Weekly and monthly crawls using Screaming Frog and Ahrefs provided insights into areas of opportunity. With weekly site replications catering to the needs of various teams and bi-weekly deployments from developers, regular crawls were necessary. This much change also required regular communication with developers to coordinate priorities and deadlines.

Projects included:

• Improving Schema Markup for PDPs, homepage, categories, and articles.

• Monitoring and resolving pages with 3xx, 4xx, and 5xx status codes.

• Implementing a canonical strategy that helped reduce cannibalization and orphan pages.

• Updating robots.txt file and managing sitemaps to regulate crawl budget.

Tools: Rich Results Testing, Google Search Console, Ahrefs, Screaming Frog, https://validator.schema.org/, Jira, JSON Schema Generator, Amplience.

I worked with website merchandisers and creative teams to maintain accurate on-page elements, ensuring accessibility and usability for users and search engines. Collaboration with developers allowed us to improve our Core Web Vitals on category pages and articles.

Projects included

• Content and image optimizations for articles and category pages — header tags, keyword research, internal links, alt text, and more.

• Testing page titles and meta descriptions with the goal of increasing CTR.

• Researching, creating, and managing Indexable Refinement Pages.

• Providing content briefs for updates that specified areas of improvement and missing keywords

• Creating a custom 404 Page that directed users to popular categories and placed the search bar front and center; improved 404 tracking.

• Adding content to category pages to increase keyword rankings and traffic.

Tools: Ahrefs, Miro, Sharepoint, SEO Pro Extension, Google Search Console, Microsoft Clarity, GA4, Page Speed Insights.

While actively building backlinks was not a priority, the content we created naturally gained backlinks. The off-page SEO work focused on maintaining a cohesive ecosystem of branding and landing pages.

Projects included:

• Maintaining link equity from backlinks with redirects

• Providing Social and Email teams correct URLs for their campaigns and recommending landing pages.

• Updating GBP profile with accurate information and posting updates aligned with quarterly campaigns.

• Optimizing Merchant Center account, earning a Top Quality Store badge.

Tools: Google Merchant Center, Salesforce Cloud Commerce, Screaming Frog, Link Redirect Trace, Google Business Profile.

I reported monthly on project updates and channel performance. I shared business KPIs (revenue, AOV, transactions, sessions, CVR) and organic search KPIs (impressions, clicks, keyword volume, average position). These metrics were measured PoP and YoY to show performance trends. On average, SEO contributed 15% of total revenue and was consistently a top channel for traffic.

I was also asked to provide data and research to teams for product development, UX decisions, and category expansions.

Projects included:

• User Behavior on our main category pages — to confirm assumptions from product development.

• Demand trends for countertops — to help guide countertop category expansion.

• Search results showing product alt number vs SKU — to confirm new product data change made to the website.

• Natural Wood Vanities vs Solid Wood Vanities — resulted in natural wood vanities category updating to solid wood vanities and improved rankings.

• Coat Hooks and Racks vs Wall Hooks — used data to validate consolidating three similar category pages under one (Wall Hooks) with higher search volume and better search intent.

• Delivering YouTube analytics on Shipping video embedded on post-purchase email — informing customer relations on delivery information gaps with customers.

Tools: GA4, Google Search Console, Ahrefs, BrightEdge, Sharepoint (Sheets and Slides), Microsoft Clarity