Project #1
Procter & Gamble - HairCode
Content Strategy and Growth Marketing
Overview
Developed and optimized SEO-driven editorial content for HairCode, Procter & Gamble’s consumer-facing content hub, across beauty, health, and wellness topics. The work focused on driving sustainable organic growth and search visibility in highly competitive categories.
My Role
Copywriter and Content Strategist (Contract)
Quick results
250K+
Monthly organic visits
+126%
Organic growth in 4 months
$72K+
Est. Monthly Organic Traffic Value
P&G Beauty’s Brand-Owned Content Hub: HairCode
Strategy
Designed a content system to drive sustainable organic growth by:
- Mapping topics to high-intent user queries and audience needs.
- Structuring content for clarity, scannability, and discoverability.
- Optimizing for SEO, AEO, and GEO to support traditional and generative search.
- Embedding subject-matter expert validation into the editorial workflow.
- Designing evergreen content built to compound in performance.
Execution
Applied this strategy to a structured, repeatable execution workflow, including:
- Wrote and published 50+ long-form, consumer-facing articles.
- Conducted keyword research and SERP analysis to guide topic selection.
- Optimized headlines, content structure, internal linking, and metadata.
- Collaborated with scientists and subject-matter experts to validate claims.
- Refreshed existing content based on performance insights.
- Tracked and analyzed results using SEMrush and Google Analytics.
Final deliverables
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Results
Select a KPI for details.
Key performance indicator:
Monthly Organic Sessions
Drove 250K+ monthly organic sessions, scaling from ~110K to 250K+ and establishing sustained, non-paid reach for HairCode’s content hub.
Traffic trend
May–Oct 2025 · SEMrush trend
Key performance indicator:
Monthly Organic Sessions
Drove 250K+ monthly organic sessions, scaling from ~110K to 250K+ and establishing sustained, non-paid reach for HairCode’s content hub.
Traffic trend
May–Oct 2025 · SEMrush trend
Source: SEMrush (U.S. & Global data).
Tools & Skills
