BACKGROUND
This project was for a client in the organic gardening app space. The goal was to map a full quarter of content to a systematic four-cluster keyword strategy that built from awareness through to conversion across 12 weeks.
I mapped 26 pieces of content across four clusters: growing guides as the traffic engine, garden planning as the consideration bridge, problem-solving as the trust-builder, and app and tools as the conversion layer introduced only in Month 3 after awareness was established. Every entry in the calendar specified the primary keyword, search volume, intent, funnel stage, whether it filled a gap, and where it linked within the site architecture.
The result was a calendar that served as a single reference for the editorial, SEO, and marketing teams simultaneously, with a Q2 content gap analysis built into the final section so the next quarter's planning started from evidence rather than from scratch.
