3 Case Studies From the Uproer Team - Searchlite

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This month's Searchlite intro written by [SEO Manager, Abby Reimer].

Happy belated Halloween! At Uproer, we’re big fans of spooky season. Just check out some of the costumes from this year: 

Now onto the work side of things. Instead of doing our typical article roundup + commentary, this month’s newsletter will feature several of Uproer’s favorite mini-case studies. During our weekly team meeting, our team members rotate sharing “case studies” - aka tips + advice that help them crush client goals and make their work lives easier.

Below, we share our top-voted case studies from this quarter in the hopes that you might get some nuggets of insight out of them as well. Without further ado, get a peek inside our most valuable tips and tricks...

Briefing Copywriters Eliminates Editing Time

by Skye Sonnega, SEO Analyst & Copywriter


  • Freelance copywriters do not always have an internal view of a clients’ content goals. This may lead to content that is inconsistent with a brand’s voice or positioning. 
  • While we do provide content briefs for copywriters, the information does not always include specifics on voice, tone, or positioning for products and services mentioned in the article. 


I work with a client that has highly specific branding and positioning around their wide variety of product lines. I brought on a freelance writer to help me with some of the blog content I was publishing for the client. Instead of sending them on their way with the content brief, I met with them for 15 minutes to walk them through the specific products that were featured in the article. I also briefly walked them through our content strategy, to show the types of content we aim to produce with this client. 


The copywriter wrote a killer article! The next week, the client sent me a note expressing how impressed they were with the content. There were no edits or notes required, and we were able to hit publish by our deadline. 

If your content approval process is a bottleneck, take a minute to identify what part of the process is slowing you down. If you get stuck in the editing phase, there may be a way to make things more efficient on the front-end, even if it’s simply chatting with your writer before the article is drafted.

Finding Keyword Ideas Directly from the Consumer

by [Kelsie Gerovac, SEO Analyst]


  • A need to find unique keywords that fit the brand and target the current audience and future audience opportunities 
  • Finding ways to connect even better with the existing audience 


Scheduling a meeting with members from the sales team and others who worked directly with the customer in stores. There is no one who knows a customer better than someone who works every day with them and gets to hear their concerns and pain points. Sometimes our keyword research tools don’t easily identify keywords from niche audiences and being able to have a conversation with a sales team or customer support system, we can hear word for word what the consumer has to say about their wants out of the products. 


The sales team’s conversation led me to discovering over 100 new keyword topics that are both targeted enough to reach the current audience but also that are broad enough to potentially expand the community. They were able to, sometimes unknowingly, give ideas from what customers feel insecure about and how to address them to what trends they want to know about. Google and our current tools don’t always give us the best insight as to what the customer wants to know about and what they are looking for on the web - but the customer definitely knows what they want. I found that the best way to find relevant information was to just ask them directly ( or semi directly ). 

Think About Content When Tech Updates Fail

by Jessica Girardi, SEO Manager


  • Mom and Me is the highest revenue driving section of this children’s apparel company, but we are not permitted to update collection pages to segment their current collections further.
  • We were seeing high search volume for “mommy and me sweaters” (1,300 AMSV) around fall, but as we couldn’t actively change the website, we could not capitalize on this knowledge.


We created a blog post that acted as a pseudo collection page and was highly targeted to “mommy and me sweaters”. 

The SERP was crowded with a variety of results, which indicated to us that there was a chance that we could rank for the term.

We built a blog post that not only acted like a collection page, but gave some context around the sweater collection for the year and how to style these outfits for mom and bub.


We’re now ranking 3rd for the term, and was the top performing post on the site organically this fall.

Other Interesting Reads

Skye Sonnega

Skye Sonnega

Skye got her start in SEO and digital marketing while interning for a startup in 2020. At Uproer, she pioneered the SEO Analyst + Copywriter position and is the company’s first internal copywriter. After transitioning to a more SEO-focused position, she is passionate about finding ways to improve the way Uproer approaches content production.

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SearchLite - Don't Sleep on Category Page Content

This month’s SearchLite intro was written by Content Manager, Skye Sonnega Hey everyone, We recently livened up this dull Minnesota winter with two fantastic additions to the Uproer team! Eric Davison joined as a Senior SEM Analyst, and Jenny Hudalla joined as a Content Specialist. These folks are bright, hardworking, Minnesota-local, and coming in

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Sr. Manager, SEO & Operations

Dave Sewich

Dave made an accidental foray into digital marketing after graduating from the University of Minnesota Duluth and hasn’t looked back. Having spent the first part of his marketing journey brand-side, he now works with the Uproer team to help clients realize their goals through the lens of search.

When not at work, you’ll find Dave staying active and living a healthy lifestyle, listening to podcasts, and enjoying live music. A Minnesotan born and raised, his favorite sport is hockey and he still finds time to skate once in a while.

Dave’s DiSC style is C. He enjoys getting things done deliberately and systematically without sacrificing speed and efficiency. When it comes to evaluating new ideas and plans, he prefers to take a logical approach, always sprinkling on a bit of healthy skepticism for good measure. At work, Dave’s happiest when he has a chance to dive deep into a single project for hours at a time. He loves contributing to Uproer and being a part of a supportive team but is most productive when working solo.

Founder & CEO

Griffin Roer

Griffin discovered SEO in 2012 during a self-taught web development course and hasn’t looked back. After years of working as an SEO consultant to some of the country’s largest retail and tech brands, Griffin pursued his entrepreneurial calling of starting an agency in May of 2017.

Outside of work, Griffin enjoys going to concerts and spending time with his wife, two kids, and four pets.

Griffin’s DiSC style is D. He’s driven to set and achieve goals quickly, which helps explain why he’s built his career in the fast-paced agency business. Griffin’s most valuable contributions to the workplace include his motivation to make progress, his tendency towards bold action, and his willingness to challenge assumptions.