SEO Development and Growth Project
Pretty Pets Kennel
Overview
Pretty Pets Kennel is a Singapore-based ethical dog adoption centre that was just getting started. As a new business, they needed more than just a website, they needed a digital presence that could build trust, reach the right people, and gather interested pet owners to adopt.
What I Did
Over six months, I audited their existing website, identified content and SEO gaps, and developed optimized content designed to rank for the searches their audience was already making, from specific dog breeds to national laws on adopting pets, to general pet ownership and care. Every piece was written to reflect their values as an ethical, people- and pet-first adoption centre.
Results
- Drove a 30% increase in website traffic
- Multiple articles ranking on the first page of Google for differet dog breeds and pet care searches in Singapore
- Pretty Pets Kennel renewed for additional 2 months to keep the momentum going
Content Strategy Work
Strand + Strategy Communications
Overview
Strand+Strategy needed content that demonstrates their expertise in communications and change management, attracts more of the right people to their website, and increases prospect inquiries for future client work.
What I Did
I researched and wrote a series of blog posts and social media content spanning thought leadership and practical, how-to content, giving their audience both the big-picture thinking and the actionable takeaways they were looking for. Each post was written to reflect Strand+Strategy’s voice: clear, credible, and grounded in real industry insight.
Results
- 62% increase in organic search traffic through SEO optimization of 4 legacy blog posts
- 74% increase in average time spent on blog posts through improved formatting and structure
- Established a consistent publishing presence with a 3-month editorial calendar
- Built and reinforced a brand voice aligned with Strand+Strategy’s values and audience
Beauty Insider and Glitz: Long-Form Articles
I wrote a range of content for Beauty Insider and Glitz, from listicles and advertorials to in-depth informative pieces on topics about beauty, skincare, bodycare, lifestyle, fashion, and travel. The goal was always to keep readers informed, entertained, and coming back for more.
Results:
- Directly contributed to a 30% increase in site traffic
- Drove a 10% uplift in conversions through redirects to Shop Beauty Insider
- Ranked first on Google SERPs for select keywords and topics
Beauty Insider: Beauty Awards and Tried, Tested, and Loved Landing Pages
I planned and wrote landing pages for two of Beauty Insider’s signature campaigns — spotlighting award-winning products and inviting audiences to trial and review beauty finds. The pages were designed to inform, engage, and convert.
Impact:
- Generated enough leads to achieve full product trial redemption
- Drove a 10% increase in sign-ups
- Brought in 15% new users for product trial campaigns
Beauty Insider Rewards 2022
Tried, Tested and Love
Beauty Insider: Videos
I wrote scripts for a range of brand and product videos, helping audiences discover how to use products, find their best picks, and explore new services. Each script was crafted to be clear, engaging, and built for a beauty-savvy audience.
Impact:
- Contributed to a 20% increase in YouTube traffic
- Supported 20% growth in subscribers
- Boosted overall viewer engagement across the channel
