I'm Shalini — a content and SEO strategist with 15 years of experience helping B2B SaaS companies turn their blogs into lead engines, their teams into storytellers, and their strategy into something that actually ships.
I started out writing SEO-optimised content for SaaS startups and quickly realised that the real problem wasn't the writing — it was the strategy behind it. Businesses were churning out content without a clear plan for who they were writing for, what they wanted readers to do, or how any of it connected to revenue.
Over 15 years, I've worked my way from writer to Head of Content to Director of Content & SEO — building teams, owning roadmaps, and partnering closely with founders and CMOs to make content a genuine growth channel.
Now I bring that same senior thinking to B2B companies on a fractional or consulting basis — without the overhead of a full-time hire.
Whether you need someone to own the whole content function or just a sharp second opinion, there's a way to work together that makes sense for where you are right now.
You need senior content leadership but aren't ready for a full-time hire. I plug in as your Head of Content — owning strategy, managing writers, and making sure every piece ties back to pipeline.
A full-function engagement where I lead both content and organic search — aligning your keyword strategy, content calendar, and distribution to build compounding traffic that converts.
Your team is doing the work, but you need a senior eye on it. I review your content and SEO output, sharpen what's already there, and make sure everything you publish is working as hard as it should.
We start with a 30-minute conversation to understand where you are, what's not working, and what success looks like for you. No prep needed — just come as you are.
I take a close look at what you've got — your content, your SEO, your team's workflow — and identify the gaps between where you are and where you want to be.
You get a clear, prioritised plan: what to build, what to fix, what to stop doing, and in what order. Tied to your business goals, not a generic content checklist.
Depending on the engagement, I either run the work myself, manage your team, or guide you through it — with regular check-ins and clear metrics to track what's moving.
Ready to grow?
I help B2B companies build organic growth engines — combining content strategy, SEO, and AEO/GEO so you show up wherever your buyers are looking, including AI-driven search.
Let's talk about your organic growth →Here's a look at some of the work — the challenges, the approach, and the numbers that followed.
From a modest organic footprint to 8.2K monthly clicks, 15M impressions, and 48.8K ranking keywords — in four months.
This client operates in the data governance space — data catalogs, metadata management — where competition is high and buyer education is a long game. They had a strong product, but their organic presence didn't reflect it. Content existed, but wasn't structured to build authority. Key category terms had limited visibility, and there was a clear gap in how content mapped to search intent for users comparing or evaluating tools.
DR up from 41 to 51. Keywords in Top 3 up from 155 to 436. Daily traffic nearly doubled. Referral domains grew from 400 to 1,500.
This B2B sales compensation platform was operating in a competitive category where established players dominated organic search. Despite having a differentiated product, they lacked the domain authority and content depth needed to rank for high-intent keywords that drive pipeline.
Thanks for the support on the project. Shalini's communication, responsiveness, and willingness to be creative and go above and beyond was appreciated. I enjoyed working with Shalini!
I couldn't ask for someone better to work with; I loved working with Shalini very much! She is very thoughtful, on-time, organized, creative, and committed — an outstanding job, and I absolutely love it!
I've had the opportunity to work with Shalini when she started editing my online blogs and guides for Vizified.com. She is very professional and has great relationship-building skills. Her executional skills are pretty good too since she completed all my edits on time, every time. She has an enthusiastic approach to her work and knows how to get stuff done, on time, and on budget!
Whether you need a fractional content leader, a director to own your SEO and content engine, or a consultant to sharpen what you've already built — I'd love to hear about what you're working on.