Expertise

19 years of working in digital marketing has given me the opportunity to advise clients and individuals on a wide variety of topics that include:

• Designing and driving acceptance of data-driven strategy and analytics frameworks.
• Generating and inspiring creative storytelling and integrated marketing programs.
• Leading adoption and growth of search marketing campaigns both paid and organic.
• Linking technical, product, and marketing roadmaps to continuously improve and refine customer value and go-to-market planning.
• Educating teams on enhancing user experience, optimizing conversion paths, and increasing user satisfaction.

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On-Page SEO Off-Page SEO Localization PPC Website Design & Development Analytics MarTech Reputation Mgmt. < > On-Page SEO On-page SEO is the practice of optimizing individual web pages and their source code (HTML) to make the page rank as high as possible for relevant search terms in the major search engines organic results. Below are just some of the On-page SEO issues most of the companies I have worked with have had to deal with. Tagging Title & meta tags, header tags, Alt tag Page Speed File size CSS, HTML, and JavaScript files image / video optimization size, file name, file format, redirects 301s, 302s, 404's and Canonicals, Other browser caching, server response time, Content distribution networks (CDNs) Accessibility & indexation robots.txt, sitemaps, response codes, internal link architecture, crawl stats & errors, URL strings / Parameters, URL strings, Root domains, Subdomains, Subfolders, Pagination issues Content Usefulness, Related topics, relevant keywords, use of Bold/Strong tags, content length, backlinks (#of, source & anchor text), Duplicate content < > Off-Page SEO Anything you can do on a 3rd party site (website you don’t own) that improves your organic search rankings is included under the umbrella of Off-page SEO.  The main areas are backlinks and social media chatter, but it can also include everything listed below.  When engaging in these tactics keep in mind it is more about quality than quantity.  It is also no longer an overnight night project, you must be consistent and prepared for the long haul.  The On-Page SEO tactics listed below should be part of any creditable Marketing strategy. Off-page Basic Link Building webmasters outreach letters, External link and anchor text reviews, industry / local directory submission, Social Bookmarking, Link Reclamation, chamber of commerce links, mini sites, Online Public Relations Press Release Optimization, media briefing, Press release distribution, Blogger outreach Content Marketing Link bait creation, Blogs, Infographics, cartoons, Data visualizations, Sample Apps, Whitepapers, Video, Podcasts, Widget / Gadget Development Social Participation Facebook, Twitter, LinkedIn, YouTube, Yelp, SlideShare, Quora Content sharing, cross promotion, relationship building, reputation management Community management Guest Blogging, Blog comments, Forum & Answer site participation < > Localization I have significant experience in both local and international SEO.  While At LexisNexis and working as a freelance SEO expert I oversaw and managed over 300 small/mid-size business websites with a brick and mortar location in need of promotion.  When I worked with McGraw-Hill, Infragistics and the IFL I lead many international SEO projects dealing with all the issues listed below. Localization: Local SEO Google Local Listing YELP "near me" searches Local Link Building review score International SEO Domain strategies: TLD, SubDomain, Subdirectories Content Geolocate Hosting with Local ISP HrefLang Tags Link building translation < > PPC PPC ads give companies the chance to pay for the top spots on the major search engines and their partner sites.  It is a great way to get instant traffic and test your keyword phrases, audiences, and strategies. Experience has a huge effect on campaign success.  I have spent millions of dollars across many industry’s testing 1000’s of campaign tactics and strategies.  This experience has provided me the knowledge to handle any PPC issue (SEE BELOW) you may face.  Whether you are looking for someone to help you find those highly sought after long tail keywords that convert at a significant rate or someone to help you audit your remarketing campaigns, I can help you. Audit Strategic Plan Research Competitor Keyword Campaign & Setup Structuring Type Search Marketing Display Advertising & Remarketing Ecommerce & Product Listing Ads Social Media Advertising Setup Conversion Code Installation Call Tracking GEO Targeting Ads copy creation Display ad creation Ongoing management / optimization Optimization Ad extension optimizations. Device bidding optimizations Location Conversion Optimization Landing Page Optimizing Negative Keywords Bid management Implementing a/b multivariate testing Reporting Analytics and Attribution Monthly calls and reporting on campaign performance < > Website Design & Development Over my many years in the industry I have worked on 100’s of design, development and migration projects for businesses, associations, governments, and Fortune 500 companies. I have made many relationships and only work with the best strategists, UX professionals, designers and developers.  Together we create amazing looking and functional sites that lead to increases in user engagement.   Below are examples of the type of projects I have been working on recently. New site creation, Redesign, Migration Mobile design Responsive Web Design, Dynamic serving, Separate URLs eCommerce Hosting & Domain Name management CMS review / customization User Experience (UX) Conversion path optimization, Landing-page design, Content gating < > Analytics I have never worked with a company that did not need foundational help with their web analytics.  Most small to mid-size business need help installing and setting up their different analytics tools along with creating new dashboards and custom reports.  The enterprise companies I have worked with have all needed help with their whole analytics framework.  It is one thing to have one or two analytics programs setup and working, but to have all your systems working correctly and together is truly and art. Analytics Dashboard creation KPI reports Analytics framework design or audit Install Google Analytics, Google Search Console, Bing Webmaster Tools. < > MarTech As one spends more and more time in the marketing industry they get exposed to more and more tools.  Recently it seems like everyone expects tools to fix all the companies marketing issues.  Need better segmentation, get a marketing automation tool. Need more engagement on social media get a social media monitoring tool.  The truth is tools are helpful but they normally create more problems than they solve.  I find what every company needs is a framework plan, shared vocabulary, consistent tagging system and realizable reporting calendar.  When working with any of the tool types below make sure they truly create value that leads to ROI and not more silos within your company. MarTech Advertising & Promotion Mobile Marketing - Display & Programmatic Advertising - Search & Social Advertising - Native / Content Advertising - Video Advertising – Print - PR Content & Experience Mobile Apps - Video Marketing - Interactive Content - Email Marketing - Content Marketing – Optimization, Personalization & Testing - DAM & MRM – SEO - Marketing Automation & Campaign/Lead Management - CMS & Web Experience Management Social & Relationships Call Analytics & Management – ABM – Events, Meeting & Webinars - Social Media Marketing & Monitoring - Advocacy/Loyalty & Referrals – Influencers - Community & Reviews - Feedback & Chat - Customer Experience, Service & Success – CRM Commerce & Sales Retail & Proximity Marketing – Channel, Partner & Local Marketing – Sales Automation, Enablement & Intelligence – Affiliate Marketing & Management - Ecommerce Marketing – Ecommerce Platforms & Carts Data Audience/Market Data & Data Enhancement – Marketing Analytics, Performance & Attribution – Mobile & Web Analytics – Dashboards & Data Visualization – Business/Customer Intelligence & Data Science – iPaaS, Cloud/Data Integration & Tag Management – DMP – Predictive Analytics – Customer Data Platforms Management Talent Management – Product Mgmt. – Budgeting & Finance – Collaboration – Projects & Workflow – Agile & Lean Mgmt. – Vendor Analysis < > Reputation Mgmt. Over the years, I have seen everything in the reputation management category.  Individuals with public arrest records, services providers with bad reviews, company’s leadership teams with bad reps on sites like glassdoor, app reviews on iTunes, product reviews on industry forums, etc…  The main thing with reputation management is you need to manage your reputation, not just get upset when it comes up once a quarter. Just like in the off-line world you need to engage with the people and communities you can and stay away from the crazy people.  The best way to keep a solid reputation is build great product, provide outstanding service, treat people with respect and engage with good people.  The rest will take care of itself. Companies, Individuals, App & product reviews, Evangelism / Community management

