My degree is in Plant Science. I know — not what you'd expect on a content strategist's website.
I graduated from Madras Christian College in Chennai back in 1990. Spent three years studying soil composition and photosynthesis. It had nothing to do with writing, and everything to do with how I think — systematically, patiently, always asking why something works before deciding what to do about it.
After that I picked up a computer diploma from Aptech in 1994 and walked into my first real job at a pre-publishing firm in India. My title was book typesetter. Which sounds dull, and honestly, parts of it were. But I was composing manuscripts for Oxford University Press and Gordon & Breach — taking raw, unformatted academic text and turning it into something a reader could actually move through. That training in structure and clarity? I use it every single day, thirty years later.
And yes — someone who spent years composing other people's books eventually wrote one of his own. In 2017 I authored The Yogic Wisdom to Discover Your Soul — Manifest Your Greatness, published and available on Amazon.
From typesetting I moved into production coordination — managing teams across data entry, pagination, scanning, and proofreading. Then in 1999 I packed up and moved back to Sri Lanka, where I spent the next several years doing things that have very little to do with each other on paper: graphics design, print production, IT lecturing, advertising. Different industries, different rooms, different problems.
I wasn't building a career strategy. I was just curious and needed to eat. But those years gave me something I genuinely couldn't have planned for — I learned how completely different types of businesses think, what they care about, and how they talk to customers. That's not something you pick up from a course.
In 2007 I moved to London and worked as a field engineer installing EPOS systems for retail and hospitality clients. Client-facing, technical, deadline-heavy. Good experience. Then 2010 came around and my role was made redundant.
Being made redundant with time on your hands either breaks your momentum or redirects it. For me it was the latter, though it didn't feel that way immediately.
I didn't go back to a job straight away. For a while I worked flexible shifts cleaning a hospital in London — enough to keep things moving while I studied digital marketing in every spare hour and started building my first blogs.
Over the next few years I built thirteen niche blogs. I came up with the content strategy for each one, did the keyword research, and wrote everything myself. Monetised them through Google AdSense and affiliate deals with ClickBank and Amazon.
Nobody was watching. Nobody cared if I got it wrong. So I got it wrong plenty, figured out why, and adjusted.
That's genuinely how I became a writer. Not a decision I made — more something I discovered I was already doing, and doing well enough that people would eventually pay me for it.
I came back to Sri Lanka in 2014 and took on digital marketing roles with firms in the USA, Sri Lanka, and the Maldives. Good work, varied clients. But I kept noticing the same thing: the part of every project I cared most about... was always the content. The strategy behind it. The actual writing. So I stopped pretending that was just one part of the job and made it the whole job.
I joined Faye Digital, a Melbourne-based agency, as a content writer — producing SEO copy, blogs, email campaigns, and web content for Australian clients in healthcare, tech, and digital marketing.
From there, I moved into the shipping and logistics space — joining a Dubai-based company as an SEO Content Writer as part of a complete website revamp. The project involved writing optimised content across multiple sections of the site, from service pages to corporate copy, all built around targeted keyword strategies and designed to strengthen the company's digital presence in a highly competitive international market.
These days I work as a freelance SEO Content Strategist and Writer. Small roster of clients, deliberately. Australia, UAE, Sri Lanka. I like knowing a client's business well rather than spreading thin across twenty accounts.
The work covers strategy and keyword research, long-form articles, pillar pages, website copy, landing pages, and content audits. I do the strategy and the writing — same person, start to finish. That matters more than it sounds. A lot of content projects fall apart in the gap between the person who plans and the person who writes. There is no gap here.
Wrote complete website content for Faye Digital and VKonnect Solutions
Wrote the complete website content for Acne Express, an Australian telehealth platform — AHPRA and TGA compliant throughout
Led a full content revamp for Journeyscapes Travels, producing approximately 129,000 words across four months
Consistently exceeded targets for five consecutive months for a shipping company based in the UAE
Write for that person genuinely and specifically, and the algorithm tends to agree. Chase the algorithm first and you end up with content that ranks briefly and means nothing.
I've been doing this long enough to have watched both approaches play out. The first one wins. Every time.
Let's talk about your next project, content audit, or strategy overhaul.
hello@ravindrawrites.com