Work Samples
At Pearson, I lead the SEO program for Connections Academy Online Public Schools, driving organic traffic growth, enhancing search visibility, and increasing lead generation. Through content strategy, technical SEO, and off-page/PR efforts, I guide our team to improve search performance while aligning with business objectives. Additionally, I collaborate across marketing channels to source and integrate content, strengthening our brand ecosystem and amplifying its digital reach.
Project: 2025 SEO Strategy
Role
​Review 2024 performance, analyze key market insights for 2024/25, and outline the strategic roadmap for 2025.​​
Project: Localization
Goal
Optimize local ecosystem in time for peak season, to capture leads and support paid search-both key business goals.​​
​
Why?
Joining the organization just two months before peak enrollment season, I needed to quickly align business goals with the most impactful SEO opportunities to drive organic traffic and maximize the effectiveness of our paid resources. The existing local pages had been unoptimized for some time, lacking differentiation, geographic targeting, and strong visibility in local search results. A competitive analysis revealed that other institutions were prioritizing localized content, giving them a clear advantage in search rankings and engagement.
​
What?
To swiftly and effectively address these challenges, I developed and implemented a comprehensive localization strategy that balanced SEO priorities while collaborating closely with work already in progress under the web, CRO, and PR teams. This strategy focused on:
-
Optimizing on-page elements across school sites
-
Enhancing local listing profiles in accordance with our PR and social media counterparts to strengthen geographic relevance and improve search visibility.
-
Expanding localized content to drive broader brand awareness and increase visibility in emerging search features, including AI-driven search.
Results:​
-
Drove a +20% YoY increase in enrollment leads meeting the business's stretch goal
-
Increased organic traffic by +35% YoY and boosted impressions by +139% YoY
-
Improved rankings from position 12 to position 9 YoY ​
Before Homepage Updates
After Homepage Updates
Local Content Differentiators - Expanding On Homepage Content
New Localized Blogs
New Graduation Press Releases
Project: Video Indexation
Goal
Reclaim lost video indexation and traffic since Google's update in 2023.
Why?
In 2023, Google updated its video indexation guidelines to prioritize indexing videos that serve as the primary element of a page. Following this update, Connections Academy lost all video indexing capabilities, leading to a significant drop in traffic and a struggle to regain visibility. With a substantial investment in video content, restoring organic visibility became a key business priority.
​
What?
Drawing on my NBC experience, where video traffic was key, I collaborated with the web team to test a video-only page—a strategy that had also proven successful at NBC. It worked instantly, leading to a dedicated video hub.
​
Our videos began indexing retroactively, restoring visibility. This success streamlined video uploads, ensured indexing, and reinforced the brand team’s impact on organic traffic. With this foundation, we can now integrate video content from other channels to further enhance performance and reach.
​
Results:​
-
We now have 18 videos successfully indexed on our site—every video we've tested for indexation—compared to zero for the majority of 2024.
​
New Video Hub & Video Pages
As an Associate Director at EssenceMediacom for the NBCUniversal account, I led content strategy and managed a team of two SEOs for key online properties, including NBC Insider, Bravo's Daily Dish, USA Insider, and SYFY Wire. I collaborated with these brands on major campaigns, such as the Olympics, to drive engagement and maximize organic visibility.
Project: Blog Content Strategy
Goal
Enhance the brand's blog visibility by leveraging trending content, implementing blog templatization, refreshing existing posts, and incorporating new schema add-ons.
​
Why?
With video traffic to the site declining due to the rise of streaming, finding new opportunities to drive traffic and promote brand content is crucial. As a result, maintaining a well-optimized blog has become a key business goal for brands.​
​
What?
-
Optimize old blogs monthly using Google Trends to resurface content based on user interests.
-
Collaborate with the web development team to implement new schema formats, to improve chances of appearing in featured snippets and AI-driven searches.
-
Develop blog templates for recurring content types (e.g., bio articles) to provide strategic guidance for writers.
-
Create content strategies tailored to:
-
Each brand
-
Different show types
-
Major campaigns (e.g., the Olympics)
-
​
Results:​
-
NBC: +20% clicks YoY​
-
Bravo: +51% clicks YoY
-
SYFY: +22% clicks YoY
-
USA: +107% clicks YoY
SEO Blog Recommendation Examples
Project: Regaining Lost Google Discover Traffic
Goal
Why?​
The majority of the brand's organic traffic came from Google Discover. From one day to the next Discover traffic dipped to nearly 0% loosing the majority of the brand's organic traffic early on the agency's client relationship.
​
What?
-
Conducted in-depth technical and competitive analyses to identify the issue, understanding that Google Discover heavily relies on trends, user behavior, and content freshness to serve content to its users.
-
​What we observed:​
- Our content was not being indexed as quickly as our competitors’—certainly not at the pace we were publishing. This was a critical issue because of how Google Discover works: it began surfacing more of our competitors’ content instead of ours. This was a major setback, especially in the celebrity news space, where fast-paced publication is essential.
-
Our sitemap was removed from the robots.txt file and was only updating once a week, resulting in delays in content indexing.
-
SEO team began manually inputting pages for indexing in Google Search Console in an effort to combat the indexation issue, and try to regain lost traffic until the sitemap was fixed.
-
Once fixed, indexation began to pick back ~5 days after the fix was made, resulting in a +35% increase in Discover traffic retroactively.
-
Strong client-agency relationship built on trust and results.
-
Educating our client on the benefits of Discover traffic while emphasizing the hesitancy to rely on it as a primary traffic source, as it is driven more by trends and user behavior than traditional SEO optimization.
SEO Discover Fix Recommendation Examples
