LinkedInRick DeJarnette

Rick DeJarnette

Senior SEO Strategy Analyst at Expedia, Inc.

Location
Woodinville, Washington
Industry
Internet
Current
  1. Expedia, Inc.,
  2. The SEO Ace,
  3. Search Engine Land
Previous
  1. Steyer Associates,
  2. Internet Marketing Ninjas,
  3. SaltWorks, Inc.
Education
  1. James Madison University
Recommendations76 people have recommended Rick
Websites
500+connections

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500+connections
Expedia, Inc.

Expedia, Inc.

Senior SEO Strategy Analyst

– Present

View full profile

Background

Summary

I have extensive experience in search engine optimization, social media strategy, search engine marketing, consulting, technical writing, and multipurpose content development/publishing:

• Worked in the field of SEO, SEM & social media management since 2008 with Microsoft Bing, MSN, small manufacturers & retailers, agencies & non-profits
• Five years professional blogging about SEO techniques and strategies for online publishers and webmasters at Search Engine Land, Bing Webmaster Center, Internet Marketing Ninjas and The SEO Ace
• Over 19 years as a writer of various technical resources (blog posts, XML Help, web articles, manuals, books, magazine articles, newspaper columns, project plans, case studies, white papers, PowerPoint presentations, etc.)
• Over 17 years in working with Internet and web technologies, founding websites, and writing online content
• Over a year as manager of a seven-person, technical writing team
• Extensive experience writing documentation for both end user and IT Pro audiences
• Over 16 years in volunteer leadership role with various computer technology user and civic/community groups
• Earned six individual technical content writing awards, including Excellence and Merit Awards, from Society of Technical Communication (STC), Puget Sound Chapter

Specialties: Technical SEO, site audits, social media optimization and content development of all types, computer security, digital media, networking, messaging, operating systems, content development tools, mobile technology, basic web development, computer hardware

Experience

Senior SEO Strategy Analyst

Expedia, Inc.
– Present (1 year)Bellevue, WA

Details coming soon

Owner/SEO Consultant

The SEO Ace
– Present (3 years 11 months)Woodinville, WA

• Authored new articles for blog on various aspects of SEO & content development
• Successfully implemented Google Authorship Markup throughout the WordPress blog site
• Conducted client SEO site reviews for content presentation, page architecture, site design, and more
• Created informative SEO site review reports advising clients on options for optimizing their websites for search
• Created and managed Google AdWords campaign to promote brand awareness and enhance product sales
• Implemented many coding changes on customer sites to optimize search performance
• Wrote optimized metadata for keyword targeting
• Registered and used SEO tools such as Google & Bing webmaster tools, Google Analytics on websites
• Tracked optimization performance improvements with Google & Bing webmaster & web analytics tools
• Attended professional search industry conferences SMX Advanced, MozCon & PubCon
• Spoke at professional SEO conference SMX Advanced on technical SEO topics

SEO Blogger

Search Engine Land
– Present (3 years 4 months)online

• Researched and authored new blog content on a many technical topics related to SEO as well as commentary about the inbound marketing industry
• Helped get Google Authorship Markup implemented for blog authors

Online Marketing Director

Woodinville Repertory Theatre
– Present (3 years 9 months)Woodinville, WA

• Conducted SEO site review for Board on content presentation, page architecture, site design, and more
• Worked with volunteer webmaster to implement changes through his efforts
• Created and managed campaigns in Google AdWords and Facebook ads to promote brand awareness and sell show tickets
• Implemented many coding changes on site to optimize search performance
• Wrote optimized metadata for keyword targeting
• Registered and used SEO tools such as Google & Bing webmaster tools, Google Analytics on websites
• Tracked optimization performance improvements with Google & Bing webmaster & web analytics tools
• Developed and implemented extensive local search strategy to build the brand of the theatre
• Worked with Google Grants to get theater accepted into free AdWords program to further develop brand awareness in local community
• Advised Board on SEO-optimized site migration strategy
• Volunteered to serve on the Board of Directors

