Leafly
Oct. 2019 - Current
In the fall of 2019, I received a call from a former Nordstrom VP, asking me to join his team at Leafly. It was exciting to be part of the new, burgeoning cannabis industry. Being an industry leader, we saw tremendous growth in organic traffic for my first 3 years, growing from 4.5 million to 8 million clicks/month. The last 2 years have proven more challenging as Google continues to learn about the cannabis industry; more Google features like the AI Overview and product shelves push organic search results further down the page as Google strives to keep users in their ecosystem. My latest focus has been on understanding changes to Google search, how these changes impact organic traffic, and developing new strategies in response.
Technical SEO, Strategy, & Content
- Weekly, monthly, and quarterly presentations to leadership of organic traffic analysis and recommendations
- Analysis of Google algorithm updates including changes to keyword classifications, layout changes, and effects on ranking and traffic
- Override and inject custom content into dynamic page groups using current CMS tool
- Regression discovery and mitigation
- Strain database auditing to look for new strain gaps, errors, duplicates, and updates
- Provide recommendations and guide contractors to implement needed updates
- Create tickets in JIRA with user stories and acceptance criteria; shepherd tickets through grooming, development, testing, to launch
- Technical and content recommendations to improve organic traffic
- Response to Google Algo updates
- Competitive analysis
- Analysis of historic strain traffic, current trending, and new strains needed
- Detect regressions through site crawling and alerting
Technical SEO
- Weekly and daily SEO auditing using scheduled crawling and alerts
- Periodic full site auditing
- Requirements for schema
- review, product, local, FAQ, how to
- Monitor and troubleshoot Core Web Vitals
- Directory migrations and redirects
- WordPress support
Content
- Dynamic page title and meta-descriptions template updates
- Custom overrides
- Recommend new product taxonomy, category, filters, and content
- Recommend new retail map taxonomy, filters, and content
- Keyword opportunities and search volume research