TL;DR I'm Alex and I'm an SEO. This page is to give you an idea of what
Professional Experience
Search Strategist
Propecta, LLC: Nov '17 - Feb '18
- Contributed to the creation, application & fulfillment of SEO strategy for 6 enterprise B2B clients
- Formulated recommendations for Sr. Strategist based on reporting and fulfillment team work
- Coordinated SEO execution efforts internally between strategy, editorial & technical teams and externally with client SEO, content and/or webdev teams
- Provided extra bandwidth to senior strategist by owning reporting analysis, goal benchmarking, traffic or keyword drop investigations, and other client-facing deep research.
Director of SEO
The Magistrate: May '15 - Aug '17
- Managed SEO and digital marketing strategy for all clients, as well as for Magistrate, Loganix, and their associated brands--measured impact of work done in Google Analytics.
- Contributed to the execution of SEO strategy, including but not limited to: conducting site audits and crawls, analytics review, keyword research and targeting, link prospecting and link building.
- Assisted in creating professional internal training material, including over 25 internal guides for best SEO practices & executing processes--created agency policy & SOPs for SEO.
- Fully managed 4 accounts as primary client point-of-contact, including regular email communication & monthly calls.
SEO Consultant
Digital Marketing San Diego: Jan '14 - Feb '15
- Expanded keyword research into actionable keyword maps for 7-8 clients, adding focus and developing semantically related keywords for stronger on-page optimization.
- Performed on-page optimization for 10-12 clients, including: ensuring proper keyword usage in content, reinforcing site structure, and consolidating similar content into preferred service pages.
Search Strategist
Sustainable Bolivia: Jul '12 - Dec '13
Functioned as the first point-of-contact for Sustainable Bolivia's volunteer and language school.
- Managed several outreach, social media, and recruitment campaigns on a weekly basis, resulting in dozens of volunteer applications per month.
- Evaluated professional qualifications of over 600 potential candidates for volunteer positions, taking into account their levels of commitment, technical ability and Spanish-language skills.
- Assessed the needs of SB's 32 partner organizations and appropriately matched unique volunteer placements to over 140 volunteers from around the world.
SEO Skills & Competencies
Advanced Knowledge of:
- Google Analytics
- Google Webmaster Tools
- On-Page Optimization
- Backlink Analysis
- Site Auditing
- Keyword Research & Targeting
- Tools & Metrics
- SEO Strategy
- Site Structure, Internal Linking
- Site Migrations
- Redirection & Canonicalization
- Reporting & Monitoring
- Training
- Education
- Project Management
- Penalty Assessment
Working Knowledge of:
- Results Analysis & ROI Attribution
- Outreach & Earning Links
- Rich Snippets & Schema
- CRO
- Local SEO & Citation Building
- Web Design, Development, Maintenance
- Mobile SEO
- UI/UX
- Social Media Marketing
- Content Strategy, Copywriting
- Client Budgeting
- PBNs
- MLS/IDX CMS
Working Knowledge of:
- Email Marketing
- Personalization & Localization
- HTML/CSS
- Google Tag Manager
- eCommerce SEO
SEO Tools Used
Tools which I have used extensively are in bold:
- Project Management: Trello, Teamwork
- Team Communication: Slack, Hipchat
- Task Management: Todoist
- Site Crawling & Technical: Screaming Frog, Deep Crawl, Sitebulb
- Analytics: Google Analytics
- Webmaster Tools: Google Search Console, Bing Webmaster Tools
- Backlink Analysis: Ahrefs, Majestic, Moz, SEMRush, URL Profiler
- Keyword Research: SEMRush, Ahrefs, Keyword Planner, Answer the Public
- Keyword Rank Checker: Rankinity, Agency Analytics, GetStat, Pro Rank Tracker
- CRO: Hotjar
- Tag Manager: Google Tag Manager
- CMS: WordPress, Drupal, Joomla, Magento, Shopify, custom CMS
- IDX: RealEstateWebmasters, iHomefinder, Showcase IDX
Résumé
You can access my latest résumé here: Alexander Dealy SEO Resume.
