Clearly faced low organic traffic to its e-commerce platform and struggled with SEO rankings, limiting its ability to reach a broader audience and compete effectively in the online eyewear market. High volumes of customer support calls were also straining resources, pointing to a need to proactively address customer queries through other means.
My role involved driving three blog sites for Clearly across Canada, Australia, and New Zealand, and crafting compelling, informative content to address these challenges.
Leveraged strategically chosen keywords into blog content to enhance SEO performance and increase organic search traffic.
Created educational content that proactively addressed common customer queries, reducing the frequency of customer support calls and improving the overall customer experience.
Prioritized top-performing blogs and implemented on-site SEO optimization techniques to improve its visibility, engagement, and effectiveness.
Beyond interviewing opticians and optometrists for background knowledge, I translated their clinical insights into accessible content for a general audience. Noticing an opportunity to strengthen credibility, I suggested including direct quotes from these experts within the blogs themselves, adding a visible layer of trust and authority beyond the writing alone. My manager liked the approach, and it became a practice the team continued using more consistently going forward.
Publishing strong content wasn't the end of the process, getting it in front of the right audience was just as important. Each blog was promoted through a coordinated mix of channels: shared via social media, featured in email newsletters with a teaser designed to drive click-through, and reinforced with internal linking across the site to keep readers engaged and improve overall SEO structure.
This channel coordination is what turned individual blog posts into a measurable spike.
Increase in traffic to one blog post compared to the previous month, driven by a combination of SEO content and email promotion.
The intended outcomes were to increase organic website traffic, improve SEO rankings, and reduce customer support calls through blogs, positioning Clearly more competitively in the e-commerce eyewear market. Blogs performed well and supported many different teams across the organization.
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