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Problem
Develop and implement tactical Search Engine Optimization strategies across multiple business units with competing priorities and funding
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Solution
Established ownership of target keywords and identified opportunities for sharing
Optimized existing or created new content to improve visibility of target keywords
Defined and implemented site-wide technical best practices
Trained marketing and technical teams on AXP SEO strategy and SEO content and technical best practices
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Tactics
Delivered keyword, content, and technical recommendations for web page creation, web server configuration, URL formation, redirection usage, sitemap creation, etc
Configured enterprise analytics platform to report accurately and comprehensively on organic search performance
Developed and delivered training, best practices, and standards to marketing and technical teams
Incorporated off-site marketing opportunities for linking and promotion through optimization and acquisition
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Results
Organic traffic improved by 15% across all engaged lines of businesses within one year
Improved natural search acqusitions by 121% and 13% within a three month period for their two card lines of business