This résumé is up to date as of March, 2018.
Work Samples
Work samples are currently available upon request.
I am working on checking with past clients to see if I can add work samples to my website.
Publications & Articles
Previous Client Engagements
This page lists most projects that I've undertaken since May'15 (the start of my time with The Magistrate), with the exception engagements that lasted fewer than 3 months, or engagements with very few strategic or fulfillment deliverables.
Law Firm: British Columbia, Canada
Approximate Budget: $6k/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Feb '17 - Aug '17
Projects Owned:
- SEO Site Migration--collaborated with developers to ensure retained SEO traffic while updating site architecture and combining similar content for stronger rankings and traffic.
- Linkbuilding, including competitive audits and qualification of link targets
Challenges:
- Complicated whitelabel arrangement, preventing direct contact with client
Results:
- Strong 15% increase in keyword visibility two months after site migration
- 10% increase in organic traffic after migration, including 50%+ increase in traffic within 10km of location.
- Effective communication of content changes to be made for quick changes and immediate traffic benefits
Custom Home Builders, British Columbia, Canada
Approximate Budget: $2500/mo
Scope: Account Manager
Approximate Dates: May '15 - Jul '17
Projects Owned:
- Content and keyword rewrites to counter duplicate content penalty
- Technical adjustments to theme to increase SEO friendliness
- Benchmark & analysis of pages to identify weaknesses and additional optimization needs
- Linkbuilding, including competitive audits and qualification of link targets
- Server migration after hack & previous server vulnerabilities
Challenges:
- Probable Panda algorithm penalties between the three franchises
- Lack of support for technical changes
Results:
- 50%+ year over year increases in traffic
- 100%+ increase year over year in leads
Custom Home Builders, Ontario, Canada
Approximate Budget: $2500/mo
Scope: Account Manager
Approximate Dates: May '15 - Mar '17
Projects Owned:
- Content and keyword rewrites to counter duplicate content penalty
- Technical Adjustments to theme to increase SEO friendliness
- Benchmark & analysis of pages to identify weaknesses and additional optimization needs
- Linkbuilding, including competitive audits and qualification of link targets
- Server migration after hack & previous server vulnerabilities
Challenges:
- Probable Panda algorithm penalties between the three franchises
- Lack of support for technical changes
Results:
- 50%+ year over year increases in traffic
- 100%+ increase year over year in leads
Marketing Automation SaaS
Approximate Budget: $10k/mo
Scope: Search Strategist, Propecta
Approximate Dates: Nov '17 - Feb '18
Projects Owned:
- Special reporting, including benchmarking and attribution of increases in traffic to the agency
Challenges:
- Change in Executive Leadership at Client--Need to pause progress & reaffirm results of partnership
Results:
- Not measured--engagement too short
Recreation/Travel Rentals, Florida
Approximate Budget: $2250/mo
Scope: Account Manager
Approximate Dates: Nov '15 - Feb '17
Projects Owned:
- Linkbuilding, including competitive audits, qualification of link targets and editorial outreach via YEC
- Benchmark & analysis of pages to identify weaknesses and additional optimization needs
- Reduction of number of location pages/locations offering rentals, in accordance with search performance, relative value to client and search volume
- Migration from static CMS to custom-built WordPress theme with similar design
Challenges:
- Custom CMS only editable by developer (later switched to WordPress)
- Low unique content across dozens of location pages
Results:
- First ever ascendance to first page rankings for most important business keywords
- 200%+ Increase in year over year Organic Traffic
Boutique Luxury Real Estate Brokerage, Florida
Approximate Budget: $2250/mo
Scope: Account Manager
Approximate Dates: Sep '15 - Aug '17
Projects Owned:
- Migration from managed CMS to WordPress
- Migration from poor SEO IDX Integration to SEO friendly IDX Integration
- Linkbuilding, including competitive audits, qualification of link targets and editorial outreach via YEC
- Benchmark & analysis of pages to identify weaknesses and additional optimization needs
Challenges:
- Managed hosting, with long waits for expensive development fixes
- Very SEO unfriendly IDX plugin
- New site with low authority and few links
- Very competitive space
