Executive Digital Growth, AI & Enterprise SEO/SEM Portfolio

A Comprehensive SEO Audit

In the first week of my consulting work for Trane, I completed a deep dive into all aspects of the site, focusing on: On-page, Off-page, and technical SEO implementation as it currently is. The audit revealed critical technical and on-page issues causing the site to lose significant ranking power. I then organized the tasks needed to correct Trane' SEO into short-term and long-term, then prioritized the tasks by priority.

Short Term Tasks

• Add canonicals to the all of the site's pages
• Implement 1 H1 on to all pages
• Remove unused scripts from the sites code
• Compress and rename all images on the site
• Write Meta Descriptions for all pages
• Correctly implement google analytics with funnels and goals added

Long Term Tasks

• Add 150+ words of net new content to all product pages, to eliminate duplicate content errors between product pages
• Implement a consistent SEO optimized header structure to all of the blogs
• Refine the headers and content of the sites auxiliary/service pages
• Implement stronger UX/UI practices to increase the rates of conversions
• Partner with and earn backlinks from influential sites trusted by google

Developing A Solution To Trane's SEO Issues

Solving Trane's drop in SEO and bringing the organic traffic back up from a 90% drop was the first priority. Then implementing changes to keep a consistent growth in organic traffic month over month was the next step.

Solving Critical Site Issues

The main causes for the Trane websites significant loss of organic traffic and visibility can be boiled down to these 3 main issues:

• Duplicate content errors affecting the product pages, and Geo-modified dealer pages of the site
• 15 second load times on average across the site, as well as CLS issues making the site hard to use
• Missing canonical tags on all pages of the site leading to false duplicate content issues and crawler confusion
• Poorly written headers, and an overall lack of header structure

Resolving Duplicate Content Issues

Adding canonical tags to all pages of the site relieved some of the duplicate content issues the site faced and corrected much of the inherent penalties the Trane website was facing from google. The product pages and dealer pages, which are the highest converting pages on the site, were receiving practically no organic traffic due to two main reasons: each product page and dealer page featured almost no unique content when compared to pages in the same path, and the UX of the site hiding internal links to the product pages -making it difficult for users to follow a natural progress through the site from homepage to product categories to products.

After implementing SEO standards for newly written content, I worked with the content teams to prioritize products by popularity and engage the teams to write 150+ words of net new content for each product page to alleviate the duplicate content restrictions between the pages.

With Dealer pages the process was much longer, requiring the content teams to gain approval for any net new content with the dealer themselves, which often took weeks to meet an agreement let-alone approvals. Dealer pages became a much longer term task that required Trane to engage with dealers more.

Resolving Slow Page Speed and CLS Issues

The average page load speed for the Trane site was 15 seconds, getting this number down to 2 seconds was the goal. Resolving the page load speed would lead to less bounces, higher organic traffic, and higher conversions/engagement as the site become much faster and easier to use. To resolve page speed, I preformed a deep dive into the sites code running multiple site wide tests to identify what was slowing down the site inside of the site's code. In the code of the site I found tens of unused scripts that was causing significant slow downs, and overall uncompressed images across the site. To fix site speed I started tasks on removing the unused scripts, clean up the code overall, and lead an initiative to compress and properly name all 400 images on the site.

Implementing an Optimized Header Structure

The Trane site was missing a consistent header structure, causing google to have a hard time determining the focus of many pages across the site. Setting content standards to include 1 H1, 2 H2s, and any number of H3s was the first step. Redeveloping the content on the site to fit into this structure was a longer term task, as many pages utilized H4s and H5s alongside 4 - 7 H2s. Confining the content ot the previously mentioned structure lead to more focused pages and lead google to more easily identify the focus of the pages and articles.

The Results

After 2 months of project organization and task launches the decline in organic search was halted, resulting in the first positive month of organic traffic growth in 5 months. Form there the organic traffic of the site continued to grow, leading to a 23% increase in organic traffic in the next 2 months and the end of the consulting project.

How We Redesigned SPXFLOW.com For SEO

Redesigning the SPX FLOW website began with deciding on art direction and a efficient way to convert the content of the old sites 2000+ pages to the new design and strategy without losing any context.

A large part of redesigning the site was rebuilding it with intent, with a collective goal in mind. On this corporate website redesign project our team of SEO consultants and website designers had the ability to rebuild the website and design an effective strategy alongside it.

The design of SPX FLOW's corporate website redesign integrated SEO best practices from concise use of header structures, keyword research and implementation, the use of meta data, and consistent file naming schemas, all to help the redesigned site rank and ultimately reach a new digital market.

