Writing Work

SEO-driven pieces tied to measured results

Pumpkin Insurance — SERP Ranking Increase

A veterinary clinic with a woman veterinarian examining a dog on an ultrasound table, in front of a computer monitor displaying medical images, with a bottle of sanitizer and a bowl in the background.
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A person walking with a pink bicycle on a wooden path, with a brown and white dog sitting on the path in front, facing away from the camera.
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  • Pumpkin is a leading pet insurance provider that helps pet parents access affordable, high-quality veterinary care.

    The company’s content hub serves as an educational resource for pet owners researching coverage options, conditions, and costs.

  • Improve search rankings of core topic and pillar pages to increase organic traffic and visibility for high-intent keywords (e.g., “pet insurance surgery coverage,” “when to get pet insurance”).

    • Rewrote and restructured articles to better align with Pumpkin’s brand voice, tone, and compliance guidelines

    • Added user-centric sections emphasizing the cost-effectiveness and value of coverage

    • Introduced FAQs to capture long-tail search queries and improve snippet eligibility

    • Enhanced internal linking for better crawlability and user flow

    • Added clear, contextual CTAs to guide readers toward plan exploration and quotes

  • Does Pet Insurance Cover Surgery

    Old rank: Page 3
    New rank: Page 1

    When to get Pet Insurance

    Old rank: Page 5
    New rank: Page 3

    Results Summary:

    • Improved visibility for two high-value search terms within 60 days of optimization

    • Strengthened user engagement and alignment with SEO best practices

    • Contributed to broader organic traffic growth across Pumpkin’s educational content hub

The Cheapest Home Insurance for Older Adults

A webpage displaying information about the cheapest home insurance for older homes in 2025, with a navy blue background, logos of insurance companies at the bottom, a ZIP code input box, and a 'Get my quotes' orange button.
A screenshot of search results for home insurance for older homes, with a woman smiling while using a laptop at a desk, in front of a background with orange and red striped design.

Client
Insurify

Published:
July 21, 2025

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An SEO explainer piece that ranked #1 on Google and was cited on Google AI Generative Search.

Strategy Case Studies

Driving business growth

Best Full-Coverage Car Insurance

Illustration of a piggy bank made of dollar bills with a gold coin on top, and a sign reading "Best Full Coverage Car Insurance".
A webpage showing a news article titled 'Best Full Coverage Car Insurance of May 2025,' with a publish date of April 30, 2025, from Business Insider. The article features a green icon of a piggy bank with dollar bills and a lemon on top.

An SEO round-up that ranked #1 on Google and was cited on Google AI Generative Search.

Client
Insider

Published:
April 30, 2025

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New Tech Seattle:

Email & LinkedIn Strategy

Logo with a circular design and four arrow-like shapes in green and blue, with the text 'NEW TECH NORTHWEST' beneath it.

  • New Tech Seattle is a leading tech community organization that connects professionals and founders across the Pacific Northwest through events, partnerships, and newsletters.

  • New Tech wanted to re-engage its large membership base through stronger newsletter performance and social content that reflected its mission. The challenge was stabilizing engagement while expanding reach organically.

  • The audience includes Washington-based tech professionals, founders, and startups.

    Tone: professional yet community-driven — approachable, optimistic, and informed, emphasizing connection and innovation within the local tech ecosystem.

  • Beginning in September 2025, I conducted a content audit and implemented a data-informed content strategy across email and social channels.
    Key steps included:

    • Restructuring newsletter sections for clarity and consistent CTAs

    • Optimizing send cadence and subject lines for higher open and click rates

    • Building an editorial rhythm across LinkedIn to promote events, partners, and tech news with measurable ROI

    • Introducing visual consistency and audience segmentation

    • Open rate grew from 20% to nearly 30% after September, sustaining performance across 349K+ messages sent

    • Click rate more than doubled from under 1% to 2–3%, showing improved audience engagement and CTA relevance

    • Reach jumped dramatically to around 700+ members, one of the highest spikes of the year.

    • Impressions peaked at around 1,500 — again, one of the highest data points shown. A 2.5–3x lift in visibility compared to earlier months.

New Tech Seattle: Strategy Analytics

For context, I started early September.

Line graph showing open rate performance over time from October 2024 to October 2025, with open rate percentages fluctuating between roughly 10% and 40%. Additional metrics include total message count of 49 and total messages sent of 348,598.

~10% increase in open rates

~3x increased reach than over the prior average.

Line graph representing metrics over time, with peaks in June and August, labeled 'Members reached' with organic traffic data.

~2.5% increase in click rates

Graph showing performance over time from October 2024 to October 2025, with a focus on click rate. The click rate fluctuates, reaching a peak around September 2025, with total messages sent at 348,598 and total message count at 49.

~ 2.5x lift in visibility compared to earlier months

Line graph showing organic and sponsored impressions over a year from October to October, with organic impressions peaking at over 1500 in August, and sponsored impressions remaining lower.

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