Off-Page Authority Building

Stephen Meisel

Case Study (Redacted): Scaling Off-Page SEO Content for a Financial Services Enterprise

Role: Content Strategy Lead
Industry: Financial Services (B2C)
Project Type: Authority-Building SEO Campaign via Scaled Editorial Operations
Scope: Editorial strategy, SEO oversight, team management, content calendar execution
Team: 9–10 writers (mix of in-house and freelance)
Tools: Google Docs, CMS, Trello/Asana, Ahrefs/SEMrush, Grammarly, Google Analytics

🧩 The Challenge

A major financial services company needed to increase organic visibility, topical authority, and consumer trust in a competitive B2C space. The goal: execute a large-scale off-page SEO campaign by publishing a high volume of quality content within a short time frame, without sacrificing accuracy, consistency, or voice.

The challenge was not only scale, but structure—ensuring that 60–70 articles were published over 2–3 months, with strategic targeting and editorial oversight across multiple writers and workflows.

🧠 My Role

As the content strategy lead, I designed and managed the full campaign, including:

  • Developing SEO-informed content strategy and topic clusters
  • Creating editorial workflows to handle high-volume production
  • Managing a team of 9–10 writers and freelancers with varying skill levels
  • Reviewing content for clarity, accuracy, tone, and SEO best practices
  • Ensuring consistency across all published content in branding, formatting, and metadata

🛠 Key Contributions

  • Strategic Planning: Built a content roadmap tied to topical clusters (e.g., credit, investing, insurance) that supported authority-building and funnel entry
  • Editorial Leadership: Oversaw onboarding, training, and daily coordination of a mixed team of writers, assigning briefs and coaching for tone, SEO, and accuracy
  • Quality Control at Scale: Reviewed or line-edited every piece to ensure consistency across 60–70 articles, catching SEO gaps, compliance red flags, or readability issues
  • SEO-Driven Execution: Integrated keyword research into topic ideation and oversaw metadata, headers, and internal linking strategies for every article
  • Publishing Management: Coordinated production calendar and CMS workflow, ensuring pieces went live on time with QA complete

✅ Outcome

  • Campaign achieved >30% increase in organic sessions within 90 days of full launch
  • Several articles ranked on page 1 for high-volume financial search terms
  • Internal leadership praised the campaign as a model of high-quality SEO content at speed
  • Created documentation and editorial infrastructure later used across other verticals

💡 Takeaway

This project exemplified how smart content strategy, editorial rigor, and operational leadership can come together to move the needle in organic search. I helped a major financial brand increase visibility—not just by writing content, but by building the systems and team to scale it with quality and purpose.