SEO for a CEO Coach Matt Munson
Seven years of strong writing, stuck on page five of Google. Awilix turned Matt Munson's archive into a search channel that reaches founders who have never heard his name.
Overview of our CEO Coaching Case Study
Matt Munson is a two-time exited founder turned CEO coach. He writes about the parts of company building nobody talks about: founder burnout, founder psychology, hard conversations, running a team.
The content was there: about 150 articles published since 2019. Google was not sending readers to it. Over the summer of 2025, his pages sat at an average position of 45 and only 44 keywords reached the top 10.
Awilix ran a technical audit and a semantic audit, then optimized the existing articles, wrote new ones where Matt's expertise had no page, and rebuilt the internal linking around his core topics.
The result: organic clicks up 433% and impressions up 654% year over year, with 602 keywords in Google's top 10. Same voice, same expert, now found by the founders who need him.
The Challenge
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01
A deep archive with no search reach: around 150 expert articles, an average position of 45, and only 44 keywords in Google's top 10.
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02
Half of the search clicks came from people already typing Matt's name. The content was not reaching founders who did not know him yet.
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03
Articles were written for loyal readers, not structured around the questions founders type into Google, such as meeting check-in questions or how to deal with burnout.
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04
Related articles on the same theme did not support each other, so no topic had the weight to compete on informational queries where established publishers rank.
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05
The voice had to stay Matt's. A coach's writing is personal: optimization could not turn it into generic SEO copy.
SEO Work Delivered for Matt Munson
Strategy
Awilix worked the archive before writing anything new: audit what Google could read, map every article to a real search, upgrade what already had authority, fill the gaps, then link it all into topic clusters.
Technical and Semantic Audits
A technical audit of crawl, indexation and page signals, then a semantic audit that matched each article to the query founders actually type and listed the topics where Matt's expertise had no page.
Content Optimization
Existing articles were rewritten around their target query: titles, structure, direct answers, practical formats. The 2021 article on meeting check-ins became a guide to 15 prompts and went from 1 to 930 clicks in 90 days.
Content Creation
New articles filled the gaps found by the semantic audit, written in Matt's voice and built to answer one founder question each, from burnout to one-on-one meetings.
Internal Linking Optimization
Articles were regrouped into clusters (founder burnout, founder psychology, leadership, management) and linked to each other, so authority flows to the pages that rank and readers move to the next useful piece.
An expert archive, finally found on Google.
Google Search Console data, late July to late October 2026 compared with the same period of 2025. The curve turned in February 2026: 187 clicks in January, 1,148 in April, and the level has held since. The growth comes from searches that do not include Matt's name.
SEO growth, year over year (90 days)
The Squad
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