Providing the care people deserve, right when they need it
SEO isn’t just about ranking high on Google—it’s about creating the path of least resistance so people can get treatment as soon as they’re ready.
A transformative content initiative
During my time with Better Life Partners, I researched, wrote, edited, and published 350+ webpages.
Each page was tailored to the demographics of each unique city, and imbued with a harm reduction philosophy.
Creative Strategy
Better Life Partners had a pretty large task for me—create hundreds of webpages that say essentially the same thing, but make sure they’re unique enough to rank well on Google AND that they’re relevant to the target population (New England residents).
Step 1: Research
In order to write hundreds of webpages, you’ve gotta know your stuff. I’d never worked in opioid addiction treatment, and I didn’t live in New England, so I had some learning to do.
I spent time doing research on:
Harm reduction principles
Suboxone and medication-assessted treatment
Opioid and alcohol use disorder
But I didn’t stop there. I also made sure I understood:
The target demographic for each city I wrote about
What BLP’s competitors were doing
SEO best practices
Step 2: Writing & SEO
Now comes the fun—actually putting pen to paper (or hands to keys, I guess).
To make sure all of these webpages were both unique and relevant, I analyzed demographic and regional factors for each city and tailored the content to reflect community-specific needs, adjusting:
Messaging emphasis (e.g. access, stigma reduction, care model)
Heading structure and page flow
Tone and keyword strategy based on search intent
I also built and maintained a huge library of internal and external links to make sure each page was medically accurate while also optimizing website architecture and providing value to readers.
Step 3: Project management
About halfway through this project, I was promoted to project lead. This meant I was done with writing, and instead could focus my creative energy on managing a team of copywriters. I edited every page produced by the team for:
Clarity and originality
Tone and empathy
Technical SEO best practices, including active voice, strong subheadings, varied content structure, and strategic keyword placement
As a type-A creative, I love getting the opportunity to collaborate with teams in this way. Our content production rate scaled significantly, without sacrificing the quality. Managing timelines, project plans, and spreadsheets might be a nightmare for some, but for me, that’s the dream.