Search-led content strategy. Senior editorial execution.
I work across iGaming, B2B and specialist sectors, turning search intent, complex subject matter and commercial requirements into clear, useful content from brief through final QA.
UK-based · Remote and asynchronous · Recurring or project-based
PROVEN IN RECURRING CONTENT OPERATIONS
Most commercial work is completed through confidential agency relationships. These figures describe operating experience rather than direct client ownership.
5+ years
Search-led content
10+ years
Writing, editing & digital publishing
End-to-end
Research → structure → writing → QA
HOME
WHERE I ADD THE MOST VALUE
CONTENT STILL NEEDS SOUND JUDGMENT
Search systems and production tools change. The requirement remains the same: useful work that fits the audience, publication, and commercial objective.
Search systems and production tools change. The requirement remains the same: useful work that fits the audience, publication, and commercial objective.
- Search Strategy & Content Briefs
Search intent, topic coverage, content direction and briefs built around what the reader actually needs. - Research-Heavy Editorial
Clear, credible long-form content across iGaming, technology, payments and other specialist subjects. - Strategic Refreshes
Existing content rebuilt for accuracy, structure, usefulness and current search intent. - Editorial QA & Recurring Capacity
Independent research, editing and final QA for teams that need reliable ongoing output without heavy supervision.
Featured case study
Content Lifecycle Decisions for SaaS
A practical framework for deciding when existing content should be kept, updated, consolidated, repositioned or retired.
Selected work
Selected examples of search-led editorial work. Most recurring commercial work is produced through confidential agency relationships, so these samples focus on the standard and approach rather than client identities.
Casino Evaluation Framework
INDEPENDENT PORTFOLIO SAMPLE · CASINO & AFFILIATE SEO
A reader-focused evaluation framework covering usability, payments, games, terms and trust rather than promotional claims alone.
A reader-focused evaluation framework covering usability, payments, games, terms and trust rather than promotional claims alone.
Decision-Making Under Pressure
INDEPENDENT PORTFOLIO SAMPLE · POKER EDITORIAL
A strategy-led feature connecting poker decisions with preparation, pressure, uncertainty and emotional control.
A strategy-led feature connecting poker decisions with preparation, pressure, uncertainty and emotional control.
Crypto Casino Payment
INDEPENDENT PORTFOLIO SAMPLE · TECHNICAL IGAMING
A source-led explanation of the practical differences players encounter when using digital assets for casino payments.
A source-led explanation of the practical differences players encounter when using digital assets for casino payments.
What happens when you send the brief?
Clear requirements. Independent execution. Publication-ready delivery.
Built for focused, independent work
I work best with established agencies, publishers and content teams that have a clear objective, communicate directly and give me ownership of the work required to reach it.
Recurring or clearly defined work
Direct, practical feedback
Written-first communication
Limited unnecessary meetings
What I Do
Billy Poon
I am a UK-based senior SEO content strategist and writer with 5+ years of search-led content experience and more than a decade across writing, editing and digital publishing.
Since 2023, my core commercial work has centred on recurring casino, poker and gaming content across varied publisher environments. My broader experience spans technology, healthtech, fintech, SaaS, professional services and research-led specialist content.
I work across search intent, topic research, content briefs, structure, long-form writing, editing, optimisation and final QA.
I am most useful where the subject is complex, the requirements are specific and the finished work needs to move forward without extensive supervision.
Current focus: SEO content strategy, iGaming, B2B and technical editorial
Working model: Remote · asynchronous · recurring or defined projects
Education: Bachelor of Science in Business Management, Ateneo de Manila University