About LabFriend
LabFriend is one of the leading online stores for laboratory equipment and scientific supplies, with a catalogue of more than 50,000 products, categories and brands spanning nine global markets: Australia, New Zealand, South Africa, Malaysia, Singapore, India, the UK, Germany and the UAE. I lead the end-to-end SEO strategy with a single goal, to turn that huge catalogue into high-quality organic leads and sales.
The catalogue spans everything from consumables and glassware to precision instruments, and each regional storefront has its own language, currency and search behaviour. My role is to make sure the right product reaches the right buyer in the right market, whether they arrive through a Google search, a category page or an AI answer, treating SEO as a revenue channel rather than a reporting exercise and building systems that scale across tens of thousands of pages.
Visit The Live SiteThe Work
- Led the full SEO strategy across the catalogue, auditing and optimising more than 49,800 products in a short window.
- Ran keyword and on-page SEO with Semrush, keyword gap analysis, and structured title, meta and H1 to H3 optimisation for global search intent.
- Handled technical SEO and analytics, fixing speed, crawlability, indexation, canonicals, robots.txt and broken links, tracked in GA4, Search Console and Semrush.
- Managed international and local SEO across nine countries using hreflang, country subdirectories and Google Business Profiles.
- Built topical authority through weekly technical blogs, backlink health management and niche outreach to universities and global suppliers.
- Integrated AEO and GEO with FAQs and structured data so the catalogue surfaces inside AI-driven search.
The Impact
A Look At The Work
Visual snapshots from the project.
Frequently Asked Questions
With hreflang, country subdirectories and Google Business Profiles, so each regional storefront ranks in its own market with the right language and currency.
By auditing the catalogue at scale and applying structured title, meta and H1 to H3 optimisation, guided by Semrush keyword research and gap analysis.
Speed, crawlability, indexation, canonicals, robots.txt and broken links, all tracked in GA4, Search Console and Semrush.
Weekly technical blogs, backlink health management and niche outreach to universities and global suppliers.
Yes. I lead SEO for LabFriend and its parent company, John Morris Group, covering tens of thousands of products, categories and brands.
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Tell me about your brand and goals, and I'll come back with a clear, measurable plan.