Expertise
Content Strategy at Scale
Content strategy built on real search intent, structured for AI-search retrievability — proven not on one site, but delivered across a 30+ site portfolio as part of a 4-person team.
What I own
- Keyword & intent mapping — SEMrush/Ahrefs research grouped by real buyer and informational intent, not just search volume.
- End-to-end content marketing — keyword research through briefing, writing, and publishing, owned personally across a 30+ site portfolio.
- AI-search structure (GEO/AEO) — an answer-first template with a summary section and question-based subsections in scannable bullet format, designed for retrievability by AI engines.
- Cannibalization cleanup — merging or consolidating pages that compete for the same query.
Worked examples
I designed and implemented an answer-first blog template for AI search: a summary section with question-based subsections in scannable bullet format below each article heading. Client pages subsequently began appearing in Google AI Overviews. Separately, as part of a 4-person team, I delivered content-led SEO across 30+ US tourism and attraction websites, contributing to a flagship site profile of 674.8K estimated monthly organic traffic and 122.3K organic keywords. (Team-level scale, not attributed to me alone.) Read the full case study →
The same intent-mapping discipline drove a New Zealand e-commerce brand's ~110% organic traffic growth over 15 months — consolidating duplicate categories, merging similar-intent pages, and integrating orphan pages into the internal linking structure. Read the full case study →
FAQ
Content Strategy — Questions
What does "content strategy at scale" mean in your experience?
Owning end-to-end content marketing — keyword research through briefing, writing, and publishing — across a large multi-site portfolio, not just a single property. I did this across 30+ US tourism websites as part of a 4-person team.
What is GEO/AEO and why does it matter?
Generative/Answer Engine Optimization structures content so AI systems (Google AI Overviews, ChatGPT, Perplexity) can extract and cite it directly — typically through clear question-based headings and scannable, self-contained answers near the top of a page.