The situation
AdPushup sold ad optimisation software in a crowded category, and we ranked for none of the terms that defined it. Everything coming in was paid. There was no organic way for a buyer to find us at all.
What I did
Built the content program from scratch. Top, middle and bottom of funnel, against a keyword list I researched myself. There was no existing structure to work from, so I built one.
Fixed what was holding the site back technically. While working on rankings I found page-load problems damaging Core Web Vitals. I diagnosed them, made the case, and got the fixes into the website revamp. That wasn’t in my job description — I had a writer’s title — but the content wasn’t going to rank without it.
Built a glossary hub. The blog had no internal structure. Every post competed on its own and nothing accrued to the domain. I built a glossary covering every core term in the category and wired it to link out to the relevant posts, so it worked as a hub rather than a page.
Ran the vendors. Hired and directed freelance writers, worked directly with developers and a technical SEO specialist, and ran the backlink program.
What happened
We ranked for more than thirty target keywords, and organic traffic was up around a third the following quarter. That was the first acquisition channel the company had that wasn’t paid.
The glossary became the biggest backlink magnet on the site — one asset that raised domain authority and lifted the ranking of everything already published.
I was promoted from Content Writer to Senior Content Writer.
What I’d do differently
I’d have built the glossary hub first instead of a year in. It made everything published before it perform better, which means every month it didn’t exist was a month of posts working at less than they could have. Structure first, volume second — I do it that way now.
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