Welcome to my SEO and Content Strategy Portfolio, where you’ll find a collection of my work in digital marketing, content development, and search engine optimization. With over a decade of experience leading innovative, data-driven marketing strategies across diverse industries, I specialize in crafting content that not only resonates with audiences but also drives measurable results.
From building comprehensive content strategies for organizations like Washington University to executing global SEO campaigns for Sessions College, my expertise lies in optimizing web presence, improving search rankings, and creating engaging user experiences. Explore my portfolio to see how my skills in content management, SEO, and digital marketing have delivered tangible results for clients and organizations alike.
Case Study: Driving Global Enrollment through Strategic Content Architecture
The Challenge
Sessions College needed to expand its global footprint and increase enrollment across diverse degree programs. The primary goal was to move beyond simple brand recognition and capture high-intent users searching for both informational (learning-based) and commercial (enrollment-based) topics in a highly competitive international market.
The Strategy: Omnichannel Content Ecosystem
To address this, a comprehensive content strategy was implemented to build deep topical relevance and authority. The approach focused on three key pillars:
- Full-Funnel Targeting: Created a diverse content mix addressing the entire student journey, from TOFU (awareness of online education), MOFU (comparing creative programs), to BOFU (admissions and specific degree benefits).
- Thematic Content Hubs: Developed centralized resource centers around core categories, including online degree value, admissions guidance, and the student experience.
- Technical SEO Interlinking: Implemented an anchor link structure to bridge the gap between editorial blog content and high-converting degree pages, improving “crawlability” and user navigation.
- MarTech Integration: Leveraged proprietary marketing automation tools and AI chatbots to nurture the traffic generated by these content hubs.
The Resulting Wins
By synthesizing complex audience data into this adaptive strategy, the initiative delivered significant institutional growth:
Global Leadership: Led a team to maintain this high-volume digital output, ensuring all content aligned with broader market expansion goals.
Traffic Acceleration: Achieved a 34% increase in total web traffic through the combined execution of SEO, paid social, and video marketing.
Lead Efficiency: The integration of chatbots and automation tools fueled by this content significantly lowered the cost-per-lead (CPL).
Market Expansion: Successfully executed record-breaking global campaigns that extended the college’s reach into new international territories.
Case Study: Centralizing the Arts & Sciences Graduation Experience
The Challenge
Within the College of Arts & Sciences at Washington University in St. Louis, graduation information was historically fragmented across various departmental pages and internal documents. This decentralization forced students, parents, and faculty to navigate a “digital labyrinth” to find critical commencement details, leading to inconsistent messaging and a disjointed user experience for the university’s largest undergraduate cohort.
The Strategy: The Unified “Source of Truth”
The project involved architecting and launching a single, centralized digital hub—graduation.artsci.wustl.edu—specifically for the College of Arts & Sciences.
- Information Consolidation: Audited and migrated disparate content from across the College’s digital ecosystem into one authoritative domain.
- User-Centric Architecture: Developed a logical hierarchy that prioritized the most sought-after information, such as ceremony schedules, registration, and speaker details.
- SEO & Navigation Optimization: Implemented a clean URL schema and content grouping to ensure search engines and users could locate the hub instantly.
- Brand Standardization: Ensured 100% brand compliance across the new site to maintain institutional prestige during the College’s most high-profile annual event.
The Resulting Wins
By consolidating these disparate digital fragments into a dedicated Arts & Sciences resource, the project delivered significant improvements to institutional efficiency:
- Frictionless User Experience: Eliminated “navigation fatigue” by providing a single destination for all commencement needs, leading to higher user satisfaction among Arts & Sciences constituents.
- Organizational Clarity: Resolved internal confusion among staff and faculty by establishing a definitive reference point for all graduation inquiries within the College.
- Search Domination: Improved search engine visibility for graduation-related queries, ensuring the College’s official information ranked above outdated or third-party sources.
- Reduced Support Burden: Significantly lowered the volume of repetitive email and phone inquiries to the Dean’s office by making information easily accessible and self-service.
- Streamlined Content Management: Simplified the administrative update process, allowing for real-time adjustments to ceremony details from a single backend rather than updating dozens of individual departmental pages.
- Data-Driven Engagement: Enabled the collection of unified analytics, providing the College with clear insights into student and family interests to improve future commencement planning.