I’ve been writing SEO blog content for years. Below, I share some of my favorite pieces and give context as to why I enjoyed writing them.
For Grow and Convert, a content marketing agency, I’ve published two pieces:
- How to Find and Use Secondary Keywords to Increase Conversions. What happens when the once high-converting articles you’ve written for a client start to convert less, even though they’re still ranking high for their target keyword? In this case study, I distill a year’s worth of analysis and work, in which we were able to use secondary keywords to drive conversions for our client to an all-time high.
- How to Improve Your Content Writing by Using an Interview Process (+ 6 Other Content Writing Tips). I share some of the helpful content writing tips I use in most (if not all) of my writing. A good chunk of this article is about the key importance of getting high-quality, unique information about your topic, such as using an interview process.
For FGX, a global IT logistics service, I wrote several pieces about shipping IT equipment internationally. This was a fun and challenging client. My favorite pieces are:
- What is an Importer of Record? Definitions & FAQs. This was the first post I wrote for this client, and while its topic may seem straightforward (it’s a “what is x?” style post), there was actually plenty of nuance. In the shipping industry, there’s depth around seemingly simple concepts such as who is shipping something and who is receiving something. This made speaking with authority and clarity difficult, as the meanings of those words changed drastically depending on the audience.
- Shipping Servers: How to Ship Servers Internationally and Domestically. One of the challenges of this client was finding good keywords to target. FGX is relatively unique in the market. There are not a lot of competitors or even search volume for the main keywords that are related to the client’s core offering. Instead, we focused on thinking about what their target customer would look for on Google, even if the SERP didn’t show any similar intent. For example, with this piece. The keyword is “shipping servers,” and 100% of the SERP was about shipping servers domestically, which is not our target audience. But our hypothesis was that our target customer would Google something like “shipping servers.” So we wrote this post to a) fulfill the search intent as defined by the SERP and b) the search intent as informed by our client about their target customer.
For Axial, I wrote several pieces about selling a business. We catered ur pieces towards a nuanced audience: a business owner who is successful and savvy enough to have grown their business to $ 1 million+ EBITDA, yet is also quite uninformed when it comes to mergers and acquisitions.
Finally, I have a soft spot for Timetastic, a UK-based time tracking software company. This is because the founder, and the main point of contact I worked with, was one of the better editors I’ve come across in my work. Often working with a founder or marketer isn’t a lot of fun. Their edits are vague and usually irrelevant, both to the readability of the piece and the rankability of the piece. However, the founder of Timetastic’s edits were stellar and greatly improved not only the pieces but also my own content writing. The founder was also open to trying new things and genuinely cared about content quality, which was refreshing.
Personal favorites for this client are:
More Topics I’ve Written About:
- No-code app making for Stacker
- User experience/user behavior for User Interviews
- Route management software for Circuit
- Employee timekeeping and scheduling for Buddy Punch
- Hyperhidrosis for Duradry
- Advertising agency reporting software for TapClicks