Moz · Feb 2021
7 Emerging Technologies in SEO and Their Applications
Written and bylined by me.
#8 of Moz’s 25 most-read posts of 2021.
Portfolio · B2B SaaS content, SEO and AI search
Selected work
Articles, content briefs and SEO programs from 10+ years in B2B SaaS content and SEO. For each one: what it is, what I did, and what it achieved.
Start here
SweetProcess · SOP template page
13 Free SOP Templates [+ How to Write One for Your Business]
Written by me for SweetProcess. Published under the founder’s byline.
Held a 20% reader-to-signup rate for more than two years. The page has been updated since.
Teardown · Feb 2022
CoSchedule Content Marketing Strategy: Leveraging Competition-free Content To Build a $5M+ ARR SaaS Company
Written and bylined by me on the Your Content Mart blog.
CoSchedule cited it in its own guide, “51 Marketing Tactics That Work” (Jan 2023).
SweetProcess, 2016 to 2026
Content Writer, then SEO Strategist, then Content Manager. I did the keyword research, wrote content briefs and articles, and ran optimization and internal linking across the blog. The blog drove 1,000+ organic product signups a month. Stronger months exceeded 1,500, and hundreds became paying customers.
Articles I wrote for SweetProcess are published under the founder’s byline.
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13 Free SOP Templates [+ How to Write One for Your Business]
Written to rank for “standard operating procedure template” and turn people looking for a template into trial signups.
Evidence: 20% reader-to-signup rate for more than two years.
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Trainual vs SweetProcess: Which Is Better For Managing Your Standard Operating Procedures (SOPs)?
Written for buyers deciding between Trainual and SweetProcess.
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7 Trainual Alternatives for Onboarding New Employees
Written for Trainual users who are looking for another tool.
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SweetProcess Reviews: What Users Say About Our Platform
Written for buyers checking what customers say before they pay.
From brief to published page
Three content briefs I wrote, and the articles they became
A content brief is the plan a writer follows: who the article is for, what it must cover, how it is structured, and which SweetProcess features and customer stories to include. I wrote these three in Oct 2023. Each one is shown next to the article it became.
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Process Street vs Trainual: Which Is the Best for Documenting SOPs?
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9 Best Tango Alternatives for Process Documentation
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9 Best SOP Software for Small Businesses and Startups
Bylined writing
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7 Emerging Technologies in SEO and Their Applications
Evidence: #8 of Moz’s 25 most-read posts of 2021.
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3 Effective Ways to Quickly Identify Your SaaS Brand’s Top SEO Competitors
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How to Measure The ROI Of Content Marketing: A Step-by-Step Guide
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The 4 Ps of Marketing: How to Apply Them to Your Business
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How to create a B2B content marketing funnel
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Why You Need a Mix of Organic and Paid Traffic for Content Marketing to Work
Teardowns
Articles where I break down how a SaaS company grew through SEO and content.
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Smartsheet’s $8.4B SEO Engine Has a Massive Blind Spot
2,000+ free templates built Smartsheet’s search traffic, but the company barely shows up when buyers ask AI assistants which tool to use.
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CoSchedule Content Marketing Strategy: Leveraging Competition-free Content To Build a $5M+ ARR SaaS Company
Evidence: cited by CoSchedule in “51 Marketing Tactics That Work”.
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From 0 to 30,000+ User Signups In 12 Months: Signaturely’s Underdog SEO Strategy
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Building In Public: How Copy AI Grew To $157,000+ MRR In 10 Months
Programs I led
Copysmith · AI copywriting software
2021 – 2022
I ran SEO and content for Copysmith’s blog. I chose the topics and led the writers. Most articles were for people comparing AI writing tools, because those readers were ready to pick one.
Articles (since removed by Copysmith, linked to archived copies)
In eight months, signups from organic search grew from 529 to 3,457 a month. The share of blog visitors who signed up rose from 13.2% to 23.7%. Organic search went from 30% to 48% of all signups and became Copysmith’s biggest signup channel.
OneCal · Calendar sync software
2023 – 2024
I ran OneCal’s SEO. For pages they already had, I wrote what to change. For new articles, I guided their team on the briefs and reviewed the drafts before publishing.
Existing pages I improved
New articles I guided
In about five months, monthly clicks from Google grew from 8,000 to 31,300, and the number of times OneCal appeared in search grew from about 1 million to over 4 million. Google’s AI Overview also began recommending OneCal first for “calendar sync”.
AI search
AI-search snapshot of a translation SaaS
I ran 22 buyer questions through ChatGPT and Perplexity using my AI Visibility Audit tool. Fifteen were questions a new buyer asks before they know any brand. Seven named the brand. The finding: when buyers already know the brand, AI describes it well. When they don’t, AI rarely puts it on the shortlist.
- 0 of 5
- “Alternatives to [competitor]” answers that included the brand
- 5 of 15
- New-buyer questions where the brand was mentioned at all, never as the top pick
- 12 of 15
- New-buyer questions where the main competitor, Weglot, was named
- 7 of 7
- Questions naming the brand where AI cited the brand’s own pages
- It wins the comparison but misses the shortlist. AI recommends the brand in head-to-head comparisons, but leaves it out of “alternatives to Weglot” answers, even though the brand has a page for exactly that.
- A competitor writes the pages AI reads. For “alternatives” questions, AI cites Weglot’s own comparison pages.
- Other sites describe the brand. Four of the five mentions in new-buyer answers came from Reddit threads and a deals site, not from the brand’s own site.
Full snapshot with recommendations (PDF) AI Visibility Audit tool
Speaking, podcast and newsletter
African Startups That Are Killing It With SEO and Content Marketing
How startups such as Paystack and Piggyvest win with SEO and content.
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How SaaS Startups Can Unlock Organic Traffic & Business Growth With Zero Volume Keywords
I hosted nine episodes on SEO that drives signups, not traffic. Seven are guest interviews, including Ben Sailer (WordPress.com), Craig Hewitt (Castos) and Emilia Korczynska (Userpilot).
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SaaS SEO Insights
I write and send it. 20+ issues.
Want the full career history? Read my resume. Hiring for a fractional engagement? See the main site.