Peanut App
The Brand
Founded by Michelle Kennedy, Peanut is an app devoted to listening, sharing information and offering valuable advice to women at every life stage. They've built a 3 million-strong international online community for women who are planning to become pregnant, women who are pregnant, women who have had children, and women who are experiencing menopause.
Peanut's mission is to ensure no woman has to figure it out alone. Expert content forms a big part of this drive. Their app invites expert speakers, hosts groups led by established medical professionals, and offers resources for every life stage in the form of the Peanut blog.
As a contract SEO content writer, my role was to write optimised content to boost brand awareness and improve website traffic. Being YMYL content, that entailed enlisting experts to review and following E-E-A-T guidelines to rank well.
Above all, craft actionable, well-written content to help women make informed, empowering decisions at any life stage.
The deliverables
The Brand Brief
'YMYL' Content
Write SEO-optimised content across topics including women's health, wellness, parenting, career, child development, growth, and relationships.
The brief
1
Optimise Existing Content /
Review and update existing content for medical accuracy, to ensure it meets Google's search quality rater guidelines, and improve traffic and ranking
2
The Deliverables
The Brand Voice
Friendly, Playful, Supportive, In-The-Know, Real, A BFF
Peanut is all about being down-to-earth and keeping it real. They want their audience to feel like they are chatting with their BFF over a cup of tea.
Target Audience
Peanut's largest demographic is Millennial moms and moms-to-be. However they speak to women across life stages from Gen Z moms, to women coping with infertility, to women navigating menopause. These are often women who want to have real conversations and feel seen and heard.
Language
When you think of Peanut, you should picture your BFF. The intention is to be a relatable person you can lean on and have fun with. Language should be informal as much as possible, relatable, and accessible. Emojis are encouraged, contractions too, and a lot of 'We'. American English is a must and plenty of cheeky humour. Never twee or corporate.
CTAs
Encourage women to join the community by downloading the app or joining a group
Key Messages
You're not alone
Find friends who get it
Peanut is here to share real stories from real women and expert advice to support you.
Connecting women across life stages
A coveted destination for over 3M+ women
A safe space for women to connect
During my 12 month contract, we saw traffic rise from 1.7 million to 3.5+ million hits at its peak.
We ramped up expert review efforts and saw an impressive jump in keyword ranking position—some examples you'll find below.
The Results
Traffic hits on one article
123,760
increase in traffic
1.7 million
The Highlights
Page One SERP
Keyword Position Ranking 1: 'things to do maternity leave'
See More Projects
Page One: 'dating while pregnant'
Page One SERP
More articles available per request