MICHAEL LANEN
Canton,GA
Summary
Specialized in Search Engine Optimization (SEO) while also possessing proficiency in Paid Search, Content Management and Web Design. Daily tasks in organic search visibility, optimizing channel leads, and implementing structural enhancements to drive cost reduction, enhance web leads and increase revenue. I obtained a Bachelor's degree in Business Management with a Marketing concentration with honors.
Overview
16
16
years of professional experience
Work History
SEO Manager
BioGenesis Industries
09.2019 - Current
- Develop and implement a comprehensive SEO strategy for lead generation across multiple company websites catering to nationwide b2c and b2b services and product sales, encompassing SEO, Paid Search, CRO and Growth Management
- Strategic Planning and CRO: Develop and execute website strategies aligned with business goals to increase user visibility and improve conversion rate
- Local SEO: Setup and maintained listings for all 50 states in Google MyBusiness Profiles
- Technical SEO: Ownership of daily website error management to improve website health, and load time through Google Search Console and crawl sessions from Screaming Frog
- Backlinking: Improved backlink results through content and digital PR strategies
- Paid Search: Create and manage paid search campaigns focusing on $2.5M budget, lead generation, with KPIs including total leads, cost per lead (CPL), and cost per click (CPC)
- Web Development: Work closely with development team to improve HTML, CSS and JavaScript with the goal to improve site health and web load time
- Reporting: Utilize GA4 and Ahrefs web analytics to monitor and report performance on user behavior, key events, and website traffic to increase annual leads and revenue
- Cross Functional: Work with creative, product, and leadership teams to ensure website initiatives and support company objectives
Head of SEO
Kennesaw State University
08.2018 - 09.2019
- Enhanced the digital footprint on search engines and bolstered online visibility for each college, catering to prospective students
- Crafted SEO roadmaps tailored to each university college and department
- Analyzed growth success in keyword rankings, traffic and unique visitors through Google Analytics and BrightEdge
- Transformed a team of 10 stand-alone college-based webmasters into a fully operational digital marketing team in an Agile SEO environment
- Conducted SEO 101 group meetings to educate non-SEO members, including IT professionals and college chairs, on the significance of SEO
- Negotiated annual budget for online tools, headcount and other educational resources
Director of Search
Hearst Autos (CAR and DRIVER)
06.2016 - 08.2018
- Revitalized the SEO strategy for the CAR and DRIVER brand, aiming to boost organic traffic amidst the transition to a new web design platform
- Optimized new automobile listings functionality, leading to a 100% growth in Google rank visibility
- Implemented a new keyword reporting strategy, expanding from 500 to 15,000 keywords, thereby enhancing insights for the Editorial team regarding content opportunities
- Initiating switch to HTTPS to improve site quality, boosting a 15% site rank
- Reduced 404s over 90% (from >250,000 at start), re-tooled XML sitemaps and eliminated errors in structured data and AMP pages
- Optimization of AMP template containing structured data and social media, reducing page load time
- Product owner in a JIRA Agile environment, directed internal teams to integrate best practices, ensuring faster implementation and higher product quality
Earned Media Manager – SEO
The Home Depot
06.2010 - 04.2016
- As one of the pioneering SEO members within the retail division, spearheaded a new SEO strategy, executing both on-site and off-site optimization processes
- Presented strategies to merchants to evangelize the benefits and strength of SEO with the result to receive a $1.8M budget to cover research
- Collaborated with agency partner on backlink strategy through unique content
- Conceived the initial content page concept for merchants, aimed at bolstering keyword rankings for broad search terms
- Set up technical SEO components, including site health and XML sitemaps
- Initialization of Google Business profiles to support 2,000+ stores
- Mentored and coached junior team members on daily tasks such as keyword research, reporting, presentation skills and time management
SEO Manager (Contract)
Webroot Software
06.2009 - 06.2010
- Provided advanced on-site SEO strategies to create a better organic visibility
- Educated internal teams and leadership regarding SEO best practices
- Negotiated contracts with third party agencies for online marketing services, such as keyword research and link building strategies
- Managed SEO projects with timelines and strategy details provided to web development and production teams through weekly meetings
Education
Bachelor of Science - Business Management (Minor in Marketing)
Colorado State University – Global Campus
01.2018
High school/GED Diploma -
Rogers State University
01.2005
Bachelor of Science - Electrical Engineering (Minor in Science)
Plein University
Eindhoven, NB04-1987
Skills
- Analytical driven
- Timekeeper
- Problem Solver
- Exceptionally Organizational
- Communicative
- Leadership skills
- Digital Channel Marketing
- Project Management
- ECommerce
- Keyword Research
- Auditing
- Roadmap Creation
- HTML/CSS/WordPress
- Adobe Experience Cloud
- Data Studio
- Trello
- JIRA
- Monday
- Asana
- Search Console
- Adwords
- Analytics 4
- MyBusiness Profile
- Merchant Central
- Tag Manager
- Local Service Ads
- Moz Pro
- BrightEdge
- SeoClarity
- Search Metrics
- Screaming Frog
- SpyFu
- SEMrush
- Ahrefs
- Reputation
- Amazon
- Google search console
- SEO reporting
- SEO auditing
- Off-page optimization
- Backlink analysis
- On-page optimization
- Technical SEO
Timeline
SEO Manager
BioGenesis Industries
09.2019 - Current
Head of SEO
Kennesaw State University
08.2018 - 09.2019
Director of Search
Hearst Autos (CAR and DRIVER)
06.2016 - 08.2018
Earned Media Manager – SEO
The Home Depot
06.2010 - 04.2016
SEO Manager (Contract)
Webroot Software
06.2009 - 06.2010
High school/GED Diploma -
Rogers State University
Bachelor of Science - Business Management (Minor in Marketing)
Colorado State University – Global Campus
Bachelor of Science - Electrical Engineering (Minor in Science)
Plein University
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