Carolyn Shelby Email and Phone Number
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With more than two decades in Internet technologies and digital marketing, I began my career co-founding an ISP near Purdue in 1994. After a successful exit from the ISP, where I was deeply involved in systems administration and managing web hosting and dial-up internet services, I transitioned to providing organic SEO strategy and training to enterprise and publishing clients. My leadership in SEO at Tribune Publishing enhanced visibility for top news publications like the Chicago Tribune and Los Angeles Times, and I led SEO strategies at ESPN (domestic and international), tackling the unique challenges of the sports media landscape.Currently, as Principal SEO at Yoast, I play a key role in enhancing our SEO plugin and its add-ons. I consistently adapt our strategies to align with dynamic digital trends, focusing on delivering data-driven results and maintaining transparency to ensure we continually improve and meet the evolving needs of our users. I also co-host the "SEO Update by Yoast" podcast, where I share the latest in SEO news and strategies, furthering my commitment to educating and informing the SEO community.Additionally, I am available for consulting opportunities, leveraging my extensive experience to help businesses achieve their SEO and organic growth goals. Let's connect to discuss how I can support your company's digital strategy.What I Do:- Develop cutting-edge SEO strategies at Yoast, enhancing our plugin and its add-ons for optimal performance.- Oversee SEO for major media outlets, including ESPN, addressing the unique challenges in sports media and driving visibility in digital journalism.- Share expert insights and the latest trends at SEO conferences worldwide.- Drive business development by identifying growth opportunities, forging strategic partnerships, and expanding into new markets.Specializations:- Core SEO Skills: Enterprise SEO, Technical SEO, News SEO, WordPress Development.- Technical Proficiencies: Proficient in HTML, CSS, PHP, Network Architecture, and Information Architecture.- Business Development: Skilled in identifying and developing new business opportunities, enhancing client relationships, and expanding company reach.Let’s Connect!I am passionate about the transformative power of SEO and committed to guiding brands through this dynamic digital era. I’m always open to discuss trends, strategies, or collaborations.
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Principal SeoYoast Aug 2023 - PresentWijchen, Gelderland, NlLeads SEO initiatives for Yoast, enhancing site visibility and user engagement. Provides expert feedback and guidance to the product team to enhance Yoast's plugins, including the news and video add-ons, and to develop enterprise-level offerings. Acts as the public face of Yoast, representing the company at conferences, leading training sessions, and featuring in the webinar series "The SEO Update by Yoast".
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Managing Partner, Chief StrategistCshel Search Strategies Oct 2006 - PresentChicago, Il, UsOversees the delivery of bespoke digital marketing solutions with a focus on achieving optimal web performance and substantial ROI for our diverse clientele. This role combines strategic leadership with a deep technical acumen, particularly in performing comprehensive technical audits to ensure the structural and SEO integrity of client websites.Key Responsibilities:- Conduct detailed technical audits to identify and rectify structural inefficiencies that impact SEO performance and overall website health.- Develop and implement advanced SEO strategies that enhance organic search visibility and drive increased engagement and conversions.- Lead content marketing and digital transformation initiatives, enabling clients to integrate effective digital practices seamlessly.- Manage and mentor a team of SEO specialists and digital marketers, promoting continuous improvement and innovation.Achievements:- Enhanced web infrastructure for numerous client websites, increasing search rankings and revenue through targeted SEO enhancements.- Established a reputation for meticulous attention to detail and a proactive approach to identifying and solving potential web performance issues. -
Manager, SeoDisney Media & Entertainment Distribution Oct 2018 - Apr 2022Glendale, California, UsIn this role, I was responsible for providing SEO guidance and audits for Disney’s high-profile sports and entertainment properties, including ESPN.com, StarWars.com, Marvel.com, and Movies.Disney.com. My primary focus was on enhancing the organic search presence and audience engagement across these platforms through strategic and technical SEO practices.Key Responsibilities:- Directed comprehensive SEO strategies across multiple digital properties domestically and internationally to maximize visibility and user engagement.- Collaborated closely with content, marketing, and technical teams to ensure SEO best practices were integrated throughout the content development and website optimization processes.- Conducted in-depth technical audits and ongoing analysis to identify areas for improvement, optimizing site architecture for search engines.Achievements- Successfully reversed YOY declines in organic search traffic within the first year by implementing AMP, targeted optimization strategies, and refining content alignment with search trends.- Played a key role in the international strategy for major properties, leading to enhanced global recognition and a streamlined user experience.- Developed and executed training programs for internal teams, significantly increasing SEO knowledge across the company and fostering a culture of continuous improvement in SEO practices. -
