O2

The job

Untangling a complicated content experience

O2 had a lot to say, but the website's content structure had become difficult to follow. Finding the right information wasn't always straightforward, and there was room to make the blog more useful to readers and search engines alike.

My brief covered two connected areas: writing content for the O2 blog and helping rethink how content was organised across the wider website, with the necessary SEO work alongside it.

The process

Better writing, better structure, better signposting

I wrote blog articles designed to be useful and readable, while addressing the topics and search intent behind them. The aim was to make content that worked for people first, without overlooking discoverability.

On the broader site, I helped untangle the existing content structure: looking at how information was grouped, where pages belonged and how visitors could move logically between related topics.

Alongside the writing and restructuring, I worked on the on-page SEO essentials, including search-focused headings, metadata, keyword targeting and internal linking.

The outcome

A clearer foundation for content and search

The work gave O2 blog content built around reader needs, a more coherent approach to the website's information architecture and stronger on-page SEO foundations.

It wasn't just about writing more pages. It was about making existing and new content easier to find, easier to navigate and easier to understand.