Google, AI answers, and the agents in between. I'm a search strategist with 10+ years across content, technical SEO, and AI search visibility — the schema, audits, and analytics that machines can actually read.
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.
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, not just recommending them.
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 — 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, GEO/AEO, and analytics lead for a multi-industry client portfolio: behavioral health, industrial water treatment, home services, and multi-division corporate. 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.