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 the target keyword on competitive achievability rather than raw volume, conducted a content gap analysis showing the top 10 results were predominantly short list articles with no definitive treatment of the topic, and built a 3,000-word comprehensive guide organized by room and ranked by environmental impact to make the competing results incomplete by comparison. Nine monthly performance milestones were defined before publication and used as the tracking framework throughout.
The result was position 5 at nine months, 384 monthly organic sessions against a target of 300, 18 keywords ranking in the top 20 from a starting point of zero, and all nine pre-defined milestones hit or exceeded, with page 1 achieved one month earlier than targeted.
