Archive optimisation plan for a cloud infrastructure platform
BACKGROUND This project was for a client in the B2B cloud infrastructure space. The goal was to score a 48-post archive against a consistent framework and produce a prioritized action plan that allocated effort to the posts with the highest expected return rather than spreading resource evenly across the archive. I built a four-dimension scoring […]
Learn More
SEO-TOV tension brief for an investment app
BACKGROUND This project was for a client in the ethical investment app space. The goal was to produce a piece that ranked for a high-intent beginner investing keyword while staying entirely within a brand voice that explicitly avoided the language, structure, and framing that most personal finance SEO content defaults to. I identified six specific […]
Learn More
Pillar page brief on employee onboarding
BACKGROUND This project was for a client in the employee onboarding software space. The goal was to brief a pillar page that would anchor a 12-piece content cluster, replace a thin existing page at position 19, and build topical authority across the full onboarding keyword cluster rather than targeting a single term in isolation. I […]
Learn More
Full SEO brief for an accounting software
BACKGROUND This project was for a client in the cloud accounting software space. The goal was to produce a fully structured SEO brief for a high-intent commercial keyword that explicitly documented both the SEO rationale behind every structural decision and the intent mismatch risk of a brand publishing an honest buyer’s guide about its own […]
Learn More
Content calendar keyword map for a gardening app
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 […]
Learn More
Cannibalisation map for a project delivery platform
BACKGROUND This project was for a client in the B2B project delivery software space. The goal was to identify where pages on the same domain were competing against each other in search results, diagnose the severity of each conflict, and prescribe the correct resolution for each cluster. I identified nine cannibalization clusters through a systematic […]
Learn More
Website keyword map for a D2C beauty brand
BACKGROUND This project was for a client in the DTC beauty space. The goal was to support a website restructure consolidating three separate stores into one domain by assigning keyword targets to every core page in the new information architecture before a single URL went live. I mapped 42 pages across six site sections, assigning […]
Learn More
Sunsetting lifecycle for an accounting software company
BACKGROUND This project was for a client in the B2B accounting software space. The goal was to introduce a formal content retirement process for a 186-piece archive where 41% of pieces contained at least partially outdated information and 28% were generating fewer than 10 organic sessions per month with no backlink equity worth preserving. I […]
Learn More
Programme lifecycle for a B2B marketing analytics platform
BACKGROUND This project was for a client in the B2B marketing analytics space. The goal was to build a sustainable operational framework for a monthly intelligence report that could be produced to a consistent quality standard every cycle, promoted in a way that built cumulative audience rather than treating each edition as standalone, and refreshed […]
Learn More
Hero content lifecycle for an HR software company
BACKGROUND This project was for a client in the HR software space. The goal was to plan and execute the complete lifecycle of an annual research report, from the first planning conversation through to a 90-day repurposing program, in a way that maximized the return on a 1,200-person survey investment. I mapped the full journey […]
Learn More
