SEO Chrome extension for a consumer advice publisher

For large content teams, SEO is rarely just a technical task. It sits between editorial quality, search visibility, publishing workflows, and commercial outcomes. The challenge is simple to describe but hard to execute: help writers create better-performing content without slowing them down.

Which? Ltd, the UK’s consumer champion, needed a practical way to support content writers as they optimized articles for search. Their teams already produced trusted, research-led content, so the goal was not to replace editorial judgment. It was to give writers clear, useful SEO guidance inside the tools they were already using.

Intellegens developed a custom Chrome extension tailored to Which? Ltd’s requirements. Instead of forcing users into a separate platform, the extension brought SEO checks directly into the browser, reducing friction and helping writers make better decisions faster.

That mattered because tools only create value when people actually use them. By keeping the experience close to the editorial workflow, we helped the team improve content quality while avoiding unnecessary process overhead.

The extension analyzed whether target terms appeared in the right places, including title tags, headings, and body content. It also checked whether terms appeared with the required frequency, giving writers immediate feedback on practical optimization points.

This helped transform SEO from a vague checklist into a repeatable, visible process. Writers could see what needed attention, make changes quickly, and move forward with more confidence.

To make the tool more useful, the extension also integrated with third-party services such as the SEMrush API, bringing in keyword search frequency and cost-per-click data.

That extra context helped teams understand not only whether content was optimized, but also which terms carried stronger search demand or commercial relevance. For decision-makers, this meant SEO work could be better connected to traffic potential, prioritization, and measurable value.

The project was delivered as requested and then maintained and expanded over several years. This long-term collaboration was important because content operations evolve, SEO practices change, and internal teams discover new needs once a tool becomes part of their workflow.

Rather than treating the extension as a one-off delivery, we supported it as a living product. When Which? requested changes after the initial scope, we adapted quickly and kept the solution aligned with the team’s goals.

The extension solved a clear business problem without introducing unnecessary complexity. It was lightweight, practical, and built around the client’s actual process.

For teams under pressure to improve performance, this kind of focused software creates value quickly. It avoids the risk of large, bloated systems while still delivering reliable functionality that supports daily work.

The result was a custom Chrome extension used by the Which? content team to support SEO optimization in a direct and practical way. It helped writers check content faster, use search data more effectively, and improve consistency across the publishing process.

Most importantly, it gave the team a tool that matched the way they worked - simple enough to adopt, useful enough to keep, and flexible enough to improve over time.