Pettable
SEO Content Strategy | SEO Manager & Content Lead
Pettable is dedicated to ensuring the emotional, physical and familial bonds between people and their pets remain intact by providing an emotional support animal (ESA) letter service that gives qualified users a legal defense against predatory landlord pet policies.
Working with Pettable as an SEO Manager, I focused on overhauling the company's blog content strategy and using domain and URL-level search tactics to scale organic revenue from blog content. Beginning by completing extensive keyword research and competitive analysis to determine the best high, mid and low-funnel opportunities to target, I then hired best-in-class freelance writers to build content at scale while forming a committee of subject matter expert clinicians to review and approve content as it was created. I also consulted with Pettable's customer service team to find the topics users felt were missing from our library and provided our experts with the freedom to author any articles they felt would help make Pettable the thought leader within the crossover pets and mental health vertical.
Performance was continually measured throughout each article’s lifecycle, with posts being updated and iterated upon to present the most accurate viewpoint of each topic within Pettable's niche. Additional content, such as blogs for lifecycle newsletters, would also be created to fulfill cross-channel needs. Data from Google Analytics and Fullstory would be scrutinized to find opportunities to boost interactions, resulting in custom CTAs implemented to send users to lower-funnel articles, gather user emails or navigate to a product page based on past user behavior.
Ultimately, initiatives related to this content strategy resulted in 42.32% organic traffic growth and 81.39% revenue growth (Q1-24 vs. Q1-23) from blog pages, along with a 36.92% boost to blog organic purchase conversion rate.
Q1-24 vs. Q1-23 Blog Organic Performance | 81.39% revenue growth; 42.32% session growth; 36.92% purchase conversion rate growth
Built In
Learning Labs | Content Writer, Copywriter & SEO Analyst
Learning Labs is an EdTech platform launched by Built In in late 2021 as a way of helping tech professionals broaden their industry knowledge and fill in skill gaps on their resumes. We identified eight key tech categories, cybersecurity, data science, design/UX, IT, finance, marketing, product management and software engineering, before performing keyword research to uncover an additional 125+ topic pages within each category. These niche subjects ranged from machine learning to Python programming, entrepreneurial finance, cryptanalysis and more.
Subject and competitor research was performed so I could become an expert in each topic before writing an overview section plus answers to three FAQ questions for each topic, allowing users to develop a working understanding of the skill. FAQ questions were found by conducting question-format keyword research on SEMRush and examining People Also Ask SERP features generated for topic keywords. All topic pages were also edited and peer-reviewed by external industry experts before the pages finally beingpublished.
Built In
SEO Content | SEO Content Specialist
Built In received more than 60% of its traffic across nine websites from SEO, largely due to a thorough research strategy, data-driven content planning, consistent technical optimization and a powerhouse writing staff. As an SEO Content Specialist, I helped the team meet and exceed its goals through extensive content writing, keyword research, copy editing, title tag optimization, link building and analytics reporting.
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The Knicks Wall
PUMA Basketball Clyde Court "X-Ray" Review | Author & Photographer
In 2018, PUMA Basketball re-emerged on the hoops scene in a disruptive fashion. By signing the NBA's most-hyped rookies and players to rock the brand's first basketball shoe in over 20 years, PUMA established itself as a collective hungry to reclaim the basketball pedigree it owned through the 70s and 80s. The brand sent a pair of the Clyde Court's second colorway, X-Ray, my way to review via The Knicks Wall.
Howl at the Moon
Music Blogging Series | Copywriter
The most important part of a night at Howl at the Moon is taking in the perfect live music show. As the company's copywriter, I created, wrote and published a series of blogs dedicated to highlighting current music topics, the music history of each city in which How has a venue and what visitors can expect from the chain's unforgettable dueling piano performances.
