Large-Scale SEO Strategy
Helped dictate and prioritize on-site content strategy for a multinational car brand. Contributed to the initial content audit of their website, identified valuable content deliverables, and prioritized projects based on anticipated ROI. These projects resulted in millions of net new impressions and thousands of conversions, primarily from non-branded visibility and traffic. More recently, helped this brand pivot to embrace AI-driven strategies that bolster their visibility and sentiment in LLM responses.
Generative Engine Optimization
Leveraged and built on new GEO (Generative Engine Optimization) tactics to boost clients to the top of LLM’s recommendations for key queries. Combined technical crawlability optimizations with targeted FAQs surfaced by prompt mapping and branded content ideated from visibility audits and gap analysis. Used this combination of on-site and off-site deliverables to go from not mentioned at all to one of the top recommendations across various regions and markets.
Analytics & Reporting Systems
Established and developed new internal reporting systems, particularly around the impact of AI on traffic. Led the charge on creating “Share of Traffic” benchmarking, as well as AI Overview visibility analytics. Used these insights to identify the truly valuable areas and projects to invest in, maintaining or increasing client conversions despite vanity traffic decreases.
Custom AI Narrative Reporting APIs
Built client-specific API endpoints and actions for ChatGPT in JavaScript and JSON so custom GPTs could directly access analytics data like GA4, Search Console, and more. Included reasoning and web searches to correlate performance changes with recent algorithm updates, AI announcements, industry seasonality, etc.
Proprietary AI Performance Scorecards
Helped internally develop a proprietary system of AI interfaces and python scripts that generate scorecards for a client’s (and their competitors’) AI performance across multiple key criteria. Incorporated multiple layers and averages to ensure stable, reliable ratings that minimize the risk of hallucinations and outliers.
Site Architecture Overhaul
Revamped a SaaS client’s URL structures to be more user-friendly and clear. Ran crawls of the entire site, visualized the current structure, organized recommendations for the new structure, and created a redirect map for tens of thousands of pages.
New Product Category
Led strategy for a wellness brand to venture into a completely new product category. Started by laying the foundation pre-launch with mid- and high-funnel content around relevant topic clusters and keywords, followed by ongoing PDP optimizations and lower-funnel content.