• Client — SERO (Southeast Radiation Oncology)

• Industry — Healthcare / Radiation Oncology

• Date — 2020–2023

• Role — Content Strategy & Execution, SEO Optimization

• Audience — Regional cancer patients and their caregivers

• Goal — Help SERO compete regionally against national competitors by increasing SEO rankings and organic traffic

SERO’s content library was sub-standard and not optimized for patient needs or search performance. My objective was to increase local keyword rankings, drive organic traffic, and generate qualified leads—while positioning SERO as a trusted care leader in the Carolinas.

• Conducted keyword research to identify long-tail opportunities and optimize traffic-generating blogs.

• Optimized content with SEO/UX best practices—improving structure, adding multimedia assets, and incorporating relevant lead magnets.

• Mapped detailed journeys for both patients and caregivers, tailoring content to their unique concerns.

• Developed persona-specific content and built in-depth “kit” pages with resources to answer questions at every stage of treatment.

• Collaborated with CRO to refine landing pages and increase conversions.

• Prioritized expert-backed storytelling, leveraging doctors’ and specialists’ expertise to ground content in credibility and empathy.

• Owned end-to-end content strategy, including topics, formats, timing, and execution across seven industries

• Built and managed an editorial calendar and managed a team of writers and designers

• Led cross-functional collaboration with SEO and CRO specialists