My work in content strategy focuses on identifying high-intent search opportunities and developing Content performs best when it is built for both search behavior and reader trust.
My work in content strategy and SEO has focused on identifying high-intent search opportunities, building content systems that support long-term visibility, and creating content that helps readers make clear decisions. Across local media and membership organizations, I’ve used search strategy, editorial structure, and audience insight to turn content into a durable growth channel.
Key Content Impact
- Supported a 200+ interactive map ecosystem across 12 media outlets
- Contributed to a content product generating $1M+ annually
- Helped drive 250,000+ merchant interactions
- Maintained page-one Google visibility for 90% of mapicles
- Built AI-supported workflows that reduced production time by 75%+
Case Study 1: Search-Driven Local Discovery Content
Hearst Media
Situation
Hearst’s Best Of maps and mapicles were designed to capture high-intent local searches such as “best sushi restaurants in Houston” and “best personal injury lawyers in Houston.” Because these searches reflect active decision-making, the content needed to rank well, stay current, and remain credible to readers.
Strategy
I supported a search-driven content model built around local discovery, editorial neutrality, and long-term visibility. The goal was to create content that ranked for high-intent searches while helping readers compare businesses they were actively considering.
Execution
- wrote and maintained 50+ mapicles
- supported a broader ecosystem of 200+ interactive maps
- helped define business criteria for inclusion
- supported keyword planning, FAQ development, and content updates
- aligned “best” mapicles with current Readers’ Choice contest winners
- monitored search visibility and updated content when rankings needed support
Results
- contributed to a $1M+ annual revenue product
- helped drive 250,000+ merchant interactions
- supported visibility across 12 media outlets
- maintained strong page-one Google visibility for high-intent local searches
Case Study 2: AI Workflow System for Scalable Content Production
Hearst Media
Situation
As mapicle demand increased, production speed became a bottleneck. Traditional workflows took days or even weeks to complete a single mapicle, making it difficult to keep up with demand across multiple markets.
Strategy
I focused on improving the content system, not just the content itself. The goal was to create a workflow that preserved editorial quality and SEO structure while dramatically reducing production time.
Execution
- significantly enhanced and expanded GPT-based writing workflows
- built prompt systems to standardize structure, tone, and SEO alignment
- incorporated editorial feedback into the workflow so output improved over time
- created a repeatable system now used by other contributors, including my manager
Results
- reduced mapicle production time by 75%+
- shortened production from 1 to 2 weeks to 2 to 3 hours
- helped the team maintain output without adding headcount
- created a standardized system others now follow
Case Study 3: SEO Strategy for Content Visibility
Hearst Media
Situation
Search visibility plays a major role in how readers discover local businesses, products, and services. To perform consistently, content needed to be optimized not just for keywords, but for changing search behavior and decision-based queries.
Strategy
I approached SEO as a visibility and usefulness problem. The focus was not keyword stuffing, but creating content that aligned with search intent, answered likely questions, and supported reader decision-making.
Execution
- conducted keyword research and planning
- identified primary and secondary keywords
- used tools such as Google Keyword Planner, Google Trends, and other search tools to evaluate opportunity
- developed FAQ sections based on the questions readers were most likely to ask
- adapted content structure to reflect the shift from phrase-based search to question-based search behavior
- balanced optimization with natural, trustworthy writing
Results
reinforced editorial trust while maintaining SEO performance
strengthened page-one search performance across mapicles
improved the usefulness and discoverability of local discovery content
supported long-term traffic through evergreen search visibility