SEO & Website Manager Driving Growth

ANTON ROSS

SEO GEO AEO + Content Strategy

Incline Village, NV Alameda, CA LinkedIn

*********@*****.*** 843-***-****

SUMMARY

Highly accomplished and results-driven Senior SEO & Content Strategist with over 15 years of demonstrated expertise in driving organic growth and revenue and maximizing digital performance, now specializing in AI Search Optimization. I excel at developing and executing cutting-edge, data-informed SEO strategies tailored explicitly for AI-generated search experiences (GEO), including Google AIO, ChatGPT Browse, Perplexity, Claude, and other emerging platforms. My deep understanding of how AI search models and LLMs retrieve and rank information allows me to position content to be surfaced, cited, and recommended by these systems, supporting complex B2B sales cycles and robust lead generation for enterprise products. My background combines strong technical SEO, content strategy, and conversion rate optimization (CRO) with a proven ability to lead large-scale programs and collaborate effectively within matrixed organizations, enhancing Knowledge Panel visibility and brand representation in AI models.

CORE QUALIFICATIONS

Enterprise SEO/GEO Strategy B2B & SaaS SEO Technical SEO & Site Performance AI Search Optimization (Google AIO, LLMs, Conversational AI) Content Strategy & Optimization Lead Generation

Conversion Rate Optimization (CRO) Program & Project Management Data Analysis & Reporting Cross-functional Team Leadership SEO Forecasting & ROI Modeling Stakeholder Management Adobe Experience Cloud Tech Marketing Developer Audience Targeting On-page Optimization Advanced Structured Data & Schema Markup Entity-Based SEO & Knowledge Graphs In-depth SERP

& AI Answer Analysis Link Building Digital Marketing Strategy Innovation Communication Skills EXPERIENCE

Sr. Digital Marketing Manager (SEO Content/Strategy, AI-focus for GEO) Blackhawk Network July 2024 – Present

Responsible for developing and executing comprehensive SEO content strategies for North American B2B properties across multiple lines of business. This critical role also leads our efforts in optimizing content for AI-generated search experiences, including Google SGE (Search Generative Experience), ChatGPT Browse, Perplexity, and other emerging platforms. Operating at the cutting edge of SEO, content strategy, and artificial intelligence, I leverage a deep understanding of how AI search models are trained and retrieve information to develop and implement strategies that position our content to be surfaced, cited, or recommended by these systems.

My responsibilities include:

• Conducting comprehensive keyword research and executing holistic SEO strategies that drive organic traffic, improve rankings, and enhance website visibility across traditional and evolving search landscapes.

• Researching AI-driven search platforms (Google SGE, ChatGPT Browse, Bing Copilot, Perplexity) and developing advanced SEO strategies tailored to AI search mechanisms and conversational interfaces.

• Optimizing content for entity recognition, relevance, and authority within AI systems while implementing structured data markup (Schema.org) to support enhanced indexing and knowledge extraction.

• Creating and managing high-quality, authoritative content (blog posts, articles, social media) that follows SEO best practices, including internal linking, optimized headings, URLs, and site architecture to maximize AI-readiness and organic search performance.

• Implementing advanced optimization techniques: semantic markup, comprehensive schema implementation, and keyword integration strategies.

• Monitoring industry trends, algorithm updates, and competitor activities to adapt SEO strategy and enhance Knowledge Panel visibility in AI models and semantic search engines.

• Analyzing website performance using innovative tools and advanced analytics, tracking organic traffic, keyword rankings, conversion rates, and user engagement in both traditional and AI- generated search environments.

• Collaborating with content creators, marketers, and developers to align traditional SEO practices with AI-readiness initiatives while generating regular reports and data-driven optimization recommendations.

My expertise encompasses Technical SEO, E-commerce SEO, SEO Copywriting, conversion rate optimization (CRO), Content Strategy, and Editing. Critically, I bring a strong focus on AI-related search environments, including a deep understanding of how large language models (LLMs) retrieve and rank information. I am proficient in using Google's SGE, OpenAI's ChatGPT, Perplexity.ai, You.com, Neeva, and similar AI-powered search tools, with expertise in entity-based SEO, semantic search, and knowledge graph optimization. My skills include advanced structured data implementation (Schema.org, JSON-LD), and the ability to perform in-depth SERP and AI answer analysis to guide optimization efforts. I am adept at translating complex insights into actionable recommendations, underpinned by strong analytical, technical, and research capabilities. Senior SEO Manager

Panopto April 2022 – July 2024

As Panopto's Senior SEO Manager, I led SEO strategy for panopto.com, driving organic rankings & CRO. Focused on intuitive, on-brand website experiences. Integrated AI Search Optimization, leveraging advanced structured data and entity-based SEO for AI models. IMPACT:

• Increased organic traffic +32% (Q2-Q4)

• Conversions +66% (Q2-Q4) via improved UX/CTAs

• Increased CTR by optimizing new content for search intent/AI answers

• Decreased bounce rate -18% by optimizing evergreen content for AI relevance

• Increased blog sessions/users via content collaboration

•

TECHNICAL SEO:

• Optimized site performance (WordPress/Core Web Vitals); streamlined plugins/JS/CSS.

• Developed/deployed new Taxonomic Nav. Migrated to GA4. RESPONSIBILITIES:

• Elevated organic rankings/CRO; ensured engaging UX.

• Managed organic growth strategy, converting traffic to qualified leads efficiently.

• Built/managed daily SEO program, ensuring site/pages ranked for relevant terms, including AI search nuances. Provided on-page/off-page recommendations for SEO coding, structure, content, social, linking, and AI-readiness.

