Stanley Steemer
Sr. SEO & Digital Content Specialist | May 2019 - November 2021
Starting out as a content specialist learning the craft of SEO and focusing on blog writing, my role at Stanley Steemer quickly expanded to wear multiple hats. From drafting SEO-friendly copy for the web and eye-catching content for email to authoring new landing pages, I took on new projects with a readiness to learn and an eagerness to deliver results. After +2.5 years of dedicated work, I was honored to receive the BrightEdge award for SEO Performance & Results.
Facilitated communications with 4 digital software partners and acted as liaison for digital marketing department (BrightEdge, ReviewTrackers, Brandify, and Ceros)
Wrote, edited, and implemented content on +100 landing pages for national brand website including +25 blogs for SEO & seasonality and 13 industry-specific pages to push commercial cleaning services
SEO strategies and content writing helped attribute to +9.65% YOY growth in organic traffic for 2019 and +13.93% YOY growth in organic traffic for 2020
Used refined CMS and HTML & CSS skills to build and publish website pages
Drove design strategy for educational email series and coordinate with CRM vendor & graphic designers
Ideated, wrote, and published +16 web content pieces for email to increase customer engagement & promote service education
Analyzed and pulled quarterly reporting to benchmark yearly goals and business objectives for board meetings
Enhanced website content through keyword research and seasonal & industry trends
Collaborated with graphic designers to plan media assets and content strategies for website
Helped manage and audit +280 local listings for accuracy and local optimization
Explore Work Examples
Service Optimizations
Researched, audited, and wrote content across service line pages. Secured incremental organic traffic by strategizing new landing pages for niche, hyper-targeted searches like “stanley steemer coupons” to drive traffic directly to brand site vs. competitive coupon sites like retailmenot. Created scalable, industry-targeted content to expand visibility for commercial cleaning services.
Traffic-Driving Blog
Aggressively optimized the blog, The Dirt on Clean, to achieve +100% growth YOY by enhancing existing content and curating new content. Adjusted strategy to fit business objectives during the pandemic as the blog steered away from DIY-based topics and pushed toward professional cleaning queries. Achieved top-ranking success for cost-focused content for carpet cleaning and air duct cleaning.
Creative, Multi-format Content
Developed and conceptualized multi-format content for CRM campaigns, blog articles, and product pages to enhance user engagement. Crafted copy for interactive lifestyle content. Partnered with graphic designer and leveraged design software, Ceros, for CMS implementation.
Air Duct Cleaning (Before & After Images + Testimonials)
BrightEdge Share21
The Edgie Awards Winner for Performance & Results
The BrightEdge awards program recognizes the excellent work done within the BrightEdge community by brands and agencies at the SHARE Global Insights Conference .
The Performance & Results category awards individuals that drive business results within their SEO and content channel. Mary Lavelle was not only able understand the impact on traditional traffic-driving services, but also make a lasting impact on organic traffic to stanleysteemer.com. This included:
Boosted 3-pack visibility for Google Business Profiles by +44.5%
Improved page 1 keyword visibility and surpassed quarterly goal of “increase page-one keyword visibility to 35%” to be +43%
Attributed to +36% organic traffic increase YOY for stanleysteemer.com
Increased organic traffic to blog (stanleysteemer.com/blog) by +200%