SEO Expertise

Agency SEO Consultant

In 2003 I started as an Associate SEO Analyst at Bruce Clay Inc. In 2014 I left BCI to go to Los Angeles-based agency Wpromote, Inc.  July 2015 to April 2018 I worked at The Search Agency, Inc. and then went back to Bruce Clay.

IN-HOUSE SEO Manager

In 2018 I began full-time in-house SEO project management at Playboy. Next began work at startup, Scale Media to implement SEO roadmaps on their health and beauty product brands. In 2020 I began a Senior SEO at ARK Behavior Health.

Search Engine Optimization Expertise

Technical SEO

Least imperfect wins the race in organic Google Search. The website with the fewest errors by contrast to “ranking” competitors will rank in the top organic rankings. There are hundreds of technical ranking factors that play into a fully technical optimized website. The implementation of technical requirements is less about adhering to a list of rules and more about prioritizing the most important elements. For the last 5 years the most critical update is improving mobile performance and this year Google launched Core Web Vitals.

Technical Expertise:

  • Core Web Vitals
  • UX Page Update
  • Local SEO & GMB
  • Google: GA, GSC, GTM, GDS
  • International SEO
  • Crawler Testing
  • Featured Snippets
  • Google Compliance Testing
  • User Testing UI & UX
  • Site Migration & Testing

Industry Specialization

Experience provides an SEO Specialist a leg up on understanding the organic landscape as it relates to specific business industries. And SEO consultants tend to specialize in the types of businesses that have had the greatest success improving traffic in a short period of time. I have served hundreds of clients in my 20+ years from the Fortune 500 to startups that began from scratch. And I too have noticed that I tend to excel in certain industries. These are the business industries I have had the most repeat customers.

Expert SEO Industries:

  • B2B, B2C
  • SAAS
  • Healthcare
  • eCommerce
  • Real Estate
  • Education & Learning
  • Employment & Career
  • News & Media
  • Automotive
  • Health & Fitness

Content Strategy

The first hurdle to cross in preparing a successful content calendar is to make 100% sure to target the information that will align with key products and services. Content quality has skyrocketed in many industries over the last several years. Marketing teams have deep pockets to write content that drives tons of traffic. Does the potential of that traffic lead to increase sales on the client’s website? The content calendar focuses on building content relevant to the client’s core customer.

Content Planning Process:

  1. Customer Analysis (GA)
  2. Content Analysis (SEMRush, Ahref)
  3. Competitor Content Comparison (SEMRush, Ahref)
  4. Funnel User Mapping (GA)
  5. Keyword Cluster Targeting
  6. Funnel Content Calendar
  7. Article Content Outlines
  8. Writer Project Dashboard

SEO Project Process:

Google Implementation Q&A

Google has hundreds of ranking factors that it weighs in order to position within Search Engine Ranking Pages (SERP). The 1st step of any project is to review the current website implementation to confirm that Google has full access to your content.
    • Core Web Vitals: Page Speed
    • Google 300+ Factor Checklist
    • Site Health
    • Site Architecture
    • Crawlable vs. Indexed Pages
    • ADA Compliance

    Keyword Research

    Targetting the right keywords that drive visitors to convert into customers should be priority number one. Figuring out the best keywords for a project is not easy to identify and in a lot of cases SEMRush and Ahrefs keyword research tools are not helpful in making this determination. They key to profitable keyword research is to start with a list of the most important products and or services you offer. Then type them into Google and confirm that the keyword language results in ranking competitor websites. If no competitors come up when doing this type of process then top ranking customers likely do not use these types of keyword phrases. Next, collect 20 of the most valuable keywords that consistently result in “ranking” competitor websites. From there identify keywords that result in immediate lead conversion, called as called “Lead Keywords.” Next identify keyword phrases that are about your lead keywords, products and services call bottom of the funnel (BOFU) which include “lead keywords” + city, + brands, +buy, +sell phrases. Next, middle of the funnel keywords are keyword phrases that are products & services + evergreen phrases (MOFU). Finally, top of the funnel are the broadest highest traffic keywords. These words utilize trending concepts, solutions, industries that are applicable to many competitors. The purpose of TOFU content is to position your site among mainstream content that will introduce visitors that have never heard of your company and possible your type of product or service to your company. Average keyword research will have you targeting high traffic, low conversion TOFU keywords.
      • TOFU: High Traffic
      • MOFU: Medium Traffic + Medium Conversion
      • BOFU: High Conversion + Low Traffic
      • Lead Phrases: Buy Now

