Michelle Farrell is a search engine optimization and content marketing professional with over 20 years of experience. She has a proven track record of improving keyword rankings and organic traffic for large ecommerce websites like Teleflora.com. As SEO Program Manager at Teleflora, she led the technical SEO strategy and content marketing efforts, increasing organic orders by 5% annually and attracting 17% more organic traffic year-over-year. She also spearheaded the migration of Teleflora's multi-million dollar website to a new platform.

1. MICHELLE FARRELL
Santa Monica, CA
(310) 308-1335
michelle.farrell.seo@gmail.com www.linkedin.com/in/michellefarrellseo
SEARCH ENGINE OPTIMIZATION AND CONTENT MARKETING PROFESSIONAL
Hands-on technical SEO expert with extensive experience in redesign and migration of a multi-million dollar
ecommerce website. Results-oriented with a proven track-record of improving targeted keyword rankings in
highly competitive field. Acquired quality organic search traffic by following SEO best practices and by writing
compelling copy that converted or assisted in an online sale. Google Analytics (GAIQ) certified. Online
Certified Marketing Professional (OMCP) candidate.
PROFESSIONAL EXPERIENCE
Teleflora.com, Los Angeles, CA 1996 - 2016
SEO & Content Marketing Program Manager, Online Marketing (2010 – 2016)
• Led SEO strategy and implemented technical SEO best practices on national brand ecommerce
website.
• Delivered rankings and traffic on target keywords in the highly competitive “flowers” keyword field.
Ranked #1 for more than 20 of top 32 converting keywords, and in top 5 search results for other
important keywords.
• Conducted keyword research, competitive analysis and paid search insights to discover content ideas
for website and blog. Maximized organic search ROI by increasing average order value (AOV) by 3%
YOY while keeping cost per order (CPO) low (<$1).
• Created content marketing strategy targeting keywords. Wrote copy on more than 400 web pages
successfully engaging many buyer personas, prospects, and customers during and after their buyer
journey which increased organic orders by 5% YOY.
• Increased organic traffic 17% YOY. Attracted, informed and persuaded customers by writing useful,
compelling, informative content that responded to their questions and needs.
• Converted 4.4% of organic traffic to a purchase by applying CRO best practices.
• Grew external links to website and blog by partnering with SEO Agency for off-site link building tactics.
• Evangelized SEO across the organization through collaboration with internal development, product,
designers, social, PR and marketing teams. Monitored and reported all areas of SEO performance to
upper management.
Teleflora.com Site Migration Experience (2012 – 2015)
• Spearheaded SEO on multi-million dollar website redesign and migration while working concurrently on
the existing site. Effectively juggled multiple projects under tight deadlines.
• Diligently planned and executed SEO strategy for more than three years which ensured a smooth
transition and successful launch.
• Created technical solutions/specifications, partnered with Web Development to ensure effective
implementation of SEO. Prioritized projects based on level-of-effort-to-impact ratio, ROI and budget
constraints.
• Set up all site hierarchy and content to ensure site architecture maximized SEO performance and user
experience. Conducted quality assurance on all changes.
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Teleflora Blog Development (2015 – 2016)
• Concurrently managed SEO on ecommerce site and created, customized and successfully migrated a
WordPress blog website to replace outdated blog.
• Increased blog visitors by 300% per week. Crafted compelling, timely and relevant article headlines.
Directed off-site copywriter to write blog post from headline title while targeting buyer personas.
• Positioned brand as an industry authority which improved both blog and ecommerce site overall
keyword rankings, brand awareness and loyalty.
• Optimized content and uploaded multi-media (video, infographics, photos, quizzes and sweepstakes)
which increased user engagement, repeat visits and social sharing. Applied conversion techniques to
drive traffic to ecommerce site and to influence a purchase. Managed the tracking of content
engagement and success metrics.
Social Media Program Manager (2012 – 2014)
• Concurrently managed SEO and all social media including; Facebook, Twitter, Instagram, YouTube
and Pinterest.
• Followed social media best practices while incorporating SEO techniques in social posts and videos to
increase ecommerce site rankings.
• Increased social audience and engagement, both organically and with paid Twitter and Facebook ads.
• Created editorial calendar for everyday posts also maximized the relevancy of message by targeting
real-time events and searching for brand relevant keywords in people’s Tweets.
• Collaborated on campaigns with in-house Agency, NBA, Duck Dynasty, Adriana Lima, Super Bowl, and
Faith Hill. Experienced with Salesforce Radian6, Hootsuite, Facebook Insights and Twitter Ads.
Web Producer and SEO Specialist (2006 – 2010)
• Coded Teleflora website landing pages and emails using HTML, CSS and Dreamweaver.
Web Design and SEO Consultant, Freelance, Santa Monica, CA (2004 – 2016)
• Developed and maintained more than 20 local business websites.
• Conducted ad-hoc site audits and implemented SEO best practices for clients.
• Applied local SEO best practices in the highly competitive Los Angeles keyword market. Improved
search rankings, traffic and conversion.
PROFESSIONAL DEVELOPMENT AND TRAINING
• Google Analytics Certified valid through 10/27/17: GAIQ Google Analytics Individual Qualification
• OMCP Certification: candidate Online Marketing Certified Practitioner
• SEMPO Certified in Advanced SEO
• Monitor industry changes. Attended Conversion Conference, SMX and SMX Advanced conferences.
Experience in Conductor Searchlight tool, BrightEdge, Google Search Console, Adobe Omniture Site
Catalyst, Google Analytics, Screaming Frog, SEM Rush, MOZ, HTML, CSS, Dreamweaver, CMS,
Photoshop, Canva, WordPress, Oracle ATG Web Commerce Platform, Outlook, Word, Excel, and
Powerpoint.
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