Overview
Work History
Education
Skills
Timeline
Generic

Iris Washington

Atlanta

Overview

8
8
years of professional experience

Work History

SEO Content Lead

DSW - Designer Brands
08.2022 - Current
  • Aligns with key cross-functional partners to create seasonal SEO strategies for business critical assortments
  • Conducts keyword research, competitive analysis on search landing destinations to ensure SEO visibility
  • Analyzes organic search performance to find opportunities for informational articles and guides
  • Optimizes category and product list pages with copy and funnel widgets to improve content visibility and keyword performance
  • Manages local store page listings to increase Map Pack visibility
  • Leads seasonal SEO event strategy for content landing destinations - Coupons & Deals, Black Friday, Cyber Monday etc.
  • Serves as point of contact for all Content URLs and redirects

SEO Content Strategist – Earned Media

The Home Depot Store Support Center
04.2019 - 08.2022
  • Aligned with Merchandising, Editorial, Product, Strategic Marketing and other cross-functional partners to achieve incremental organic growth of content library
  • Prepared requirement documents and briefs to ensure SEO best practices are met for all assigned content landing destinations
  • Exceeded yearly traffic goals for FY20 and FY21 by largest ever margins for DIY content
  • Analyzed organic traffic performance of DIY articles, T1 events, and content landing destinations using Adobe Analytics, Google Search Console and BrightEdge
  • Tested and revamped strategies on various page types to increase SEO performance for T1 event rollouts
  • Increased T1 event SEO visits by 57% and SEO revenue by 64% YoY for FY22 YTD
  • Served as SEO point of contact for redirects, content migration and broken URL queries for Earned Media Content team

SEO Brand Advocate Analyst – Earned Media

Visionaire Partners/The Home Depot
05.2018 - 04.2019
  • Conducted competitor deep dives to identify SEO opportunities on Product Information Pages (PIP)
  • Created 50+ Brand Advocate keyword groups and Share of Voice dashboards to monitor PIP SEO performance using BrightEdge
  • Increased SEO entries by 39% to top national brands (American Standard, Philips and Weber) by optimizing key elements on PIPs
  • Launched PIP Playbook as a guide for 120+ Brand Advocates to fully audit and optimize products for increased organic traffic
  • Created monthly training resources to evangelize the value of SEO to cross-functional partners

Marketing Coordinator

Reliant Technology
01.2016 - 02.2018
  • Launched and maintained content pages for all new product offerings including maintenance and support pages via Magento CMS
  • Optimized 1,000+ product catalog for search and lead generation using Google Search Console and SEMRush
  • Increased Reliant Storage Blog traffic by 170% YoY in FY17 by optimizing 800+ blogs to align with latest best practices and overarching business goals
  • Monitored industry trends to identify content gaps and measure performance of existing content
  • Interfaced with Sales, NBD, Engineering and freelance writers as needed to create new content

Education

Bachelor of Arts -

University of North Carolina At Greensboro
Greensboro, NC
05.2013

Skills

  • SEO Growth Strategies
  • Keyword Research & Reporting
  • Strategic Content Planning
  • Adobe Analytics
  • Google Analytics
  • BrightEdge
  • SEMRush
  • GSC
  • MarketMuse
  • Moz

Timeline

SEO Content Lead

DSW - Designer Brands
08.2022 - Current

SEO Content Strategist – Earned Media

The Home Depot Store Support Center
04.2019 - 08.2022

SEO Brand Advocate Analyst – Earned Media

Visionaire Partners/The Home Depot
05.2018 - 04.2019

Marketing Coordinator

Reliant Technology
01.2016 - 02.2018

Bachelor of Arts -

University of North Carolina At Greensboro

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Iris Washington