SEO CLIENTS

Successfully led the digital transformation and SEO strategy for the official rebranding of Ashley HomeStore to Ashley—the country’s largest furniture manufacturer and retailer. This enterprise-level migration included a complete overhaul of the website, reflecting the brand’s new visual identity and name change.
Key Achievements:️ Launched new website with updated branding, removing "HomeStore" across all digital assets  SEO migration strategy implemented to preserve high-ranking URLs, meta structure, and authority across millions of indexed pages Led cross-functional collaboration across marketing, product, and engineering  Executed full 301 redirect strategy to maintain organic visibility during the domain change  Maintained Top 3 rankings for key terms like “sectional couch,” “living room furniture,” and “mattress deals” during transition
Launch Date:📅 July 20, 2023Live Media Previews:

• 🔗   Tampa furniture giant Ashley HomeStore tweaks its name 
• 🔗  Ashley HomeStore rebrands as Ashley  

Impact:The project ensured a seamless brand transition with zero loss in SEO traffic, setting a new benchmark for large-scale domain migrations in retail. 

Local SEO and content optimization strategy for Tri-Health Family Wellness Center, resulting in a significant surge in organic visibility and user engagement across Google Search.

Key Performance Metrics (September):

• 35,500 Impressions on Google Search
• 689 Organic Clicks to the website
• 10,100+ Pages with First-Time Impressions

 Overview: Under direction from Aristocrat Technologies, a global leader in gaming technology and content, I led digital strategy and implementation efforts for a large-scale Digital Casino Web Player Portal. 

• Designed and deployed a modular web portal framework to unify digital gaming experiences. 
• Integrated branding, account management, loyalty programs, and game telemetry. 
• Created mobile-responsive designs and dashboards optimized for online play and loyalty rewards. 
• Collaborated cross-functionally across marketing, compliance, and development teams. 

Operators & Properties Supported:

• 🎰 Caesars.com 
• 🎰 Seminole Wild Card 
• 🎰 Miccosukee Resort and Gaming 
• 🎰 Gulfstream Casino 
• 🎰 Sunland Park Racetrack and Casino 
• 🎰 Hialeah Park Casino 
• 🎰 Quapaw Casino 
• 🎰 Shooting Star Casino 
• 🎰 Big Easy Casino 

Client: Confidential Retail Brand  Role: Senior SEO Consultant
Challenge - During a technical SEO audit, Craig discovered that over 270+ dynamically generated category pages containing ?prefn parameters were disallowed in the site’s robots.txt file. This prevented Googlebot from indexing critical e-commerce filters used in product discovery.
Measurable Loss - Comparing 09/01/2021–09/29/2021 vs. 08/03/2021–08/31/2021:

• −53% Impressions 
• −36% Clicks 
• Estimated $1.4M in organic revenue loss from blocked URLs

Solution - Craig immediately recommended and led the removal of the disallow directive targeting /prefn URLs from robots.txt. The fix was deployed to production on a Thursday.  Result - Just 3 days later, by Sunday 12/12/2021, Google Search Console confirmed a significant spike in crawl activity and impressions for /prefn URLs—marking a rapid recovery in organic performance. 

Executed website re-platform to Shopify Plus, delivering new sales records from $16M to $18.5M. Reduced page load speeds of 8 to 1.2 seconds by optimizing technical SEO. 

Within 12 months, I increased Valor Fitness's YouTube subscriber count by 290% through a comprehensive video SEO and content engagement strategy. The focus was on organic growth, audience interaction, and brand authority—leading to stronger conversions, product awareness, and community loyalty.

Growth Strategy Implemented:

• End Screen Optimization to promote next videos
• Compelling Channel Description and branded tagline
• Replied to Every Comment to drive engagement
• Improved Video Quality and thumbnail consistency

Results:

• Achieved a +290% increase in followers
• Substantial rise in watch time and subscriber retention
• Established Valor Fitness as an authority in its niche on YouTube