Nadia Mohamed
CareerFoundry — the technical SEO foundation behind 340% organic growth
Multiple years of engineering work behind an edtech platform's organic growth — CMS migrations, structured data, Core Web Vitals, international architecture — while the marketing team owned content, editorial and on-page SEO.
The challenge
CareerFoundry was scaling fast — editorially, as a brand, and across an international footprint. The marketing team owned content strategy, the editorial calendar, and on-page SEO; what they needed alongside it was an engineering counterpart who could own the technical and structural side at the same pace.
Not someone who would file tickets and hand off to a separate dev team — someone who would write the JSON-LD, ship the migrations, and own the Core Web Vitals work end to end. The team was already doing the right things at the content layer; what it needed was for the infrastructure underneath to stop being a bottleneck.
What I built
The split with the marketing team was clean: they handled content strategy, editorial production and on-page SEO; I handled the infrastructure that let it scale. Over multiple years, that meant shipping work across six recurring workstreams.
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CMS migration
Re-platforming work executed with a redirect strategy that protected accumulated equity. Migrations shipped without traffic loss, and without the long tail of broken templates that usually follows.
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Structured data rollout
JSON-LD written and deployed across the templates that mattered — courses, articles, organisation, breadcrumbs — so the content the marketing team was producing earned the rich-result treatment it deserved.
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Core Web Vitals optimisation
Load-time reductions, layout-shift fixes and rendering work, treated as a continuous discipline rather than a one-off project. The site stayed in the green band as it grew.
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International SEO architecture
Hreflang, locale routing, regional canonicals and URL strategy for an audience that wasn't single-market. The architecture had to be defensible at scale, not just at launch.
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Site migrations
Redirect maps, performance work, and the orchestration with the SEO manager that made each migration a non-event. The goal: traffic graphs that don't have a step-down.
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Engineering inside the marketing team
The day-to-day: React frontends, PHP services for the WordPress infrastructure, Python contributions for the AI/ML learning systems, and the cross-functional collaboration that turns marketing roadmaps into shipped work without a separate dev queue.
The outcome
The headline
340% growth in organic traffic — across multiple years of compounding technical work.
The marketing team owned the content side that drove the growth. The technical foundation underneath — schema, performance, migrations, international architecture — is what let it scale without breaking.
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340%
Multi-year growth in organic traffic
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0
Traffic lost through migrations
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Multi-region
International SEO architecture, shipped
The 340% figure isn't a marketing claim — it's the compounded result of every piece of work above, layered with the editorial output the content team produced. The point of this case study isn't the number on its own; it's what the work underneath that number looked like.
From optimising site speed and reducing load times to rolling out structured data across key pages, she handled each challenge with precision and a deep understanding of SEO principles. She was instrumental during our site migration — ensuring everything from redirects to performance optimization was handled seamlessly, helping us avoid traffic loss.
What this case shows
This is what engineer who also does SEO looks like at scale, over years rather than weeks. Every migration shipped cleanly. Every structural piece — schema, CWV, international architecture — deployed as the team grew. The split with marketing was respected on both sides: they owned content and editorial; I owned the technical surface that made it work.
The skills behind this engagement are the same skills that now sit inside the productised three-week Technical SEO Architecture Audit — but applied as a fixed-scope deliverable rather than a multi-year staff role. Same depth, different shape.
Nadia was an integral part of the marketing tech team that, among many other things, laid the foundation for industry-leading organic performance. The fact she can both consult AND implement — and her ability to stay at the forefront of the rapid developments across SEO, AEO and GEO — makes her the perfect candidate for any company looking to build out its organic prowess.
Need the same depth, in a fixed-scope engagement?
The multi-year work at CareerFoundry isn't the shape I take now — but the same skills sit inside the productised three-week Technical SEO Architecture Audit, ending with a workbook your developers can execute from.