Director, SeoTronc (Formerly Tribune Publishing) Jul 2014 - Jul 2018Chicago, Illinois, UsLed the SEO and digital strategy for Tronc’s portfolio of major news outlets, including the Chicago Tribune, Los Angeles Times, Baltimore Sun, and Sun-Sentinel. Focused on enhancing digital audience generation and web analytics capabilities across all platforms.Key Responsibilities:- Orchestrated the planning and execution of comprehensive SEO strategies across multiple news properties, significantly boosting their online presence and reader engagement.- Collaborated with editorial and marketing teams to integrate SEO best practices into content creation and promotional activities.- Guided the technical teams in implementing site enhancements that improved site performance and search engine indexing.Achievements:- Achieved a marked increase in organic search traffic (+166% at Chicago Tribune alone) and user engagement by optimizing content visibility and aligning SEO strategies with current industry trends and algorithms.- Repatriated 3M page views per month (and associated CPM revenue) by bringing “archived” stories back into network from third-party archival service.- Spearheaded the development of a data-driven approach to SEO, which led to more informed decision-making and enhanced content strategies.- Initiated and led training sessions that empowered editorial, technical, and sales teams with SEO knowledge, creating a culture of SEO excellence within the organization. -
Director Of Seo/Digital Strategy, 435DigitalTronc (Formerly Tribune Publishing) Jan 2012 - Jul 2014Chicago, Illinois, UsAs Director of Digital Strategy at 435 Digital, a comprehensive digital marketing agency within Tribune Publishing, I led the agency's expansion and strategic direction, significantly enhancing its market position and service offerings.Key Responsibilities:- Spearheaded the development and implementation of robust digital marketing strategies across multiple disciplines, including SEO, paid search, and web development.- Managed a large, multi-disciplinary team, expanding from 9 to over 50 staff members, to support the agency's rapid growth and diversified services.- Provided strategic guidance to both the sales and business development teams, playing a crucial role in client acquisition and project scoping.Achievements:- Drove a sixfold increase in agency revenue, reaching $15M per year at its peak, through strategic leadership and expansion of service offerings.- Successfully scaled the agency's operations and workforce, enhancing its capability to undertake and deliver larger, more complex projects.- Established 435 Digital as a leading digital agency recognized for its comprehensive services and commitment to client success.
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Managing PartnerLafayette Online Llc May 1995 - Jan 2012Lafayette, In, UsAs Managing Partner at Lafayette Online LLC, one of the first internet city guides, I led the platform to become a key local resource for news, events, and community information. Lafayette Online was recognized for its innovative approach to digital community engagement and local journalism.Key Responsibilities:- Pioneered and managed the development of Lafayette Online, transforming it into a leading local news and events platform.- Directed content strategy and operations, ensuring the delivery of high-quality, timely, and relevant information to the Lafayette community.- Engaged in strategic partnerships and collaborations to enhance content richness and reach, including being selected for Google News' beta program.Achievements:- Successfully positioned Lafayette Online as a prime news source, frequently outranking traditional local newspapers in search engine results and community engagement.- Spearheaded the inclusion of Lafayette Online in Google News in 1997, expanding visibility and credibility.- Garnered multiple awards for excellence in digital media and community service, establishing the platform as a model for local internet guides. -
Manager, Web ExperienceUnited Way Of Metropolitan Chicago Aug 2009 - Aug 2010Chicago, Il, UsLed the digital transformation of United Way of Metropolitan Chicago by overseeing the complete rebuild of the organization’s website on the WordPress platform, enhancing functionality and staff usability.Key Responsibilities:- Spearheaded the redevelopment of the website in WordPress, significantly improving the site architecture to enhance user experience and content management.- Diagnosed and resolved longstanding issues that hindered website updates, enabling a more efficient content update process for staff.- Collaborated with cross-functional teams to ensure the website aligned with organizational goals and provided effective support for digital marketing initiatives.Achievements:- Successfully relaunched a more robust and user-friendly website that led to increased traffic and improved staff engagement with digital tools.- Streamlined website management processes, which reduced the time required for updates and increased the frequency of content refreshment.- Enhanced the digital face of United Way of Metropolitan Chicago, supporting greater community interaction and more effective online fundraising campaigns. -
Webmaster And Systems AdministratorNatural Cures, Inc Feb 2006 - Oct 2006Spearheaded significant enhancements in web infrastructure and community engagement at Natural Cures, Inc., managing both the technical and user-experience facets of the company's web presence.Key Responsibilities:- Designed and implemented a dual-structure website featuring a public, searchable area alongside a members-only community space with a paywall to enhance user engagement and revenue.- Developed and integrated online community features, such as message boards, that significantly increased user interaction and membership retention.- Researched, proposed, and migrated to a more cost-effective help desk system, optimizing support operations and reducing overhead costs.Achievements:- Successfully increased the average membership duration from 30 days to 90 days by enhancing the community experience, thereby tripling the engagement period and boosting subscription revenue.- Reduced the cost per tech support seat by over 80%, achieving considerable savings by transitioning to a more efficient help desk solution.- Built a robust and secure web environment that supported both growth in user base and an increase in member interaction.
