Rebecca Lynn Morrow

Efficiency and results proven professional with diversified experience in Search Engine Optimization (SEO) and Online Marketing. Project leader with talent for driving leads and sales to websites by applying top online and off-line tools to increase rankings and online performance. Excel in product  and technology operation. More than nine years of analytical experience to complement current tools that optimize usability and keyword generation for optimal rankings and click-through rates. Excellent people, training and communication skills with a passion to be a leader and an evangelist of SEO and SEM. Bachelor of Science and Masters Certificates in IT/IS and Business Project Management.

Project Leadership – July 2010 – Present

GiveCamp – Spirit of Hope Youth Ranch website. SEO project lead over group of 7 people. Implemented training for web property owner, content development, analytics installation and training.

 

Special Expertise

Marketing- Lead Generation - Increased Rankings - UI/UX Testing

Strategist- Excels in Product Technology - Keyword Generation/KPI - Conversion Funnel Generation

Leadership- Team Member - SEO Evangelist - Passion for Learning & Teaching

 

Professional Experience

SEO:

• Increased rankings and leads by 600% within one year.
• Achieved top 5 rankings for highly competitive keywords. Competitors were Bed, Bath & Beyond, Macy’s, etc.
• Created goal and conversion funnels to better maximize multiple campaigns.
• Continuous research of keywords and key performance indicators to increase visibility and marketability of SEO campaigns.
• Use analytics programs such as Omniture, HBX and Google to analyze traffic, leads and sales.
• Assist clients in reaching and going beyond their site’s potential by creating compelling content.
• Regular panel speaker on SEO, blogging, and content development.
• Reduced bounce rates by implementing a key enterprise level search function on ecommerce sites.

SEM:

• Increased productivity of SEM/PPC campaigns by up to 600%.
• Created standards for how campaigns are generated.
• Reduced costs by 50% while increasing overall CTR and qualified leads.
• Increased quality traffic using ad groups and negative keywords.
• Utilized goal funnels to optimize campaigns for better lead generation.

 

SEO/SEM Strategist & Project Manager | blr|further, AL          December 2009 – July 2010
Used Google analytics for ranking and PPC evaluation, goal conversions & goal funnels. Project Lead of a team of account managers, designers and Social Media professionals. Evaluate and implement new strategies for PPC & SEO campaigns. Increased sales, conversions, leads and CTRs while effectively reducing overall costs.

SEO Strategist and Project Manager | Infomedia,  AL           November 2008 – November 2009
Utilized proprietary and common analytics software such as Google Analytics for analyzing rankings and traffic to client sites. Increased quality traffic, leads and sales through quality content development and SEO best practice implementation. Researched keywords for various industries

SEO Specialist | EBSCO Industries, AL     March 2005 – September 2006
Internal W3C specialist and employed strict HTML coding standards for SEO purposes. Developed compelling and optimized content for better rankings in the SERPs as well as to keep qualified leads in the site longer. Competitive analysis of competitors and client sites to garner better rankings and gain higher traffic leads. Used HBX, Omniture and TeaLeaf for KPI analysis and follow site trends. A/B & Multivariate testing.

SEO Specialist, Front End Programmer | WebMetro.com, CA          May 2004 – December 2004
Utilized proprietary software, WebTrends & ClickTracks for PPC & SEO campaign management. Evaluated and tested client sites internal infrastructure for HTML coding standards. Determined client competition by using KPIs and competitive keyword analysis. Optimized on and off page content.

SEO Specialist, Front End Programmer | Global-WebMarket, CA        October 2003 – January 2006
Project Lead manager that created projects for new and renewed websites through design and development. Worked with 3-10 people per project. Implemented SEO strategies, W3C standardization, accessibility standards, and quality assurance for web and optimization compliance. Increased client visibility and ROI.

IT System Application Administration | Ditech.com, CA  May 2003 – October 2003
Created and reviewed reports and used quality assurance standards to reduce incorrect inputs. Project Manager Lead for organizing and prioritizing tasks, monitoring and department data. Created, maintained, and utilized QA processes for Access Database for CPR (change process request) tracking. Designed and implemented techniques to reduce inconsistencies and maintain a more efficient tracking data sheet.

Executive &  Marketing Assistant | Star E Media, CA         May 2002 – May 2003
Responsible for detailed reporting for Executive Officers and Marketing Manager. Project Management/Marketing for customers and distributors of children’s educational games. QuickBooks AR/AP processing.

 

Technical Skills/Tools

Web Analytics:

• WebTrends and Click Tracks
• HBX/Omniture
• Google Analytics
• TeaLeaf

Development Applications/Platforms/Design:

• Windows 95-Win 7, MAC OS 8/9/X
• Microsoft Office Professional 2000/XP/Vista
• Adobe: PhotoShop, Illustrator, InDesign
• Macromedia Studio MX Package: Dreamweaver, Fireworks, Flash, Freehand, Contribute
• Past Experiences: Quark, 3D Studio Max, Infini-D, Bryce

 

Education

University of Indianapolis, Indianapolis, IN

• Bachelor of Science, Physical Education and Sports Administration May, 2001
• Minor area of concentration: Human Biology, Graphic Arts/Visual Communication

 

Certificates

Masters Certificate in IT/IS Project Management

Masters Certificate in Applied Project Management