A decade of digital, web and content expertise.

From web content to AI optimisation for local and international organisations, I'm passionate about helping businesses grow their web ecosystems while ensuring it meets the growing demands of the African continent.

Edward Goff - Website Marketing Consultant

Website Leader & Strategic Growth Driver

I specialise in turning websites into lead generation revenue assets through technical SEO, analytics, AI and data-driven optimisation. In my various roles I've delivered measurable results including doubling organic performance and building comprehensive content ecosystems.

I am dedicated to implementing digital solutions that prioritise accessibility in Africa's web landscape, designed by Africans, for Africans.

Key Achievements

10+
Years Experience
100%+
Traffic Growth
10+
Websites Built
20+
Audits Completed

Core Expertise

Technical SEO Website Analytics Team Leadership Content Strategy GA4 Implementation Conversion Optimisation User Experience Digital Transformation Fintech Innovation AI-First Optimisation

Specialisations

  • Enterprise SEO: Comprehensive strategies that deliver 100%+ traffic growth
  • Content Ecosystems: Integrated content architecture for efficient Search consumption
  • Analytics Mastery: Enterprise GA4 frameworks with ROI tracking
  • Platform Expertise: Optimizely, WordPress, MarTech, technical audits, performance optimisation
  • Team Building: Led and scaled high-performing content teams

Professional Journey

2023 - Present
Capitec Bank
Website Team Leader

Website marketing for South Africa's leading digital bank.

2021 - 2023
Capitec Bank
Digital Specialist

Comprehensive SEO, content, and analytics strategies.

2018 - 2021
Capitec Bank
Digital Content Writer

Content strategy and planning across multiple channels with SEO.

2016 - 2017
SucceedGroup
Creative Copywriter & Team Leader

Content across email marketing, social media, and web.

Education & Qualifications

PGDip Management Practice

UCT Graduate School of Business | 2024-2025
Advanced strategic management and leadership development

Master of Arts in Journalism

Stellenbosch University | 2020-2023
Research focused on digital media and communication strategies for websites

BPhil Honours in Journalism

Stellenbosch University | 2015-2016
Specialised studies in media theory and practice

Bachelor of Social Science

University of Cape Town | 2009-2012
Foundation in social sciences and analytical thinking

Current Focus

Consulting Services

  • Technical SEO audits and implementation
  • Website analytics setup and optimisation
  • Content strategy and architecture
  • AI-first website optimisation
  • Conversion rate improvement

Industry Leadership

  • Digital transformation in fintech
  • Enterprise-scale website optimisation
  • Team building and strategic planning
  • Advanced analytics implementation
  • Cross-functional collaboration