Nordstrom

Near the end November of 2102 I started working for Nordstrom, in Seattle, as a SEO Project Manager. I worked with a small team collaborating on sitewide SEO strategies and development ideas. We also evangelized the importance of SEO company-wide and spread best practices. I was instrumental in developing ideas to improve overall SEO site performance. I created and maintained project specifications and worked closely with our development partners. Divisionally I was responsible for Shoes and Cosmetics which held the top 2 spots for the highest SEO growth by division for 2013.

In April of 2015 I was offered a position of E-Commerce manager for Cellars Wine Club. I was excited about the position as it would allow me to bring together all my knowledge and experience to maintain, update, and market an e-commerce website. After successfully getting the Google penalty removed, I was let go in August of 2015.

In September I was offered my old position back at Nordstrom where I managed the technical SEO. This included developing roadmaps, creating JIRA tickets, forecasting lift, testing releases, troubleshooting, weekly crawling, as well as developing new ideas for continued growth.

Responsabilities and accomplishments

Sr. SEO Technical Project Manager

July 2017 – Aug. 2017

Since joining Nordstrom, SEO driven visitors increased from 110M to over 191M and SEO demand increased from $730M to over $1.5B
Lead and manage the end to end strategy for the technical SEO roadmap and work with product and engineering teams to build project scopes, business objectives and secure resources for development. Recent projects include:
- Desktop and mobile crawlability – navigation and content
- Brand page migration and automation SEO requirements
- Filter page migration and new URL structure requirements
- SEO requirements for Canada
- Duplicate content mitigation
- SEO requirements for New York Flagship run-up and opening
Work with SEO dedicated developer, create JIRA stories and requirements, and test new releases
Setup and manage ongoing site auditing using weekly full site crawls to discover and report errors, redirect removed pages, and report on site changes
Manage and optimize local listings for 700+ stores and services with Yext. Requirements and testing for API. Over 1B local Google impressions for f2018
Onboard and implement new vendors working with privacy/security, finance, and technology

SEO Manager

Nov 2016 – July 2017

Manage a team of 3 SEO professionals
Report weekly SEO data to leaders to share overall impact of SEO to the organization
Manage local listing and optimization for over 700+ store locations and report on key metrics: visits, clicks to site, calls to stores and store address lookups
Manage monthly and quarterly SEO forecasting of revenue and visits, segmenting by traffic type: branded & non-branded traffic
Report new SEO algorithm changes to organization leaders from Directors to C-levels and explain overall SEO implication to Nordstrom.com
Vendor management: manage relationships and touch bases, budgeting and onboarding
Identify low hanging fruit and keyword gaps for landing page optimization

SEO Strategist

Sept 2015 – Nov 2016

Manage SEO on-page/content optimization for 2 major categories of business and report weekly and YoY revenue performance to key stakeholders of the organization
Set up weekly crawling of nordstrom.com to report and rectify site errors such as bad status codes, duplicate content, redirect chains
Created new reporting dashboards using Brightedge, Keylime Toolkit and Tableau to better integrate key SEO metrics (rankings, impressions, CTR) and customer shopping metrics such as revenue, visits, bounce rate, etc.

SEO Project Manager

Nov 2012 – April 2015

Evangelized SEO internally to promote on-page SEO best practices to marketing strategy, copywriters, content producers, and engineering teams
Responsible for innovative ideas to improve overall SEO performance – submitted specs though JIRA and used agile based development strategy for testing and implementation
Worked with engineering to build and manage the SEO category page filter and facets using dynamically built pages with metadata and increased the reach of pages in Google’s index by 969% while growing keyword rankings incrementally
Led the user reviews integration into product and brand pages through an external vendor
Managed list of unpublished pages from site merchandising to mitigate duplicate content and 404s by redirecting, canonical or status 410 applicable pages