Laura Lippay

Laura Lippay

Consultant - Attract, Engage & Convert Audiences

San Francisco Bay Area
Marketing and Advertising

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Laura Lippay's Overview

  • CEO, US at Builtvisible
  • President at How's Your Pony?
  • Partner at Nine By Blue
  • Director of Technical Marketing at Yahoo!
  • Group Program Manager, Search Strategy (SEO) at Yahoo!
  • SEO Program Manager at Yahoo
  • SEO Specialist at CNET Networks
  • SEO/M & Usability Consultant
  • Mgr of Interactive Media (aka Goddess of Chaos & Harmony) at The Linus Group
  • Inline Skate Performer at Ringling Brothers Barnum and Bailey Circus
  • Professional In-Line Skater at Rollerblade
  • Salesperson and inline skate event coordinator at The Ski Loft

500+ connections


Laura Lippay's Summary

- Entrepreneur
- Former professional athlete
- Unique blend of lifestyle and promotional marketing and technical expertise to product and content strategy.

- For more than 13 years I have worked with many of the biggest brands online and offline, including Red Bull, several Microsoft, Yahoo and AOL entertainment and lifestyle properties, Icelandair, LivingSocial and others, on uncovering opportunities to attract, engage and convert target audiences.

- Founded and have managed several boutique agencies.

- Former Director of Technical Marketing at Yahoo!.

- Unique cross-functional range of expertise in product strategy, online marketing and research, content strategy and promotion, search engine optimization, CMS optimization and reporting and analytics.

- Top global industry conference organizer, speaker, moderator and master of ceremonies.

- As a professional athlete I have skated for Rollerblade and was a stunt skater for Ringling Brothers and Barnum & Bailey Circus. I'm also a fervent snowboarder and mountain biker. My time as a pro athlete gives me great determination, dedication, a keen desire to win, goal-setting and teamwork that I bring to everything I do.

• Seasoned in both product and project management.
• Built and managed cross-functional in-house teams and three boutique agencies.

• Expert in developing competitive product and content strategies to boost brand visibility and meet/exceed audience expectations.

• Primary focus on attracting, engaging and converting core audiences.
• Work includes persona development, market research, search engine marketing, content promotion promotional events.

• Degree in Specialized Technology, The Art Institute of Philadelphia.
• Focus on code, website-building, animations, and interactives.
• Designed custom reporting and analytics tools
• Expert in search engine optimization

Laura Lippay's Experience


Laura Lippay

Sole Proprietorship; Myself Only; Marketing and Advertising industry

May 2014Present (5 months) San Francisco Bay Area

I work with internal teams at mid- to large-sized companies to help them understand the specific needs of their audiences and the competitive landscape online, and determine ways to (1) get attention and steal market share from competitors through innovative and share-worthy product strategy and marketing strategy and (2) optimize the site content (content strategy) and code (organic SEO) to better attract, engage and convert core audiences.



Privately Held; 11-50 employees; Marketing and Advertising industry

December 2012May 2014 (1 year 6 months) San Francisco, CA

Launched, built and managed the first international division of Builtvisible in San Francisco (formerly SEOgadget). Responsible for US company direction, business development, organizational development, internal project and client management processes, marketing, promotion and client strategy projects. Manage team of cross-discipline marketers and technical experts.


How's Your Pony?

February 2011December 2012 (1 year 11 months) San Francisco, CA

Boutique content strategy and search marketing agency launched to manage and advise big brand clients, uncover opportunities for attracting, engaging and converting audiences, design brand and brand assets, manage marketing and promotion through a network of consultants optimized on a per-client basis.


Nine By Blue

April 2010March 2011 (1 year)

Search marketing agency to advise enterprise and Fortune1000 clients. Created internal project and client management tools and processes, and collaborated on the development of a custom analytics. Company was acquired.

