Resume

Gone are the days of keyword-first content development! Let’s talk shop about entities and get lost in a Wikidata deep dive.

Google’s getting really good at Natural Language Processing, but structured data like Schema.org markup is invaluable to help search engines understand your content, business offerings, and area of expertise and match that to the right search intent. Also, who doesn’t love a rich result? For WordPress sites, I can use plugins like RankMath, Yoast, and SASWP to generate schema markup, but where it’s possible, I prefer to write up JSON-LD markup from scratch and insert it into a page header directly or via Tag Manager, especially for static Event, LocalBusiness, Product, Review, Breadcrumb, Organization, and Video schema. Gotta relate those entities, baby!

Your SEO agency might be getting you conversions, but how many of those are qualified leads? How does your lead-to-close rate factor into this? And how does this all impact your bottom line?

Technical SEO is truly where my heart lies. I love digging through a crawl, understanding the way a site is built, finding opportunities for improvement, and working with developers to implement the strategies we come up with together. Great content can only get you so far if the page won’t load quickly, bots can’t crawl the site efficiently, or your page is inaccessible due to internal linking issues or bad directives.

Some of the items I evaluate in site crawls include (in no particular order):

• Canonicals
• Hreflang tags
• Missing or duplicate metadata
• Internal linking
• External links
• Redirected, 4xx, or 5xx pages
• Robots.txt files
• Robots meta tags or X-Robots-Tag directives
• Sitemaps
• Schema markup
• SSL Security and HTTP/2 status
• Plugin and theme updates, where applicable
• Site architecture (accessibility of pages via menus, crawl depth, etc.)
• Navigation
• URL structure
• Duplicate or thin content
• JavaScript rendering
• Image size and alt attributes
• Page speed and Core Web Vitals
• Indexation status via Google Search Console
• Performance in GSC and Google Analytics

I use tools like Google PageSpeed Insights/Lighthouse, GTMetrix, and WebPageTest to run tests with lab and field data (i.e. comparing performance on a standardized computer in a set location vs. on my own machine), evaluate the action items suggested by those tools, and work with developers to implement high-impact solutions that make sense for the site.

I have experience working in the back ends of dozens of sites on multiple CMSs, including WordPress, MODX, HubSpot, Salesforce, Shopify, WooCommerce, BigCommerce, Lightspeed, and Entrata. My familiarity with these systems allows me to quickly diagnose technical SEO issues, develop solutions that work within the confines of each CMS, and implement recommendations, from content and metadata to image optimizations and theme file editing.

I’ve always loved writing, and on-page optimization allows me to put those skills to work in developing high-quality content and metadata. I especially love the challenge of engineering title tags and descriptions to fit in important keywords and provide useful information to users in order to increase click-through rates.

Because Google’s increasing emphasis on E-E-A-T, I love to collaborate with clients and utilizing the experience, expertise, authority, and trustworthiness of their internal teams. By preparing keyword research, SERP analysis, and topical briefs, I help clients build out content that takes full advantage of their knowledge coupled with an SEO’s insights into customer search behavior and needs.

Besides metadata and content, I also evaluate on-page optimization by looking at header tags, interlinking, URL slugs, and accessibility features like image alt text.

From backlinks and reputation management to social media and influencer marketing, improving domain and page authority is more of an art than a science. I have managed social media profiles for brands with thousands of followers, written press releases and guest posts, and established relationships with influencers. These tactics work to generate buzz around the brand, increase authoritative and relevant backlinks, and improve the visibility and trustworthiness of the site for users and search engines.

I have written content for over 30 websites, including B2C, B2B, DTC, and hundreds of eCommerce product descriptions. I have also written press releases, newsletter articles, and technical documents. See some examples here.

I love Google Data Studio for creating custom dashboards. I use API integrations with Google and other data providers to blend data, report on ad-hoc calculated metrics, and create awesome dynamic visualizations.

This isn’t about backlink building; any SEO worth their salt knows that using wire services for backlinks is black hat and a waste of time. Instead, what if we can partner with publishers strategically to increase search volume for the queries we’ve already optimized for? Now that’s next-level search marketing!

See some of my work here!