A Year in Practice

Built the AI Visibility & Perception framework to help account teams understand and communicate how brands appear, compete, and are represented across AI-driven search experiences.

Supported Garrett and Semrush in the development of Sokal’s AI visibility toolkit, bringing an SEO practitioner’s perspective into how the toolkit should work and what would actually be useful.

Actively test and use the toolkit in real client work, continuing to evaluate its usefulness, limitations, and opportunities while adoption across the broader team is still developing.

Translate ongoing AI and search research into practical application, connecting emerging changes in search behavior with client strategy, reporting, content, and internal education.

Expanded SEO education through formal training, including an expanded GA4 training designed to strengthen how the team understands, interprets, and communicates performance data.

Helped expand SEO Lab as a dedicated learning environment, creating space for coordinators, interns, newer team members, and others to strengthen practical SEO skills, ask questions, and learn through real workflows and examples.

Regularly contribute to team-wide learning, presenting during monthly team meetings and bi-weekly SEO Strategist Roundtables across changing SEO topics, tools, workflows, and strategic needs.

Extended enablement beyond my immediate role and team, supporting coordinators and new hires while also building stronger collaboration with teams like Web so SEO requirements, technical realities, and execution can meet in the middle.

Complexity is not the same thing as sophistication.
Make the strategy smart. Make the execution simple.

Built and expanded practical SOPs and standards across core SEO workflows, including Screaming Frog, GSC regex, Screaming Frog regex, image optimization, content optimization, third-party page creation, AI tool usage, and strategy development.

Integrated those systems into SEO Lab, giving coordinators a more consistent starting point for how work should be completed, checked, and improved before fragmented habits form.

Started moving from one-off documentation toward broader team infrastructure, including conversations with Garrett around SEO content coverage and stronger standards for consistent execution.

Began building the Sokal utilities library for SEO page creation, with the goal of making reusable page-building resources easier for the SEO team to access and apply.

Expanded the use of AI-assisted strategy development to build thoughtful, thorough, optimized four-month content strategies around client needs, search opportunities, business priorities, and expected outcomes.

Created clearer forward-looking content plans for coordinator execution, giving my coordinator an established pipeline of work and better visibility into what was coming next instead of assigning content one piece at a time.

Started scaling how content work is delegated, separating the strategic decisions from repeatable execution so coordinator support can increase output without sacrificing the thinking behind the work.

Used longer-term planning to create greater continuity across client accounts, moving away from isolated monthly deliverables and toward strategies where individual pages and content pieces support a larger goal.

Expanded into SEO onboarding and website migrations, beginning with onboarding new SEO clients and moving into migration work in May, including content evaluation, page selection, redirects, metadata, site structure, and SEO QA.

Identified opportunities to reduce repetitive migration work, helping drive the creation of an SEO redirect import tool and a blog import workflow designed to preserve metadata and reduce manual rebuilding during migrations.

Completed my first collision-site migration in July, expanding into Webflow and learning how its structure, components, and CMS work while identifying opportunities to strengthen SEO relevance within a different type of website and development environment.

Started working more closely at the intersection of SEO and web design, including developing a more intentional approach to Shift Digital’s Kia homepage content requirements so required SEO content can feel like part of the page experience rather than an afterthought. This work is still evolving.