Blending strategy and storytelling to make content discoverable and engaging
Keyword research is an important part of identifying what your audience wants, along with any gaps and opportunities. As Digital Editor at the Medical and Dental Defence Union, this was a key part of my work to improve visibility across medico- and dento-legal topics.
Working closely with subject experts and using SEO tools like Semrush, I updated and created new guides on topics like Gillick competence, Montgomery consent and Caldicott principles, making sure this content answered the questions our audience were searching for. These guides ranked in the top three results on Google in a matter of months.
A pillar page is a comprehensive webpage that goes into detail on one topic, giving readers a chance to digest information readily and easily.
I was asked to explore how Medical Defence Union members searched for information on professional indemnity. After identifying gaps through user and keyword research, I created this pillar page to break the topic down into key questions and need-to-knows – providing clarity where none existed before (or was buried in PDFs!).
"Carlotta is an exceptional digital editor with extensive knowledge in SEO and content planning. She doesn't shy away from new challenges and immerses herself into whatever comes her way. Carlotta is also great at supporting her team where she is always at the forefront of offering her skills in developing multiple strategies. I really enjoy working with her."
Anagat Pathak, marketing manager at the Medical Defence Union
