Created net-new and updated exiting content for the Facebook Business Help Center.
In particular, led a project to update Help Center articles and create new SEO strategies for the team. We worked closely with the Meta for Business SEO team to create and implement experiment to see if we could improve SEO on specific articles in order to obtain snippet features in Google results. We would then use the experiment results and changes we implemented to improve and update the SEO content standards across all help center content.
The goal for this experiment was to obtain higher rankings and featured snippets for the selected articles. One major issue was that 3rd party sites were showing up as snippets and ranking higher than our own content for Business Help Center content. This was partly due to our SEO standards not being updated in a while, so they were inconsistent from content strategist to content strategist; we wanted to create concrete standards.
The goods: 22 Help Center articles that were updated for SEO; to include brand terms, keywords, and snippet-friendly formatting. After receiving successful results, we then created a new SEO training for the Help Center team that included these new best practices.
The strategy: A specialist on the SEO team gave us search terms, I pulled data—traffic, rankings, metadata info—to determine what articles would be good candidates for updates and for obtaining snippets (low-hanging fruit). I then worked with another content strategist to draft updates, and consulted with our quality standards committee to align on content standards and to ensure we maintained article integrity, and then published changes. We also created and launched new SEO trainings, and expanded the experiment by having other content strategists on the team update their own articles as well.
The win: From our combined SEO efforts, traffic increased by 30% and we obtained 350+ featured snippets.
This work was nominated for two Drum Search Awards: SEO – Most Effective Use of Data or Insights and B2B!