How I Helped Frontier Grow Their Organic
Reach (and Cut Paid Spend Along the
Way)
One of my favorite projects to date was working with Frontier Communications, where I led SEO
efforts across some of their most important products: business fiber, premium tech support, and
internet backup.
The telecom space is crowded, and Frontier needed a smarter, more sustainable way to drive
visibility and customer acquisition—without relying solely on paid media. That’s where I came in.
The Challenge
When I joined the project, Frontier’s SEO foundation needed some love. Their product pages
weren’t optimized, their site structure was a bit messy, and a lot of great content was buried or
getting missed by search engines. On top of that, different teams were working in silos, which
meant SEO wasn’t always considered in web or content projects.
So the big goal? Build an SEO framework that worked cross-functionally, improved rankings,
and brought in qualified traffic—while also looking for ways to reduce their paid search spend.
What I Did
I started by digging into a full technical SEO audit using SEMrush and Google Search Console. I
looked at everything from their robots.txt files and sitemaps to page structure and internal
linking. Once we had a clear picture of what needed fixing, I worked side-by-side with their dev
team in daily standups, making sure SEO best practices were baked into every JIRA ticket
before it hit production.
At the same time, I created a series of SEO content briefs for their product and content teams.
These briefs weren’t just keyword lists—they included metadata suggestions, content structure,
internal links, and even ideas for FAQ schema. We used them to launch better-performing
landing pages and resource content that ranked faster and brought in more qualified leads.
I also partnered with marketing, UX, product, and even the D2D (door-to-door) sales teams to
align messaging and user experience. We made sure that both the digital experience and the
offline reality reflected the same SEO-friendly value props.
And because SEO doesn’t live in a vacuum, I teamed up with Frontier’s external paid media
agency to identify overlapping keyword opportunities—finding ways to target expensive paid
keywords organically instead, and stretch the budget further.
The Results
This integrated approach delivered some pretty exciting wins:
● We earned top 3 rankings on Google for “business fiber internet,” “premium tech
support,” and other high-value terms.
● Improved indexation and crawlability helped new product pages show up in search
faster—cutting lag time by over 30%.
● Organic sign-ups increased, while we identified and replaced several high-CPC
keywords with organic content—saving money without losing traffic.
● SEO became part of the daily workflow—no longer an afterthought, but a key player in
how Frontier approached web, content, and marketing.
Why It Worked
What made this project a success was collaboration. SEO wasn’t siloed—it was built into how
Frontier planned, built, and measured their digital experience. By working across teams and
staying focused on real business goals (not just rankings), we created a system that kept
working long after the initial changes were made.