TL;DR: I combined keyword intelligence, SERP analysis, SME accuracy, structured content architecture, and ongoing refresh cycles to turn high-intent topics into long-term organic acquisition assets.

– Problem: TPGi didn’t rank for “accessibility audit” (a key service term), limiting qualified organic discovery.

– Hypothesis: If we publish an authoritative, SEO structured guide that answers audit intent (incl. manual vs. automated), we’ll earn Top-10 rankings and steady qualified traffic.

– Strategy:
• Map search intent (informational → evaluation) and build a long-form guide with internal links to audit services.
• Balance crawlability (H2/H3, meta, schema) with educational storytelling.
• Establish a refresh cadence tied to Google core updates.

– Execution:
1. Collabed with Marketing Opps to Identify the Opportunity (Keyword Gap + Intent Validation)
I started by using SEMrush to analyze keyword variations, difficulty, SERP competition, and content gaps.
Then, our marketing ops used Google Search Console to check for any latent impressions we might already be getting. We evaluated intent type (informational, evaluative, transactional) and confirmed that “accessibility audit” is a high-value service-aligned term. We determined that our domain was ranking really low, which signaled a clear opportunity for a guided, authoritative content asset.

My goal: Select a topic where we can realistically rank and generate qualified interest.

2. Build the Content Strategy (Topic Structure + SERP Mapping)
Once I validated the keyword, I built a strategy around the specific format Google rewards:
- Reviewed top-performing SERP competitors
- Mapped out the SERP structure (H2s, H3s, schema, FAQs, comparisons)
Then, I looked at what was missing, e.g., clarity around manual vs. automated audits, steps, and examples.
I outlined the content into a search-optimized long-form guide and added a TL;DR, comparison tables, and internal links to related service pages.

My goal: Design a piece that meets the reader’s intent and aligns with how Google structures top-performing content.

3. Create the Asset (Content + SME Collaboration)
For execution, I drafted the full long-form guide using a mix of technical research and plain-language narrative. I did this by partnering with SMEs who helped write/interpret WCAG, so the content was authoritative. This ensured we balanced technical accuracy with practical explanation. I added examples, visuals, step-by-step clarity, used schema markup, and a clean heading structure for crawlability. I applied keyword targeting naturally without over-optimization, and utilized SEMrush's content writing assistant to identify secondary keywords that I could then incorporate into the guide naturally. I also linked to service pages to strengthen BOFU flow.

4. Publish + Promote (Cross-Channel Distribution)
After publishing, I implemented an internal linking strategy from blogs, service pages, and related guides that could further improve authority and visibility. I shared the guide with SDRs to reference in conversations and repurposed highlights into LinkedIn posts, nurture email content, and video scripts.

5. Measure & Optimize (Performance Tracking + Refresh Cadence)
Using GA4, Looker Studio, and SEMrush, I monitored impressions, time on page, ranking movement, and sessions. After a core update, I refreshed the guide with new examples and strengthened headers.

– Results:
• Rankings: Achieved Top-10 positions for “accessibility audit” variants (YoY).
• Traffic/Engagement: 100+ organic views/month with 65–70% engagement; peak 121 views @ 70% (Feb 2025).
• Pipeline influence: Fed audit campaigns and SDR follow-ups (influenced, not direct-sourced).

– Artifacts: A Step-by-Step Guide to Conducting a Web Accessibility Audit (TPGi; https://www.tpgi.com/a-step-by-step-guide-to-conducting-a-web-accessibility-audit/)

– What I’d do next: Add a structured FAQ for People Also Ask coverage and test a BOFU case study CTA module.

– Tech Stack: SEMrush, Google Search Console, WordPress, HubSpot

– My role: Owned SEO/content; partnered with SMEs and SDRs.