Content Marketing & SEO

I help companies in the tourism industry devise targeted, SEO-driven content strategies to identify and engage with potential new customers. I’m skilled in content creation, SEO, social media and the use of inbound marketing to bring eyes – and sales – to your website.

Why use inbound marketing to grow your business?

Research indicates that B2C companies with a regular blog generate 88% more leads each month than those without and that inbound marketing costs 62% less per lead than outbound marketing.

Inbound marketing is a way of engaging with potential customers by helping them fulfil their needs – and has been proven to increase leads significantly. Doing this with a consideration of SEO and how you can use Google to drive you free, organic traffic is guaranteed to deliver the best results.

How can I help?

Through my role as SEO Content Manager for digital marketing agency Dark Horse, I helped clients increase revenue by everything from 100% to 1,000%, delivering an incredible ROI of 568%. This success came through keyword-rich content planning, trend analysis, holistic on- and off-site SEO strategies and targeted email marketing campaigns.

My own travel website, Worldly Adventurer, receives close to a million page views annually and is one of the biggest websites about travel in South America in the world.

The types of services I offer include:

  • SEO diagnoses that use holistic SEO strategies to increase the Google search presence of business websites by driving organic traffic and sales.
  • Writing compelling content that engages potential customers and leads to greater business exposure – and more importantly, sales – via Google and on social media.
  • Lead generation through email marketing campaigns that combine lead magnets with expert-written sales emails.
  • Establishing the authority of businesses with regards to geographical destinations or travel topics through well-researched, interesting blog content that appears on page one in the search results.
  • Editing website copy to erase grammar and spelling errors which could lead potential customers to question the legitimacy of your business.

What impact have I had on previous businesses?

UK country clothing brand

Goal: To increase search visibility, UX and establish authority in the area of country clothing, and, as a consequence, increase conversions and time on page. 

Project duration: six months

What I proposed

The main objective of this project was to increase search visibility by using keyword research to identify ranking opportunities. However, it quickly became apparent that user experience was also an issue due to a cluttered website and a lack of filters for customers to use on category pages.

As a result, I:

  • Conducted keyword research and used this to rewrite and optimise for search 73 pages across the site, with a focus on increased user experience and conversion rates and implementing a clear brand tone of voice. This also included improving the meta titles and meta descriptions of each page to enhance click-through rates in search. 
  • Implemented new pages where we found SEO opportunities following a detailed competitor and industry analysis.
  • Removed and redirected pages that duplicated content found elsewhere to ensure a more seamless experience for the customer. 
  • Made recommendations for implementing new filters on category pages so that customers could more easily find products within the collection – unfortunately this wasn’t implemented within the six months of the project as we were waiting on their development team to effect these changes. 

What were the results?

Comparing data over a six-month period with data from the year previously, results were outstanding:

  • Organic sessions increased by 99% (from 301,502 to 598,583). 
  • Organic transactions increased by 108% (from 8,551 to 17,757), with an increase in the organic conversion rate of 4.6% (from 2.84% to 2.97%). Some pages saw an increase in revenue of over 300%, with one hitting 3,569%. As noted above, these figures don’t include the impact of adding filters to category pages which was still with the development agency to be implemented at the conclusion of the project. 
  • Total number of keywords that the site ranked for increased by 71% (from 9,585 to 16,397).
  • There was a 102% increase in keywords in positions 1-3 (from 500 to 1,012).
  • Total impressions of the website (i.e. the number of times it is shown in Google search results) increased by 62% (from 11.9 million to 19.3 million).
  • The website’s average organic position increased by 19% (from 30.7 to 24.8).
  • Click-through rates from the search results increased by 24% (from 2.1% to 2.6%).  

Online plant e-commerce store

Goal: To increase search visibility, establish authority in the field of house plants, and, as a consequence, increase conversions. 

Project duration: six months

What I proposed

This was a startup that had seen rapid growth on social media, but was struggling to compete in a crowded market when it came to organic search. I knew that they needed to establish authority with Google to enable them to rank highly for key search terms, and that their pages needed a lot of formatting work to enhance the user experience and sales funnel. 

As a result, I: 

  • Conducted keyword research for all existing pages and worked with their in house copywriter to rewrite 56 pages across the site. This involved identifying existing pages to prioritise for updating, identifying the new brand tone of voice to be used, planning out the content and providing a brief to their copywriter, editing their copy for grammar, tone and SEO purposes, and uploading the copy to the website. 
  • Consulted with the CEO about website design changes to enhance user experience and increase conversions, including changing the formatting of key pages, amending copy and implementing improved CTAs to increase conversions. 
  • Rewrote meta titles and meta descriptions to enhance click-through rates in search and improve ranking position. 
  • Implemented new pages where we found SEO opportunities following a detailed competitor and industry analysis.
  • Evaluated the impact of keyword cannibalisation across content on the website and identified a strategy to prevent pages from competing against one another in the SERPs.

What were the results?

Comparing data over a six-month period with data from the year previously, results were also outstanding:

  • Organic sessions increased by 3,153% (from 617 to 12,508). 
  • Organic transactions increased by 3,423% (from 13 to 458), with an increase in the organic conversion rate of 74% (from 2.11% to 3.66%). Some pages saw an increase in revenue of over 100%, with one hitting 3,020%. 
  • Total number of keywords that the site ranked for increased by 113% (from 1,019 to 2,166).
  • There was a 100% increase in keywords in positions 1-3 (from 4 to 8).
  • Total impressions of the website (i.e. the number of times it is shown in Google search results) increased by 323% (from 286,000 to 1.21 million).
  • The website’s average organic position increased by 18% (from 35.7 to 29.3).
  • Click-through rates from the search results increased by 10% (from 3% to 3.3%%).  

Interested in learning more about the content marketing packages that I offer, tailored to the needs of different business types and sizes?

Contact me for further information: steph [at] stephdyson [dot] com