The Work: Case Studies

Real Content Problems. Strategic Solutions. Measurable Results.

These case studies show how I approach content challenges from different angles, from finding the opportunity to turning insights into action. Across B2B and B2C industries, my work has increased visibility, grown organic traffic, improved product sales, and positioned content for AI search.

Filter by the type of challenge you care about, then jump straight to the full story.

Home Organization & Lifestyle How I turned an existing guide into an AI Overview feature 60–112%sales increase for linked products Read case study E-Commerce & Consumer Goods How a paid search campaign sold an entire product almost one month ahead of schedule 100%inventory sold in 3 weeks Read case study B2B Finance & Leasing How I built topical authority from the ground up in a competitive finance niche +4,250net ranking-position gain Read case study Residential Home Services How I used a deadweight audit and pillar network to decide what content deserved investment 10,089organic sessions in one month Read case study Home Improvement & Roofing #1 ranking on a competitive buyer’s guide #1for its primary keyword Read case study Local Home Services Winning local rankings for product + location pages into the top 3 +46%traffic & engagement Read case study
Case study 01 Home Organization & Lifestyle Brand B2B + D2C + B2C

How I turned an existing guide into an AI Overview feature.

443,509impressions for a single query
8.8average ranking position
60–112%sales increase for linked products

The Opportunity

The brand had a long-standing “How to Organize Your Kitchen Pantry” guide that needed a revisit as part of a topical pillar network strategy. The target query was highly competitive and dominated by larger companies.

What I Did

  • Audited the page against current search intent.
  • Restructured the content into a clearer, step-by-step resource.
  • Added differentiated copy and high-quality visuals.
  • Integrated product recommendations naturally into the resource.
  • Consolidated overlapping sections so the page worked as one cohesive guide.
  • Reformatted the page with Answer Engine Optimization (AEO) in mind so AI systems could more easily extract a useful answer.

The Result

The page began appearing directly inside Google’s AI Overview for “How to Organize a Pantry.” For that query alone, it generated 443,509 impressions with an average ranking position of 8.8. Products linked from the post also increased 60–112% in sales after publishing.

Google Search Console: 443,509 impressions for “how to organize pantry.” Tap to enlarge.

Strategic Takeaway: AEO wins don’t always require new content. A strong existing asset can become a revenue opportunity when its information architecture, clarity, search intent alignment, and commercial relevance are deliberately improved.

Case study 02 E-Commerce & Consumer Goods: Paid Search D2C

How a paid search campaign sold an entire product almost one month ahead of schedule.

3 weeksfrom launch to sell-through
~1 monthahead of schedule
100%of inventory sold

The Opportunity

A company struggling to sell ratchet straps on Amazon needed to sell through its full inventory before Christmas.

What I Did

  • Researched the audience segments and behavior.
  • Mapped the searches buyers actually use when shopping for ratchet straps.
  • Utilized Google Ads tools and built keyword target terms.
  • Launched a Google Ads campaign around those terms.
  • Monitored performance and adjusted targeting as the campaign ran.

The Result

The entire inventory sold out by Thanksgiving, three weeks after launch and about a month ahead of schedule.

Strategic Takeaway: Demonstrates my range beyond organic content work into paid acquisition, and the ability to move fast under a hard deadline with a direct revenue outcome.

Case study 03 B2B Finance & Leasing B2B + B2C

How I built topical authority from the ground up in a competitive finance niche.

142priority keywords ranking
111K+combined monthly search volume
+4,250net ranking-position gain
38queries with an AI Overview feature

The Opportunity

The company operated in a competitive B2B niche with relatively little existing organic footprint or online presence. Its tracked ranking data had been flat for years.

What I Did

  • Ideated a new strategy from scratch, conducting audience research and targeting.
  • Identified the core topics that mattered to buyers, answering their questions and pain points.
  • Provided recommendations that would likely be featured in Google AI Overviews.
  • Built a pillar-and-cluster strategy, mapping supporting content to build topical depth and internal-linking authority.
  • Optimized and created each page within the strategy over time.