Senior In-house SEO/SMO Analyst for MSN.com

Steyer Associates
(1 year 6 months)Bellevue, WA

Overall scope:
• Sole provider of SEO services and advice for the 15+ MSN channel sites in the US market
• Served as the primary SEO subject matter expert in the US for media, engineering, and executive management

Technical SEO:
• Provided strategic and tactical direction for improvement to channel SEO Champs
• Worked with internal engineering teams to specify SEO engineering changes to friendly URLs, URL parameter usage, templates and CMS
• Specified and drove improvements to XML Sitemaps, RSS and Atom feeds, robots.txt files
• Developed plans for channel site migrations
• Worked with reps at Bing and Google to address questions and resolve problems

Content optimization:
• Worked closely with editorial teams to improve content and metadata quality for SEO compliance
• Got key original content-generating channel sites accepted into Google News
• Drove implementation of Google News Sitemap and <meta> news_keywords tag
• Championed adoption of Google Authorship Markup, schema.org markup
• Did keyword research for channel site editorial teams

Audits:
• Conducted regularly scheduled and ad hoc SEO compliance audits of media and engineering of the channel sites
• Drove key improvement results from audits back to editorial and engineering teams
• Did numerous SEO forensic investigations, uncovered key infrastructure problems, and drove resolutions

Tools:
• Developed custom audit analysis tools in Excel
• Worked with external SEO tools, including Google & Bing Webmaster Tools, Moz Pro tools, Screaming Frog, Adobe Omniture, etc.

Reporting:
• Performed monthly business reports for executives
• Provided regular reports on US channel performance to channel site teams

Social media:
• Championed implementation of Google+ as a social platform for SEO
• Worked with teams on social media strategies for Facebook, Twitter, Pinterest and Tumblr

Training:
• Created and performed many SEO training workshops

Documentation:
• Authored and tech reviewed internal SEO documentation

Senior SEO Specialist

Internet Marketing Ninjas
(6 months)Woodinville, WA (remote)

• Researched and authored new blog content on a wide variety of technical SEO topics as well as commentary about the industry
• Performed customer site reviews focused on on-page issues including canonicalization, descriptive metadata, page development, and more
• Managed the blog for all other authors, including driving deadlines and managing editorial reviews
• Wrote documentation content for SEO tools pages based on keyword research, tested tools during development, and provided technical feedback/change requests to the dev team
• Contributed to team social media marketing efforts promoting company products and services, blog content, and fleshing out company profiles such as the LinkedIn Company page
• Developed technical white paper content for customer delivery and internal use on topics such as Google Authorship Markup, 301 redirect usage and more
• Contributed to service sales process by developing new leads before hand-off to sales team
• Served as administrator on company blog, Facebook page, and LinkedIn Company page
• Represented company interests by providing technical advice and input in Quora account

Senior Consultant, Search Engine Optimization & Social Media Strategy

SaltWorks, Inc.
(3 months)Woodinville, WA

Technical SEO:
• Conducted SEO review of primary company website, developed detailed report on SEO issues discovered, & provided specific remediation strategies & solutions
• Created custom targeted master keyword list, ranked by AdWords search volume value & competition
• Captured ownership of business profiles in Google Places, Bing Business Portal, & Yahoo! Local
• Captured ownership of existing or created new company profiles on key social media & business directory sites
• Updated all online company profiles to make data provided consistent & complete across all sites
• Worked with in-house site designer to add “super footer” to all pages of main site with links to our social media sites & other, relevant company-owned brands
• Identified & worked with web team to fix broken links, content errors, canonicalization & redirect issues
• Developed keyword-optimized metadata updates

Link building:
• Developed blogger interest in reviewing our products
• Created link building campaigns targeted to key websites relevant to our industry

Social media:
• Launched social media campaign aimed at making SaltWorks the authority on all things salt with daily informative, linked posts on Facebook & Twitter
• Significantly increased our Facebook Likes & Twitter following through whitehat, organic techniques
• Launched outreach campaign among relevant industry media figures & trusted influentials to promote brand awareness
• Developed sweepstakes campaign in email newsletter to promote usage of our social media sites

