CASE Study
SEO and Content Website Strategy and Implementation
Client
University with capuses across the U.S. and global partnerships in more than 20 countries.
Challenge
The client experienced a sharp year-over-year decline in organic search rankings for high-intent, relevant keywords—resulting in reduced inquiries and conversions.
My Role
SEO and Content Strategy Lead (1-Year Engagement)
I led a comprehensive SEO and content optimization initiative, collaborating with internal stakeholders and external agency partners to reverse the downward trend in search performance and improve user conversion pathways.
What I Delivered
- Extensive content audit across web, blog, and YouTube assets.
- Identification of content cannibalization and redirect opportunities.
- Creation of content intent matrix to sort and align pages by user intent.
- Development of content pillars to guide user journeys toward conversion.
- Net-new content strategy to address high-opportunity keyword gaps.
- Collaboration model to streamline content workflows between internal teams and external partners.
0
%
Organic traffic increased by 12% over prior year.
0
%
Organic conversions grew 5% YoY over the same period.
- Net-new content consistently outperformed legacy assets
- New content workflows established across internal and external teams
- Significant growth in keyword rankings on search engine results pages (SERPs)
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