The Result

After the new content strategy began rolling out in March, growth accelerated. By January, the company ranked for 142 priority keywords covering more than 111,000 combined monthly search volume, with a net gain of 4,250 ranking positions.

Rank tracking: years of flat performance, then a sharp climb once the strategy rolled out.

AI Overview data skyrocketed after the initial strategy implementation, as you can see from the data here. The increase was directly related to the pages we implemented from the pillar-and-cluster strategy, and it continued to increase as we implemented more content.

Semrush: keywords appearing in Google AI Overviews.

Strategic Takeaway: An intentional content architecture can create measurable organic visibility. Effective marketing strategy is knowing which topics belong together, why they matter to buyers, and how the content ecosystem should work as a whole.

Case study 04 Residential Home Services: HVAC & Plumbing B2C + B2B

How I used a deadweight audit and pillar network to decide what existing content deserved investment.

10,089organic sessions in one month
+70%month-over-month increase
402K+impressions on the water-heater page

The Opportunity

The company’s blog had hundreds of older posts. The real question was not whether to publish more; it was which existing pages were worth updating.

What I Did

  • Built and ran a deadweight audit for the existing content library to identify pages.
  • Drafted a topical pillar network strategy, mapping content updates to high-opportunity hub topics including plumbing, water heaters, toilets, and drains.
  • Optimized, restructured, edited, and implemented each page of the strategy.
  • Tracked each page’s before-and-after performance in Google Search Console.

The Result

By March, the site reached 10,089 organic sessions in a single month, about 4,000 sessions over its milestone goal and the highest monthly total in more than a year. Every page contributing to that growth had been updated within the prior six months; October and November alone saw a 70% month-over-month increase.

Before-and-after Search Console clicks and impressions for updated plumbing pages.

Strategic Takeaway: A strong content strategy is not always about producing more. Knowing which existing pages deserve attention, and proving the impact of those decisions, can unlock substantial organic growth.

Case study 05 Home Improvement & Roofing B2B + B2C

#1 ranking on a competitive buyer’s guide.

#1for its primary keyword
Most-visitedcontent on the site

The Opportunity

A shingle buyer’s guide needed a refresh to compete in an increasingly competitive search environment and provide more value to people moving through the buyer journey.

What I Did

  • Created the content update strategy plan.
  • Recommended specific content improvements.
  • Managed and edited the content through the full revision process, including a structural overhaul.
  • Added high-quality visual elements.
  • Managed the content through to completion and execution.

The Result

The guide ranks #1 for its primary target keyword, a high-intent purchase term, and became the most visited content on the site.

Strategic Takeaway: A smaller-scope project that shows how a single page update, done well, can defend and grow a top ranking result.

Case study 06 Local Home Services: Fireplace, Pool & Spa B2C

Winning local rankings for product + location pages into the top 3.

Top 3for priority local terms
#1position one year later
+46%traffic & engagement

The Opportunity

The retailer needed stronger visibility for high-intent, location-specific product searches that are difficult to win locally.

What I Did

  • Identified the target local keyword set.
  • Optimized and restructured the target pages to meet the audience’s needs.
  • Shaped the content and on-page strategy around product and location intent.
  • Tracked priority rankings over multiple months and followed up the next year.

The Result

The brand moved into the top 3 for priority local terms, including 2nd for one fireplace search and 3rd for a wood-stove search, with traffic and engagement up 46%. A check-in one year later found one page had moved even higher to the #1 spot, while the others held their positions.

Strategic Takeaway: The results held, and even improved, a year later rather than fading as a short-term spike. Mindful strategy and execution result in long-term benefits, reducing the need to revisit the same pages over and over.

You Need Strategy First with Tangible Results

As you can see here, the common thread across these projects is not a particular industry or channel; it is a way of approaching content work. If you need to move the needle, start a conversation with me now or learn more about my approach.

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