At Mapped Out Media, we believe the people behind the work are just as important as the results. In this series, we’re introducing you to our team members so you can get to know the skills, passions, and personalities that drive our projects.
This week, we sat down with Matt Whelan, our resident SEO analyst and copywriter.
Q: Tell us a bit about your role at Mapped Out Media.
I wear a few hats here – but my main focus is SEO analysis and copywriting. In practice, that means digging into the data that shows how people are finding (or not finding) your business online, and then using that insight to create content that not only attracts traffic but also keeps people engaged once they arrive.
Recently, we have taken on more and more clients who need help with their social media presence. Many of the business leaders we speak to instinctively know that social media is an important aspect of their digital marketing strategy, but it is one that often gets neglected in favour of more pressing issues. So, more and more, our clients are asking us to pitch in – or, in many cases – completely take it over.
I also occasionally get hands-on with website maintenance work, but the vision and the design are very much Mike’s realm. The common thread across everything I do is making sure businesses are visible online and that their message comes across clearly.
Q: Why is SEO and copywriting so important for businesses?
In today’s world, a business without a strong online presence is like a shop hidden down a back alley with no sign on the door. You could have the best product or service in the world, but if people can’t find you, they won’t buy from you. That’s where SEO comes in.
By analysing search data, optimising content, and fine-tuning websites, we help businesses climb the rankings in Google so the right customers find them. Pair that with engaging, well-written copy, and suddenly you’re not just attracting traffic – you’re converting it.
Q: What do you enjoy most about your work?
I’m a bit of a data nerd – I love digging into analytics and figuring out why something is or isn’t working. At the same time, I’m obsessed with words and storytelling. SEO and copywriting are the perfect mix of both worlds: numbers and narrative.
There’s something really satisfying about seeing the changes you make directly improve a business’s visibility and results. Every time we manage to get a big leap in a client’s Google rankings, I interrupt Mike to tell him; I think he’s getting a bit sick of it now!
Q: What’s your background?
I’ve been writing for decades across multiple genres – I’m a published author with books ranging from children’s fiction to guides on Fantasy Premier League (perhaps my biggest hobby!).
Outside of Mapped Out Media, I am a freelance copyeditor and proofreader. As a member of the Chartered Institute of Editing and Proofreading, I am qualified to turn a manuscript into a piece of work that is ready for publication. I have also written blogs and articles for several companies.
Q: Finally, what do you get up to outside of work?
I keep busy! I spend quite a lot of time volunteering in my local community (helping primary school children improve their reading), and I run creative writing workshops in local schools and libraries to pass on some of my skills.
I host wine events every three months to raise money for my daughter’s primary school. I also love walking, spending time with my family, and getting lost in books and films – mainly science fiction and fantasy.
I like to keep fit and healthy and am currently training for my green sash in Lau Gar Kung Fu. I regularly attend kickboxing competitions, which at my age really stretches me (literally and figuratively!).
✅ Why Matt matters to your business:
Matt’s mix of analytical skill and creative writing makes him a key part of Mapped Out Media. Whether it’s climbing Google rankings, sharpening your brand voice, or engaging your audience on social media, he makes sure your words work as hard as you do.