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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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Keyword-driven framework for a B2C project management app
BACKGROUND This project was for a client in the B2C project management app space. The goal was to build a content pillar framework grounded in what the target audience was actually searching for rather than what the brand assumed they cared about. I started with 340 keywords, classified each by intent and audience type, and […]
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Organic growth case study (Project management app)
BACKGROUND This project was for a client in the B2C project management app space. The goal was to build an organic search presence from virtually nothing and reduce the brand’s dependence on paid acquisition, which had been increasing in cost quarter over quarter. I spent the first six weeks on strategic groundwork before a single […]
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