Southwest Key Programs - Thought-leadership engine & SEO program

Scaled an editorial program that increased blog production 82% YoY and drove 30K+ unique views with measurable SEO gains.

Results

  • +82% blog output YoY; several target topics moved into top-3 search results.

  • 30K+ unique views on program content; time on page and scroll depth improved.

  • Social proof: +55% LinkedIn and +8% Facebook growth supported distribution.

Context

Publishing was ad-hoc; strong SME insights weren’t landing as findable, evergreen articles. Leadership wanted consistent cadence and search impact.

Collaboration

Worked with executive stakeholders, SMEs, communications, and design to balance accuracy with readability; coordinated with dev for template tweaks and GA goal tracking.

My approach

Editorial strategy: Built a quarterly content calendar around pillar topics; added briefs with audience, search intent, structure, and success metrics.

  1. Content design: Standardized article blueprint (H1 → summary → scannable H2s → pull-quotes → CTA); added related-content modules and internal-link paths.

  2. SEO ops: Keyword + intent mapping, schema basics, image alt text, and descriptive link text; implemented URL naming and meta patterns.

  3. Review flow: Introduced a 2-round review (SME → exec) to keep velocity without quality drift.