Results:
- Some keyword rankings for specific building/development pages
- First or second page rankings for less competitive locations
- 10% increase in year over year organic traffic
Skincare & Medical Clinic, British Columbia, Canada
Approximate Budget: $2500/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: May '15 - Aug '17
- Linkbuilding, including competitive audits, qualification of link targets and editorial outreach via YEC
- Benchmark & analysis of pages to identify weaknesses and additional optimization needs
- Limited ability to use call tracking & live chat
Results:
- Elite (top 3) keyword rankings for business critical keywords
- Strong push onto first page for secondary and tertiary business and service keywords
Employment Law Firm, California
Approximate Budget: $6k/mo
Scope: Account Manager
Approximate Dates: Sep '16 - Nov '16
Projects Owned:
- Full site audit
- Keyword research expansion
- Keyword mapping and rewrite/combination of pages with similar user intents
Challenges:
- Mysterious loss of leads and calls
Results:
- 10% month over month increase in traffic
- Increase in ranks for several pages combined
- Mysterious loss of leads and calls
Custom Home Builders, Delaware
Approximate Budget: $2500/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: May '15 - Aug '17
Projects Owned:
- Linkbuilding, including competitive audits, qualification of link targets and editorial outreach via YEC
- Benchmark & analysis of pages to identify weaknesses and additional optimization needs
Challenges:
- Competitive Space
Results:
- Breakthrough to first page rankings for important terms
- 20% year over year increase in organic traffic & leads
Cloud Phone System SaaS
Approximate Budget: $6k/mo
Scope: Search Strategist, Propecta
Approximate Dates: Jan '18 - Feb '18
Projects Owned:
- Extensive technical audit of website
- Strategic quarterly planning
Project Management SaaS
Approximate Budget: $6k/mo
Scope: Search Strategist, Propecta
Approximate Dates: Jan '18 - Feb '18
Projects Owned:
- Extensive technical audit of website
- Strategic quarterly planning
Venture Capital Firm, California
Approximate Budget: $2500/mo
Scope: Search Strategist, Propecta
Approximate Dates: Nov '17 - Feb '18
Projects Owned:
- SEO support for Site Redesign
3D Mapping SaaS
Approximate Budget: $4500/mo
Scope: Search Strategist, Propecta
Approximate Dates: Nov '17 - Feb '18
Projects Owned:
- Keyword drop investigation
- Quarterly strategic planning
Loganix Agency Brand
Approximate Budget: N/A
Scope: Director of SEO, The Magistrate
Approximate Dates: May '15 - Aug '17
Projects Owned:
- Loganix University--a resource center all about local SEO
Results:
- Strong organic traffic increases from relevant learn and purchase intent longtail keywords
- Increase in inbound links to valuable resources
Custom Home Builders, Alberta, Canada
Approximate Budget: $2500/mo
Scope: Jr. SEO
Approximate Dates: May '15- Dec '17
- Content and keyword rewrites to counter duplicate content penalty
- Technical Adjustments to theme to increase SEO friendliness
Challenges:
- Probable Panda algorithm penalties between the three franchises
- Lack of support for technical changes
Results:
- 20%+ year over year increases in traffic
- 50%+ increase year over year in leads
Real Estate Company, Indiana
Approximate Budget: $6k/mo
Scope: Jr. SEO
Approximate Dates: May '15 - Aug '15
Projects Owned:
- Full Site Audit
- Keyword Research Expansion
- Plan to Reduce Cannibalization
Challenges:
- Large site, custom IDX plugin, many location pages
Results:
- Not measured, engagement ended
Family Law Firm, Florida
Approximate Budget: $1250/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Aug '16 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
- Reluctance to address similar/duplicate content on site
- Reluctance to review/rewrite/optimize content on site
Results:
- Similar traffic throughout year
- 10% increase in leads during year
Wedding & Event Planning Consultancy, British Columbia, Canada
Approximate Budget: $1k/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Mar '17 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
Results:
- Strong increase in lead quantity
- Break onto first page for competitive keywords
Home Services Company, Ontario, Canada
Approximate Budget: $1k/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Apr '16 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
- A "seasonal" targeting strategy by account manager prior to engagement involving rewrites of most main pages, including homepage every 6 months to match summer/winter services
Results:
