Case Studies

The work behind the outcome.

Selected projects presented through the business challenge, the strategic decisions and the result—not just the finished copy.

Building organic visibility for an international hotel group

Challenge

A hotel group known for combining contemporary design, comfort and history wanted a more strategic content operation and stronger organic visibility beyond branded searches.

Contemporary boutique hotel room — Hospitality sectorView full image

Complete screenshot of the published English hotel article — Published article · EnglishView full image

Strategy

I built a destination-led content strategy around search intent, audience needs and the positioning of each property.

Keyword and search-intent research.
Buyer-persona mapping.
Topic clusters and content priorities.
Direct-answer openings and FAQ sections.
Relevant local and geographic entities.
Internal links to hotel and room pages.
Clear calls to action.
Content structures designed for Google and AI-powered discovery.

SEO and GEO content strategy for the hotel group — SEO + GEO content strategyView full image

Execution

I created and optimized destination-led blog content in English and Spanish, supported by a six-month publishing plan with 12 planned articles across the group’s properties. The first pieces focused on a hotel with a pool in Guadalajara and a nature-focused stay near Madrid, combining practical travel information with relevant hotel details and booking-oriented next steps.

Complete screenshot of the published Spanish hotel article — Published article · SpanishView full image

Result

Articles achieved number-one organic positions for target search queries, including “hotel with pool in Guadalajara, Spain.” During the analysed period, Google Search Console recorded 17.8K organic clicks and 308K impressions. Average CTR was 5.8%, with an average position of 4.9. The trend shows increased organic visibility after the content strategy began.

Google Search Console graph showing increased clicks and impressions after the strategy began — Organic visibility growthView full image

Client name withheld for confidentiality.

Building SEO and AI visibility for an international insurance broker

Challenge

An international insurance and reinsurance broker wanted to strengthen its traditional organic visibility while also becoming a trusted source in AI-generated answers. Because insurance is a high-trust, YMYL category, the content had to be accurate, authoritative and easy for both search engines and generative systems to interpret.

Contemporary corporate buildings in an international business district — International insurance sectorView full image

Strategy

I developed an SEO + GEO content approach built around direct answers, clear semantic structure and signals of expertise and trust.

Search-intent and topic research.
Answer-first summaries.
Clear definitions of specialist insurance concepts.
Expert commentary and authoritative sources.
Relevant entities and semantic context.
Internal and external linking.
FAQ sections based on real search questions.
Bilingual coverage in English and Spanish.

Complete screenshot of the published English insurance article — Answer-first content structure · EnglishView full image

Execution

I created and optimized bilingual long-form content around complex insurance questions, including how geopolitical risk affects corporate coverage. Each article translated specialist knowledge into accessible explanations, with executive summaries, practical takeaways, logically structured sections and FAQs designed for both conventional search and generative answers.

Complete screenshot of the published Spanish insurance article — Published bilingual execution · SpanishView full image

Result

The content achieved the number-one organic position for a relevant Spanish-language search and was cited in Google AI Overviews and Gemini responses. Over the three-month period shown, monitoring across Microsoft Copilot and partner sources recorded 8.1K citations and an average of 10 cited pages. The wider published case study also reported 2,661 organic keywords, 86% of organic traffic coming from content pages and 75% of ranking keywords competing in searches where Google displays AI-generated answers.

Google AI Overview citing the insurance broker's article — Citation in Google AI OverviewView full image

Gemini answer referencing the international insurance broker — Direct reference in GeminiView full image

AI performance dashboard showing 8.1 thousand citations across Microsoft Copilot and partner sources — AI citations · Three-month viewView full image

Growing organic authority for a luxury yacht brand

Challenge

A luxury yacht brand needed a scalable way to compete for valuable non-branded searches in a crowded international market. The opportunity was to attract people researching yachts, ownership and financing while preserving the precision, aspiration and visual quality expected from a premium brand.

Luxury sailing yacht on open water — Luxury yacht sectorView full image

Competitor gap analysisView full image

Strategy

I mapped competitor gaps and built a search-led editorial system around high-intent nautical topics and the buyer journey.

Competitor and keyword-gap analysis.
Search-intent mapping across informational and commercial queries.
Topic clusters around yacht brands, boat types, ownership and financing.
Long-tail opportunities with achievable ranking potential.
Premium editorial voice aligned with the brand.
AI-assisted analysis and outlining with human editing.
Expert input and factual refinement.
Internal linking between articles and commercial pages.

Keyword research table showing rankings, search volumes and position changes for nautical topics — Keyword opportunities and ranking movementView full image

Execution

I created and optimized long-form content that answered practical, high-consideration questions without losing the brand’s premium tone. Articles such as a guide to financing a boat and a comparison of catamaran options combined detailed explanations, commercial context, strong visual assets and clear routes toward the brand’s services and inventory.

Complete screenshot of the published guide to financing a boat — Published article · Boat financingView full image

Complete screenshot of the published guide to choosing a catamaran — Published article · Catamaran guideView full image

Result

Google Search Console recorded 2.75K organic clicks and 760K impressions during the period shown, with an average position of 10. The six-month estimated organic traffic trend increased from roughly 500 to more than 1,200. The brand tracked 226 organic keywords, including number-one visibility for “VanDutch” and position four for “Grand Soleil”, while individual queries improved by as many as 32 positions. The competitor comparison also showed the brand with the largest organic keyword footprint among the selected yacht competitors.

Six-month chart showing sustained estimated organic traffic growth — Six-month organic growthView full image

Building LinkedIn authority for a specialty chemicals brand

Challenge

An industrial B2B brand wanted a more deliberate LinkedIn presence to explain specialist products, support launches and build authority with a technical audience. The social strategy needed to work alongside a search-led blog programme, so each channel reinforced the other rather than operating in isolation.

Unbranded industrial specialty chemical cartridges and mechanical components — Industrial specialty chemicalsView full image

LinkedIn channel snapshotView full image

Strategy

I connected LinkedIn planning with the blog strategy: turning technical subjects into useful native posts, extending article themes into social conversations and keeping every message aligned with the brand’s expertise and commercial priorities.

LinkedIn themes mapped to audience questions and product priorities.
Post formats adapted for technical B2B topics.
Blog articles used as a source for social angles and distribution.
Clear hooks and practical explanations instead of generic promotion.
Structured copy designed for native LinkedIn reading.
Consistent editorial voice across LinkedIn and the blog.
Human review for technical accuracy, nuance and brand fit.
Iteration informed by engagement and reach signals.

LinkedIn post explaining PFAS-free industrial lubricants — Educational LinkedIn postView full image

LinkedIn post introducing MOLYKOTE P-3300 Paste — Product-led LinkedIn postView full image

Execution

I created the LinkedIn posts shown here and produced the supporting blog article about the MOLYKOTE® P-3300 Paste launch. The workflow translated technical product information into accessible, decision-useful explanations, creating a coherent narrative across the company’s owned content and social channels.

Complete screenshot of the published MOLYKOTE P-3300 Paste launch article — Published technical articleView full image

Result

Between 4 August and 2 September 2026, LinkedIn recorded 3,120 impressions (+112.0%), 83 reactions (+207.4%), 12 comments (+15.0%) and 25 shares (+12.0%). The analytics view also shows members reached rising from roughly 40 at the start of the period to nearly 280 by the end of the view.

LinkedIn analytics showing impressions, reactions, comments, shares and member reach — LinkedIn performance resultsView full image

Start a conversation

Let’s turn search opportunity into business growth.

If your B2B company is ready to approach organic visibility with more focus, let’s start a conversation.

Let’s work togetherTell me a little about what you need — I’ll respond within 1–2 business days.