Digital Writing and SEO

Well this is a bit Meta, isn’t it? (no pun intended)

Outside the realms of social media and email marketing, my digital writing experience rests first and foremost as with blogging, which I’ve done on a freelance basis for several years. My priorities in that sphere are strategic keyword usage, tailoring language to company & audience, and making each piece user friendly through formatting (heading levels, bulleted lists, etc.)

On the website end, I am the primary personal responsible for Milwaukee Ballet’s website management, a role which I outline in more detail below.

Finally, Milwaukee Ballet does a great deal of Google Search Ads, which I write based on anticipated customer search terms and past high-ranking keywords.

Please see below for a representative selection of my digital marketing acumen, with more samples available upon request.

Blogs

  • "Temporary Structures, Eternal Impact"

    Company: Kingdom Workers
    Keywords: NA
    Description": Originally written for print in Kingdom Workers’ quarterly magazine for donors, this feel-good piece highlights the inspiring work of two dedicated volunteers.

    READ

  • "Sustainable Shoe Brands We Love"

    Company: Stan’s Shoes
    Keyword: “Sustainable Shoe Brands”
    Description: Stan’s brand voice skews informational yet conversational. Targeted towards the environmentally conscious consumer, this blog was written to provide valuable information before naturally transitioning into pruchase applications.

    READ

  • "The Best Gifts for Runners"

    Company: Goodmiles Running Company
    Keywords: “Best Gifts for Runners”
    Description: Goodmiles’ voice is more casual and down-to-earth, so this blog uses simple language to concisely (re: skimmably) outline holiday gift ideas in one place, a big value add for consumers during peak shopping season.

    READ

  • "How to Care for Shoes in Winter"

    Company: Stan’s Shoes
    Keywords: “How to clean shoes in winter”
    Description: This blog is meant to position Stan’s as an informational resource for shoe care, which has proven important to consumers purchasing higher-cost products. With Stan’s being Milwaukee-based, winter shoe care is regularly searched.

    Read

  • "Best Places to Play Pickleball in Milwaukee"

    Company: Goodmiles Running Company
    Keywords: “Pickleball in Milwaukee”
    Description: This entry focuses on targeting Goodmiles’ product (athletic shoes) to a currently popular use case (pickleball). It begins with geo-specific information for SEO purposes before transitioning into purchase applications.

    Read

Website Management

Maintaining Milwaukee Ballet’s website is a robust task that involves regularly refreshing copy, images, layouts, and links for interest and accuracy.

As time allows, I’ve slowly begun optimizing pages for SEO through keyword placement, mobile reponsiveness, and meta titles and descriptions. Future goals include scheduling regular blog content, writing a standard audit checklist and design guide for cross-departmental use, and finding the best tracking platform to analyze page performance.

Google AdWords

  • Adult Dance & Fitness Classes Campaign

    Goal: Rank for keywords relating to adult fitness classes in Milwaukee, especially for dance-related interests . The campaign ran Dec 26-Jan 15 to capitalize on increased search traffic for fitness classes during the New Year.

    EXPAND TO READ

  • "Nutcracker" Show Campaign

    Goal: Rank for keywords relating to holiday and family-friendly activities in Milwaukee. The campaign ran early November through mid-December to capitalize on holiday planning and increased spending tendencies during the Christmas season.

    EXPAND TO READ