2015 – 2022
Created two niche blogs and applied effective content strategies to reach a viewership of over 2 million and over 550 subscribers.
Increased traffic and engagement through technical SEO audits, high-ranking posts, and visually appealing social media graphics.
These blogs helped me to understand the importance of research and adapting my writing style for specific target audiences.
1. SG History
A socio-historical blog focused on presenting facts about Singapore in an accurate and visually impactful manner.
Summary:
- Grew from zero to 1 million+ page views in 2.5 years.
- Grew email subscribers to 550+ organically.
- Readership includes academics and industry professionals.
Tools: WordPress, Adobe Photoshop, Canva
Project Page: jesscscott.com
Writing Samples:
Some of the most popular posts on this blog were posted in 2015 — they continue to receive regular traffic even if I don’t make updates all the time.
Key Findings—
Problem: The main challenge was turning complex and dry information into material that was engaging, original, and easily understandable.
Actions taken: Quality images, visual data, and a series of impactful infographics were paramount to add interest to content in a very niche area.
Result: Many posts went viral (some with 1,000+ visitors in less than 24 hours).
This blog helped me to understand the importance of:
- Writing for a specific target audience
- Focusing on content quality over quantity
- Impactful visuals and readable content
2. Dragonsinn.net
A dragon resource website with art and information on dragon culture and history.
Summary:
- Created in 1999, this was my first experience with SEO and web writing!
- In June 2020, this blog ranked highly for search terms like “dragon poetry” and “dragon anatomy.”
- Improved SEO, page speed, and information architecture in 2018 (view short case study here).
- As a bonus, my dragon poetry was featured in Cambridge Primary English Learner’s Book 6 (Hodder Education).
Website: Dragonsinn.net
SEO and Page Speed (2018)—
Problem: The new version of the website was initially taking about 5 seconds to load, with 50 plus requests.
Actions Taken: Reduction in WordPress plug-ins to reduce bloat. Gravatar was removed. Some of the coding was customized to reduce the number of external requests. All images were optimized for web.
Result: Cut down page load time to below 2 seconds, and reduced the number of requests to 28. Page speed score increased from low 70’s to 95%.
Improving Content (2022+)—
Problem: Site hierarchy was getting a bit messy, and some rankings were affected when I updated the old HTML/CSS site to be mobile-friendly.
Actions Taken: Consolidated similarly-themed posts into more clearly organized content pillars. Performed keyword research and competitive analysis and improved internal links structure.
Result: Continuing to restructure my first hobby website according to my goals. I’ve been narrowing down the areas which I’d like the website to rank higher for.
3. Guest Blogging
View my past SEO optimized guest blogging posts here.
Jess Chua: Content Specialist 
