Work

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

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.

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.

Selected pieces

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.

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.

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.