SEO
Joey has managed and executed projects on on-page SEO optimizations
such as SEO copywriting, content editing, and keyword research.
Product Background
Parcel Monitor Community is a knowledge sharing platform packed with data-driven reports and articles. It also serves as a free parcel tracking platform for consumers to use by entering their tracking number, they get to receive real time parcel updates.
What is my role in SEO?
I am responsible for on-page optimizations for both platforms, with a heavy focus on the parcel tracking site. Optimizing the top performing and competing landing pages within the market.
Through keyword research, seasonality, and competitor research, I generate a weekly schedule of copy rotation/addition to drive organic traffic.
What is my role in SEO?
I am responsible for on-page optimizations for both platforms, with a heavy focus on the parcel tracking site. Optimizing the top performing and competing landing pages within the market.
Through keyword research, seasonality, and competitor research, I generate a weekly schedule of copy rotation/addition to drive organic traffic.
Parcel tracking service
E-commerce logistics community
On-Page Optimizations
Project Background
- Parcel Monitor’s parcel tracking site has thousands of pages featuring landing pages on different carriers, countries, and languages with an average of 2 million monthly visitors
- Parcel tracking has gotten competitive over the years with new competitors leading the market, keywords ranked, and SERP
- Goal is to improve individual keyword performances and increase organic traffic growth through copy optimizations
Competitor analysis on SEMrush
SEO Analysis and Strategy
- Competitor analysis and benchmarking to identify the gaps between us and the respective competitors using SEMrush
- SWOT analysis for optimization opportunities and understand what the pages were lacking in
- Quickly identified what the other competitors were doing with their site, and used that as inspiration for our on-site content
- Created a 3 months project timeline to generate FAQs for top 20 performing landing pages along with a weekly copy optimization schedule
- Measured the performance through Google Search Console and Google Analytics. Main metrics were SERP, % growth in organic traffic, CTR for keywords and pages, and bounce rate
Search query analysis & SEO dashboard
SEO Copywriting
- Found keyword gaps between competitors and Parcel Monitor using SEO tool SEMrush
- Identified the keyword opportunities and created a copy optimization schedule for these pages
- Updated copy weekly through HTML using the tool Visual Studio Code to enable me to edit texts in HTML easily
- Worked with a freelance writer to generate SEO copy. Providing freelance writer with a content brief with references, and requirements
- Proofread and edited all SEO copy
Performance evaluation
- Clicks and impressions have improved greatly after updating the content weekly
- Individual keyword performance has also improved for landing page
- Conversions have also improved by 25%
HTML copy update &
copy optimization schedule
copy optimization schedule
Landing page performance
Page Performance & Site Audit
- Using SEO tool SEMrush, Google Search Console and Google Analytics, I do a weekly analysis of the organic traffic and conduct a site audit
- Communicate errors and warnings that would require the engineers to fix to the product managers I work with
- Providing the errors, what are the fixes required, and why they are important to improving site performance
- Managed and followed up on all tickets submitted to product team through internal Asana board
Site audit tracker
CMS Migration
Project Background
- Parcel Monitor wants to enhance users’ experience in consuming content as well as improving the conversion funnel (sign-ups to join as community member)
- Decided to migrate the community site from Wordpress to Contentful as it gives more flexibility and freedom to customize the website to our needs
- Project timeline: 2 months to fully migrate articles and set up SEO requirements
My role
- Led the marketing team with migration of articles as well as being the project manager to ensure that we are sticking to the timeline
- Weekly catch ups with management, product managers, and designers to align on the user flows and interaction design
- Communicated all marketing and product requirements to respective stakeholders
- Set all SEO requirements for new CMS e.g. alt attribute, meta title, meta description, site structure, sitemap, URL slug, keyword list, SEO text section, etc
Old community website
New community website
