In my past role as a Search Engine Optimiser (SEO) and Web Analyst for easyJet airline Ltd, I have analysed in depth both www.easyjet.com and holidays.easyjet.com on how to drive incremental traffic to the website. My work involved expert technical knowledge in the field of web development and in depth understanding of search engine optimisation. Web-metrics were evaluated using Webtrends, Touch Clarity, Rank Tracker, Hitwise and server internal logfiles.
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My core competencies include excellent technical problem solving skills, web analytics, project management, and excellent communication skills. My work at easyJet comprised of the following tasks.
- Implementation of SEO strategies to boost traffic and ranking positions on Google, Yahoo and MSN.
- Reduce Adwords campaign expenditure through SEO
- Increase conversion rates through evaluation of web metrics
- Competitor analysis
- Keywords analysis and search engine visibility checks
- Web page building using HTML, ASP, .net and keeping W3C and DDA ( for accessibility ) compliancy in mind - Plus the use of content management systems, producing XML sitemaps and RSS feeds
- Recommendations on registering in Open Directory Projects, Social Bookmarking and Article Directories
- External link building ( Link Baiting ) - Sourcing relevant on-topic links from hubs, authorities and the web community to boost relevancy of website in search engines.
- Hold presentations on SEO recommendations to Senior management and educate regional managers
on how to write web copy keeping generic keywords in mind. - Implementation and analysis of various tracking software platforms including Cookie Based applications such as Webtrends, Touch Clarity and internal logfiles for search engine spider activity.
- Carrying out research of search engine algorithm changes - including tests to detect the effectiveness of our search engine optimisation methodology.
- Monitoring changes to search engines by participating in forums, reading and producing white papers
- Producing a keyword ranking report for the 6 major languages on easyjet.com
English, French, German, Spanish, Italian and Dutch - Analysing productive and non-productive keywords both using Adwords and organic web metrics
- Advising marketing managers on which keywords to bid on when using PPC campaigns
In order to carry out these duties, I have nurtured many skills including in depth knowledge of major search engine indexing and ranking methods. I work in close relation with the Press team, local and EU country managers, IT department and brand management. As well as project managing external companies that were brought in to develop my SEO recommendations.
My competencies for the role include:
- Strong communication skills - particularly questioning and listening in order to fully meet the requirement of the company.
- Ability to communicate SEO complicated technical recommendations through articulate written documentation including email and excellent verbal communication both over the telephone and one to one meetings
- Ability to effectively and confidently communicate to colleagues at all levels including technical & marketing managers and directors.
- Ability to cope with competing demands, to prioritise tasks and time manage large numbers of campaigns.
- Ability to strike a balance between usability and search engine optimisation requirements to meet clients needs through.
- Capability to work both independently and as part of a project team to successfully problem solve, generate ideas and implement technically challenging solutions
I am also a database specialist which comes in useful when evaluating large amounts of data. Especially keywords, unique visitors and conversion rates.
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To contact me please email to: ray.mendis@gmail.com
