LegalZoom Article Center

📌 Project Overview
Project: LegalZoom Article Center
Role: Managing Editor
Timeline: 2020–2021

Led a full-scale overhaul of LegalZoom’s legacy Article Center, transforming a 20-year archive of ~2,000 URLs into a strategically organized, SEO-aligned content ecosystem that supported brand credibility, discoverability, and long-term growth.

🔍 The Challenge
I inherited a high-authority but degraded content property containing two decades of inconsistent material—ranging from outdated promotions and keyword-stuffed posts to off-brand editorial experiments. While the archive performed well due to URL age and domain authority, low-quality and misaligned content posed growing risks to brand trust, SEO performance, and internal usability.

🎯 The Strategy
Partnered closely with SEO to define quality thresholds, ranking signals, and structural standards, then executed a comprehensive, article-by-article audit to determine whether content should be retired, rewritten, or preserved. Reframed the blog from an accumulation of posts into a performance-driven editorial system aligned with business goals.

🛠️ Execution

• Audited and classified ~2,000 legacy articles as retain, revise, or remove, applying consistent editorial and SEO criteria

• Systematically removed low-value content and rewrote high-potential articles to preserve keyword equity while improving clarity, accuracy, and tone

• Resolved broken links, outdated references, and structural SEO issues across the archive

• Designed a topic hierarchy and content clustering model to improve discoverability and guide future editorial investment

• Established editorial standards and governance for ongoing content creation and optimization

📈 Results & Impact

• Improved overall traffic quality and search visibility, with sustained upward performance over time

• Created a scalable editorial framework to support long-term growth and future content strategy

• Elevated the Article Center into a trusted, reusable asset adopted across marketing channels including email, paid search, and social media

• Repositioned legacy content from a liability into a durable, brand-aligned growth engine