After redesigning and rebuilding the corporate website, the site was launched in early February 2020. Post launch, our team helped set accurate and complex analytics into the site and overall digital strategy. Setting up google analytics, custom tags and analytics to track users and their buying journey through the site. This process gave SPX FLOW exact insight into the function and effectiveness of the website relaunch.

With a new site designed for SEO our website redesign specialists also created a strategy for continually cultivating new content for the site and developing a consistently growing website. This was achieved with the implementation of capabilities and a new blog section to the site, offering additional paths to info for users, adding the a customers level of trust in the brand.

Building a corporate lead generation strategy 

Building a corporate SEO and lead generation strategy through our SEO consulting services was the easy part, implementing the strategy and ensuring its adherence across hundreds of employees working in and around the website on a daily basis was far more difficult.

To create a level of consistency our SEO consultants designed a number of workshops and presentations to teach and provide insight for the employees working on the site. Through several workshops we covered the strategy for the multiple digital channels, from proper use of social and integrating social campaigns with net new website content, to covering how to conduct detailed keyword research and how to effectively track success through analytics.

Integrating New Digital Platforms

Our SEO consultants and website redesign specialist managed several large-scale digital platform integrations for SPX FLOW as well.Our website redesign specialist developed a detailed "where to buy" tool for the company. Creating a solution for digital customers to find distributors in their area, through the use of a massive database of well over 200,000 different distributors compiled by our professionals. The new tool allowed for customers to convert directly on the site, providing a much more satisfyingly user experience. Our charlotte based SEO consultants designed presentations and detailed instructions to reach SEO best practices for SPX FLOW's platinum corporate partners, the workshops included topics on SEO, social integration, mobile web design, and expanding analytics.You can read that case here : M.G.Newell Case Study

‍The conclusion of the project had out SEO consultants detailing the customer journey through implementing and reading google analytics, tracking where inbound leads came from and which page they landed on, adding validity to our SEO work, and proving impressive return on investment.

‍

he Reality of Pay-for-Performance SEO, AI & SEM

Operating on a pay-for-performance model is high-stakes, high-pressure engineering. While it is relatively straightforward to capture initial client interest with performance-based promises, retention is entirely dependent on sustaining relentless, measurable growth month after month.

To eliminate churn and ensure long-term profitability, I pioneered cutting-edge digital infrastructure that kept client campaigns compounding:

• Advanced SEM & AI Optimization: We integrated next-generation generative search and AI attribution frameworks alongside high-velocity SEM account structures to lower Customer Acquisition Costs (CAC) rapidly.
• Algorithmic Resilience: By deploying rigorous technical SEO auditing and continuous data-science-driven refinements, our organic channels withstood core algorithm updates, keeping client rankings secure and retention high.
• Proving ROI Daily: We built transparent, automated GA4/GTM reporting dashboards that tied every dollar of ad spend and organic lift directly to client bottom lines, ensuring absolute accountability.

This uncompromising execution turned volatile performance accounts into long-term enterprise partnerships, cementing WiT Group as a major player in the Charlotte market and fueling expansion across the region into Columbia (SC), Atlanta (GA), and Kannapolis (NC).

Comprehensive Strategy & Portfolio Execution at Scale

To service our rapidly expanding roster, I architected a rigorous operational framework. For every single client, I engineered a comprehensive Strategic Roadmap that completely defined their digital ecosystem, encompassing:

• Market Research & Personas: Deep-dive audience behavioral modeling to isolate high-value buyer intent.
• High-Impact Ad Creatives: Multi-channel copywriting, design assets, and dynamic creative testing matrices.
• Targeted Geographies: Granular location parameters to optimize local and regional reach.
• AI & MarTech Integrations: Implementation of predictive automation, CRM pipelines (GoHighLevel), and custom web architectures.
• Channel Mix & Execution Timelines: Phased milestones mapping out organic SEO, paid media, and full-funnel web development.

Managing this at scale required elite operational discipline: I personally directed and oversaw these comprehensive, multi-channel digital strategies for up to 20 enterprise clients simultaneously.

Leadership, Processes & Agency Profitability

As the operational and creative anchor of the firm, my responsibilities spanned far beyond strategy:

• Team Leadership: Led multidisciplinary teams of copywriters, web developers, media buyers, and SEO specialists, setting the standard for high-performance execution under strict deadlines.  
• Process & Policy Engineering: Standardized internal agency workflows, QA checks, and onboarding procedures to ensure consistent output quality across dozens of simultaneous complex builds.
• Account Expansion & Revenue Growth: Spearheaded client-facing account growth, successfully upselling advanced data and AI services to transform mid-tier accounts into enterprise contracts.
• P&L Accountability: Directly managed agency profitability margins, building a lean, highly efficient organizational structure that drove sustainable, high-margin growth.

‍