Making digital experiences easy to find and better to use.

Search strategist and content wizard driving revenue, product growth, and brand authority.

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0x Organic Growth in 3 Years 0% Conversion Rate

Trusted by industry leaders

About Me

Turning search visibility into real business results

I'm a trained journalist with nearly a decade of experience in SEO. I've built SEO programs and now GEO strategies from the ground up. I specialize in creating content ecosystems that are helpful for humans and rewarded by algorithms.

I combine a data-driven strategy with cross-functional collaboration and thoughtful design. From scaling unique content across thousands of pages to launching products in new markets, I take a product-led, user-centric approach to search optimization.

Strategic Leadership

Cross-functional collaboration from ideation to launch

Data-Driven Strategy

Translate SEO vanity metrics into business impact

User-First Content

Your lifesaver in the “sea of sameness”

Featured Work

Projects that moved the needle

Deep dives into strategies that delivered measurable results

SEO Strategy

Building a scalable SEO program from scratch

I joined SingleCare as one of the first SEO hires and helped build the company's SEO program from zero into a core growth channel.

The Challenge

There was no SEO strategy at SingleCare prior to my team joining. I helped design the SEO program alongside the creation of editorial workflows and a full company rebrand - rebuilding SingleCare's digital foundation from the ground up.

The Approach

I built repeatable systems for content quality, trust, and scale:

Established cross-functional workflows across editorial, SEO, and design
Partnered with editorial and brand teams to create content standards and guidelines
Hired and managed specialized writers
Implemented medical reviews for E-E-A-T in a highly regulated category
Launched core content pillars
Partnered with engineering to build an API-driven content system for automatic updates at scale

The Results

25x Organic Growth

In its first three years, SEO became a primary acquisition channel.

Content Strategy

Pivoting to high-intent content in the era of zero-click search

I shifted content strategy away from traffic-first SEO to high-intent, decision-focused content to protect organic revenue amid zero-click and AI-driven SERP changes.

The Challenge

AI Overviews and zero-click SERPs reduced visibility and value of broad high-funnel content, threatening organic performance without necessarily impacting business outcomes.

The Approach

I reoriented content strategy toward mid- to low-funnel topics that answer specific decision-making questions, prioritizing durable content that requires fewer updates while aligning SEO investment directly to conversion and revenue impact.

The Results

8.62% Avg. Conversion Rate

22.39% Top Page Conversion

Lower content maintenance costs with more sustainable revenue contribution.

Technical SEO

Building AI-ready SEO infrastructure for LLM & GEO discoverability

I led technical SEO initiatives to ensure content was discoverable, rendered, and visible in AI answer engines.

The Challenge

As AI-powered search and non-traditional user agents emerged, JavaScript-heavy components and inconsistent structured data limited reliable rendering and content extraction across key commercial pages.

The Approach

I partnered with engineering to:

Implement JavaScript fallbacks
Automate and expand schema markup across commercial pages
Improve core web vitals
Built a dedicated directory to test GEO strategies

The Results

Improved rendering and crawlability across critical page templates
Expanded structured data coverage across commercial content
Increased the number of commercial pages receiving AI referral traffic following technical improvements
Created a framework for evaluating GEO strategies as the channel evolves

What I Do

Areas of expertise

Product-Led SEO Strategy

Bridge SEO with product, engineering, and design teams to build optimized product features.

Content Strategy

Develop full-funnel content ecosystems via scalable workflows, performance data, and strong editorial standards.

Data-Driven Roadmaps

Blend performance data with business goals to drive high-intent traffic.

Technical SEO

Foundational enhancements to improve discoverability, site architecture, and user experience.

GEO Experimentation

Test GEO tactics to improve brand visibility in generative AI results.

Strategic Storytelling

Translate complex topics into consumer-friendly, trustworthy content in highly regulated categories.

Data Journalism

Turn proprietary data into assets that earn trust, media coverage, and organic visibility.

Team Leadership & Development

Lead cross-functional teams during periods of search disruption and industry headwinds.

Resourceful Execution

Leverage LLMs, automation, and custom tooling to move quickly and unlock impact without large budgets.

Get in Touch

Let's collaborate!

Ready to make the search results a better place? I'd love to hear about your project!

kels.seo4good@gmail.com (219) 742-9898

Zionsville, IN