AI integration strategy for a content team
BACKGROUND This project was an internal strategy document for a content team introducing AI tools into their production workflow. The goal was to define exactly where AI would be used, how it would be used, what guardrails applied, and who was accountable for what, rather than leaving those questions to individual judgment. I built the […]
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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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On-page optimisation plan for an HR software
BACKGROUND This project was for a client in the HR software space. The goal was to move a key commercial landing page from position 18 to a top-five ranking for a commercially valuable keyword by identifying and closing every specific on-page gap against the current top 10 results. I built the plan across seven elements: […]
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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 […]
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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 […]
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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 […]
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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 […]
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