How Nine Stones Wrote a Monthly SEO Blog Programme for GearedApp

GearedApp, a Scottish Tech for Good app and web developer, had little time to write about its own work. Nine Stones set up a monthly SEO content calendar and wrote two articles a month, plus case studies as needed.

Nine Stones for GearedApp

GearedApp

Client: GearedApp
Agency: Nine Stones, part of Cohaesus
Type of work: Marketing & content
Sector: Technology & Telecoms
Scope: SEO content strategy and calendar, blog articles, case studies, ad hoc content

GearedApp is a Scotland-based app and web development company that works in Tech for Good. Turning complex technology into readable articles is hard alongside day-to-day development work, so it looked for a content partner to write SEO articles for its target sectors.

The Approach

A plan before any writing. The partnership started with a planning session to scope GearedApp's content needs and long-term goals. GearedApp wanted two blog articles a month, plus case studies and ad hoc content when needed. Nine Stones built a monthly content calendar around GearedApp's audience segments, mapping each article to keywords, content pillars and marketing goals.

A repeatable process. Each article followed the same steps:

A topic outline for GearedApp to approve
Background research or interviews
An SEO-optimised draft, shared in Google Docs so both teams could work on it in real time
Revisions based on structured feedback

Slack, email and video calls kept the two teams aligned. Nine Stones handled complex subjects such as agile development, platform builds and APIs with little input from GearedApp's team.

It has been such a relief to be able to discuss topics and ideas briefly, then receive a well-researched article, fully SEO optimised, within a matter of days.

Lara Findlay, Founding Director, GearedApp

The Outcome

GearedApp moved from occasional, ad hoc blog posts to a steady, planned content programme. Website traffic and search performance improved, and its target audiences engaged with the content. GearedApp also gave Nine Stones a five-star independent review, praising its communication, professionalism and efficiency.