What I do
Search Engine Optimization (SEO) is a science that needs an artistic touch. I have a passion for connecting queries to content and the technical savvy for making sure my client’s relevant content is found by those who are looking for it. The result of a well optimized website is growth in organic traffic.
If you’re interested in hiring me for SEO and growth consulting, I’d love to discuss your project with you in more detail. Below are a few areas of expertise:
SEO Strategy
I’ve done a lot of technical and content SEO audits over the years in addition to being a marketer. I excel at being able to combine my skills and experience into a holistic approach for your brand that’s designed to optimized and grow your organic revenue and site traffic.
Part of my diagnosis includes keyword research. My unique approach is based on understanding what problem your business or service is solving for the consumer and discover what search terms your target audience uses (or could be using) to find your business.
This type of research informs the content optimization recommendations or content gaps on client’s websites. Many clients don’t realize they need to speak the language of their customer in order to be discovered and, additionally, that language also needs to be search engine friendly. Luckily, I speak search engine bot and can help.
Since SEO is about more than just the performance of your website and its content, I also evaluate the signals and sentiment of owned media (website plus an existing blog and/or branded social media content) and that of earned and paid media (mentions, shares, review sentiment). How your business shows up and how it’s perceived online impact its visibility and authority.
Product SEO – Execution for growth
Do you have teams working in silos? Do your product managers know what device type your customers frequently visit your website on and why they should design with that UX in mind? SEO is a highly cross functional discipline. My experience as an in-house SEO Product Manager can be an asset as an advisory role for companies looking to create synergy between teams and grow SEO revenue.
Today, everything a brand creates is considered content. Which is why it’s important to take into account everything as a whole from the website navigation, anchor text, site taxonomy, and architecture as it communicates to search engines what topics the site is an authority on. Product mangers are adept at building things that delight customers but without applying SEO components, search engine’s won’t understand the content or its relevance in search.
A quick note about what I don’t do
Once upon a time, back in my agency days, I managed a PPC account. However, as I’ve progressed in my career, I chose to develop a deeper expertise in SEO. I don’t do: PPC, display ads, retargeting, or paid social media ads.
I also do not offer link building services.
Retained Consulting
As your SEO advisor, I help your teams focus on the metrics that matter to your business and help you navigate the online industry. This is a great option for agencies looking to outsource specialized, tactical SEO projects or a business needing expertise in a specific area such as content writing rooted in SEO best practices or SEO product management.
A typical timeframe is 3-6 months where I provide ongoing support for these areas…
Website audit of owned & earned media
Keyword Research / Content Topics
Customer Acquisition Strategy
Product-led growth
Competitor Analysis
Qualitative & Quantitative Research
Internal Linking Recommendations
User Experience Recommendations
On-Page Optimizations
Technical SEO
How I work:
I prefer to work with clients on monthly retainer (3 months minimum) that includes strategy and proactive communication consulting with cross functional teams across engineering, product and content.
What I charge:
Pricing and project scope will be provided after our initial discovery call where we discuss internal resources, goals and your budget.
Ready to get started? Get in touch for a free consultation.
What is SEO?
More and more, I see that search engine optimization is more than a set of keywords you optimize against. SEO is integrated into the entire business strategy because it’s the only marketing channel that touches every phase of the customer journey as they find, engage and transact with your business.
SEO was first described to me in 2010 by Andrew Shotland as the art and science of raising website visibility in organic listings. Simple, right? Shotland is a great SEO; one of the old guard.
Then, a few years later when I worked for a search marketing agency, it became all about “Search Everywhere Optimization.” The SERPS were crowded and ASO (App Store Optimization) was the shiny new thing to figure out because mobile was hot. SEO’s focused on optimizing everything they could to be where the consumer was searching on their tiny mobile screen.
Fast forward a few more years. The shiny new objects are Voice Search and mobile friendliness (though we all know mobile device searches have accounted for 50% of Google queries since at least 2015). Midway through 2018 and Google released its third (documented- gasp!) algorithm update.
What’s it all about? What is the new silver bullet of SEO? In a word: Quality. In an acronym: E-E-A-T.
Experience
Expertise
Authority
Trustworthiness
We’re now in 2020. The COVID-19 pandemic has fundamentally changed how consumers search and shop online. It’s closed restaurants, businesses small and large. Search in 2020 is all about two things:
- Empathy: understanding how your audience and their comfort level of how they want to interact and do business with you.
- Audience: people are prioritizing necessities (i.e. toilet paper, food, alcohol, yoga pants etc.) over frivolous shopping.
It’s about being where they are and being helpful.
Industries I’ve consulted for:
- D2C eCommerce
- Software as a service (SaaS)
- Marketplace
- Digital Agency Services