Two global platforms, in two of the hardest organic categories online.

Zoutons is a coupon and discount platform; Collegedunia is one of India's largest higher-education portals. Both run at a page scale where manual optimisation is physically impossible, against well-funded incumbents, in categories where rankings move weekly.

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Role

SEO Team Leader

Sector

Platforms & Media

Location

India (remote)

Period

2017 — 2019

The brief

Lead SEO across both platforms simultaneously, with a distributed remote team, in 2017 — long before remote work was normal.

The situation

Coupons and higher education are dominated by incumbents with deep domain authority and budgets that cannot be matched.
Both platforms operate at a page scale where any manual, page-by-page optimisation is physically impossible.
Content freshness is a ranking factor in both verticals — offers expire weekly, admissions cycles turn over annually.
A distributed team across time zones, in a category where a single algorithm update can erase a quarter of work.

What I did

Led at team level, not task level

Built the process, priorities and quality standard the team executed against, so output stayed consistent without every decision routing through one person.

Templatised the optimisation

At this scale the leverage is entirely in patterns — page templates, internal linking rules and content frameworks applied programmatically across the whole inventory.

Built for freshness by vertical

Content and update cycles were structured around how each category actually behaves: weekly offer expiry in coupons, annual admission cycles in education.