Jostens

I joined Jostens and became the first SEO-centered role that they had ever had. I worked hard to see successes as early on as possible to improve our organic search strategies.

Year
2025-Current

Quick Metrics

Improved Overall Organic Rankings in Google by 75%

Number of backlinks increased by 86%

Improved Domain Authority in SEMRush

Increased AI Visibility Score in SEMRush

Job Focuses

Since I was the first of its kind role, I had the opportunity to make this role my own. I standardized workflows by:

  • Performing SEO audits for each of the 7 websites I worked on

  • Giving image sizing guidelines to the art team to improve overall page speed

  • Creating a standard naming convention to use for all photos put on our website to help with our organic image search strategy

  • Working closely with the copy team to ensure they are including highly searched keywords in page content

  • Educating our cross-functional partners on SEO

Implement SOPs

I work with cross-functional partners to update our website in dotCMS. Some items I have helped updating are:

  • Meta titles

  • Meta descriptions

  • Adding widgets to a page (FAQs)

  • Writing alt (alternative) text for screen reader and ADA purposes

Manage Web Content

One of the first processes I wanted to implement was backlinks. I improved our backlink strategy by:

  • Focusing on gaining quality backlinks in the education industry

  • Creating “Backlink Best Practices” flyers for our sales representatives so they can be more educated on the subject and feel more comfortable reaching out to the schools with this request

  • Monitoring the number and quality of our total backlinks

Create a Backlink Strategy

Stand-Out Pages

  • When I joined, this page was targeting the term “letter jackets.” After conducting keyword research, I found that the term “letterman jackets” had a much higher search volume, with a similar difficulty to rank. We used this finding to re-configure the copy to include “letterman” instead of just “letter” to improve our rankings.

    Quick Metrics:

    • Found that the term “letterman jackets” had 1025% more monthly search volume than “letter jackets”

    • Improved average ranking in Google by 54%

    • Improved average position in Google by 68%

    • Increased clicks by 61%

    • Increased impressions by 7%

    • Increased CTR by 50%

    • Improved average ranking in Google by 43%

    • Increased impressions by 37%

How I achieved success in this role:

  • Standardized processes with many cross-functional partners including business unit marketers.

  • Created and implemented a sitemap with the User Experience (UX) team and developer team since the website had not had one before.

  • Optimized H1 headings, meta titles and meta descriptions to include highly searched terms across the site.

  • Managed and gave recommendations for 7 websites across the enterprise.

  • Improved our AI search strategy by writing FAQs for specialty pages based on highly-searched queries.

Paid Search

Google Ads

I manage paid search campaigns for our Jostens Renaissance business unit. These campaigns include Brand and NonBrand.

Here are some quick metrics on how I improved performance year over year:

  • Increased CTR by 27%

  • Increased impressions by 9%

  • Increased clicks by 38%

  • Decreased CPC by 42%

  • Increased conversions by 27%

Bing Ads

I also spearheaded our first-ever Bing paid search campaigns because we had seen a large influx of revenue coming from Bing organic search.

These campaigns focused on our high school products like class rings, letterman jackets and senior apparel. In a few months, we saw success in these campaigns through:

  • Increased revenue by 8% in Bing

  • Increased our average order value by 30% in Bing