Content development:
• Created & edited a variety of content, such as product labels, email outreach & newsletter content, daily social media posts & custom pages for mobile
• Created SEO-optimized image content usage guidelines for bloggers & webmasters

PPC marketing:
• Reviewed PPC campaign ad text for consistency & keyword optimization across Ad Groups

SEO Consultant/Senior Content Developer for Microsoft Bing

Steyer Associates
(10 months)Bellevue, WA

• Performed SEO reviews & developed custom reports on the SEO compliance of web pages
• Conducted keyword research and developed targeted keyword lists
• Created optimized page metadata from targeted keyword lists for content pages
• Implemented white hat SEO techniques on sites, covering content, page code, and architectural site issues
• Worked closely with many technical subject matter experts in Bing to learn what customers need to know to be successful with SEO
• Created intranet website as team portal for SEO reference & tools content (most of which I wrote)
• Developed SEO task checklists for specific enterprise IT teams: designers, engineers, & content developers
• Created several workshops on incorporating SEO principles in the workflow for the same groups
• Developed official internal SEO guidelines on content development for Bing Editorial team
• Participated in strategy and planning meetings for link building campaigns
• Provided weekly performance metrics reports to management
• Advised executive management on strategies needed for improving page rank & site performance
• Authored whitepaper called Top 10 SEO considerations for web content developers for Steyer Associates
• Attended professional search industry conferences during 2009-2011

SEO Blogger/Senior Content Developer for Microsoft Bing

Steyer Associates
(1 year)Bellevue, WA

• As Webmaster blog manager, I was sole author of popular blog column called "SEM 101"
• Contributed to development of Bing Webmaster Tools with design input, software testing, and UI text reviews
• Responsible for development of online Help content for new Bing Webmaster Tools
• Created a large library of technical SEO content called Bing Guides
• Wrote/edited many other professional and technical blog articles and numerous technical FAQs on SEO
• Managed all projects independently
• Software tools used: Windows Live Writer, XMetal Author, Source Depot Browser, TrackStar, MAP Help, SR32

SEO Blogger/Technical Writer III for Microsoft Bing

Volt
(1 year 2 months)Redmond, WA

• Founded and wrote blog column called "SEM 101" for Bing Webmaster Center team
• Wrote/edited many other professional blog articles on SEO technologies & techniques
• Created detailed competitive analysis document for Bing management
• Completed SEMPO Institute course "Insider's Guide to Search Marketing"
• Wrote 24-page white paper on the relevance of Bing to Webmasters
• Wrote/edited online Help for Bing Webmaster Center Tools
• Wrote/edited UI text for many webpage tools
• Wrote/edited team XML writing guide and processes
• Managed all projects independently
• Software tools used: Windows Live Writer, XMetal Author, Source Depot Browser, TrackStar, MAP Help, SR32

President

Hawthorne Condominium Association
(10 years 4 months)Woodinville, WA

• As first president, established new policies and procedures for association, revised bylaws, developed rules and regulations, created several projects, and worked on developing annual budgets for $30+ million property
• Set agenda for and led public Board of Directors meetings and closed Executive sessions
• Founded and still am primary contributor to community newsletter
• Led effort to establish community website, contributed content, and optimized it for search. Created Board e-mail reflector
• Led community campaign to revise the Association bylaws, which required 90% approval (126 out of 140 units)
• Elected to six consecutive, two-year terms

Technical Writer III for Microsoft Advertising

Volt
(3 months)Redmond, WA

Working for the MSN Ad Builder/Creative Asset Manager product User Assistance team in Redmond, WA

• Wrote/edited XML Help for end users of Creative Asset Manager, an internal Microsoft tool used for managing Web advertising assets
• Software tools used: XMetal Author, Source Depot Browser, TrackStar, MAP Help, SR32, Snag-It

