Keychain
Building Organic Growth From the Ground Up
SEO Strategist & Content Manager
May 2024 – March 2026
I joined Keychain approximately four months after the company launched and became the company's only on-staff SEO for approximately two years.
As a food and beverage manufacturing SaaS startup, Keychain had a particularly interesting SEO challenge: we weren't simply competing for existing search demand. We were also introducing an unfamiliar company and category to an audience that already had established ways of finding manufacturing partners.
I owned the full organic growth strategy.
Some of the work included:
Organic Strategy
Owned the company's organic growth strategy from keyword research and competitive analysis through content, technical SEO, internal linking, and off-page opportunities.
Authority Building
Grew Domain Authority from 17 to 44 and secured the #1 Google ranking for "Keychain," beating out Amazon and Tiffany's.
Built and managed a scalable organic link acquisition program, securing 20+ backlinks per month through targeted outreach to brand incubators and niche industry blogs.
Content Strategy
Identified content gaps through competitor research.
Interviewed CEOs and managers at manufacturing partners, turning technical process knowledge into original, in-depth, keyword-seeded content.
Interviewed internal SMEs to produce technical deep dives such as Food Shelf Life Optimization, translating specialized knowledge for educated readers who were already experienced with the basics.
Technical SEO
Coded blog content in HTML with semantic tagging and jump links from a table of contents to maximize crawlability and ease of navigation.
Audited and flagged technical SEO errors and needed improvements.
Monitored Core Web Vitals daily and reported needed fixes to software developers while collaborating across time zones with a team in India.
AI & Search Evolution
Deployed AEO strategies for visibility in AI-powered search by creating mentions and citations, expanding FAQ sections, and including more citable information on pages.
Created reusable prompts and programmed AI-assisted workflows for research, outreach, and automation to scale off-page SEO strategies without sacrificing quality or consistency.
I also created an AI bot for sourcing and answering high-intent Reddit and Quora questions with human oversight. I own the IP and code.
Created, scheduled, segmented, A/B tested, and improved daily, weekly, and monthly newsletters in Customer.io for a 20,000-recipient audience of food and beverage brand and manufacturing CEOs, with an average open rate often around 70%.
