Global, multi-language SEO website optimization project improving search visibility and a scalable SEO framework.
Western Union
Global SEO Website Optimization & International Search Strategy
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 website management, SEO strategy, and digital content optimization for the organization’s primary website.
- Planned and managed the migration of the company blog from HubSpot to the primary domain to strengthen domain authority and improve organic keyword performance.
- Developed a more cohesive website structure and navigation to improve usability, content discovery, and search engine crawlability.
- Enhanced branding and visual consistency across the website, creating a more modern and engaging digital experience.
- Improved on-page SEO by optimizing page titles, meta descriptions, header structure, image alt text, internal linking, and keyword targeting.
- Reorganized website content to improve readability, accessibility, and alignment with user search intent.
- Conducted keyword research and content optimization to identify opportunities for expanding organic search visibility.
- Reviewed website analytics and SEO performance to prioritize optimization efforts and support data-driven marketing decisions.
- Partnered with designers, developers, content creators, and business stakeholders to deliver website enhancements and maintain SEO best practices.
- Established content governance standards to improve consistency, quality, and long-term website maintenance.
- Identified and resolved technical SEO issues affecting indexing, duplicate content, broken links, redirects, and crawlability.
- Recommended improvements to page layouts, calls to action, and user experience to increase engagement and support lead generation.
This multilingual website was designed using a mobile-first approach, ensuring an intuitive and responsive experience across smartphones, tablets, and desktop devices. I optimized the site’s layout, navigation, and localized content for users in multiple regions, balancing a consistent global brand experience with language-specific messaging and regional content that improved usability, accessibility, and search visibility.
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.