Releaf – Organic Growth via Technical SEO & Infrastructure Performance
Role: Head of Digital Marketing (May 2023 – May 2024) · Led strategy, coordinated developer/design/freelance teams, and ran sysadmin for hosting, security, and uptime.
1) Context
- Challenge: Grow awareness and referral traffic without aggressive paid campaigns; operate within compliance constraints; build repeatable content operations.
- Goal: Establish a content pipeline and microsite strategy to capture qualified interest and route visitors to the primary clinic site.
2) Approach (Human-led content, team coordination)
- Team leadership: Directed developer, designer and copywriters; defined briefs, IA, topic clusters and QA gates.
- Microsites & landing pages: Build targeted pages around high‑intent topics to increase relevance and simplify conversion paths.
- Technical SEO: Metadata governance, schema, internal linking, and performance budgets baked into builds.
- Measurement: AccuRanker + GA4 for ranking coverage, CTR, referral flows; weekly iteration and monthly summaries.
3) Outputs
- Editorial calendar and reusable briefs (topics, angles, sources, compliance checks).
- Microsite framework with schema, analytics, and content blocks.
- Reporting pack (weekly checks, monthly highlights, next steps).
4) Results & Learning
- Referral impact: A key microsite referred 949 visitors in 30 days during peak activity (top referring channel in the period).
- Scalable ops: The pipeline reduced production time per article while improving consistency.
- Insight: Topic clusters with clear medical intent performed best; lightly commercial pages needed stronger trust signals.
- Next: Expand schema coverage and add expert review components to selected articles.
5) Stack
SEO & Content Performance (AccuRanker)
- Targets: 427 keywords
- Average rank: 5.9
- Coverage: 210 Top‑3 · 121 in 4–10 · 96 others (Top‑10 coverage >75%)
- High CTR pages: 25–60% CTR on hero topics; multiple #1s for national terms
Sample terms include “best weed strains uk”, “stardawg strain uk”, “jaffa cake strain uk”, “farm gas strain”, “blue z ushi strain”.
SEO & Analytics: GA4, Search Console, SEMrush, Ahrefs
Build: Lightweight static pages, schema, performance budgets
AI: Research acceleration, outlines, QA checklists
6) Screenshots & Assets (placeholders)
Suggested visuals to add:
- Microsite hero + IA
- Search Console trend for target cluster
- GA4 referral flows
- Content ops checklist snippet
Releaf – Organic Growth via AI-Assisted Content
Status: draft placeholder — replace sections with your details.
1) Context
Scaling awareness and referral traffic in a regulated space using AI-enabled content pipelines and structured reporting.
- Audience: [Who you targeted]
- Objectives: [e.g., increase trade engagement, improve seasonal CTR, grow organic traffic]
- Constraints: [e.g., timelines, budget, assets, regulated claims]
2) Approach (Human-led content, team coordination)
- Strategy: [Channel mix, sequencing, seasonal alignment]
- Execution: [Email, SEO/SEM, content, assets, sampling ops]
- Tooling: GA4, Search Console, SEMrush, Ahrefs, ESP, dashboards
- AI use: [Content ops, QA, data extraction, automation]
3) Outputs
- Key assets (emails, landing pages, social, partner kits)
- Data capture and reporting cadence
- Examples/screenshots (insert images here)
4) Results & Learning
- Performance highlights (CTR, traffic, engagement, partner usage)
- What worked / what didn’t
- Next steps to iterate
5) Stack
Core: GA4, Search Console, SEMrush, Ahrefs, ESP
Aux: Python/Node scripts, automation, dashboards
