Client project · US health ecommerce brand
Content refresh case study: a repeatable system for a founder with no spare time.
From November 2024 to March 2026 I worked with a founder-led US health ecommerce brand as their freelance SEO consultant. The founder and an in-house specialist wrote the expert guides. I set the priorities across the blog and owned the refreshes of the general buying guides from start to finish.
The starting point: a big blog, an expert founder and not enough hours.
The site already had years of useful guides. The constraint wasn't ideas. It was the founder's time to review and approve work.
Guides out of date
Many buying guides still carried the previous year in their titles.
Fixed by steps 2 and 3
Pages left stranded
Some pages had no internal links pointing to them at all.
Fixed by step 4
Videos never written up
The founder published regular YouTube reviews, but most never became written guides.
Fixed by the AI workflow
No early warning
There was no quick way to see which pages were gaining and which were slipping.
Fixed by steps 1 and 5
The refresh system: decide with data, refresh on a schedule.
Most of the value came from choosing the right page to work on next, then doing that work properly. Five steps, repeated every month.
- 1
Find what's slipping
Three-month Search Console comparisons of the pages and queries gaining or losing clicks.
- 2
Plan the month
A shared roadmap of guides with target dates. 21 refreshes completed between May and July 2025.
- 3
Same standard every time
A refresh template and wireframe benchmarked against the two biggest competing publishers.
- 4
Reconnect orphan pages
An audit of pages with no incoming links, each marked to update, leave or retire.
- 5
Report what matters
A written agenda for every call and a short weekly update: clicks, impressions, pages done, what's next.
Practical AI in client work
A YouTube-to-blog workflow that kept the founder's voice.
The founder's expertise was already on camera. The job was getting it into written guides without asking him to write them.
- 1
Start from the video
The transcript of a published review, plus the competing articles for the same search.
- 2
Brief first
Audience, key messages, structure and the gaps competitors left.
- 3
Draft in his voice
An AI drafting setup guided by examples of the founder's own writing.
- 4
Expert edit
The founder edited and approved each draft. His time went on expertise, not typing.
- 5
Visual extras
Comparison tables and other visual assets for the refreshed guides.
The results: refreshed guides that earned more clicks and held up through a core update.
3,625 more clicks after my refresh in early 2025. Three months to early June 2025 compared with the three months before.
5,894 more clicks after my refresh in early 2025, over the same three-month comparison.
Ahrefs estimates on 23 July 2025, across 26 refreshed guides.
What carries into your work.
Any site with a back catalogue of content can work this way: use Search Console to find what's slipping, refresh on a schedule, hold every page to the same standard and keep the reporting light enough that it actually gets read.
That's the core of my strategic SEO consultancy. Where an expert's time is the bottleneck, I also set up practical AI workflows like this one, so their knowledge reaches the page without them doing the typing.
Sitting on content that should be working harder?
Tell me about your site and what's slipping. I'll say which pages I'd look at first.