THE WORK AHEAD

What I’m Building Toward

I have no shortage of ideas for what could be better. The challenge isn’t generating more of them. It’s recognizing which opportunities are ready for action, which need development, and which are worth testing before deciding what they should become.

Ambition with a process.

These aren’t six promises to finish by next August. They’re priorities at different stages of maturity, with room to learn, test, change direction, and scale what creates value.

IN MOTION

Defined next steps. Active commitment.

01 / IMPLEMENT

Turn Standards Into Practice

Creating a standard is only useful if people understand it, use it, and see value in it. The next step is moving systems and standards from documentation into consistent practice across the SEO team.

Launch the SEO Content Coverage Framework on September 1, 2026 and support team adoption.
Complete and roll out priority SOPs for recurring SEO workflows.
Connect standards to training, SEO Lab, onboarding, and shared team resources.
Gather feedback after implementation and improve standards when real-world use exposes gaps or unnecessary complexity.

SEP 01 Launch → Q4 2026 Adopt + Evaluate → ONGOING Refine + Scale

The goal isn’t documentation. It’s adoption.

02 / STRENGTHEN

Raise the Standard of Execution

As workflows become more production-focused, completing the deliverable can start to replace thinking critically about the work itself. I want to reconnect day-to-day execution with SEO fundamentals and the reasoning behind our best practices.

After the current SEO Lab cycle, identify the most important areas where execution has drifted from best practice.
Develop practical training for specialists and coordinators around those gaps.
Use real examples, workflows, and common mistakes instead of teaching SEO as theory.
Connect training back to SOPs, QA expectations, and content standards so we’re teaching one consistent approach.

Completing the deliverable and doing the work well should never become two different things.

Build Better Across Teams

Better SEO doesn’t begin after a website is built. I want to continue working alongside front-end and back-end Web teams so I better understand how our sites are built and SEO requirements can enter the conversation earlier.

Continue shadowing front-end and back-end Web workflows to strengthen my technical understanding of the website lifecycle.

Identify recurring friction between Web and SEO and work together on practical solutions.

Build stronger shared expectations around site structure, migrations, content implementation, technical SEO, and optimization.

Take greater ownership of collision-site UX and the customer journey, connecting SEO, Webflow, user experience, and conversion paths.

The goal is less handoff and more shared understanding.

Build a More Client-Obsessed SEO Practice

Efficiency isn’t the end goal. Better client outcomes are. I want to keep identifying ways to reduce unnecessary work and evaluate technology that gives the team more capacity for strategy, quality, and client impact.

Identify repetitive work, bottlenecks, knowledge gaps, and friction within SEO workflows.

Test software, platforms, AI tools, and emerging technologies based on their ability to improve quality, efficiency, insight, or client outcomes.

Help shape how emerging AI search and visibility services are operationalized, including workflows, tools, reporting, and internal knowledge.

Turn useful individual solutions into shared systems when they can improve how the broader team works.

Efficiency creates capacity. What we do with that capacity should create value for our clients.

Strengthen Sokal’s Voice in the Industry

I want to help expand Sokal’s organic presence from marketing our services to sharing what we know, creating content that demonstrates real expertise across SEO, analytics, AI and search, automotive marketing, and collision.

Continue improving and expanding organic content across Sokal’s website around areas where we have genuine expertise.

Turn internal knowledge, research, presentations, and industry involvement into useful external content.

Experiment with formats outside traditional written content, including video, podcasting, interviews, or educational series.

Use opportunities like SEMA and collision-industry involvement to bring what we’re learning back into Sokal’s content.

Thought leadership should be something the work earns.

Use What We Know to Do Some Good

I want to create opportunities to use the same expertise we apply for our clients to support organizations that may not otherwise have access to it.

Develop a pilot with a Sokal dealership client to identify a nonprofit they support and understand where SEO could create meaningful value.

Build the project around the organization’s actual needs, from content and local visibility to technical foundations or analytics.

Evaluate the pilot before deciding if the model should be repeated with other dealership partners and their communities.

Use what we know to strengthen the communities our clients call home.

Follow the friction.

Find it. → Understand it. → Build the solution. → Test it. → Share it. → Improve it.

The individual projects won’t always be predictable. The method is. I want to keep getting better at recognizing meaningful problems, deciding which ones are worth solving, involving the right people, and turning the strongest solutions into lasting improvements.