Malt is officially live for freelancers in the United Kingdom 🇬🇧! Create your profile today, so you’re ready to land new projects the minute we open the platform for companies.
Any questions? Contact our team at [email protected]

Browse profiles Post a project
Malt welcom

Welcome to Sophia's freelance profile!

Malt gives you access to the best freelancers for your projects. Contact Sophia to discuss your project or search for other freelancer profiles on Malt.

Sophia Swanepoel

Editor, proofreader, content strategy, SEO

Can work in or around London

  • 51.509648
  • -0.099076
  • Suggested rate £350 / day
  • Experience 7+ years
Propose a project The project will begin once you accept Sophia's quote.

This freelancer has confirmed full-time availability in the past 7 days.

Propose a project The project will begin once you accept Sophia's quote.

Location and workplace preferences

London, England, United Kingdom
Can work onsite in your office in
  • around London and 10km


Freelancer code of conduct signed
Read the Malt code of conduct

Verified email


  • English

    Native or bilingual

  • Afrikaans

    Native or bilingual

  • French


  • Dutch



Skills (11)

Sophia in a few words

Hi, I'm Sophia. I'm an editorial, content and SEO specialist with a 20-year background in magazine journalism, online publishing, and content SEO.

I can help with:
- copy editing and proofreading (I'm extremely pernickety about English grammar, punctuation and formatting!)
- content strategy, including content audits, style guides, content plans and content calendars
- SEO keyword research, gap analysis, competitor research, topic ideation, writing and on-page optimisation
- light technical SEO audits

I specialise in creating unique, well-researched content that is authentic to your brand, adds value for the customer, and cuts through the noise.

At a parenting news site, I created and executed a new content strategy focusing on excellent, expert-led evergreen content. Organic traffic to the site improved by 1,001% within three years and a project to supply free educational resources attracted an additional 1 million users per year.

I love using words and tech to help build a better world!




Content & SEO Consultant  - As a freelancer

London, UK

July 2022 - Today (4 months)

I've been helping various e-commerce sites with their SEO and content:
- SEO audits: content and technical
- Content: audits, competitor, audience and gap analysis, and content strategy and plan.

QA Ltd


Digital Content Lead

London, UK

January 2020 - July 2022 (2 years and 6 months)

- Successfully created and executed content and SEO strategies.
- Created style guide, performed content and competitor audits, and content gap analysis.
- Set KPIs for content, SEO and social media.
- Managed all SEO: keyword research, on-page optimisation and technical audits and fixes.
- Managed social media exec and led the social media strategy.
- Continually used data analysis to reiterate and improve the strategies.
- Our focus content area grew by 98% in a year. Average keyword position improved by 32% and CTR improved by 46% despite our classrooms closing during the pandemic.



Editor & translator  - As a freelancer

London, UK

May 2019 - January 2020 (8 months)

We relocated to the UK and I took a few months off to house-hunt, find a school and help our girls to settle in. While doing so, I was doing some freelance editing and translation work.


Editor of

Cape Town, South Africa

September 2015 - April 2019 (3 years and 7 months)

Parent24 was the biggest parenting website in South Africa by a large margin, reaching at least half a million unique readers monthly. It was a vertical of News24, Africa's biggest news site, and has now been incorporated into the main site.

- Created new editorial and commercial strategy, building a trusted brand and focusing heavily on SEO.
- Managed a team of four plus freelancers in daily content creation, analytics, social media and SEO.
- Smashed high traffic and revenue targets with top trending and high-quality evergreen content.
- Organic search traffic shot up 1,001% in three years.
- In two years, we more than doubled our mobile traffic and grew desktop traffic by 50% despite a downward trend in the SA industry.
- Extensively used data tools for daily decisions and monthly reports. Google Analytics (Universal, 360, GA4), Nielsen, Effective Measure, Narratiive, Cxense, Native AI, and Chartbeat for daily, weekly and monthly reports.
- Attended Poynter Institute Digital Leaders workshops, INMA and Wan-Ifra World Editors conferences.
- Passion project: Parent24 LEARN. Became advocates for free study resources for South Africa's learners. Within two years, LEARN hub was getting a million monthly pageviews, greatly aided by organic search traffic, and won the Best Editorial Project 2019 award.
- Sad as I was to leave my job and colleagues in South Africa, I was excited about the opportunity to come back to London.



Online editor

Cape Town, South Africa

October 2009 - August 2015 (5 years and 10 months)

I made the jump into digital in 2009 as editor of, the magazine website for Media24's parenting magazines, and we started the process of transforming print into a viable digital offering. It was a steep learning curve but I took the challenge head-on.

- My position involved a relaunch, editorial and commercial planning and strategy, innovation, digital brand marketing and daily operation of the site and social networks – all on my own.
- The site offered a deep archive of expert pregnancy and parenting articles, handy tools, a lively forum and a small e-commerce shop, and we built a sizable following (450,000 combined) on Facebook.
- I worked closely with the developers and we launched mobi sites and apps and played with all the tech we could get our hands on.
- I often met with clients and created proposals, and within a few years the digital revenue added a substantial boost to the overall publishing budget, at the same time that print advertising started to decline.
- In September 2015, Media24 consolidated their digital offerings and merged with, a vertical of News24, South Africa's biggest digital news site.

Various companies


Writing & editing  - As a freelancer

Cape Town, South Africa

November 2005 - October 2009 (3 years and 11 months)

- After relocating to Cape Town, I was part of the launch team of a fashion and lifestyle glossy for young women.
- For my two-page column "Eco Babe", I received an SAB Environmental Journalist Merit Award in 2007.
- My role included mapping out a website strategy and developing the magazine's style guide, and I was involved in training too: mentoring the young editorial team; helping to formulate the Media24 Code of Practice for plagiarism; and assisting Educor in brainstorming and editing a sub-editing course.
- I later continued editing and writing for numerous South African books, travel guides, consumer and B2C magazines, including Elle, Cosmopolitan, Psychologies, Time Out, Eat Out, Drum, Fairlady and PnP Fresh Living.
- Freelancing needs quick adaptability – working to different house styles and alongside new people every week – but I'm meticulous, creative and love working with people, and I loved the challenge.

Highbury House Communications plc, 38 Titles



London, UK

April 2002 - August 2005 (3 years and 4 months)

- Copy-editing on various lifestyle magazines in London sharpened my skills in rewriting, fact-checking, liaising with medical and legal experts, setting up production schedules, flat-planning and liaising with the repro house.
- I worked on Real Homes, Baby & You, Pregnancy, Front Magazine and others.
- I learned to do whatever it takes to create order out of chaos. I still take great joy in massaging content into a beautiful, meaningful and factually correct narrative without losing the author's voice.