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Webmaster And Systems AdministratorAmerican Society Of Neuroradiology Jan 2000 - Feb 2005Oak Brook, Il, UsAs the Webmaster and Systems Administrator for the American Society of Neuroradiology and its affiliated societies, I was responsible for overseeing all aspects of computer systems, websites, networking, and telecommunications, ensuring robust and secure IT operations.Key Responsibilities:- Managed the full spectrum of IT infrastructure, including website development, hosting, DNS, and email services, bringing all networking services in-house to enhance control and integration.- Developed and enforced disaster recovery procedures and prevention policies to protect organizational data and maintain high availability and reliability.- Created and managed content for the ASNR website, including streaming media and educational modules that allowed member physicians to earn Continuing Medical Education (CME) credits.Achievements:- Successfully centralized IT services, significantly reducing costs and improving system efficiencies.- Designed and implemented robust disaster recovery strategies that minimized risk and ensured continuity of services during emergencies.- Enhanced the educational value of the ASNR website, contributing to ongoing professional development for members and increasing engagement through CME offerings. -
Co-Founder And Operations ManagerMdn Internet Services Jan 1995 - Jan 1998As Co-Founder and Operations Manager at MDN Internet Services, I was instrumental in establishing and expanding a leading regional Internet Service Provider. I oversaw a range of critical functions from operational management to marketing and corporate communications.Key Responsibilities:- Developed and managed the corporate website, enhancing our digital presence and client engagement.- Handled client onboarding, ensuring smooth integration of services and high customer satisfaction.- Managed all marketing duties, crafting strategies that significantly expanded our market reach and brand recognition.- Represented the company at the Greater Lafayette Chamber of Commerce; authored a white paper endorsing the legalization of 128-bit encryption that was presented to a Senate subcommittee in Washington, D.C.Achievements:- Played a pivotal role as the company spokesperson, featuring in local and regional TV news segments and print publications, including an article in Wired Magazine.- Successfully negotiated the sale of the company, demonstrating keen strategic and negotiation skills.- Expanded the user base by 200% in under a year and implemented a self-serve tech support site that reduced support calls by 64%.
Carolyn Shelby Skills
Carolyn Shelby Education Details
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Purdue UniversityPolitical Science
Frequently Asked Questions about Carolyn Shelby
What company does Carolyn Shelby work for?
Carolyn Shelby works for Yoast
What is Carolyn Shelby's role at the current company?
Carolyn Shelby's current role is SEO & Organic Growth Strategy | Principal SEO at Yoast | Speaker & Author.
What is Carolyn Shelby's email address?
Carolyn Shelby's email address is ho****@****ine.com
What is Carolyn Shelby's direct phone number?
Carolyn Shelby's direct phone number is +176547*****
What schools did Carolyn Shelby attend?
Carolyn Shelby attended Purdue University.
What are some of Carolyn Shelby's interests?
Carolyn Shelby has interest in Children, Social Rewards, Civil Rights And Social Action, Politics, Moz, Harry Potter, Mozilla Firefox, Jason Calacanis, Family Guy (Tv Series), Science And Technology.
What skills is Carolyn Shelby known for?
Carolyn Shelby has skills like Seo, Organic Search, Digital Marketing, Social Media Marketing, Wordpress, Sem, Web Analytics, Google Analytics, Web 2.0, Local Search, Online Advertising, Css.
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