Building organic growth systems that keep working — even as search changes.
I help B2B SaaS companies get products discovered, understood, and adopted through search and content.
Who I am.
I’m a content strategist who’s spent the last several years helping SaaS teams make content more durable — not just more visible.
Most of my work lives where SEO, product education, and usability overlap. In that kind of environment, performance depends less on individual pages and more on how content is structured, connected, and maintained over time. A strong content system helps the right people find the product, understand it, and get value from it.
Search has always changed, but the pace today can feel disorienting. I’ve learned to treat that uncertainty as part of the job — adapting what needs to change, letting go of what no longer works, and staying grounded in fundamentals like real user needs, clear intent, and usefulness over time.
I like working with teams who care about building things thoughtfully, even when the path isn’t fully defined yet.
What I do.
Content strategy
I help teams decide what content to create, what not to create, and how it should be structured to support both real user needs and business goals.
That usually means identifying meaningful opportunities, aligning content to real user needs, and prioritizing work based on long-term value rather than short-term output.
Search strategy
Search is no longer just about rankings. Visibility depends on understanding search intent, creating genuinely useful content, and structuring it in ways that help it surface across modern search experiences.
My work includes keyword and intent research, content planning, on-page optimization, internal linking, and strengthening the signals that help the right content get found.
Information architecture
How content is organized matters just as much as the content itself.
I design taxonomy, navigation, internal linking, and page relationships so information is easier to find, understand, and maintain as content libraries grow.
Content systems
I design content to function as a system, not a collection of disconnected pages.
That includes creating standards, workflows, templates, and maintenance practices that make content easier to scale, update, and improve over time without constant reinvention.
Product education
I create content that helps people understand how a product works, who it’s for, and how to get value from it.
This often includes educational, comparison, and onboarding content that supports both evaluation and adoption.
Optimization & iteration
Content rarely performs perfectly on launch.
I regularly evaluate performance, identify what’s changed, and improve what matters using search data, user behavior, and evolving search patterns.
What I’ve done.
Owning organic growth systems — and documenting the risk when ownership ended
Documenting the organic growth systems I owned — and the risks that surfaced when those systems no longer had a dedicated owner.
Turning fragmented content into a durable organic system
How incremental cleanup, intent alignment, and repeated improvement turned fragmented content into a system that compounded over time.
Making organic search more useful during evaluation
How selective competitive content and honest positioning helped organic search support real buying decisions.
If you’re looking for someone comfortable operating in the gray areas — where content, product, and discovery overlap — I’d love to talk.