Director of Technical Marketing


Public Company; 10,001+ employees; YHOO; Internet industry

September 2008April 2010 (1 year 8 months)

• Developed the first in-house SEO program for Yahoo! Media, serving the entire company and integrating with global SEO and SEM programs.
• Built a team that serviced all of Yahoo! Media, a $1.2B annual business with some of the top global content properties including Yahoo! Sports, Finance, Movies, TV, Games and others.
• Designed internal custom reporting and analytics tools, built an educational, self-help intranet.
• Advised product managers, editorial teams, business development, QA, designers and engineers on social media and organic search.
• Conducted social media and SEO research and audits.
• Created and launched a multi-day global company-wide conference on product opportunities, traffic opportunities, Search and Social excellence, and best practices.
• Managed team of 4, promoted 2 times in 4 years.

Group Program Manager, Search Strategy (SEO)


Public Company; 10,001+ employees; YHOO; Internet industry

February 2008September 2008 (8 months)

• Set SEO direction and priorities for Yahoo! Media properties.
• Uncovered opportunities for driving traffic in competitive verticals, defined & delivered organic search reporting, developed QA test plans for SEO, wrote partner deal SEO guidelines, built SEO into product requirements documents, information architecture, wireframes, and product development.

SEO Program Manager


Public Company; 10,001+ employees; YHOO; Internet industry

January 2006February 2008 (2 years 2 months)

• Developed the first in-house SEO program for Yahoo! Media, sitting in the Business Intelligence Group, serving the entire company and integrating with global SEO and SEM programs.

SEO Specialist

CNET Networks

Public Company; 1001-5000 employees; CNET; Online Media industry

June 2005December 2005 (7 months)

• Built the first internal SEO program for CNET.
• Guided several cross-functional teams on SEO direction, best practices and priorities.
• Advised engineering team on building CNET’s first SEO reporting tool development.

SEO/M & Usability Consultant

January 2005June 2005 (6 months)

• Discovery: Uncover company website goals & search engine positioning situation, target market(s) and optimization possibilities
• Implementation: Architecture, wireframing, look & feel, beta testing, and site project management, all centered around target markets (personas), company goals, and search friendliness
• Website Data Analysis: Recommend & set up the most effective reporting system for each client and monitor data to discover areas of continual conversion and search positioning improvement
• Manage web design & development teams, search engine optimization consultants and pay-per-click service vendors
• Consulting, training and presentations for clients and web development teams

Mgr of Interactive Media (aka Goddess of Chaos & Harmony)

The Linus Group

Privately Held; 11-50 employees; Marketing and Advertising industry

November 2001December 2004 (3 years 2 months)

• Assist in developing work processes
• Research and contribute to a bimonthly marketing publication
• Plan and often partially or fully develop all interactive/media projects integrating SEO and usability
• Delegate work to, and work closely with vendors on client projects
• Interface with clients on all interactive/media projects

Inline Skate Performer

Ringling Brothers Barnum and Bailey Circus

19961998 (2 years)

I was the only female in a stunt rollerblade act with 12 to 14 other skaters. We performed the finale act for Ringling red unit's tour from 1996-1998, on an x-shaped launch box setup with three 6-foot drop-ins, one 9-foot drop-in, and a 6-foot box. I also rode two elephants in the show, danced on a float, and evangelized the show through PR appearances and magazine and newspaper interviews.

Professional In-Line Skater


19941996 (2 years) Boston, MA

Performed street skate/launch ramp shows at events around the Northeastern US for Rollerblade. Competed in halfpipe competitions and contributed all of my time, money, energy and life to the local skate parks.

Salesperson and inline skate event coordinator

The Ski Loft

19911994 (3 years) Tannersville, PA

My primary function was floor sales and coordinating and promoting inline skate events for the shop. I also did the shop's accounts payable, led local street skate sessions, organized and ran a competition inline hockey team, competed in skate competitions and was an active snowboarder and mountain biker.