      Content Analysis

      Research on content analysis must begin with driving visitors into becoming customers. Begin with lead focused content. Infuse relevant keywords and targeted semantic terms to guide users towards buying products and services. This initial process is not likely to increase traffic to the website. However without focusing on the bottom line an SEO project may easily be eliminated as a vital marketing resource. Expand the content strategy to BOFU content and MOFU content articles by using the prior keyword phrase targets. Identify the major ranking competitors that directly compete with your products and services. What types of content do they offer? What is the content quality? Create a list of the best content and make sure to include articles, blog posts, video, gifs, images, infographics including testimonials and reviews. Make sure to check content against Ahrefs and SEMRush to verify if this content is truly driving visitors.
        • Competitor Analysis
        • Consumer Decision Journey
        • Content Funnels

        Site Architecture & Cross-Linking

        How are pages organized within the website has a significant impact on the potential of a website to rank in Google. There are many factors that play a role when deciding how to structure site content. There are two extremes that often have a detrimental impact on the potential of consistently building rankings in Google. The first is have a flat architecture where all the information is published from the root. This prevents Google from categorizing content into clusters, sometimes referred to as silos. On the other end of the spectrum choosing to over categorize content creating subdirectories inside subdirectories which can often prevent Google from full indexing the site.
          URL Structure
            The key to properly categorizing content is to create a org chart, or tree chart graph mapping out the most important content in top level subdirectories and the supporting content in subdirectories. There doesn’t need to be much more categorization than that to build content authority and relevance for Google.
              Website Navigation
                Navigation & URL structure should work together hand in hand. The language in the subdirectories should be similar to each of the navigation text links in the header, sub-navigation and footer navigation.
                  Breadcrumbs
                    The breadcrumbs again should reflect the organization of the URL structure informing the visitor where they are in content categorization, from Home of the far left to subdirectory and the page they are currently on on the far right.
                      Cross-linking
                        Cross-linking within content is an extension of the navigation outline the most important content on the site by the frequency of internal links. External links to authoritative non-competing domains is another way to extend content authority & relevance. And there are links that connect to affiliate and sales oriented sites. Those links should be properly marked as sponsored links.

                        On-Page Optimization

                        In very much the same way as site architecture, on-page optimization is the designated end point of the content categorization. Each webpage has the opportunity to focus on a primary, secondary and tertiary subject focus. The way this is communicated to Google is through on-page tags.
                          • Meta Data
                          • Breadcrumbs
                          • Headings
                          • Text Content
                          • Table of Contents
                          • Sub-navigation
                          • Cross-linking
                          • Media Element
                          • Media markup
                          • Authors / Contributors
                          • Credentialed Experts
                          • Sources / Citations from Experts

                          Link Building & Outreach

                          Link-building is the most contentious and debated aspect of SEO because for years it was easy to manipulate. Why spend thousands of dollars writing quality content is for the same money you could essentially buy ranking through link brokers. Any experienced SEO feels pure dread whenever a major algorithm decimates your rankings. The most careful whitehat approach still carries a certain amount of risk. The reality is that most purchased links these days will deliver short term results if any benefit at all. And the only way to build lasting domain authority is to build awesome resources and tell your customers and potential customers about it as fast as humanly possible. There are always outlier strategies, but most don’t have the stomach to accept the high risk and minimal awards. age optimization is the designated end point of the content categorization. Each webpage has the opportunity to focus on a primary, secondary and tertiary subject focus. They way this is communicated to Google is through on-page tags.
                            • Backlink Analysis
                            • Persona Analysis
                            • Domain & Competitor Link Analysis
                            • Whitehat Link Building
                            • Hyperlocal Content
                            • Niche Persona Outreach
                            • PR Focused Promotion
                            • Niche Content Guides
                            • Niche Mini Tool Development
                            • SEO Video Integration
                            • Cross-Channel Social Promotions
                            • Free Resources

                            SEO Specialist Customer Questions

                            The answer of what is needed to start an SEO project includes the following:

                            1. CMS Access
                            2. Google Analytics
                            3. Google Search Console
                            4. Google Ads
                            5. Google Tag Manager

                            These are standard accounts that most websites possess, however the more access we have to core business accounts the better.

                            Setting definite S.M.A.R.T.  goals is what is required to make monthly, quarterly and yearly progress. S.M.A.R.T. stands for:
                              • Specific (simple).
                              • Measurable (meaningful).
                              • Achievable (attainable).
                              • Relevant (realistic).
                              • Time bound (time-sensitive).
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                              Lorem ipsum dolor sit amet, consectet adipiscing elit,sed do eiusm por incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea sint occaecat cupidatat non proident, sunt in culpa qui officia mollit natoque consequat massa quis enim. Donec pede justo, fringilla vitae, eleifend acer sem neque sed ipsum. Nam quam nunc, blandit vel, ridiculus mus. sunt in culpa qui officia mollit natoque consequat massa quis enim.
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