Audiences

• Niche Audiences
  • Software:
    • Developers: Desktop, Web and Mobile/Native
    • Technology / IT decision-makers
  • Construction:
    • Contractors, project owners, engineers, architects, public works officials and building product manufacturers
  • Legal:
    • Lawyers, Law Firm Administrator, Paralegals
  • Ski & VRBO:
    • Skiers, Snowboards, Families, Groups
• Segmentations
  • Business
    • Business-to-business
    • Business-to-consumer
    • Business-to-employee
    • Business-to-Manager
  • Government
    • Business-to-government
    • Government-to-Business
    • Government-to-Citizen
    • Government-to-employees
    • Government-to-Government

Tools & Software

• Adobe Creative Cloud:
  • Dreamweaver & Photoshop
• Content Management Systems (CMS):
  • WordPress, Umbraco, DotNetNuke, Joomla, vBulletin, Ektron
• SEO / PPC:
  • AdWords Editor, SEOmoz Pro, SEMRush, Majestic SEO, Bruce Clay
• Social Media Management:
  • Hootsuite, Buffer, IFTTT, Facebook Ads, Twitter Ads, and Linkedin Ads
• Web Analytics:
  • Google Analytics, Webtrends, Coremetrics
    • Bing & Google Webmaster Tools
• Marketing Automation Tools
  • Marketo, CoreMotives, Eloqua, Constant Contact, MailChimp, and ActiveCampaign
• CRM’s:
  • Microsoft Dynamics, Siebel, Salesforce
• Scripting:
  • HTML, PHP