Google, AI answers, and the agents in between. I'm a search strategist with 10+ years across SEO content and technical SEO: I write and manage the blogs, and I build the schema, audits, and tools underneath them.
Client names are kept private out of respect for their data. Happy to walk through any of these in detail in an interview.
Architected a hub-and-spoke geopage system (state hubs across seven states crossed with condition sub-pages) with schema signaling service areas so a fully virtual program could compete in local-biased healthcare SERPs.
1.16M impressions · 7,936 clicks · +143% vs. the main page alone · monthly clicks tripled and sustained · 3,573 phone calls and 204 form submissions · page one for competitive state-level head terms.
Write and manage ongoing blog programs for industrial, home-services, and agency sites: strategy, briefs, drafting, editing, and optimization, with E-E-A-T baked in for the YMYL work.
The content engine that feeds the technical wins. Rankings need both.
Designed and coded a production web calculator estimating annual boiler fuel waste from scale buildup: DOE/NIST fuel-loss data, dual input modes, CO₂ impact, and softener payback. Purpose-built as a backlink magnet, embedded in WordPress, theme conflicts debugged and all.
Proof that "SEO" here includes shipping real front-end tools: calculators, deep-dive industry benchmark reports, and interactive maps.
A panicked report claimed Googlebot and ClaudeBot were blocked. I disproved the Googlebot block via GSC, traced the 403s to reverse-DNS bot verification rejecting a tool's spoofed user-agents, separated training crawlers from live-retrieval agents, and defined a server-log verification methodology.
Turned a panic report into accurate client comms and a scoped fix.
Wrote custom MedicalWebPage, MedicalCondition, and MedicalTherapy JSON-LD for treatment pages and deployed it server-side, not GTM-injected, because AI crawlers don't execute JavaScript. Validated against schema.org, URLs verified against a full site crawl.
Entity schema engineered for how AI systems actually read pages.
GSC forensics across ~16 city pages: quantified a URL migration's real effects (positions up, keyword breadth down 50–90%), flagged branded-query contamination corrupting CTR reporting, and caught a GBP UTM change splitting map-pack attribution.
Pilot strategy projected to grow the head-term basket from ~60 to 700–1,000 clicks per six months.
With no CRM access, triangulated GA4, GSC, and Google Trends to validate a reported lead drop, then isolated the causes: branded CTR collapse consistent with competitor brand-bidding, a 21% paid drop killing the organic halo, intent shift, and seasonality.
Caught a silently broken GA4 generate_lead event before it poisoned reporting. Delivered as a client-facing deck.
Built the trust-signal plan for high-stakes healthcare pages: testimonial architecture, Google-review linking, correct application of Google's self-serving review policy (no false star promises), and a post-FAQ-deprecation feature strategy with breadcrumbs, VideoObject on facility tours, and featured-snippet-shaped answers that feed AI Overviews.
Current on 2026 SERP reality: FAQ rich-result deprecation, review schema rules, and AI Overview content shaping.
SEO content and technical lead for a multi-industry client portfolio: behavioral health, industrial water treatment, home services, and multi-division corporate. Equal parts content and technical: I write the blogs and build the tools. Everything in the projects above.
SEO strategy, content writing and editing, competitive analysis, and PPC support for a manufacturing technology consultancy.
SEO strategy for a portfolio of high-traffic commerce content brands: keyword research, competitor analysis, technical audits, internal linking, and performance reporting.
SEO content briefs for The Blueprint: keyword and search-intent research in Ahrefs, internal-link mapping in Airtable, heading optimization benchmarked against top-ranking pages.
Stepped up when the content manager departed: ran the editorial workflow, created SEO briefs, and edited and optimized content.
SEO content for businesses and publications across industries, with long-term client relationships built on consistent, search-optimized work.
Partnered with designers and developers on client web presence: SEO copy for webpages, blogs, and social, focused on rankings and lead conversion.
When I'm not optimizing for search engines, I'm out exploring the real world and writing about it.