Search Strategy
Keyword research, competitor review, search intent, geographic opportunity, and practice-area prioritization shape what gets built and where it belongs.
PORTFOLIO / 02
Selected work.
Measured impact.
A cross-section of strategy, creative direction, digital systems, and campaign execution. Each one is built to move brands and business outcomes forward.
01
SEO LEADERSHIP / WORDPRESS / CONTENT SYSTEMS
Building the search, content, and web system behind law firm growth
At Legal Leads Group, I lead SEO strategy and turn it into working digital systems for law firms competing in demanding local markets.
My work connects research, site architecture, long-form content, WordPress implementation, technical QA, publishing standards, and post-launch review. The goal is a clear path from search demand to a useful page, a working conversion experience, and a measurable next decision.
I also create the visual system for Law Firm News, translating search, advertising, attribution, and intake topics into recognizable editorial graphics used across featured images, article sections, and video thumbnails.
- 01 / Role
- Head of SEO
- 02 / Scope
- Strategy and delivery
- 03 / Platform
- WordPress
- 04 / Tenure
- 2025 to present
THE OPERATING MODEL
One strategy carried through every layer
Search performance gets stronger when planning, production, development, and measurement share the same priorities. I manage those handoffs as one continuous workflow.
Content Architecture
Parent pages, child services, local pages, landing pages, and editorial programs create clear topical coverage instead of disconnected content.
WordPress Delivery
Page builds, migrations, redirects, metadata, headers, internal links, alt text, schema, plugins, crawlability, and responsive QA carry the strategy into production.
Performance Review
Search Console comparisons, query and page analysis, indexing checks, launch diagnostics, and intake feedback guide what gets corrected, expanded, or tested next.
SELECTED CLIENT SYSTEMS
Strategy translated into live work
These examples show the range behind the role, including local search planning, content systems, migrations, redirect logic, technical continuity, and launch measurement.
JUSTICE ON DEMAND / PHOENIX PERSONAL INJURY
Search architecture and migration continuity
Researched the Phoenix market, organized priority keywords, supported the new site structure, moved legacy blog content, and mapped redirects from the old URL pattern.
E.N. BANKS-WARE / GEORGIA FAMILY LAW
A cleaner site without abandoning established URLs
Migrated existing pages and posts into the new WordPress site, then designed redirect rules that moved date-based blog URLs into a cleaner permalink structure.
DOOLEY NOTED PROBATE / DALLAS AREA
Local content architecture built for service depth
Developed a structured program across probate services, parent and child topics, counties, and cities while keeping calls to action, metadata, and local intent consistent.
GILLIAM LAW / CHICAGO IMMIGRATION
Content preservation during a platform transition
Recovered the legacy site structure, organized the migration into WordPress, and protected the purpose of core service pages while the prior publishing system was being retired.
WESTSIDE AESTHETIC DENTISTRY / LOS ANGELES
Post-launch reporting tied to the launch date
Prepared Search Console comparisons around the June 29, 2026 launch, including clicks, impressions, average position, top queries, and top pages for a 60-day roadmap.
LAW FIRM NEWS / VISUAL SYSTEM
Technical marketing topics made clear and recognizable
I create the graphics that carry Legal Leads Group articles across organic search, AI visibility, paid media, attribution, conversion data, and intake strategy.
473original editorial graphics
67organized blog packages
SELECTED PUBLISHED WORK
Writing built around real marketing decisions
The editorial work explains how search, paid media, content, tracking, landing pages, and intake affect the quality of the cases a firm can sign.
LOCAL SEARCHFEB 13, 2026
Google Core Update 2026 and What It Means for Law Firm Local SEO
↗
AI + LOCAL SEOMAY 13, 2026
How AI Can Improve Local SEO for Workers’ Compensation Attorneys
↗
ORGANIC SEARCHJUN 07, 2026
Google Claims It Is the Authority on Personal Injury SEO
↗
PAID SEARCHJUL 13, 2026
Running Google Ads for Personal Injury Attorneys Without Blowing Your Budget
↗
CAMPAIGN SYSTEMSJUL 16, 2026
How to Avoid Destroying Your DUI Lead Generation Campaigns
↗
THE RESULT
A repeatable operating system that moves from search demand to published experience, technical review, and ongoing improvement, with creative that stays consistent at every point.
02
CREATIVE DIRECTION / B2B STORYTELLING / SALES ENABLEMENT
Making complex products feel impossible to ignore
At Hanson Lab Solutions, I directed two films and created the Eikon Therapeutics case study as part of a broader B2B storytelling system.
Together, the assets translate manufacturing capability, installed environments, and business outcomes into clear, credible material that brand, sales, and leadership teams can use.
- 01 / Role
- Creative direction
- 02 / Discipline
- B2B brand storytelling
- 03 / Purpose
- Sales enablement
THE DIRECTOR'S REEL
Two views of one brand: the people and process behind the work, then the products in the environments they were designed to transform.
DOCUMENT 01 / 07 PAGES
CASE STUDY / CREATED BY DAYLIN ROCKWOOD
Eikon Therapeutics:
A Partnership in Innovation
I created this seven-page case study to turn an 18-month, $8 million lab-environment project into a concise proof-of-capability story that connects technical execution to commercial momentum.
$8Mproject scope
18month collaboration
+20%revenue increase
+25%biotech inquiries
The case study also documents 100% on-time delivery, a 10% market-share increase, and 15 new biotech-sector client accounts.
Read the case study ↗Find the story
Frame technical work around audience needs, proof, and business stakes.
Direct the experience
Shape a visual narrative across people, process, facility, and finished environments.
Turn proof into leverage
Package outcomes into assets that support brand credibility and sales conversations.
03
B2B CAMPAIGN / CONVERSION
A focused campaign that increased form submissions by 60%+
Context
A laboratory solutions business needed a targeted way to turn a defined audience into qualified website actions.
My role
Planned and executed the email campaign, aligned the message with the landing experience, and monitored response behavior.
Result
60%+ increase in form submissions during the first week of the campaign.
04
HAMEE US, CORP. / LIFECYCLE / PAID MEDIA / ANALYTICS
Building the lifecycle and measurement foundation behind ecommerce growth
At Hamee US, Corp., I spent more than four years connecting email, paid media, product content, social strategy, and measurement for a consumer-products ecommerce business.
I built the lifecycle and tracking infrastructure behind the work, then managed the campaigns, content, testing, and optimization needed to turn those systems into measurable growth.
- 01 / Role
- Marketing Specialist
- 02 / Tenure
- Dec 2019 to Mar 2024
- 03 / Platforms
- Drip, Google Ads, GTM
- 04 / Focus
- Ecommerce growth
Lifecycle automation
Built automated Drip workflows and a structured welcome sequence that improved the first-touch customer journey and connected email to purchase behavior.
Paid media and measurement
Launched Google Ads and Google Tag Manager for the US office, then managed campaign setup, ad creation, tracking, A/B testing, and optimization.
Campaign and content operations
Managed email marketing, social strategy, product content, paid advertising, and cross-channel campaign improvement for the ecommerce brand.
DOCUMENTED RESULT
75%increase in online sales through the automated welcome email sequence.
EDUCATION
2020 TO 2023 / LOS ANGELES, CA
University of Southern California
Bachelor of Marketing · Minor in Business Administration · GPA 3.93 · Dean’s List
2017 TO 2019 / RENO, NV
University of Nevada, Reno
Associate of Information Technology