Lead Technical Writer

Biblioso Corporation
(5 months)Bellevue, WA

• Wrote/edited technical white papers, case studies, and PowerPoint presentations about implementing Microsoft enterprise network security technologies for an IT Pro audience
• Software tools used: Microsoft Word, Microsoft PowerPoint, Microsoft Visio

Technical Writer for Microsoft Zune/Xbox

Aquent
(8 months)Redmond, WA

Worked for the Microsoft Zune/Xbox User Assistance in Redmond, WA

• Wrote/revised XML Help, Web Help error messages, and print user manuals for end users of Zune and Xbox
• Worked with developers, testers, PMs, and customer support to update Help topics as software was changed throughout development process
• Software tools used: XMetal Author, Source Depot Browser, Product Studio, Bugger, Errato

Technical Writer for Media Player User Assistance Team

Microsoft
(1 year 7 months)Redmond, WA

• Wrote/edited XML Help, Web Help, and Web "How To" articles for consumer end users
• Planned and managed team content development project for all Web-based content related to WMP 11
• Developed and documented processes for creating screen shots for use as inline art in Help
• Wrote custom user guide for media sharing technologies
• Worked with developers, testers, PMs, and customer feedback to update Help topics as software was changed throughout development process
• Software tools used: XMetal Author, Product Studio, Doc Studio, Microsoft Word, Snag-It, VSS, Bugger

Technical Writer/Product Manager for IT Showcase

Microsoft
(4 years 8 months)Redmond, WA

• Wrote/edited technical white papers, technical/business case studies, and PowerPoint presentations for IT Pros
• Hired and managed vendor writers and editors for producing technical content
• Planned and coordinated with executive management and PG marketing regarding technical content
• Helped redesign, spec, secure, and test custom Showcase Kiosk application for Microsoft locations worldwide
• Developed custom templates, toolbars, and tools in Word and Visio for team branding, including User’s Guides
• Software tools used: Microsoft Word, Microsoft PowerPoint, Microsoft Visio
• Won FIVE technical content writing awards, including Excellence Awards, from Society of Technical Communication (STC) for IT Showcase work

Technical Writing Lead for Windows Resource Kits

Microsoft
(1 year 4 months)Redmond, WA

• Hired/managed seven-person team in their efforts to update and revise a legacy book
• Developed documentation specifications
• Planned and executed book development schedule and coordinated schedules with editing staff
• Led weekly status meetings to support team members through obstacles and address issues
• Wrote supporting documentation (writing resource lists, subject checklists, subject matter expert lists, etc.)
• Lead post-mortem project analysis and reported findings to upper management
• Reviewed performance of team members and supported team in reaching project goals

Technical Writer for Microsoft Windows Resource Kits

Sakson & Taylor
(2 years 5 months)Redmond, WA

Worked for the Microsoft Windows Resource Kits Team in Redmond, WA

• Developed/updated chapters for Server and Professional versions of the Windows 2000 Resource Kits
• Authored over 50 UI and error messages-related Tips and Tricks and over 25 articles on Stop messages, disk concepts and structures, and troubleshooting tools for Resource Kit Web site
• Redesigned/enhanced intranet Web site for Error Messages Team
• Developed advanced features (including animated instruction) using JavaScript, VBScript, and MS Agent
• Won a Merit Award in 2000 from the STC for writing on the Windows 2000 Professional Resource Kit book

Freelance writer

Old News
(less than a year)Woodinville, WA

• Developed original article content for featured, center-spread position
• Worked with editorial staff to create content using their publication's guidelines

Computer Information Consultant

State of Washington
(10 months)Lacey, WA

Worked for DSHS Bridge Project

• Solely responsible for Windows NT Server system administration and PC support for entire project team
• Edited deliverable documents and wrote system configuration and disaster planning documentation
• Collaborated with project Hardware Systems Architect to provide IT services to division
• Researched, specified, and procured new servers, PCs, peripherals, multimedia equipment, and software

