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Background: Joined Bonsai as SEO Lead in April 2025. Clients range from Regulator Marine (premium offshore fishing boats) to Ocala Horse Properties (equestrian real estate), with very different audiences, CMS platforms, and competitors.

Day to day: I designed the content pipeline I use for client copy. Every generated claim is traced to a source before a person sees the draft, and an independent reviewer checks each batch; one measured batch hit 97.78% first-pass factual accuracy (14 errors in 633 claims, reported as an upper bound). It runs on DataForSEO and SEMrush data, and it lets me manage 8+ clients without a content team. I also run technical SEO audits, manage link building campaigns, and report directly to the CEO.

Lesson learned: Working across unrelated verticals means switching context all day. I can't specialize in marine SEO; I have to understand each industry's buyers well enough to write content they find useful. AI handles the volume, and I make the strategy calls.

Background: ProperNoun was a small agency with a handful of local clients when I joined. I built its SEO function: processes, tooling, reporting, and client management.

What drove those numbers: The 100-1000% traffic increases came from the same order of work each time: technical audits first (crawl issues, site speed, schema), then content gap analysis, then link building. One local brand went from 200 to 4,000+ monthly organic sessions in under six months after we fixed its technical issues and published targeted content clusters.

Using AI: I started using AI in agency workflows early, for content drafts, outreach personalization, and keyword clustering. That let us take on more clients without lowering quality: AI handled first drafts and research, and people handled strategy and editing.

Background: Boats Group runs boattrader.com, one of the largest marine marketplaces. The role was part SEO strategist for individual dealers and part product manager pushing SEO improvements into the platform.

Scale: With 40+ accounts at once, I couldn't write a custom strategy for each. I built standard audit templates, priority matrices, and reporting dashboards (and led the team's move to Looker Studio) so I could spot issues across the portfolio quickly and spend time where it mattered.

Cross-functional work: This was my first role working directly with engineering teams. I learned to write SEO requirements as tickets developers could act on, weigh technical debt against new features, and work in Agile sprints. I've used that product management experience in every role since.

Background: EllaParadis was an ecommerce startup in adult wellness, where Google Ads restricts most advertising and social platforms limit reach, so the usual paid playbook didn't apply.

What I built: With paid channels mostly blocked, I focused on SEO and PR. I landed mainstream media placements and influencer partnerships that drove traffic, and built the content strategy from scratch (product descriptions, blog content, email marketing) around what Google would rank in this vertical.

Why it matters: It taught me how to grow a site when the usual paid channels aren't available.

Background: When I joined, the company sold custom USB drives and did about $400K a year. When I left six years later, it was doing $12M, and SEO was the main growth channel.

How it happened: B2B promotional products is a competitive search space. I built content around informational and commercial-intent keywords such as "custom USB drives for events" and "branded flash drives." Link building did the most: I developed outreach programs that earned links from .edu domains, industry publications, and tech blogs. Along with on-site technical work and a steady content calendar, that put us at the top of the results for our core keywords.

Team building: I hired and trained the marketing team from scratch: writers, a designer, and a PPC specialist. Training junior hires while carrying my own workload taught me most of what I know about managing people.

Lesson: When organic search is the main revenue source, every technical and content decision is a business decision.