AEO roadmap for a US-based personal finance and savings app
BACKGROUND This project was for a client in the US consumer fintech space. The goal was to position the brand as a cited source in AI-generated answers about savings strategies, budgeting frameworks, and app recommendations, in a category where YMYL classification means the credibility bar for AI citation is significantly higher than most. I built […]
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AEO roadmap for an Australian sustainable homewares and lifestyle brand
BACKGROUND This project was for a client in the Australian D2C sustainable homewares space. The goal was to build an AEO presence in a category where consumers increasingly ask generative AI tools for brand recommendations and buying guides rather than running traditional searches. I built the roadmap around four consumer intent types specific to the […]
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AEO roadmap for a UK-based HR and people operations SaaS platform
BACKGROUND This project was for a client in the B2B HR software space serving UK-based businesses. The goal was to build a structured roadmap for becoming a cited source in AI-generated answers about HR software, UK employment law, and people strategy. I built the roadmap around four target query categories where AI citation frequency and […]
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Zero to Page 1 for a homeware brand
BACKGROUND This project was for a client in the sustainable homeware space with almost no organic search presence. The goal was to identify a single content opportunity in the sustainable living category, produce one piece against it, and establish a replicable model for ranking new content on a domain with limited existing authority. I selected […]
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Consolidation for a D2C food subscription brand
BACKGROUND This project was for a client in the D2C food subscription space. The goal was to resolve a content canniibalization problem where two thin blog posts on related topics were competing against each other and producing less combined traffic than a single well-optimized piece would generate. I diagnosed the problem using GSC data showing […]
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Page 2 to Page 1 for an HR software
BACKGROUND This project was for a client in the HR software space. The goal was to move an underperforming page from position 16 to a top-five ranking for a commercially relevant keyword with 2,400 monthly UK searches. I started with a structured competitive gap analysis comparing the existing page against the top 10 results across […]
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SEO editing checklist
BACKGROUND This project was an internal operations tool for a content team. The goal was to give editors a structured, prioritized checklist for reviewing drafts before publication that distinguished between items that should block publication and items that could be fixed after going live. I organized the checklist across five sections in order of importance, […]
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Freelance writer onboarding for a B2B marketing analytics company
BACKGROUND This project was for a client in the B2B marketing analytics space. The goal was to give incoming freelance writers the brand and SEO context they needed to produce on-brief first drafts without requiring the editor to correct the same foundational issues repeatedly. I built the onboarding document in two parts: a brand section […]
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SEO writing guide (for non-SEO content team)
BACKGROUND This project was an internal reference document for a content team without an SEO background. The goal was to give writers enough understanding of how search engines work to apply brief instructions correctly, without turning the guide into a technical manual. I organized the guide around five practical topics: what keywords are and where […]
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Quarterly SEO plan for an HR company
BACKGROUND This project was for a client in the HR software space. The goal was to allocate a finite content resource across optimization work, new content production, and technical SEO tasks in a way that maximized organic traffic gains over a single quarter. I built the plan around an explicit optimization-first principle: with 22 posts […]
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