Portfolio
Projects documented from search opportunity to measurable growth.
Case study / Bud's Goods
Bud's Goods: Category Page Titles and Meta Descriptions
A native shop menu made the category pages crawlable from launch. The work here was making each page relevant to the way real shoppers searched, then carrying that language into the live menu.
- Client
- Bud's GoodsA recreational cannabis dispensary in Massachusetts with a native on-site shop menu.
- Role
- Keyword mapping, title tag and meta description writing, and on-page implementation.
- Scope
- Keyword mapping across every product category
- Rewritten title tags within display character limits
- Rewritten meta descriptions written for the click
- Consistent naming across vaporizers, pre-rolls, flower, tinctures, edibles, concentrates, topicals, accessories, CBD, and apparel
- Implementation on a native menu where category pages are crawlable and indexable
The strategy
Crawlable and relevant solve different problems.
Bud's Goods launched a native shop menu in November 2023, making category pages crawlable from launch. The pages stayed flat for two months.
In January 2024, the category titles and meta descriptions were mapped to real shopper search language and rewritten. Crawlable and relevant solve different problems: a page can be discoverable by Google without giving the search engine a clear reason to rank it.
Each category needed on-page targeting inside Google's display character limits. The vaporizers page went live as "THC Vape Pens & Carts Near You" at 44 characters, paired with a 121-character description: "Explore top THC vape pens and carts at Bud's Goods. Find reliable, high-quality vaping solutions for your cannabis needs." Rankings started moving in January 2024 and continued to grow.
Results / As of August 2026
The category page found its audience.
Performance figures were supplied by the client and sourced from Ahrefs or Search Console. The vaporizers category holds 2,854 organic US keywords, 1,933 in the top three positions, and roughly 103,800 organic visits per month. Ahrefs traffic value is about $203,900 per month. Search Console recorded 856,400 clicks against 19 million impressions, more than fifty times the clicks of the next category.
Client-provided Ahrefs data
| Search query | Monthly volume | Position |
|---|---|---|
| carts | 36,000 searches per month | #2 |
| weed pens | 24,000 searches per month | #1 |
| cart weed | 23,000 searches per month | #2 |
| disposable weed pen | 15,000 searches per month | #1 |
| cart pen | 14,000 searches per month | #2 |
| thc vape pen | 13,000 searches per month | #2 |
| thc pen | 12,000 searches per month | #2 |
| disposable carts | 8,800 searches per month | #1 |
| carts vape | 8,600 searches per month | #1 |
| thc vapes | 7,700 searches per month | #1 |
* As of 8/29/2026
Case study / Fluresh
Fluresh: Liquid Diamonds Concentrate Guide
The opportunity started with search demand around a simple question: what are liquid diamonds? I built an educational page that answers that question first, then gives readers a clear path to the Fluresh menu.
View the live guide- Client
- FlureshA cannabis dispensary in Grand Rapids, Michigan.
- Role
- Keyword research, content strategy, writing, imagery, upload, and publishing.
- Scope
- Keyword research and topic strategy
- A 1,300-word draft shaped around the search opportunity
- Comparisons with live resin, rosin, and distillate
- An FAQ based on real search questions
- Four images to support the guide
- On-page setup, upload, and publishing
Finding the opening
Answer the question before asking for the sale.
People were already looking for a plain-English explanation of liquid diamonds. The content had to meet that curiosity with useful context, then connect the answer to a product category and a real menu.
That meant treating the page as both a search destination and a helpful introduction to the Fluresh experience. Clear definitions did the first job. Comparisons, imagery, and a path to browse did the rest.
Results / As of August 2026
The signal got louder.
Launched in spring 2026 with zero ranked keywords. The guide reached 342 organic US keywords, including 159 keywords in the top three positions, and ~3,600 monthly organic visits.
Client-provided Ahrefs data
| Search query | Monthly volume | Position |
|---|---|---|
| rosin diamonds | 2,700 per month | #1 |
| liquid diamonds vape | 1,900 per month | #1 |
| liquid diamonds thc | 1,600 per month | #1 |
| liquid live diamonds | 1,400 per month | #1 |
| live resin diamond sauce | 1,000 per month | #1 |
* As of 8/29/2026
Case study / Fluresh
Fluresh: Weed Carts Explained
The beginner-intent opportunity was to answer what a cart is before asking a reader to choose one. I built a hardware-first guide that explains 510 threads, oil types, and the differences between formats, then presents the Fluresh menu once the choices make sense.
Read the live guide- Client
- FlureshA cannabis dispensary in Grand Rapids, Michigan.
- Role
- Keyword research, content strategy, writing, imagery, upload, and publishing.
- Scope
- Keyword research and strategy
- The 1,800-word draft covering 510 threads against all-in-one disposables
- Distillate versus live resin, cured resin, and liquid diamonds
- A quality checklist, house brand section, and FAQ
- Imagery, upload, and publishing
Building the on-ramp
Start with the hardware. Save the menu for the moment it helps.
New cannabis shoppers were looking for a plain-English answer to what a cart is, with follow-up questions about 510 threads, all-in-one disposables, and the oils inside each format. The structure needed to teach the decision before introducing products.
The guide moves from hardware to oil types, covering distillate, live resin, cured resin, and liquid diamonds. Once readers understand those choices, the Fluresh menu becomes useful instead of overwhelming. The traffic comes from people preparing to buy their first cart.
Results / Early summer 2026
The first-cart questions found their audience.
