Project Portfolio | Work Samples

Here are a few recent work examples

Joel is particularly enthusiastic about helping brands transform their specific business goals. Throughout these projects, he has worked with internal stakeholders to analyzed and utilized various data sets to best decide their digital marketing approach and provided innovative solutions to solve their business problems. Here is a list of a few recent projects, Joel have had the pleasure of working on and helping to drive success:

Verizon Wireless

Targeted, Focused Areas of website

Support, Knowledge Base, International pages, MyVerizon & Call Deflection

Verizon Wireless (VZW) Support and Knowledge Base teams required technical search engine optimization (SEO) consultation to help optimize their websites in an effort to rank higher in Google search results. Having an easily attainable step by step content allows individual customers to resolve their own device-related issues and deflect calls into the call center.

The Challenge
Like most major companies, having to provide excellent support services to its customers in need is hugely important, and necessary. Verizon Wireless (VZW) is no different.

Project 1 – Analysis of Verizon Wireless’s Support (/support) pages found that many of the top most important pages landed between pages 2-4 of search results and considering that very few searchers navigate there, those pages needed to be optimized to get on page 1 of Google search results.

Project 2 – VZW dedicated call center, staffed to address customers’ needs as it relates to device support, account maintenance, billing and payments, etc., and at the time, saw a significant increase in call volume. Call centers can be extremely costly to companies and therefore they would implement chatbot technology and step by step instructions on their websites as a form of call deflection. As such step by step content to be average visibility was on the 2nd pages of search results, therefore the exposure was limited and not helpful in causing call deflection.

Project 3 – For the International site, there were significant navigational issues of their website, as well as underperforming due to limited exposure of content in search results.

The Approach & Solution
The optimization efforts introduced included, was not limited to, better internal linking to other site related articles on their pages, having more focused hyper-linking within the content, improved meta tags with high volume keywords, updated the content to include long-tail keywords, and clean up XML and HTML Sitemaps.

As a result of such optimization efforts, VZW saw a large number of their Support pages ranking on the 1st page on Google search engine results pages (SERPs) and sustained those positions for over 6 months. The call deflection rate fell by ~0.35% (across several call drivers) after a few months of ranking on page 1 of search results.

The approach to addressing the International site needed to involve collaborative efforts across several internal teams: International, IT, Marketing, and Log-in. The recommended approach was to revamp the entire Information Architecture (IA) of the international site, update the content to include high volume keywords, and rewrite the metas, etc., but equally keeping in mind the log-in state/experience of the customer.

Mount Sinai | Icahn School of Medicine Project

Health Conditions & Editorial Overhaul Projects

Ear, Eye & Throat | Dermatology | Rheumatology | Liver Diseases | Obstetrics, Gynecology, and Reproductive Science | Digestive Diseases – Gastroenterology | Allergy & Immunology | Vascular and Endovascular Surgery

The Challenge
While the editorial team has done incredible work, they lacked the expertise in optimizing content for search engines, to be more competitive to outrank the competition, for non-branded terms, in Google search results.

The Approach & Solution

  • redefine the editorial process to include search engine optimization in pre and post stakeholder review
  • optimization of existing content after a thorough content analysis
  • conduct competitive analysis at a business level
  • conduct keyword research analysis at a business level
  • rewrote all metatags for several thousand pages and conducted other technical
  • evaluation of content for top medical conditions
  • conduct competitive analysis, keyword research, metatag rewrite for ENT, Dermatology,
    Urgent Care and other sites
  • conduct ad-hoc technical audits with use enterprise-level tools

Bayer SEO Projects

Pharmaceutical Consumer Products

Claritin, Aleve, Dr. Scholl’s, OneADay, and MiraLAX

The Challenge
Bayer’s Marketing and IT teams (Digital Consultants and Development) were receiving technical audits outputs for multiple brands from their SEO agency, but the reports lacked true recommendations, ‘how to’ details. As such required recommendations were outside of the scope of the agency’s contractual obligations, Bayer needed a Technical SEO to work cross-functionally with teams to resolve all technical issues. While the issues found were insightful, they were not considered by the Dev team to be “actionable recommendations”.

The Approach & Solution

As the Bayer & SEO agency contract renewal period was approaching, the request was:

  • Compile, review each of the agency’s audits and work cross-functionally with the various internal and external teams to resolve each issue
  • Conduct additional technical audits, where needed, compile and provide insights, with technically detailed ‘how to’ fix the issues recommendations for each of the top 4 brands: Aleve, Dr. Scholl’s, OneADay, and MiraLAX
  • As SEO Subject Matter Expert (SME) for the Claritin, Aleve, and MiraLAX regarding website refresh and migration projects, from design to post-Production engagement
  • Author SEO Business Requirements, to hold new contractual agencies to SEO best practices