Global SEO Website Optimization & International Search Strategy – Western Union

As part of a global SEO initiative for a multinational financial services organization, Western Union, I led the optimization of enterprise websites serving multiple countries, languages, and regional markets. The primary objective was to improve organic search visibility, enhance the user experience, and create a scalable SEO framework that supported both global brand consistency and localized content strategies.

Working closely with regional marketing teams, developers, UX designers, content strategists, and external SEO agencies, I developed and executed a comprehensive optimization strategy that addressed technical SEO challenges while improving the quality and relevance of localized content. A significant focus of the project was ensuring that each regional website delivered unique, culturally relevant content tailored to local audiences rather than relying on duplicate content across multiple country sites. This approach strengthened regional search performance while improving the overall customer experience.

In addition to content optimization, I led ongoing technical SEO initiatives to improve crawlability, indexing, and international search performance. Regular site audits identified opportunities to enhance website architecture, metadata, internal linking, image optimization, and page performance. By combining technical improvements with localized content strategies, the project established a stronger foundation for sustainable global organic growth.

Key Contributions & Accomplishments

• Led global SEO initiatives supporting multiple international websites and regional marketing teams.
• Resolved hreflang implementation and XML sitemap issues to improve language and regional targeting for international search.
• Partnered with regional stakeholders to replace duplicate content with localized, market-specific content tailored to each country’s audience.
• Optimized global money transfer landing pages through keyword research, content enhancements, metadata optimization, and improved internal linking.
• Conducted enterprise keyword research to identify regional search opportunities and align content with local search behavior.
• Managed relationships with internal marketing teams, regional business units, developers, UX designers, and external SEO agencies to coordinate large-scale optimization efforts.
• Performed comprehensive technical SEO audits to identify crawlability, indexing, duplicate content, redirect, metadata, and site architecture issues.
• Recommended and implemented on-page SEO improvements that enhanced content relevance, page structure, and search visibility across global websites.
• Improved image optimization by implementing descriptive file names, optimized alt text, image compression, and SEO best practices to support accessibility and page performance.
• Led regional content optimization initiatives, providing SEO guidance, governance, and best practices to ensure consistency while supporting localized marketing goals.
• Developed SEO recommendations based on data from BrightEdge, Dragon Metrics, SEMrush, DeepCrawl, and Screaming Frog, using competitive analysis, keyword performance, technical audits, and search insights to prioritize optimization efforts.
• Monitored search performance, rankings, crawl health, and technical SEO metrics to identify opportunities for continuous improvement.
• Supported enterprise website governance by documenting SEO standards, optimization processes, and scalable best practices for ongoing content development.

Results

This global optimization initiative established a scalable SEO framework that improved the technical health of international websites, strengthened regional content relevance, and enhanced collaboration across global marketing teams. By combining technical SEO best practices with localized content strategies and data-driven decision-making, the project positioned the organization’s global web presence for stronger organic visibility, improved user engagement, and long-term growth across international markets.