSSiT business events Weston Mercury, and public SEO training as featured in Unscripted SEO.

I bring reliability, creativity, and hands-on delivery skills to every project. My research designs are robust, accessible, and adaptable—tailored to deliver value from discovery through to action.