Laura Lippay's Projects


    • January 2008 to Present
    Team Members: Laura Lippay

    • Dreamforce --- What Works & What Does Not in Online Marketing?
    • Online Marketing Summit:
    --- Keynote Panel: Social Media Hot Seat
    --- SEO 2.0 Leadership Forum
    --- In-House Panel
    • SEMSEO Germany:
    --- International In-house SEO Challenge
    --- Ask the Experts
    • SearchLove --- How to gain valuable audience insights using social media data
    • SMX:
    --- Content Strategies for Highly Competitive Markets
    --- Bringing SEO In House: How To Be Successful
    --- I’m responsible for SEO. Now what?
    --- SEO Ranking Factors in 2009
    --- Analytics Every SEO Needs To Know
    --- A Day in the Life of a Successful In House SEO
    • Search Engine Strategies:
    --- Content Marketing: How to Earn Visibility & Links Through Killer Content Strategy
    --- Big Brands & Their Biggest Plans Yet
    --- Selling Search to the C-Suite
    --- SEO in Product Strategy
    --- In House SEO: Lessons Learned & Victories Won
    • Pubcon:
    -- Crossover Between Social Media & Search
    -- Interactive Site Reviews (2 yrs)
    -- Tools for Researching the Competitive Landscape
    -- The Intersection of Social Media and Search (2 yrs)
    -- In-House SEO Strategy (3 yrs)
    -- How to Hire an SEO: Title, Types & Salaries
    -- Effective Solutions to In-House SEO, PPC & Campaigns
    • BlueGlass -- In House SEO
    • Social Media Strategies -- Social & SEO
    • WebCAM
    -- Social Media Panel Discussion
    -- From Wallflower to Social Media Butterfly
    -- Search Engine Hot Seat
    • SEMpdx:
    -- How to Hire an SEO: Title, Types & Salaries
    -- Beyond Theory: SEO Tips from the Trenches
    • Snowcial:
    -- How to Tell When You’re Too (omitted) To Ski
    -- How to Spot an Arctic Cougar
    • Ignite:
    -- Honesty, Sex and Macaroni & Cheese
    -- Search Life vs. Circus Life
    • MozPro Seminar -- Post-Panda SEO
    • SEOmoz Pro Training -- Designing Your SEO Strategy
    • SEMPO --- In-house SEO: Identifying Challenges, Articulating Solutions
    • Sandbox Suites -- How Social Media Affects Search
    • Udemy Lectures -- How Social Media Affects Search Social Marketing for Startups


    • January 2010 to December 2012
    Team Members: Laura Lippay

    • Emerging Media Conference, San Francisco, 2012
    • Mozcon, Seattle, 2012
    • Woot Search and Social, Kauai, 2011
    • Emerging Media Conference, Kauai, 2010

Laura Lippay's Volunteer Experience & Causes

  • Volunteer Experience

    • fundraising

      B.O.S.S. (Building Opportunities for Self-Sufficiency)
      • Social Services
      December 2007 present (6 years 10 months)

      I raise money around the holidays to help contribute to food, warm clothing, Christmas gifts and general necessities for local Bay Area low-income residents and homeless.

  • Volunteer Interests

    • Causes I care about:

      • Animal Welfare
      • Arts and Culture
      • Children
      • Disaster and Humanitarian Relief
      • Economic Empowerment
      • Education
      • Environment
      • Health
      • Science and Technology
      • Social Services
    • Organizations I support:

      • B.O.S.S.

Laura Lippay's Skills & Expertise

  1. MBTI
  2. SEO
  3. Online Advertising
  4. Social Media
  5. Strategy
  6. Web Analytics
  7. SEM
  8. Google Analytics
  9. Analytics
  10. Content Strategy
  11. Digital Marketing
  12. Email Marketing
  13. Google Adwords
  14. Integrated Marketing
  15. Online Marketing
  16. Digital Strategy
  17. PPC
  18. Conversion Optimization
  19. Web Marketing
  20. Web Development
  21. Lead Generation
  22. Product Marketing
  23. SMO
  24. E-commerce
  25. Social Media Marketing
  26. User Experience
  27. Google Webmaster Tools
  28. Mobile Marketing
  29. Digital Media
  30. Search
  31. Advertising
  32. Information Architecture
  33. Marketing Strategy
  34. CMS
  35. Product Management
  36. Product Strategy

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Contact Laura for:

  • career opportunities
  • consulting offers
  • new ventures
  • expertise requests
  • business deals
  • reference requests
  • getting back in touch

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