SEO & GEO case studies.

Different questions, all competing on one page

The spring 2026 story was a familiar content problem with new relevance for AI search. One educational page tried to cover painting, staining, and sealing. Those subjects were related, but someone choosing a stain needed a different answer from someone deciding whether to seal a surface.

Adding more information to the same page would not resolve that mismatch. We needed to make each resource useful for a specific intent.

Give each question room for a useful answer

I helped develop a strategy to separate the topics into focused resources. We organized the content around direct answers, clearer headings, and lists, then deepened the explanation where a reader needed more help making a decision. Multimedia supported the subject, with schema helping describe that content.

The point was to make the information easier to find, understand, and use. That is the connection between good SEO and GEO: clear, useful answers are the foundation for both.

A stronger resource

One resource recorded a 283% increase in organic sessions and a 257% increase in GA4 key events across matched year-to-date periods. Those are page-level results. Key events describe the configured analytics actions, not necessarily leads or sales.

What if the lost visits were no longer available?

For an international financial counseling organization in summer 2026, declining informational search traffic raised a strategic question: where should SEO effort go next? Algorithm changes and pervasive AI Overviews were part of that changing search environment. My assessment was that much of the informational demand was being answered before a website visit, rather than simply going to a competitor.

I built the plan around improving the opportunities still available, finding new ones, and putting more weight on the quality of visits, rather than recovering every lost informational visit.

Start with the people most likely to need help

I independently developed the SEO conversion strategy, separating informational audiences from people ready to use a service. That changed which pages deserved attention first: pages with conversion value, rather than traffic volume alone.

Implementation involved collaboration on landing pages and internal links to service pages that were not getting enough support. Structured data, AI readiness, and the content plan were brought into the same approach. Metadata and calls to action were coordinated with client owners, connecting search intent to a clearer next step.

More value from the traffic that arrived

Observed organic-channel performance in a year-over-year comparison of one summer month showed conversions up 42.9%, despite sessions falling 12.6%. The conversion rate rose 63.5% relative to the prior year. That gave us a more meaningful way to judge progress than trying to restore every lost informational visit.

Be visible where prospective students are looking

For a nursing college competing for prospective students, search visibility had to work at both the school and local-market level. A useful article could introduce someone to nursing, but they also needed to find a relevant school and understand their next step.

I brought local SEO, technical improvements, and content strategy together instead of treating them as separate projects. The aim was easier discovery and a better experience for prospective students.

Connect the content to the wider experience

I developed the content strategy and managed a writing contractor from ideation through editing and publication. That work sat alongside local search across markets and a broader website overhaul.

It required attention to both the information people needed and the website delivering it: useful content, local visibility, and technical quality supporting the same audience.

Growth across the program

The published results showed organic conversions up 22% year over year by the end of 2022, followed by a separately reported 30% increase in 2023. Blog traffic grew 73% in 2023. These were outcomes across the broader program, rather than the effect of a single change.

Use the move to improve the experience

The move to WordPress was an opportunity to improve the content as well as the platform. Moving pages was only part of the job: the website also needed to work for people researching online education on mobile and desktop.

I led the migration with attention to usability, conversion paths, and speed. In the broader content work, research into online learners informed how I optimized articles, landing pages, and campaign content.

Keep the audience in the decisions

The common thread was understanding what online learners needed, then using that understanding to improve the content and the path through the website. Platform work, SEO, and campaign content each had a role to play.

Results from the broader work

The earlier portfolio reported 41% traffic growth in the first three months of SEO work. Separately, SEM/PPC content strategies delivered a reported 44% year-over-year increase in goal conversions in 2018/2019. Those results belong to different channels and comparisons; they are not a measurement of the migration’s effect.