Long-form copywriting

Frank Darling — Long-Form Copywriting Case Study
Case Study Long-Form Copywriting / Frank Darling
Client — Frank Darling

WORDS
THAT
rank.

Frank Darling needed blog content that did more than fill a content calendar. They needed pieces that ranked, converted, and quietly became the brand’s highest-performing organic channel. I wrote them — and built the tracking infrastructure to prove they worked.

Role
Copywriter / SEO Strategist
Scope
Blog Content + Organic Strategy
Focus
Long-Form SEO Content
Frank Darling blog — Celebrity Engagement Rings article Blog Article
Frank Darling blog listing — article index Blog Index
$7,507
net revenue
From Blog Posts
Since UTM tracking launch (3 months of data)
64.9K
clicks
Blog Traffic
Past 6 months via GSC
160K
impressions
Search Visibility
Average position improved by 16.2
48.78
conversions
Multi-Touch Attribution
Across early, mid, late & single touchpoints
01 — The Challenge

GREAT RINGS.
INVISIBLE BLOG.

Frank Darling had a blog, but it wasn’t pulling its weight. No UTM tracking. No schema markup. No interlinking strategy. No way to know if a single post had ever driven a sale. The content was solid — it just wasn’t wired to perform.

02 — The Approach

WRITE IT. WIRE IT.
PROVE IT.

I didn’t just write blog posts — I built the system around them. UTM campaigns on every internal link. Schema markup for rich SERP features. An interlinking strategy that connected content to product pages and back again. Then I wrote the long-form pieces themselves: SEO-optimized, voice-matched, and designed to rank for the queries Frank Darling should own.

Frank Darling blog — product interlinking and Shop the Look Interlinking & Product Integration
CONVERSION TOUCHPOINTS
48.78 total conversions across the funnel
Early Touchpoint
15.5
conversions
Mid Touchpoint
1.17
conversions
Late Touchpoint
27.06
conversions
Single Touchpoint
5.0
conversions
01
Content Strategy & Writing
Long-form blog content developed, written, and optimized for target keywords. Voice-matched to Frank Darling — educational, confident, never stuffy.
02
Technical SEO
Implemented UTM campaigns, schema markup, and a systematic interlinking strategy. Identified a critical indexing error impacting organic visibility.
03
Measurement & Optimization
Built a data-proven attribution framework connecting blog content to revenue. Insights now inform how Frank Darling shows up in SERP and beyond.
Blog article header — Celebrity Engagement Rings Article Header
Blog listing with article previews Content Library
KEY
DELIVERABLES
What shipped.
i
Long-Form Blog Content
SEO-optimized articles on engagement rings, diamond education, trends, and buying guides. Written in Frank Darling’s brand voice — helpful, witty, and built to rank.
ii
UTM & Attribution Framework
Implemented UTM campaigns across all organic blog content to track revenue attribution — turning “we think the blog helps” into $7,507 in proven sales within three months.
iii
Schema & Interlinking Strategy
Structured data markup for rich search results and a strategic internal linking architecture connecting blog content to product and category pages.
Frank Darling × Long-Form Copywriting Portfolio