Paymentsense offers payments processing services to small and medium-sized businesses. I was brought in to create a range of search-optimised articles on their products and services. Working with the Head of Search, I wrote owned content that answered specific search terms. The key was understanding that different search terms could refer to the same product, service or functionality. As you can see below, contactless and NFC both refer to the same technology, yet the content is unique to each search term. Posts needed 800 - 1200 words of copy to keep search rankings high. Several posts brought in new customers, which Paymentsense hadn't expected. The expanding content library was also welcomed by sales teams.