Digital Marketing Manager II
2021 – 2022
Cleveland Clinic
2019 - 2022
Ranked as one of the nation's best hospitals by U.S. News and held the No. 1 rank for Cardiology & Heart Surgery since 1995, Cleveland Clinic is a well-known nonprofit academic medical center. Their mission focuses on caring for life, researching for health, and educating those who serve.
Roles
- Promoted to SEO Lead for the entire enterprise
- Assembled and led a team of 12 new SEO associates, provided support to fuel career growth and training
- Managed technical SEO efforts with the development team to enhance page experience and boost core web vitals, decreasing LCP by 1.2+ seconds
- Assembled link-building strategies and increased backlinks by 20% from qualified websites
- Increased organic sessions by 115% and grew keyword portfolio by 85%, acquiring search market share from top competitors including first positions and rich snippets
Digital Marketing Manager I
2019 – 2021
- Achieved 1st position on Google search result page for relevant keywords, a 142% increase (60,000+ terms)
- Managed and counseled freelance writers on how to build SEO content to support YMYL and E-E-A-T
- Established new project management tools and processes to incorporate SEO into existing workflows
- Conducted deep competitor analysis and technical site audits to quickly identify quick-winning opportunities, and provided SEO recommendations for over 12,000 web pages
- Selected by Google to test the beta-version of Google Question Hub prior to public release
Content Optimization Strategy
Crafting Compassionate and Informative Health Content
What We Did:
We’ve enhanced our Gallstone articles by including additional information addressing questions and concerns that haven’t been covered by our competitors. Additionally, we’ve created a video to provide a clearer visualization of gallstone pain and help you determine whether you might be experiencing it.
Results
Consequently, we’ve progressed from the second page of Search Engine Results Pages (SERPs) to the first page, and we’re consistently witnessing improvements in our rankings.
What We Did:
We refreshed the existing article with updated content and crafted a brand-new illustration.
Results:
The article’s ranking improved from 9th position to the 5th position, leading to a remarkable 202% surge in organic traffic.
What We Did:
Because of seasonality and limited competition, this presented an excellent opportunity to revitalize the Carpal Tunnel Syndrome article with updated content and fresh visual aids.
Results
Right after the update was published, the article climbed from the bottom of the first page to the 6th position, resulting in a 7% increase in organic traffic.
What We Did:
Vitamin D was a trending topic and due to seasonality, this was a great opportunity to update the article with new and refreshing content that addressed new questions and concerns.
Results
The page improved from the 10th position to the 1st position, outperforming top competitors for this popular topic. Organic traffic improved by 35% since the improvement.
What We Did:
Bronchitis was becoming a popular search topic due to seasonality. We updated the article with fresh content, but also restructured the article to make it easier for users to scan for specific information
Results
The article improved from the 10th position to the 6th position, resulting a tremendous increase in organic traffic. With the ranking improvement, traffic increased by 169%.
Achieving Leadership Excellence
Introduced Fresh Workflows & Protocols for Enhanced Efficiency
- Introduced a new project management tool that was quickly embraced by team members due to its flexibility, allowing for a quick adoption rate
- Increased productivity by 50% and doubling the number of articles produced
- Reduced confusion within the team, ensuring that each member had clear expectations
- Monitored and analyzed team productivity as well as identify bottleneck stages while also effectively addressing and resolving them
Search Engine Optimization Achievements
6.5
Billion search impressions
307
Increase in organic traffic
168
Increase in top 3 keywords
2
Increase in marketing revenue
“Good SEO work only gets better over time. It's only search engine tricks that need to keep changing when the ranking algorithms change.”
Jill Whalen
W.B. Mason
Office-supply chain, stocking everything from basic paper goods to machinery & furniture.
Tarkett
A global leader in innovative flooring products from luxury vinyl tile to carpet.