Senior SEO Content & Data Strategist (Google-embedded) MediaMonks August 2021 – April 2022

• Collaborated with cross-functional teams to drive key global marketing programs for a client roster including Google (embedded as a Senior Data Analyst), Uber, Fisher Investments, Merrill Lynch, LinkedIn, Bayer, and HP.

• Partnered with Fortune 100 clients to address measured content/SEO landscape performance and opportunities, proposing and defending SEO investment across all performance-based marketing channels, securing buy-in from key stakeholders.

• Directed and managed strategy and research, account management, client-facing experiences, and monthly/quarterly reporting.

• Oversaw and assisted with SEO strategy execution for eCommerce and Retail clients, contributing to X% organic revenue growth.

• Managed multiple large-scale SEO programs for Fortune 100 companies, ensuring timely project progression and completion under deadline.

• Educated internal teams and 3rd party vendors on SEO best practices to ensure all deliverables were optimized at launch.

Senior SEO/Content Strategist

Autodesk January 2021 – August 2021

• Created B2B and B2C content for Autodesk.com with attention to SEO and CRO that spans the consumer lifecycle, resulting in X% increase in organic search visibility for key product pages.

• Developed content roadmaps and performed on/off-page copywriting for AEC software, working closely with technical and product teams, web publishing, and engineering.

• Managed the end-to-end process of Search Landing Page (SLP) content creation from design and production to copywriting and final edits, improving content quality and SEO performance.

• Managed and analyzed KPIs using Google Analytics/GA360, Google Search Console, and other tools, identifying X opportunities for optimization.

• Enabled data signals for targeting (B2B/B2C), optimization, and measurement.

• Implemented schema in Adobe Experience Manager and contributed to MarTech implementation projects, enhancing data structure and search engine understanding. Director of SEO & eCommerce

3Js Wine Group Alumni Ridge Wines February 2019 – January 2021

• Managed all content creation and marketing programs, SEO, Social Media, and Conversion Rate Optimization (CRO) campaigns, driving increased awareness, traffic, and retail conversions

(revenue) by 47% for online wine sales.

• Led Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO) efforts, resulting in 31% improvement in online sales.

• Monitored and measured ongoing performance, KPIs, and analysis of digital efforts using Google Analytics/Google Search Console/Google Tag Manager. eCommerce SEO Director

CommerceV3 April 2014 – February 2019

• Collaborated with Partner and Retainer clients (ranging from $500,000 to $22 million in annual sales) to grow sales and revenue by an average of 54% for their online properties in the B2B and B2C space using SEO and CRO.

• Grew each store's revenues through strategic SEO (on-page/META) and content creation, achieving 28% YoY increase in organic traffic.

• Led the development of omnichannel eCommerce strategies, staying ahead of all SEO and lead generation trends.

• Directed testing, data collection, and analysis, and identified content trends and insights using Google Analytics, Google Search Console, and other SEO tools to achieve maximum ROI in SEO campaigns.

• Worked directly with CV3 developers to deploy UX/UI enhancements, including site architecture upgrades, content linking strategies, and new lead generation pipelines, improving site performance and user engagement.

Digital Marketing & SEO Director

Spinnaker Resorts June 2010 – April 2014

• Managed digital marketing for a $175 million international resort company, identifying innovative ways to meet business and sales objectives, driving incremental revenue in excess of $1.5 million/year.

• Developed, created, and executed online marketing campaigns in SEM, SEO, social media, display advertising, rich media, and editorial content creation, contributing to ~44% growth in online bookings YoY.

• Managed Joomla/Drupal/WordPress micro-sites for location-specific campaigns and consumer- facing web properties.

Director of Marketing & Communications

United Way of the Lowcountry December 2007 – February 2009

• Directed the development and creation of the strategic marketing plan, identifying target markets and donor needs/interests to increase overall campaign production by 28% and donor engagement by 21%.

• Interactive media duties included SEO, SEM, and Social Media Marketing, as well as the creation of a new UWLC website.

Director of Web & Interactive Media

University of South Carolina-Beaufort July 2007 – January 2008

• Managed the transition of Web content from HTML to a modern, PHP-based CMS, ensuring accuracy, relevance, and optimizing the existing site to Web 2.0 standards, improving site functionality and user experience.

• Ensured consistency of Web-based marketing with university branding and all offline marketing through SEO and SEM.

TECHNICAL SKILLS

Analytics & Reporting: Google Analytics/GA360 ("Source of Truth"), GA4, Google Search Console, Google Tag Manager, Google Data Studio, Optimize, Adobe Analytics, Hotjar, UXPressia SEO Tools: MOZ Pro, SEMrush, Screaming Frog, SEO PowerSuite, SEO Clarity, SimilarWeb, Ubersuggest, Frase, Botify, Deepcrawl, ChatGPT

CMS: Adobe Experience Manager, WordPress, Joomla, Drupal, TeamSite, SquareSpace, WIX Marketing Automation/CRM: HubSpot, Salesforce, Marketo Project Management: Program/Project Management, Google Docs, WorkFront, Asana, Monday Coding/Technical: HTML, CSS, PHP, JavaScript, SQL, MySQL, Schema Other: Adobe Creative Suite/Creative Cloud, HootSuite, CallRail, Canva EDUCATION

Saddleback College Journalism, Information Technology, Music University of West Florida Journalism, Marketing LICENSES & CERTIFICATIONS Google AdWords, Google Analytics, Google Tag Manager

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