Computer Information Consultant

State of Washington
(2 years)Olympia, WA

Worked for DSHS, MAA

• Solely responsible for Windows NT Server system administration and PC support for 70+-person office
• Wrote system configuration documentation and user training manuals
• Developed and presented new user training curriculum
• Planned and coordinated migration projects to Windows 3.1 and Windows 95
• Developed personal logon scripts and customized user environments
• Developed mission-critical application in WordBASIC and wrote its end-user documentation

Instructor

Saint Martin's University
(7 months)Lacey, WA

Worked for the Adult Education Program

• Designed and presented course titled Configuring and Maintaining Your Windows PC
• Wrote and published 160+ page textbook for course
• Taught students how to set up/manage a PC environment with additional conceptual information

Telemarketing sales

Formula Consultants Inc.
(2 years 9 months)Lacey, WA

• Maintained national and international Unisys, UNIX and PC education accounts
• Maintained computer database of customer accounts
• Developed and implemented new marketing strategies and sales programs
• Wrote/designed promotional literature
• Acted as liaison between instructors and management
• Scheduled course dates/managed instructor schedules

Instructor

The Evergreen State College
(3 months)Olympia, WA

Worked for the Community Enrichment Program

• Designed and presented course titled Configuring and Maintaining Your Windows PC
• Wrote and published 120+ page textbook for course
• Taught students how to set up/manage a PC environment with additional conceptual information

Telemarketing sales

Datametrics
(3 years 7 months)Fairfax, VA

• Sold to/maintained national and international Unisys & UNIX education accounts
• Responsible for acquisition, setup and maintenance of home office equipment
• Trained marketing representatives
• Created/maintained computer database of customer accounts
• Developed/implemented new marketing strategies and sales programs
• Wrote and designed promotional literature
• Attended/gave presentations at conferences and trade shows
• Acted as liaison between instructors and management
• Scheduled courses/sold several contracts worth well over $50,000 each
• Salesman of the Year for 1990

Languages

  1. English

    Native or bilingual proficiency

Volunteer Experience & Causes

Director of Online Marketing

Woodinville Repertory Theatre
Arts and Culture

Opportunities Rick is looking for:

Causes Rick cares about:

Organizations Rick supports:

Honors & Awards

• Completed SEMPO Institute course "Insider's Guide to Search Marketing" (2009)
• Won six individual technical content writing awards from Society of Technical Communication (STC) (2000 - 2006)

Courses

Steyer Associates

  • SEMPO Institute: Insider's Guide to Search Marketing

Publications

Search Engine Land SEO blog columns(Link)

Search Engine Land

I wrote monthly posts for All about SEO, Link Building, and other topics.

Windows 2000 Resource Kit (server & desktop)

Microsoft Press
February 2000

This set of books were the definitive technical reference guides for administrators and advanced users of Windows 2000 systems.

Skills

  • SEO
  • SEM
  • SMO
  • PPC
  • Organic Search
  • SEO copywriting
  • Link Building
  • Content Development
  • Social Media Marketing
  • Online Marketing
  • Blogging
  • Digital Media
  • Digital Marketing
  • Social Media
  • Search Advertising
  • Search
  • Local Search
  • Writing
  • HTML
  • Web
  • Social Marketing
  • Social Networking
  • Technical Writing
  • Landing Page...
  • XML
  • XHTML
  • Writing Skills
  • Content Writing
  • Security
  • Messaging
  • Teaching
  • Computer Hardware
  • Volunteer Management
  • Volunteer Leadership
  • Online Advertising
  • Web Content
  • Web Analytics
  • Keyword Research
  • User Experience
  • Content Management
  • Facebook
  • Web Marketing
  • Google Analytics
  • Conversion Optimization
  • Web Content Management
  • Content Strategy
  • Content Marketing
  • Online Reputation...
  • Google Webmaster Tools
  • SEO Audits
  • See 35+  See less

Certifications

Insider's Guide to Search Marketing

SEMPO Institute, License 4888
– Present

Education

James Madison University

BS, English and Communication Arts

Activities and Societies: • Student Government Association Senator, 1985 • Founder and editor of campus humor magazine, Humorist Manifesto, 1983-84

Annandale High School

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