Mike Archer
SEO Director & Strategist
-· LinkedIn
- · P
hoenix AZ 85032
Dedicated marketing management and SEO leader consistently delivering high-quality and results-focused marketing
strategy. Proven track record of driving web traffic and increasing client revenue by utilizing advanced research methods,
understanding audience intent, and identifying emerging market trends.
Areas of Expertise include:
● Search Engine Optimization
● Competitive Analysis
● Digital Strategy
● Conversion Optimization
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Process Creation
Web Analytics
Project Management
Social Media Marketing
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Team Management
Conflict Resolution
Cross-Functional
Collaboration
Professional Experience
YANDY · Phoenix, AZ · 5/2018 to 5/2019
eCommerce company specializing in women's apparel & Halloween costumes
SEO MANAGER
Internal subject matter expert on SEO, CRO and analytics. Responsible for creating strategic SEO plans and implementing
SEO related updates on primary eCommerce website with over 30,000 products and 900 category pages. Also produced
training for interdepartmental team members on SEO best practices. Worked closely with development and IT to update
custom eCommerce platform to SEO industry standards.
Key Contributions:
● Strategic SEO efforts increased organic traffic by 35%. Optimized category pages, internal linking, mobile-friendly
design, product pages, and blog content.
● Large-scale keyword research project resulted in complete redesign of Halloween landing page to better serve the wide
range of visitors seeking costumes.
● Created customer survey, analyzed results from 4,000+ respondents. Primary learning was that buyers were 50% men
from ages 35-55. Outcome of survey sparked new creative campaigns, blog content, and site content targeted towards
men.
● Implemented Google Optimize for CRO testing and created process for analyzing test results with team. Ran multiple
A/B tests and split tests resulting in conversion rate increases of 3-5%.
● Assisted with the creation of the Yandy blog and created content strategy for copywriting team.
● Researched and created strategy for large scale Lingerie Guide and Lingerie Glossary spanning more than 20,000 words.
● Developed internal processes and collateral for project management and tracking.
MAGNETIC STRATEGY · Phoenix, AZ · 8/2017 to Present
Digital marketing firm dedicated to helping vacation rental management companies drive direct bookings.
CO-FOUNDER & DIRECTOR OF STRATEGY
Company was founded to help struggling VRMs reduce their dependence on major online travel agencies. Identified and
qualified suitable property management companies who would need digital services. Primary services offered are SEO,
CRO, and Content Development.
Key Contributions:
● Created pricing models and new business proposals for prospective clients.
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● Initiated strategic referral relationship with industry’s largest provider of property management software.
● Developed lead gen SEO scorecard to attract new business prospects.
● Development of all internal processes and collateral for project management, client services, deliverables, and service
offerings.
SITEWIRE · Tempe, AZ · 11/2015 to 10/2017
Full-service digital agency creating marketing campaigns with innovative digital practices to achieve goal oriented outcomes.
DIRECTOR OF SEO
Ensure overall operational management of Search Engine Optimization department, generating $350k in annual revenue.
Conduct and analyze market research, crafting pricing structure and internal efficiency by incorporating SEO best practices
into web development projects.
Key Contributions:
● Supervised and directly implemented strategic SEO for multiple large companies including Cochlear, SupplyFrame Inc.,
Arizona Science Center, and Limelight Networks. Performed SEO research and strategy for Insight & PetSmart.
● Successfully grew client retention and profit margins by establishing an original Statement of Work structure for Search
Engine Optimization services.
● Improved client satisfaction and revenue by creating new SEO department deliverables and services.
● Effectively partnered with marketing to create case studies and POVs.
ETHOLOGY (Acquired by Tallwave) · Scottsdale, AZ · 04/2011 to 08/2015
Provider of digital strategy, search, content, and performance media
DIRECTOR OF SEARCH (02/2014 to 08/2015)
Led a team of six team members and one manager increasing organic visibility by delivering search engine optimization
strategies; created presentations, and sold potential clients on SEO services; shaped pricing arrangement and internal
methods for integrating SEO best practices into web improvement projects.
Key Contributions:
● Supervised and provided strategic direction on client engagements for such companies as US Bank, Waste
Management, AAA, United Rentals, Culligan Water, and Delaware North Corporation.
● Directed SEO efforts in redesign of current practices, tools, and deliverables to increase output and effectiveness.
● Increased upsell revenue and client satisfaction by 20% by establishing innovative deliverables for SEO department.
● Generated effective marketing resources, including blog posts, case studies, webinars, and POVs by partnering with
marketing department.
SR. MANAGER OF SEARCH (11/2011 to 02/2014)
Promoted from Manager to Senior Manager to supervise a six member SEO team at two sites in Arizona and Oregon;
supervised client activities and oversaw the day to day activities of the Search team by training and mentoring on SEO best
practices, delivering quarterly and annual performance reviews.
Key Contributions:
● Effectively collaborated with HR to generate new hire onboarding training guides, adopted by all departments.
● Partnered with the Director of SEO to craft comprehensive business pursuit presentations and RFPs.
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SEO SPECIALIST 04/2011 to 11/2011)
Developed and executed organic search engagements for numerous top tier clients by generating and presenting
deliverables dedicated to SEO performance.
Key Accomplishments:
● Successfully crafted and supplied reporting centered on analytics data while delivering insights to drive strategy.
● Created and managed on-page optimization including backlink research, technical audits of client websites, and
provided website analytics data to improve search visibility and user experience.
RINGOR · Wilsonville, OR · 08/2007 to 04/2011
Privately held softball footwear eCommerce company
INTERNET MARKETING COORDINATOR
Recruited to use internet marketing expertise in generating and executing online and search marketing acquisition
approaches, including SEO, paid search, lifecycle marketing, and social media; trained C-level stakeholders regarding best
practices processes.
Key Contributions:
● Improved organic search prominence 68% and amplified organic search revenue 138%.
● Effectively reorganized AdWords campaign, resulting in an upsurge in revenue and profitability and an ROI of 700% on
non-branded promotions.
● Developed and implemented two popular softball tournament social media competitions using Facebook and Twitter,
resulting in increased brand awareness and trade show attendance.
Additional Experience
Internet Marketing Consultant (2005 to 2007) Archer Strategic Alliances, Portland, OR
Computer Consultant/Senior Wireless Technician (2005 to 2007) Webformix, Bend, OR
Content Management Systems, Tools & Software
CMS: WordPress │ Expression Engine │ Magento │ Simple CMS │ Joomla │ Umbraco │ Drupal │ Ektron
Tools & Software: Google Apps │ Microsoft Suite │ Open Site Explorer/Moz Tools │ SEMrush │ Google Products
(AdWords, Analytics, Trends, GSC, Data Studio, Optimize) │ Screaming Frog │ URL Profiler │Sitebulb │Ahrefs │
Majestic SEO | Gather Content | Power BI | Multiple PM Tools (Jira, Teamwork, Function Fox, Basecamp) | Crazy Egg |
ContentKing
Education & Training
Associate in Applied Science in Networking Technology
CISCO NETWORKING ACADEMY, HEALD COLLEGE, SCHOOL OF TECHNOLOGY | Portland, OR
Associate in Applied Science in Computer Technology
HEALD COLLEGE, SCHOOL OF TECHNOLOGY | PORTLAND, OR
