A fellow freelancer reached out in February 2025. She'd been blogging for three years about copywriting and content strategy but got almost zero organic traffic. Her Twitter drove some readers, but Google sent basically nothing.
The Problem Pattern
Every post title was creative but unhelpful for search. Things like "Words That Sing" instead of "How to Write Engaging Product Descriptions." Her actual H1s didn't match title tags, and sometimes there was no H1 at all.
Content jumped between topics without clear structure. A post about email marketing would veer into social media strategy halfway through. No focus keyword, no clear purpose. Meta descriptions were auto-generated excerpts that cut off mid-sentence.
Internal linking was random. She'd link to external authority sites constantly but barely linked between her own posts. Images were huge, uncompressed files slowing page speed to 5+ seconds.
The Rebuild
We identified her 15 best posts and rewrote titles to target actual search queries while keeping some personality. Made sure H1s matched and added H2s to break up content logically.
Each post got a primary focus keyword. I tightened content to stay on topic, moving tangential stuff to separate posts or removing it entirely. Wrote custom meta descriptions for each post, 145-155 characters, with clear value propositions.
Built a logical internal linking structure connecting related posts. Compressed all images and set up lazy loading. Added FAQ schema to posts where it made sense.
Four Months In
By June 2025, she was getting 890 organic visits monthly versus the previous 40-60. Three posts ranked in top 5 positions for their target terms. She landed two clients who found her through Google.
The work took roughly 20 hours. She did most of it herself after I showed her the process for the first few posts.