James Waterson
Houston,TX
Summary
Experienced writer, editor, and search engine optimization professional with more than 10 years of expertise across diverse industries, including retail electricity and travel and tourism. Proficient in creating captivating content, refining written materials, and executing social media and paid search advertising strategies. Motivated and collaborative, I excel both individually and as a team player.
Overview
14
14
years of professional experience
Work History
SEO Content Lead
Shell Energy Solutions
07.2023 - Current
- Performed keyword research and competitor analysis using BrightEdge and Pi Datametrics
- Used keyword research findings to create content strategies for two retail electricity brands that offer services for different customer segments
- Created blog content calendars with identified keyword targets for individual articles
- Ideated and created page layout mockups using Canva and Figma to correspond with written content
- Collaborated across teams to complete projects efficiently
- Interviewed internal stakeholders to incorporate their expertise in written content
- Researched and wrote long-form content meant for organic keyword rankings and social posting
- Provided feedback and assigned work to a freelance writer
- Identified technical SEO issues and worked with internal stakeholders to start implementing fixes
- Presented technical SEO findings and content strategy to stakeholders on internal teams
Senior SEO Content Specialist
Forthea Interactive Marketing
12.2021 - 06.2023
- Conducted keyword research, content audits, and competitive analysis using such platforms as BrightEdge, Ahrefs, and Semrush
- Operated in a client-facing capacity by presenting monthly reports and creating quarterly roadmaps and strategic plans
- Wrote content for blog posts, organic and paid search landing pages, and metadata
- Utilized HotJar to analyze user behavior and provide content recommendations based on observable findings
- Proactively researched technical issues on client sites and provided concrete solutions
- Provided metadata recommendations and tracked performance in Google Analytics
- Created deliverable templates for use within the organic search department
- Mentored junior team members.
Content Development Specialist
AJR Media Group
06.2015 - 11.2021
- Researched and drafted long-form, SEO-optimized landing pages for more than 200 tourism clients on TourTexas.com
- Utilized Google Analytics data to improve on-site engagement metrics
- Worked directly with clients to create effective programmatic native articles that engaged travelers while meeting their messaging goals
- Assisted clients with landing page layout to maximize user engagement
- Effectively managed the workflow of a team of freelance writers, providing detailed feedback and coaching as needed
- Managed and optimized Google search campaigns
- Created custom and lookalike audiences and continually optimized advertising campaigns on Facebook, Instagram, and LinkedIn that consistently exceeded industry benchmarks
- Proactively reviewed and assessed performance metrics and provided recommendations to improve social campaigns
Copywriter
Raintree Resorts International
05.2013 - 05.2015
- Planned, researched, and executed engaging articles for monthly newsletters sent to the company's 30,000 members
- Wrote and edited internal and external memos, email newsletters, flyers, brochures, and menus
- Utilized Google AdWords to create SEO-optimized articles and landing pages
- Collaborated with graphic designers to incorporate copy and visual elements onto webpages and in print collateral
- Collected and verified information from resorts and other internal partners to ensure the accuracy of marketing materials.
Staff Writer
Consumer Media Network
01.2012 - 04.2013
- Crafted accurate copy for online publications related to education, insurance, and healthcare
- Edited the work of other writers to ensure adherence to the Associated Press style
- Researched, conducted interviews, and drafted consumer advice articles
- Used Google Analytics and AdWords to determine the best keywords and phrases for landing pages
- Managed multiple long-term projects and completed them on or before their deadlines.
Editor in Chief
Tennis Now
05.2011 - 01.2012
- Planned and executed all editorial content
- Wrote in-depth feature, hard news, opinion, and analysis articles on a strict, self-imposed deadline
- Delegated stories to other writers and edited their work in compliance with Associated Press style
- Managed the creation of a twice-a-week newsletter sent to more than 110,000 readers
- Wrote scripts and appeared on camera for online news segments.
Staff Writer
Tyler Morning Telegraph
08.2010 - 05.2011
- Covered night crime beat and produced engaging feature stories
- Wrote and submitted accurate, engaging, and fact-checked stories
- Performed interviews with local subject matter experts
- Distilled complex news stories into short question-and-answer scripts for live appearances on a local TV news station.
Education
B.A. Journalism - News Writing/Editorial -
University of North Texas
08.2010
B.A. Political Science - undefined
University of North Texas
08.2010
Skills
- Copywriting and Editing
- Content Strategy
- Search Engine Optimization (SEO)
- Keyword Research
- Competitive Analysis
- Research
- Editorial Planning
- Paid and Social Media Advertising
Accomplishments
- Increased non-brand page one keyword rankings by 730% for shellenergy.com
- Improved non-brand page one keyword rankings by 3,800% for www.lonestarenergytx.com
- Organic search traffic on TourTexas.com improved nearly 220% from 2015 to 2019
- Total keyword rankings grew 78% from Oct. 2015 to Nov. 2021. Page 1 rankings improved 275% from Oct. 2015 to Nov. 2021
Websites
Timeline
SEO Content Lead
Shell Energy Solutions
07.2023 - Current
Senior SEO Content Specialist
Forthea Interactive Marketing
12.2021 - 06.2023
Content Development Specialist
AJR Media Group
06.2015 - 11.2021
Copywriter
Raintree Resorts International
05.2013 - 05.2015
Staff Writer
Consumer Media Network
01.2012 - 04.2013
Editor in Chief
Tennis Now
05.2011 - 01.2012
Staff Writer
Tyler Morning Telegraph
08.2010 - 05.2011
B.A. Political Science - undefined
University of North Texas
B.A. Journalism - News Writing/Editorial -
University of North Texas
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