Content Strategy at Scale

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.

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 →

E-E-A-T: what it actually means for content

E-E-A-T — Experience, Expertise, Authoritativeness, Trustworthiness — comes from Google's own Search Quality Rater Guidelines. It isn't a direct ranking factor you can "add" to a page; it's a quality framework the raters (and, downstream, Google's ranking systems) use to judge whether content was created by someone who genuinely knows the subject, versus content assembled to rank without underlying expertise. In practice that means: clear author attribution with a real, verifiable background; content that draws on first-hand experience or original data rather than rephrasing what's already ranking; and transparency about sourcing. Google's helpful-content guidance is explicit that content should be created primarily to help a specific audience, not primarily to attract search traffic.

Topic clusters over one-off pages

I structure content as clusters — a pillar page covering a topic broadly, supported by narrower pages that each own one specific query, all interlinked — rather than a flat list of disconnected articles. This consolidates topical authority instead of splitting it across pages that quietly compete with each other, and it's the same architecture that made the internal-linking rebuild on the New Zealand engagement work.

Writing for AI answer extraction (GEO/AEO)

SEO gets a page discovered; GEO/AEO gets the actual sentence extracted and cited. The tactics that show up consistently across current guidance: a tight, self-contained answer (roughly 40–60 words) near the top of the page before the supporting detail; genuine question-based subheadings that match how people actually ask; FAQPage and Article schema; consistent naming of the same entities (brand, product, person) across the site so AI systems don't have to guess they're the same thing; and citable specifics — a named statistic, a real source, a direct quote — over vague claims. None of this replaces solid SEO fundamentals (fast, well-structured, crawlable pages); it's an additional layer on top of them, not a substitute.