Portfolio

Work

Case studies, published writing, and products built end-to-end — SEO architecture, AI visibility, and the stack behind both.

Case studies

Hightouch — semantic SEO architecture and AI-search visibility.

Hightouch

Scaling organic search through semantic architecture

Scope

Competitive martech (CDP + AI decisioning): volatile rankings, weak bottom-funnel capture, and no structured authority consolidation.

What I built

  • Multi-pillar semantic architecture and internal equity funneling
  • FAQ decision-capture framework for high-intent queries
  • Engineering partnership on crawl paths and navigation before a major redesign launch

Results

+1,828% organic traffic · 40–55 organic opportunities per month · 648 leads from a single asset · $2–3.5M monthly ACV influenced

Impact

Organic growth as revenue-aligned infrastructure — crawl governance, semantic clusters, and attribution leadership can defend in a boardroom.

Hightouch

Optimising for AI search & LLM visibility

Scope

How GPT, Gemini, and Perplexity describe and retrieve the brand — baseline ~30% positive LLM signals with no structured measurement or improvement loop.

What I built

  • LLM sentiment framework with attribute tracking across models
  • Entity-level optimization and improvement playbooks
  • AI-augmented production workflows (GPT-4, Claude) for velocity without proportional headcount

Results

87–100% positive LLM brand signals within 60 days (up from ~30% baseline)

Impact

Measurable shift in how AI models represent the brand — stakeholders see before/after positioning, not guesswork.

Track record

Pages I wrote, ranking at the top

A sample of articles I researched and wrote for Hightouch, with their current organic positions in a competitive martech market.

ai decisioningGhost-written
480 searches/mo
#1
identity resolution softwareBuyer intent
390 searches/mo
#1
event tracking
320 searches/mo
#1
identity resolutionGhost-written
1,600 searches/mo
#2
data taxonomy
480 searches/mo
#2
campaign analyticsBuyer intent
390 searches/mo
#2

Positions and search volumes via Semrush, June 2026. AI decisioning and identity resolution were ghost-written under the Hightouch brand; the rest were published under my byline.

Case study

Owning a topic, not a page

How a ghost-written pillar-and-hub cluster took Hightouch to the top of a competitive martech category in organic search.

Hightouch

Ranking a competitive martech topic with a pillar-and-hub content cluster

Scope

Identity resolution is a dense, technical topic contested by established data and CDP vendors. I researched, structured, and ghost-wrote the full cluster end to end under the Hightouch brand.

What I built

  • A pillar page (What is Identity Resolution) plus four supporting hub pages targeting high-intent sub-topics.
  • Search-intent mapping so each page owned a distinct query cluster instead of competing with siblings.
  • An internal-linking framework channeling authority from hub pages into the pillar to consolidate topical authority.
  • SME-level technical depth at scale, ghost-written to read as Hightouch's own voice.

Cluster architecture & current rankings

  • /what-is-identity-resolution — PILLAR · #2
  • /identity-resolution-tools — #1 for “identity resolution software”
  • /identity-graph — top-3 across identity-graph terms
  • /what-is-entity-resolution — 24 keywords
  • /identity-resolution-use-cases — 11 keywords

Each hub page captures its own query set and links up to the pillar, so the topic ranks as a system, not a single URL.

Results

#1 “Identity resolution software” (390 vol, ~48% SERP traffic share)
#2 Pillar ranking for “what is identity resolution”
120+ Keywords held across the cluster with multiple top-3 positions
/identity-resolution-tools — #1 for “identity resolution software”. 41 keywords, 107 monthly clicks, $3.6K traffic value.
/identity-graph — top-3 across the identity-graph term set. 45 keywords, $284 monthly traffic value.
/what-is-entity-resolution — 24 keywords including top-10 for “entity resolution” (1K vol).
/identity-resolution-use-cases — newest hub page, 11 keywords and climbing.

Source: Semrush organic positions, Jun 2026.

Impact

A self-reinforcing topic cluster that compounds. Hub pages capture high-intent variants and channel authority into the pillar, so Hightouch ranks for the whole topic rather than a lone keyword. It also shows that ghost-written technical content can hold #1 in a category defended by much larger vendors.

View live pillar
Case study

Docs that feel like a product

Developer experience content and documentation for Global Payments, written for the people actually integrating the API.

Global Payments · Developer experience

Rebuilding a developer help center, docs-as-code

Scope

Global Payments is modernising its developer help center. I work as their freelance developer-content partner: reworking existing documentation so it actually serves developers, and producing original editorial that gives the portal a voice.

