Sr. SEO Technical Project Manager

Aug. 2017 – Present

  • 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