Patrick Esquivel
Digital Media Strategist
5226 SNOW DRIVE APT #4
SAN JOSE, CA, 95111
--patrickesquivel.org
SUMMARY OF QUALIFICATIONS
Google AdWords Certified with skills and experience in Digital Marketing, including paid and
organic search, lead generation, analytics, social media, SEO, display advertising, email
marketing, landing page optimization, and creative work. Out-of-the-box creative problem
solver, capable of meeting deadlines under pressure. Detail oriented with exceptional
communication and customer service skills (verbal/written).
EXPERIENCE
thebasketballphenoms.org, Remote,CA - Digital Strategist
FEB 2017 - PRESENT
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Managed and Optimized AdWords and Facebook Accounts – reduced CPC,
implemented proper account structure, and increased relevant traffic through keyword
research and negative keywords, A/B Split Testing
Built SEO Optimized Wordpress Sites - did competitive keyword research to determine
rankability, find long tail keywords and new opportunities. Optimized Meta Tags, created
SEO Optimized content.
Used Analytics to Assess Visitor Behavior and Make Adjustments to Paid Campaigns and
Organic Search Strategies
Implemented Lead Capture and Email Marketing Campaigns – created targeted landing
pages and drove traffic via paid search and social.
Created Email follow ups to drive traffic to customers offers and products.
FoodMaxx, San Jose,CA - Grocery Cashier/Clerk
JULY 2016 - Present
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Provided strong Customer Service in the Check stands and on the Sales-Floor to
customers and to fellow employees with addressing any and all questions. Ensuring that
the customer is welcome in and out of the store.
Stock groceries onto the sleeves, ensuring all items are presentable to customers.
Sweep and clean the whole store, including the public restrooms to provide a presentable
store to all customers shopping.
EDUCATION
Gunderson High School, San Jose, CA - High School Degree
AUG 2012 - MAY 2016
Graduated high school with a 3.6-3.8 GPA.
DEMONSTRATION
Adwords account sample spreadsheet of AdTaxi.
https://docs.google.com/spreadsheets/d/1zFVMSux9736ApXg9Dkks_zftxpWLJJCCeYqxoJ_gdc
g/edit?usp=sharing
The following screenshots are showing some evidence of the work I’ve done with Digital
Marketing:
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A Facebook page I’ve created that has 10,347 likes - both from paid and organic.
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76 Subscribers to my newsletter on The Basketball Phenoms website.
SEO Project for Directive Counseling
A brief demonstration of some of my current search engine optimization skills
By Patrick Esquivel
Introduction
I will be conducting an SEO analysis of a website from a business card someone gave
me called G & POP’S BBQ. This website is a BBQ & catering services website based in
San Jose, CA. For reference, here is the link: https://www.gandpopsbbq.com/
If we do an initial analysis of this site, you can see it is not doing well from an SEO
standpoint at all (screenshot was taken from Moz open site explorer)
There is very low domain and page authority, and I already have some theories as to
why that is based on my current knowledge of SEO.
For this project I will be using basic SEO tools such as:
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Moz Open site explorer
Google Adwords Keyword Planner
So without further ado, let’s get to it!
Keyword Analysis
From the client’s page we can see that it is an BBQ & catering services company based
in the San Jose bay area. The market we want to attract here are people and/or
businesses in the bay area searching google for a keyword such as “San Jose Catering
services,” or “Wedding catering in San Jose,” etc.
I’m assuming that they wants to find potential customers and/or businesses in the bay
area. I think it is best we stick to keywords people are searching for specifically for San
Jose or cities nearby San Jose. Below are screenshots taken from Google adwords
keyword planner when searching the keyword “San Jose catering services” & “San Jose
BBQ catering”
Here we can see that the suggested CPC is very high for both searches & the
competition is also high. From this basic analysis, we will move forward with using such
keywords as “San Jose catering services” & “San Jose catering”.
Competitive Analysis
By doing a quick search on google for the keywords we chose and Moz’s open site
explorer we can quickly see who their competition is. Both keywords present the same
competitor in the first page of google’s search results. Below is a screenshot of their
stats on Moz open site explorer:
In order for them to surpass the competitors here, it looks like they need to increase
their domain and page authority as well as establish off site links through link building.
Increasing Authority
Right off the bat I noticed that G & Pops does not have a great h1 tag at all. This is a
simple and quick fix for them, and I could reach out to them to make sure they include
the keywords mentioned previously. My suggestion for the h1 tag’s title is “BBQ &
Catering services - BBQ & catering services in San Jose, CA.”
It’s also good to check the title tag in the source code. Quite frankly, the title tag on the
page could be much better:
“gpopsbbq” should be changed to “BBQ & Caterting Services in San Jose”. Or “BBQ &
Caterting Services in bay area,” etc.
Offsite link building
Increasing authority is not enough to compete for the top spot in a google search result.
When you look at some of the competitors, you’ll see that not only do they have a
higher page authority, but also established relationships with high authority relevant
blogs and sites which point to their pages.
Below is a screenshot of what two of the competitors is doing in terms of inbound links,
provided by Moz open site explorer:
- Tonycaterstoyou.com - has over 25 inbound links, but to the same
site. Also, it appears their ads are showing up all over this site.
- Andysbbq.com - only has one link, but it’s a very high DA link.
Both of these sites have high domain and page authorities and could provide excellent
opportunities for link building.
These are the two sites that the competitors are using to build their more significant
links:
● http://www.yellowbook.com/
● http://content-magazine.com/home/category/blog/
Conent-magazine.com appears to be a local blogging site (quite possible they could
guest post on here) design to help individuals and businesses get attention (which
provides value) and it seems to be a perfect opportunity to provide knowledge for the
blog site as well as plug in our client’s domain. It’s a win-win for both parties.
Yellowbook.com is a search engine site to find local businesses for any category. This
could be beneficial to G & Pops as getting a page on here (yellowbook has a DA of 80
mind you) could increase rankings in the long run.
Final Thoughts
Making these small changes and reaching out to these high authority blog sites will
already G & Pops website in a better place. There is more that can be done through
other channels such as PPC and Social media as well. A small website like this is open
to many possibilities in digital marketing to improve its’ conversion rate and bottom line.
