Work
Small businesses, real results
Every project below follows the same path. Here is what each client came with, what was done, and what changed.
Screenshot of will-kit.ca pinned to the cabin wall with two thumbtacks
Self-Counsel Press, Vancouver
From a broken migration to a product that pays for itself
Came with
Self-Counsel Press has published do-it-yourself legal guides since 1971. When they launched will-kit.ca, an earlier migration of their main site had already cost them almost everything: 30,000 ranking keywords down to 119, and 380 indexed pages down to 60. The new site started with no analytics, no rankings and no traffic.
What was done
A diagnostic first. The collapse was not a penalty or a backlink problem; it was duplicate content from parameter URLs created during the migration. The removed pages were restored on the old site, reindexed, and only then redirected to will-kit.ca, so the domain's authority carried over instead of being lost a second time. Then the steady part: analytics and Search Console, keyword research aimed at low-competition province-specific terms, landing pages for Ontario, BC and Alberta reviewed for legal accuracy, weekly content against a 90-day plan, and a small paid campaign to confirm demand before relying on organic.
What changed
Average position moved from 48 to 32 within three months, with brand searches at position 2. By spring the site held first-page rankings for its target Canadian will terms. It now brings in 600 to 800 users a month, almost all organic; ads were paused in April and traffic kept climbing. It sells about eight wills a month, roughly $500 in revenue, with very little ongoing effort.
600 to 800
Users a month, almost all organic
Technical SEO
Keyword Research
SEO Content
Implementation
Coast Athletics, Vancouver
From page 5 to page 2 in six months, on content the owner writes himself
Came with
A one-person personal training business in East Vancouver and Kitsilano with good reviews, a full roster built on referrals, and no presence in search. About 9 clicks a month from Google, all from people typing the business name. For the searches that bring new clients, like "personal trainer east vancouver," the site sat between positions 40 and 86.
What was done
Coaching instead of ghostwriting. Every week the owner got a homework package: one target keyword, a blog brief with the structure mapped, approved sources, prompts for each section, an SEO checklist and a matching social post. He wrote it in his own voice, Daniel reviewed it, he published. The keyword strategy went after the neighbourhood first, where the competition was ten thin sites instead of fifty established ones. Alongside that: service and location pages for East Vancouver, Kitsilano, functional fitness and group classes, a homepage rewrite, and a Google Ads plan sized for a small budget.
What changed
Organic clicks up 447% (17 to 93), impressions up 151%, average position from 50.7 to 16.4. Contact form submissions went from 3 to 16. The owner now runs the weekly content workflow on his own, with months of researched topics still to write.
+447%
Organic clicks, 17 to 93
Keyword Research
SEO Content
Content Marketing
Implementation
Screenshot of coastathletics.ca leaning on the cabin shelf
Screenshot of sctesting.ca pinned to the cabin wall with two thumbtacks
Sunshine Coast Materials Testing, Gibsons
A brand and a site built around the one thing the big firms cannot claim
Came with
A one-person concrete and compaction testing lab serving contractors, developers and engineers from Port Mellon to Campbell River. Everything ran on word of mouth: no website, no Google presence, and a logo that did not hold up outside a letterhead. When a contractor in Sechelt searched for concrete testing, they found the Vancouver firms, not the person 15 minutes down the road.
What was done
One kickoff call on a shared board settled the domain, email and priorities in an hour. Then the brand: the mountains and sun she liked, rebuilt to work at any size, with a palette pulled from the coast. Then a one-page site where every section has a job, a headline carrying the main search terms, three reasons to pick SCMT over a bigger firm, a section on the owner because on a one-person business the person is the credential, the service area town by town, and a click-to-call number and quote form because contractors call, they do not browse. Competitor research showed the big firms rank almost entirely for their own names; nobody owned "concrete testing Sunshine Coast." The keyword plan and a full Google Business Profile playbook went after that gap.
What changed
Launching fall 2026. She now has a brand she can hand to a sign shop without explanation, a site that says what she does and where in the words people search for, and a written local search plan she can follow herself. Results at six months to follow.
Fall 2026
Launching
Keyword Research
Competitive Analysis
Implementation
Background
Over ten years of doing this for bigger companies
Cabin started in Lillooet, but the work behind it started long before. Daniel led search and content at some large companies before deciding the same craft was worth more to a business with twelve employees than one with twelve thousand.
TELUS
SEO Lead, then Manager of the Content and SEO Centre of Excellence, 2018 to 2022. Built the SEO program for Home Solutions (organic traffic up 25% year over year) and the local SEO work that still drives multi-million dollar revenue, then built and led the team.
Unity
Senior Content Marketing Manager, 2022 to 2024. Led content for Unity Gaming Services and the annual Unity Gaming Report, which built a nine-figure sales pipeline.
Matomo
Content Marketing and SEO Lead, 2024 to 2025. Position 1 to 3 keywords up 58%, organic traffic up 17%, monthly leads up 96% in the first quarter.
Archive Digital
Digital Marketing Specialist to Technical Marketing Lead, 2016 to 2018. Agency-side paid search and paid social for JYSK, Vancouver Film School and Gravity Pope, across a portfolio with over $4 million a year in media spend. Retargeting, audience building and Google Shopping at a scale most small businesses never see, which is useful when a small budget has to work hard.
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