What I built

  • Rewrote existing help-center content into developer-first documentation — clearer structure, code-forward, written for engineers integrating the API rather than a general audience.
  • Moved docs into a docs-as-code workflow: authored in Markdown and published through their GitHub, the same way the engineering team ships.
  • Wrote original developer editorial — explainer guides on payments concepts, and thought-leadership on developer experience and support.
Workflow
Existing help-center content Rewrite for developers Markdown GitHub Live on the dev portal

Selected pieces

Developer guide
Understanding Surcharging: A Guide for Developers and ISVs
Read on the dev portal
DX thought leadership
Why Technical Support Should Not Feel Like Archaeology
Read on the dev portal
DX thought leadership
Building the Future of Developer Experience
Read on the dev portal

Impact

Documentation that reads as part of the product, not an afterthought. The work shows range beyond SEO and marketing content into developer enablement — technical accuracy, a docs-as-code workflow, and a voice developers trust.

View the dev portal
Virayo · Agency content writing

Writing into a specialist vertical, from a brief

Six months producing long-form SEO content for B2B logistics and trucking SaaS clients through Virayo — research-heavy briefs, niche industry knowledge acquired on the job, consistent output at pace.

Craig stood out not just for his excellent writing skills but for his exceptional professionalism. He was the epitome of reliability, never missing a deadline and often submitting assignments ahead of schedule without compromising on quality. His proactive approach and willingness to take on additional tasks contributed greatly to our team — I dubbed him our 'superstar.'
Erin Rupp
Strategic Content Writer, Virayo
Managed Craig directly · March 2024
Clients
  • PCS Software — TMS and carrier platform
  • TruckLabs — fleet technology and aerodynamics
  • Truckstop — freight marketplace
What the work involved
  • Long-form SEO articles from keyword briefs, written for operators and software buyers in the trucking industry.
  • Research-first process: building working knowledge of TMS features, ELD compliance, fleet management, and freight logistics from scratch on each brief.
  • Consistent delivery at volume — multiple articles per month across three clients simultaneously.
Why it matters

These pieces prove range. Trucking SaaS is not a vertical that gives you anything for free — the audience knows the industry, and content that sounds vague or generic bounces. Writing credibly into it from a brief is the same skill you need in any technical B2B market.

Selected pieces

Live articles for PCS Software.

PCS Software
Top TMS Features for Carriers and Shippers
Read live
PCS Software
TMS Optimization: How Shippers and Carriers Can Maximize ROI
Read live

More clips available on request.

Published writing

Selected long-form and SEO content for B2B SaaS and developer audiences.

Business Insider

I gave my kids more independence — and was surprised by the results

Personal essay on stepping back as a parent: less micromanaging, more controlled choices, and fewer tantrums at home.

Read on Business Insider →

DataStax · DZone

Create a Full-Stack App Using Nuxt.js, NestJS, and Astra DB

Tutorial recap on building a full-stack app with Nuxt.js, NestJS, DataStax Astra DB, and GitHub Copilot — frontend, API, and cloud database in under an hour.

Read on DZone →

Global Payments

Understanding Surcharging

Developer guide on surcharge rules and implementation for ISVs integrating Global Payments.

Read on the dev portal →

More clips available on request.

Builds

I build the products, not just the content — live systems with real users and SEO-led acquisition.

WriteSaaS

Remote marketing job board

Scope

No focused destination for content, SEO, and product marketing roles in B2B SaaS — built a niche job board from zero as founder.

What I built

Full product in Next.js, FastAPI, and Postgres — AI-assisted development (Cursor, Claude Code), SEO architecture from day one, and conversion infrastructure for signups.

Results

First 90 days: 2,200+ site visitors · 16 signups · 1,630+ search impressions · position trend improving in Search Console

Impact

Live product with real users and compounding search visibility — same SEO-led, AI-accelerated approach used for B2B SaaS clients, owned end to end.

View WriteSaaS
GetGainStrong

0-to-1 consumer brand

Scope

Launch a consumer fitness brand from zero — product, positioning, and go-to-market without an agency or co-founder.

What I built

Brand positioning, product offer, and launch assets — demonstrating range beyond B2B SaaS content and SEO.

Results · Pre-launch waitlist

57 Waitlist subscribers
59% Email open rate (last 90 days)
39% Email click rate (last 90 days)

Impact

Content-led signup and nurture before app launch — strong engagement on a small pre-launch list, built end to end without an agency or co-founder.

View GainStrong

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