Background

During my time at ADVAN, I worked on a range of SEO-optimized content projects, including this blog post, which focused on small business SEO services. The goal was to create high-value, search-friendly content that would rank well while also converting small business owners into potential leads.

This project required balancing keyword strategy, readability, and audience engagement, ensuring that the piece was not only optimized for search engines but also genuinely valuable to business owners exploring SEO services.

Project Brief

was given a keyword-focused brief with the following parameters:
Primary keyword: Small business SEO services
Word count: 600-800 words
Objective: Improve search rankings for ADVAN while driving conversions
Target audience: Small business owners looking to improve their digital presence

The assignment involved SEO research, topic development, writing, editing, and optimization, all while maintaining ADVAN’s brand voice and credibility.

Goals

Strategy & Execution

I approached this blog post with a structured, multi-step SEO content strategy that ensured both visibility and reader engagement.

1. Keyword Research & Competitive Analysis
   • Used SEMRush to identify secondary keywords, related search queries, and competitor ranking insights.
   • Conducted Google searches to analyze top-ranking articles and identify content gaps.
   • Mapped out a list of keyword variations to use naturally throughout the post.
2. Content Planning & Optimization
   • Crafted a keyword-rich title that was compelling yet SEO-friendly.
   • Structured the blog using H1s, H2s, and H3s to optimize readability and on-page SEO.
   • Integrated meta descriptions and alt text for images to improve ranking signals.
3. Writing with Search Intent in Mind
   • Used a conversational yet authoritative tone to engage small business owners.
   • Focused on explaining SEO in simple, actionable terms to remove barriers to understanding.
   • Included a clear CTA (Call to Action) to encourage reader engagement.
4. Editing & Final SEO Enhancements
   • Used Grammarly and HemingwayApp to refine readability and eliminate errors.
   • Implemented a screen reader review to catch awkward phrasing and improve flow.
   • Reviewed the final piece for brand voice alignment before submission.

Process

This project followed a methodical approach that ensured the content was both informative and SEO-optimized:

Understanding the Brief

• Carefully reviewed the assignment details and asked clarifying questions.
• Researched ADVAN’s existing content and audience preferences to align tone and approach.

Keyword & Topic Research

• Used SEMRush to gather high-performing related keywords and long-tail search queries.
• Consulted Galileo (university library resource) for deeper insights into SEO industry trends.
• Cross-referenced competitor content to find ways to differentiate ADVAN’s approach.

Outlining & Writing

• Used the ABC method (Attention, Benefit, Call to Action) to structure the post.
• Created a clear, engaging intro that framed SEO as a must-have for small businesses.
• Wrote the body content with a focus on education and practical application.

Editing & Refinement

• Stepped away from the draft before editing for a fresh perspective.
• Used a screen reader to identify awkward sentences and flow issues.
• Ran the content through HemingwayApp to ensure concise, digestible writing.
• Made final refinements in Grammarly before submitting for review.

Submission & Content Publishing Prep

• Submitted the draft for editorial review and incorporated feedback.
• Provided a meta description for search optimization.
• Suggested relevant stock images (via Unsplash) to enhance engagement.

Results