Portfolio
In my SEO content writing career, I’ve helped build organic lead channels for companies in industries such as:
Private education
No code app builders
Time off management software
International IT shipping and 3PL services
Lower middle market mergers and acquisitions
Below are just a few examples of the SEO-focused pieces I’ve written for various companies.
Grow and Convert
Grow and Convert is a content marketing agency that focuses on targeting bottom-of-the-funnel topics first for its clients. This helps them drive revenue quickly, while also building up the site’s authority and relevance.
How to Find and Use Secondary Keywords to Increase Conversions
This piece started as a case study. At Grow and Convert, we helped a client build a profitable organic lead channel. But overtime, results began to plateau and then, partially due to Google algoritihm updates, dip.
We did an in-depth breakdown of which articles had converted the most during the 3+ year engagement and when. We then looked at the secondary keywords the client was ranking for in those high converting months, that they had sense lost. This gave us a list of high-buying-intent keywords to re-target.
For some of the lost secondary keywords, the best re-targeting strategy was re-optimizing existing content. Other keywords — due to changes in the SERP — warranted brand new articles.
As a result of this focus on re-ranking for lost secondary keywords with high buying intent, the client saw their highest month in conversions.
How to Improve Your Content Writing Skills by Using an Interview Process
Good writing advice is hard to scale. The best advice is tailored to a specific problem that you’re facing, and that same advice may not be helful when you encounter a similar, but slightly different, obstacle.
In this piece, I tried to focus on the most scalable tips for content writers.
FGX
FGX is a global logistics service that focuses exclusively on shipping IT equipment for enterprise-level companies.
What is an Importer of Record? Definitions and FAQs
This was the first post I wrote with FGX, as knowing what an Importer of Record (IOR) is and can be was critical for coming up with a content sttrategy. This piece provides two key parts of value that were missing from the SERP:
The IOR as a verb. The IOR was a noun (what it is) was covered in the SERP, though not in any impressive detail. But the IOR as a verb (what an IOR will do) was hardly covered at all.
The negatives of using an IOR service. There are drawbacks to hiring a company to be an IOR, and this wasn’t discussed at all.
Shipping Servers: How to Ship Servers Internationally and Domestically
A key challenge for this account was finding keywords that matched their target audience and had estimated keyword volume. There were plenty of keywords for shipping IT equipment domestically or just shipping IT equipment in general, but not shipping internationally (for enterprise-level customers). After conducting extensive keyword research, we wrote several articles targeting non-international-specific keywords (such as “shipping servers”). Even though the SERP was focused solely on domestic shipping and consumer shipping our theory — backed by industry-insider knowledge from FGX — was that simply not enough companies existed that were offering this service. In short, the SERP wasn’t going to have results about international shipping of servers for enterprise companies, because no one has written about that process yet.
This piece ranked well and — more critically — brought in qualified leads for the client.
Timetastic
Timetastic is a straightforward, low-cost tool. It helps you manage your company’s time off process. But I spent a significant amount of time editing the content pieces we published for Timetastic, largely due to the owner, who had a strong editorial eye.
Often, it’s frustrating when owners and clients get too involved in the editorial process (mainly as it slows down results and their feedback is not result-driven). But Timetastic’s founder truly understood his audience and what pain points they were facing. His feedback was immensely helpful and led to the production of some of my most natural-sounding writing for any software client.
Why holiday forms for staff are more hassle than their worth
I like this piece as it’s a strong contrarian piece — the keyword is “holiday forms for staff” and we’re arguing why you don’t want such a form.
When researching Timetastic’s target audience, we learned that most of their customers come to them after getting frustrated with spreadsheets, paper forms, wall calendars, and other manual processes. That is, they’re not coming to Timetastic from other time off software companies (so competitor keywords were out). Instead, we focused part of our content strategy on “jobs to be done keywords.”
Our hypothesis was that we could rank for the keyword “holiday forms for staff” by showing what a holiday form looks like and then explaining why using one isn’t a best practice.