COMPLETED MISSIONS
QUEST LOG
Real projects. Real results. Each one a mission completed.
A Tale of Two Sites: SSR Delivers 4.5× More Traffic Growth YoY
ROLE: Associate Director, SEO
A multi-brand e-commerce portfolio became an accidental controlled experiment — one brand implemented SSR ahead of a platform rollout, the others didn't. The traffic charts told the rest of the story.
▶ SSR site grew 4.5× faster YoY than sister brands on the same CMS following SPA rollout
Faceted at Scale: How a Custom Architecture Unlocked Long-Tail PLP Growth
ROLE: Associate Director, SEO
A major jewelry retailer was losing ground on long-tail category queries — not because the demand wasn't there, but because the pages didn't exist. The fix required building a scalable content architecture from scratch, not a content brief.
▶ New category pages drove +330% revenue YoY, +876% visits, and grew from 1.2% to 9.1% of total PLP traffic
Navigation as an SEO Asset: Gender PLP Expansion Drives 248% Pageview Growth
ROLE: Associate Director, SEO
A major jewelry retailer's main navigation wasn't built for search — it was built for merchandising. Restructuring it to surface gender-specific category pages unlocked a new tier of organic traffic, revenue, and rankings that didn't exist before.
▶ Gender mega menu pageviews +248% YoY · Women's organic revenue +120% · Men's organic revenue +71% · Non-brand Top 3 rankings +100%
The PMax Cannibalization Test: What Happens When Paid Stops Eating SEO
ROLE: Associate Director, SEO
A major retailer suspected PMax was cannibalizing brand SEO clicks. A controlled brand exclusion test confirmed it — and revealed that removing PMax from brand terms drove +125-175% daily SEO click growth with no drop in overall visits or store revenue.
▶ Brand exclusion drove +125-175% daily SEO clicks, +40-50% overall visits, and SEO revenue rose +50% — offsetting PMax revenue loss dollar for dollar
Signal Alignment: On-Page & Feed Optimization
ROLE: Associate Director, SEO
A two-pronged strategy that unlocked latent organic demand for a global apparel retailer — driving 25X impression growth and 5X click increases by closing the gap between how shoppers search and how products were labeled.
▶ Aligned product language to search demand, resulting in 25X impression growth, +130% clicks, and 24X Shopping ranking improvement