Lauren Frazer
Strafford,NH
Summary
Highly motivated, results-driven content manager, editor and strategist with over 18 years of experience producing meticulous, high-performing quality content for a wide variety of digital channels. Collaborative leader and data-driven problem solver passionate about testing and implementing scalable strategies to drive brand awareness, traffic and revenue for both b2b and dtc markets.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Content Lead
First Page Strategy
01.2023 - Current
- Drove $1M+ direct blog revenue attribution in addition to paid/organic attribution for total of $6M 2023 YTD
- Increased backlink attribution of +8K backlinks in quality links 2023 YTD for 168% increase YOY
- Delivered 1.19M sessions 2023 YTD in site traffic (6 months)
- Initiated actionable monthly content strategy calendar for 2023 based on comprehensive metrics analysis and yearly/quarterly KPIs
- Implemented quarterly deep-dive blog audit (1K URLs) and optimized/updated based on revenue, traffic, SERP, and monthly product pushes
- Mentored team of content editors and writers to facilitate deadline-oriented site rewrites, survey launches, PR projects, blog content, and assorted client content products
Senior Editor
Indeed
08.2019 - 12.2022
- Exceeded content team 2022 OKRs by driving ~330MM organic sessions on Career Guide globally
- Scaled en-US SEO content optimizations with vendor and internal contract teams, publishing ~12.5k optimized URLs in 2022
- Led net new production QA (10%), including a backlog SEO-tagged drafts project of ~1.5k URLs
- Collaborated on reducing problematic terms across Career Guide (CG) articles, helping team audit ~7% of 33k+ article library to improve inclusivity
- Updated and optimized new and existing content (35K+ articles) to superior content quality standards according to editorial, legal, and accessibility guidelines, with a weighted-average rating of 3.5/4.0 on a global quality scale
- Managed and motivated team of editors by directing, reviewing and improving SEO test edits according to quarterly levers to exceed quarterly goals per dedicated/evolving SEO strategy
- Partnered with digital content, media, SEO, brand, product, DI+B and experience teams to continuously create, edit and update for the best user experience
- Served as authority point-person and editorial style guide steward for complex formatting questions, fixes and AP style for team
SEO Manager/Copy Director
Granite Recovery Centers
08.2018 - 05.2019
- Drove 40% increase in non-branded qualified organic sessions (visits) in 2 months’ time
- Created and published all website copy for successful 2018 new website launch to include About us, contact, locations, services, philosophy and FAQs
- Devised and implemented SEO rollout plan for local and national optimization efforts
- Launched and maintained optimized, brand-centric daily corporate blog and bi-weekly news
- Partnered with key stakeholders—CEO, CMO, social media, photography and client services—to provide quality content
Copywriter, Editor, SEO and Digital Marketer | Remote
02.2008 - 08.2018
- Devised, researched and drove exponential SEO growth through compelling marketing copy, competitor analysis, optimization and management for Page #1 results for 95% of clients
- Created short- and long-form conversion-quality web content for wide range of client industries including tech, internet marketing, gift, legal and telecommunications
- Proofread and edited wide range of marketing creative outputs to include landing pages, emails, PowerPoints, white papers, blog posts, direct mail and digital ads in time-sensitive environments
SEO Manager/Proofreader
VetNetwork
02.2012 - 06.2017
- Created, implemented and managed interactive marketing strategies for 30 client accounts from content creation to SEO to boost rankings to Page 1, increase qualified traffic (typical y/y visit growth of 30%-50%) and drive conversions
- Initiated and regularly conducted technical SEO audits and analyses (with help of such tools as Screaming
- Frog, MozPro and Google Search Console) to determine opportunities for improvement
- Trained and regularly created initiatives for writing, design, programming and social teams to integrate latest in SEO development according to algorithm updates, latest research and in-house brainstorming
Education
Bachelor of Arts - English
University of New Hampshire
Durham, NHSkills
- Content editing: AP style, HTML, Markdown, Grammarly, GatherContent, MS Word, Google Suite
- Content Management Systems: Hubspot (Inbound and Content Marketing certified), Strapi, Wordpress, Contentful
- Collaboration tools: Clickup, Asana, Jira, Slack, Trello, Zoom/Gchat, Google Docs/Sheets
- SEO: Google Search Console, Google Analytics, MOZ, SEMRush, Ahrefs, Lookerstudio, Screaming Frog
- Survey/PR: Pollfish
Certification
Hubspot Inbound Marketing
Hubspot Content Marketing
Hubspot CMS
Timeline
Content Lead
First Page Strategy
01.2023 - Current
Senior Editor
Indeed
08.2019 - 12.2022
SEO Manager/Copy Director
Granite Recovery Centers
08.2018 - 05.2019
SEO Manager/Proofreader
VetNetwork
02.2012 - 06.2017
Copywriter, Editor, SEO and Digital Marketer | Remote
02.2008 - 08.2018
Bachelor of Arts - English
University of New Hampshire
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