Live in early summer 2026, the guide reached #1 for “what is a cart weed,” a query with 3,500 monthly searches. It also ranks for “cart weed types,” “types of carts,” “what is a cart drug,” and “what does a cart look like.” Ahrefs reports 236 US organic keywords, 92 in the top three, about 1,145 organic visits per month, and Ahrefs traffic value of roughly $560 per month.
Client-provided Ahrefs data
| Search query | Monthly volume | Position |
|---|---|---|
| what is a cart weed | 3,500 per month | #1 |
| what is a cart drug | 2,200 per month | #1 |
| cart weed types | 1,000 per month | #1 |
| types of carts | 900 per month | #1 |
| what does a cart look like | 300 per month | #1 |
* As of 8/29/2026
Bloom City Club
Local SEO content
Case study / Bloom City Club
Bloom City Club: Michigan Dispensaries Near the Indiana Border
Indiana has no legal recreational cannabis, so people near the state line search for the closest Michigan option. This guide names real towns, orders them by proximity, and routes readers to the nearest Bloom City Club location by using geography as the search intent.
View the live guide- Client
- Bloom City ClubA Michigan cannabis dispensary chain with locations in Ann Arbor, Kalamazoo, Sturgis, Ypsilanti, and Paw Paw.
- Role
- Keyword research, content strategy, writing, imagery, upload, and publishing.
- Scope
- Keyword research across the border intent cluster
- A 2,000-word draft covering seven border towns
- Town-by-town coverage from Sturgis to New Buffalo to Niles
- A first-time cross-border shopper what-to-expect section
- An interstate transport compliance note
- Deals and discount guidance
- Imagery
- Upload
- Publishing
Using the map as intent
When the border is the search intent, name the towns that make the trip make sense.
The page is built around Sturgis, Constantine, Edwardsburg, New Buffalo, and Niles. Sturgis anchors the guide because it is closest to the border, while town-by-town coverage helps a searcher compare a real route instead of sorting through a generic list of dispensaries.
The guide also gives first-time cross-border shoppers the practical context they need, including deals and discount guidance, an interstate transport compliance note, and a plain explanation that visitors should not carry cannabis products across the state line.
Results / As of August 2026
One useful guide became the destination for the cluster.
The page has 35 organic US keywords and about 249 organic visits per month. Nearly every keyword in the cluster resolves to this single page, including “michigan dispensary near indiana border” at 1,500 monthly searches.
Client-provided Ahrefs data
| Search query | Monthly volume | Position |
|---|---|---|
| michigan dispensary near indiana border | 1,500 searches per month | #6 |
| recreational dispensary near indiana border | 400 searches per month | #5 |
| michigan dispensary near illinois border | 250 searches per month | #8 |
| dispensary near michigan indiana border | 150 searches per month | #5 |
| dispensaries in michigan close to indiana | 90 searches per month | #4 |
| dispensary in michigan closest to indiana | 50 searches per month | #1 |
* As of 8/29/2026
Case study / Second Chance Cats of West Michigan
Second Chance Cats: Five Years of Volunteer SEO and Web Development
I am a cat lady, and this one is personal.
Second Chance Cats of West Michigan places cats who need extra patience and extra affection, and a rescue with no marketing budget needs people to find it before anyone can adopt from it.
I have been the only SEO and the only web developer on this site since 2021, unpaid, building the pages and writing the content that brings adopters in.
Visit the live site- Client
- Second Chance Cats of West MichiganA volunteer-run cat rescue serving the Grand Rapids area.
- Role
- Web development, technical SEO, keyword research, content strategy, writing, and ongoing maintenance. Sole practitioner since 2021.
- Scope
- Site build and ongoing development
- Technical SEO and site structure
- Keyword research across adoption and cat care topics
- Educational content on bonded pairs, special needs cats, and cat behavior
- Local SEO for Grand Rapids adoption searches
- Five years of continuous upkeep
The strategy
Playing the long game
The people searching for cat answers are the people who adopt cats.
A small rescue competes for attention against national listing sites with budgets and staff behind them. Ranking for "cat adoption Grand Rapids" alone would cap the audience at people already decided on adopting today, which is a very small room.
So the site works two lanes at once. Local adoption terms reach people ready now. Educational content reaches a much larger group asking cat questions, including the ones nobody else answers well: how to tell if two cats are bonded, what a special needs cat actually needs, and why cats knead blankets.
Those readers meet the rescue while they are still curious. Five years of that compounds.
Results / As of August 2026
A rescue people find on purpose.
Performance highlights supplied by the client and sourced from Ahrefs.
The site holds 148 organic US keywords with 58 of them in the top three positions, and draws about 773 organic visits per month. Ahrefs puts the traffic value at roughly $1,030 per month, which is visibility a volunteer organization would otherwise have to buy.
Most of that traffic is non-branded, meaning it comes from people who did not know the rescue existed before they landed.
Client-provided Ahrefs data
| Search query | Monthly volume | Position |
|---|---|---|
| bonded pair cats | 900 searches per month | #5 |
| how to tell if cats are bonded | 600 searches per month | #1 |
| second chance cats | 400 searches per month | #1 |
| second chance cats of west michigan | 350 searches per month | #1 |
| why do cats make biscuits on blankets | 350 searches per month | #6 |
| how to know if cats are bonded | 300 searches per month | #1 |
| cats for adoption grand rapids | 200 searches per month | #1 |
| cat rescues grand rapids | 60 searches per month | #2 |
* As of 8/29/2026
Closing note
Why I keep doing it
Every one of those searches is somebody with room in their house. The bonded-pair questions bring in people willing to take two cats instead of one. The special needs pages bring in people who read the whole thing and adopt anyway. Five years in, that is still the most satisfying report I pull.