I lead the Organic A/B testing and technical SEO to drive additional traffic to our most important pages and the main conversion funnel. My day-to-day responsibilities include:⦿ Developing and implementing A/B testing strategies by analyzing our competitors, and identifying which aspects of organic content and elements to test. I also develop hypotheses about how different variations will perform, with the goal of improving visibility and gaining additional SERP elements such as Answer Boxes and PAAs. ⦿ Analyzing A/B test results using pre/post measurements or statistical analysis to determine which version of the content or element performed better against the desired metrics.⦿ Making recommendations and implementing changes. Based on the results of A/B tests, I recommend and implement changes to improve the performance of our most essential pages.

I am the department head for Search Engine Optimization on the WebMD Health Network, with a primary focus on WebMD.com and Vitals.com while also providing support for MedicineNet.com, RxList.com, eMedicineHealth.com, and Medscape.com.I directly lead a team of four, with two additional team members who do not report directly to me. As with other enterprise-level websites, WebMD has several site sections with significantly different content types, including news, video, slide-shows, quizzes, and medical reference articles. We also have different KPIs. For some content, the goal may be to deliver page views, while for others, it is a conversion. Occasionally, we are looking for doctors in a particular specialty or a person in a specific area with a particular condition who is looking for a medical provider.In my time at WebMD, I have organized SEO around these goals, created processes to optimize consistently, report on our success, and trained content creators and technical developers to ensure we are improving our EAT while avoiding pitfalls.I also coordinate with both product and project managers, conveying requirements, providing recommendations, and assessing proposed site changes to help ensure they will not jeopardize our rankings and traffic.

I worked remotely, managing the digital marketing of a select group of high-priority clients. I was the main point of contact for clients and focused on performing research, analyzing data, and developing insights and action plans based on my investigation and the business goals of the client. I provided leadership and mentoring to junior team members, helping them implement my SEO recommendations while encouraging their input and suggestions. I also coordinated with the client's Dev teams, providing prioritized requirements and plans that aligned with their dev roadmap and sprints. I also worked with our analytics, paid, and social teams to create or improve reporting, blend marketing strategies for improved reach, and identify additional opportunities.

My time was broadly split into five buckets: auditing, optimizing, training, educating, and reporting. Since the brands I managed were anywhere from different buildings to different states, I needed to develop relationships with the stakeholders from each property. The first plan of action for each brand, site section, or even page was to assess its strengths and weaknesses by auditing the content and technology used. I would then develop a plan to optimize the content they already had, removing roadblocks from Search Engines such as Google and developing new content to drive additional traffic. These plans would need to align with my “client's” internal goals and objectives whenever possible to ensure my recommendations were included in upcoming sprints.  Customized training was conducted for the editorial staff to ensure the articles written would have the most significant impact. Training was also done for the Dev teams to ensure any future technology or infrastructure choices would not mitigate our search presence. Training was conducted for project management teams to help ensure they were able to identify changes or work initiatives that could adversely affect rankings and traffic. Lastly, but most certainly not least, was training for the QA staff as they were the last line of defense before the content was released into the proverbial wild.  The education process took the form of monthly newsletters and ad-hoc news events, which showed a shift in market behavior, technology usage, or some other factor. The key here was to enable us to act more quickly than our competitors on emerging technologies and trends.  Finally, reporting played a significant role in my data-to-day activities, as metrics drove the decisions I made and the success I claimed.

360i.com was my entry into the enterprise-level search agency. Here I was able to work on well-known brands such as FTD Flowers, the Intercontinental Hotels Group (Holiday Inn, etc.), and NBC. I was the SPA (single point of accountability) for all things SEO as it related to the clients I was managing. I was in daily contact via email and phone to answer questions, provide suggestions, and report on progress. I was part of an SEO team where I managed technicians and analysts who helped execute the strategy I developed. I was also part of a larger marketing team assigned to the client. This group included the other pillars of digital marketing, SEM, and Social, and the triad would collaborate and formulate ways our efforts could produce a synergy that would further accelerate our internal and external goals.

Internet marketing looked very different in 2003, and when working for a small company, one often wears many hats. My foremost responsibility was to develop and grow our SEO product/offering. During my time at MoreVisibility, I was able to fundamentally transform the SEO audit and optimization process to attract more substantial and profitable clients.  As the head of the SEO department, I often found myself meeting with potential clients and was able to successfully grown our core client base. I was also the primary point of contact for existing clients with whom I established, reported, and optimized against specific key performance indicators or KPIs.  Given my training and experience in maintaining computers and servers, I often found myself building and configuring new PCs, managing our MSExchange BackOffice, and even running lines to the patch panel for new phones and network drops.

I provided white-label website support for small to medium business owners using Verio, BellSouth, Bezeq, and others. Business owners would reach out when their website or email was not functioning or whether they had questions about implementing or updated code/functionality on their site. Since these business owners were often not tech-savvy, I needed to interpret their description of the problem, troubleshoot solutions, and convey them in a fashion that they would be able to understand.I took great pride and satisfaction in my ability to find and fix common and complex issues, as well as empower clients to avoid and solve similar problems in the future.