SEO Case Studies & Results

Here are examples of successful SEO, CRO, and product management projects I’ve led. Each engagement demonstrates my approach: data-driven analysis, strategic thinking, and measurable business results.

Conversion Rate Optimization

SmartPak Equine- Supplement Wizard Redesign

My roles: Product Manager, Product Owner, UX Researcher

Problem: The Supplement Wizard is a health and lifestyle survey that helps customers narrow down the hundreds of supplements to choose from to build the best supplement regime for their horse. Customers told us they didn’t like being shamed if they couldn’t afford the expensive supplement programs the survey consistently returned.

Solution: Give customers more freedom to customize their results and build the perfect supplement program for their horse. This meant a fully redesigned customer experience with a budget slider and more flexibility to pick and choose which categories and tiers of supplements they wanted to use.

Results: Giving customers the ability to share their budget and have more flexibility in choosing supplements from the Wizard actually increased revenue 82%, increased conversion rate 70%, improved subscription retention rate, and kept AOV flat.

Survey Default

Budget slider

Supplement Swap

Customer-modified Supplement Program

It’s easy (and likely) that customers can end up with a program just as valuable as the system default if you give them more controls to modify the output.

SEO

Embark Veterinary- E.E.A.T. Blog Restructure

My role: SEO Product Manager, Product Owner, Content Specialist

Problem: Rankings were declining for their top non-branded keyword (dog dna test).

Solution: Performed a data-driven assessment of the competitive landscape. Built a competitor matrix showing domain age, inbound links, domain authority score for domains outranking them. Uncovered trend of affiliate content publishers dominating rankings.

Developed an E.E.A.T. (Experience, Expertise, Authoritativeness, and Trust) strategy to increase authority score and improve non-branded rankings.

Results: Restructuring the blog categories to be authoritative and convey depth of expertise on topics led to a 16% increase in blog traffic and “dog dna test” rankings improved from position 7 to 3.