- Near recovery of winter service keywords
- Near recovery of traffic drop
Optometrist, British Columbia, Canada
Approximate Budget: $1200/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Jun '16 - Jul '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
Results:
- Moderate increases in traffic
- Increases in keyword ranking to top of second page/bottom of first page
Home Services Company, British Columbia, Canada
Approximate Budget: $1200/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: May '15 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
Results:
- Maintenance of stellar, high first-page keyword rankings
- 50%+ increase of year over year leads from CRO and other targeting improvements
Spa/Salon, California
Approximate Budget: $1k/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Aug '16 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
- Reluctance to acquiesce to suggested changes, including content & site architecture changes
Results:
- Negligible increases in traffic, keyword rank
Accounting Firm, British Columbia, Canada
Approximate Budget: $750/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Apr '16 - Jul '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
Results:
- Negligible increases in traffic, keyword rank
Roofing Services Company, Florida
Approximate Budget: $750/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Jul '16 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
- Single, very specific service--refusal to add content unrelated to that service
Results:
- Negligible increases in traffic, moderate increases in keyword rank
Accident Law Firm, Florida
Approximate Budget: $1250/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Aug '16 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
- Reluctance to acquiesce to suggested changes, including content & site architecture changes
Results:
- Low to moderate increases in keyword rank
Auto Glass Repair, British Columbia, Canada
Approximate Budget: $750/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Mar '16 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
Results:
- Increase in lead quantity
- Break onto first page for competitive keywords
Accident Attorneys, Florida
Approximate Budget: $1500/mo
Scope: Director of SEO, The Magistrate
Approximate Dates: Feb '17 - Aug '17
Projects Owned:
- Advise on strategic adjustments as necessary
- Monthly site audits and crawls to ensure continued site health
- Review of analytics and reporting to proactively prevent problems
- Monthly link review & qualification for link outreach targeting
Challenges:
- A slew of deindexed and otherwise blatantly spammy backlinks purchased by account manager prior to engagement
Results:
- Low to moderate increases in keyword rank
Skincare/Beauty Ecommerce
Approximate Budget: Unknown
Scope: SEO Consultant & Fulfilment Contractor
Approximate Dates: Sep '17 - Present
Projects Owned:
- Canonical link mapping
- Suggestion of new page structure & internal link structure
Challenges:
- Website has dozens of identical pages with self-referencing canonicals, apparently CMS-generated
- Website generates these additional pages frequently, redirecting some with numerical suffixes before canonicals can be added.
Results:
- Project in progress
Professional Services, Ontario, Canada
Approximate Budget: Unknown
Scope: SEO Consultant & Fulfilment Contractor
Approximate Dates: Nov '17 - Present
Projects Owned:
- Site structure mapping recommendations
- Content recommendations
Challenges:
- Multiple locations within each city
Results:
- Project in Progress
Educational Affiliate, Lima, Perú
Approximate Budget: N/A
Scope: Owner & Operator
Approximate Dates: Dec '13 - Present
Summary:
Built and optimized an affiliate website for a Bolivian university. Prospective international students contact the university's representatives to kickstart the paperwork process, including registration and acquiring a student visa.
Site operates on a commission basis and provides 10-12 leads per month. It's been hands off for at least two full years.
Sports Gear Affiliate
Approximate Budget: N/A
Scope: Owner & Operator
Approximate Dates: Oct '13 - Present
Summary:
Built an optimized a small amazon affiliates site that reviews sports gear. The site has been hands off for at least three full years. At most, site earns a few hundred dollars per month.
Personal Blog
Approximate Budget: N/A
Scope: Owner & Operator
Approximate Dates: Feb '11 - Present
Summary:
Registered and maintained a personal website myself since 2011. Site contains some older blogs and was redesigned in late 2017.