The ask.
Compose a four-part guide to help Cox customers better understand how they can improve WiFi connectivity while targeting high-volume keywords to help boost Cox’s non-brand SERP visibility.
Materials provided: Content strategy briefs, SEO keywords, Cox brand voice guidelines.
How I helped:
Worked alongside our Content Strategist to determine article topics and messaging hierarchy.
Included information on complex topics but delivered it in simple terms.
Brainstormed imagery and infographic ideas to help Designers bring the articles to life.
Simplifying technical jargon.
Providing users with a guide allowed us to create a one-stop-shop for all WiFi-related questions. That said, users had varying levels of IT knowledge, so the language needed to be stripped of technical buzzwords and instead focus on explaining concepts in relatable ways.
Process.
Step 1: Strategy & approval.
Upon receiving the target keywords, I assisted the Content Strategist in determining topics, article titles and their order in the guide. We utilized insights from both BuzzSumo and Google Trends. Once we polished the brief, we sent it to the stakeholders for approval.
Step 2: Research & writing.
Any strong article requires research. Leveraging information from subject matter experts like IT pioneers, academic journals, and government resources allowed me to position Cox as a trustworthy source. While I began my process with several hours of research, it continued once the writing process began.
Step 3: Revisions & recommendations.
Guides went through a multi-step revision process. It started with an internal QA and was then sent to the client for two rounds of revisions. When we received contradicting feedback, it was my responsibility to determine the right path to take or find common ground between the two ideas.
Success.
Soon after launching the first guide, Google Analytics showed an 89% increase in first-page Google rankings for targeted keywords. The page also resulted in a 37% YoY increase in conversion rate from organic search alone.