Geoffrey Lambeth: seo & web dev

Through years of experience in varied digital media disciplines, I’ve built a diverse knowledge base with professional and self-taught expertise in search engine optimization, data analysis, brand and editorial copywriting, photo and video production, and much more. I’m an incredibly fast learner, and I thrive in fast-paced, goal-oriented environments as a team member and on solo projects.

I am especially passionate about using pillar-based content marketing strategies, entity-based SEO, and technical site optimization—including analysis of core web vitals metrics and accessibility features—to help my clients reach their best, most qualified audiences through search engines.

Professional highlights

5.5 years search engine optimization strategy experience (2018-Present)

In my current role as Senior Search Engine Optimization Analyst, I am focused on SEO strategy through technical analysis and optimizations—I am dedicated to improving SEO using industry-standard reporting tools, including Google Analytics (GA3, GA4), Google Search Console, Google Optimize, SEMRush, Siteimprove, and others. Proposes SEO strategy improvements, including new compontents for WordPress, React, and other infrastructures; evaluates impacts of longstanding “best practices,” including HTTP redirects strategy, duplicate content, and site speed performance; provides long-term strategy recommendations for search optimization of upcoming and ongoing projects.

Designs, implement, and debugs tags through Google Tag Manager (GTM) to support SEO analytics; promotes site performance optimizations using core web vitals metrics, lighthouse report automation, and manual analysis of page-render waterfalls; designs information architecture to follow technical SEO best practices, improving crawlability and indexation by search engines; and recommends interlinking and backlinking web content strategies for SEO. Develops and trains team on custom data collection and reporting tools using Python, R, JavaScript, Docker, CSS, HTML, and other web technologies to anticipate university-specific challenges.

5.5 years web content strategy and web writing experience (2018-Present)

Most recently classified as Senior Search Engine Optimization Analyst at Northern Arizona University (NAU). Leads and recommends web content strategy for high-visibility projects to produce visually engaging, functional, and intuitively navigable websites and webpages for mobile and desktop. web content strategy at enterprise scale.

In previous roles, has used strong expertise in web content strategy to successfully create brand reputation and topical authority. In all roles, recommends and implements successful web content strategy measured against goals and key performance indicators.

3 years content auditing experience (2020–Present)

Responsibilities have included auditing catalog content to match degree search requirements, auditing copy drafts from full-time and student employees for quality assurance, auditing search intent alignment and keyword research on site migration projects, and others. Key successes include developing custom tools for data-driven content audits in key areas, including metadata and links; streamlining keyword recommendation deliverables using automation tools; and mitigating risk by identifying plagiarized and out-of-compliance content in overseen projects.

3 years project management and coordination experience (2018-2020, 2022-Present)

As Digital & SEO Content Lead and in subsequent roles roles, project management responsibilities have included homepage board management, theme-development project smartsheet task updates/summaries of cross-functional work, Workfront project ownership for featured stories publishing, and others.

Photographer, Editor, Digital Asset Manager at Northern Arizona University (2018-2020). Responsibilities included Workfront project management, reporting for all team projects, external and internal scheduling and coordination, standardizing email communication templates, Widen asset management, and Widen asset migration in addition to traditional photographer and editor responsibilities.

Roles and professional experience

Senior Search Engine Optimization Analyst

Northern Arizona University – University Marketing Digital

July 2023 – Current

Reclassified in recognition of exceptional contributions beyond the scope of assigned role effective July 2023.

Leads search engine optimization and other marketing initiatives through web and content strategy. Special focus on conversion optimization, user testing, and big data analysis.

Digital & SEO Content Lead

Northern Arizona University – University Marketing Writing & Editing

May 2022 – July 2023

Reclassified in recognition of exceptional contributions beyond the scope of assigned role effective May 2022.

Lead implementation of digital content strategy with special emphasis on search engine optimization (SEO) and conversion optimization.

Digital Marketing Copywriter

Northern Arizona University – University Marketing Writing & Editing

July 2021 – May 2022

Transitioned from third-party contractor to full-time staff member effective July 2021.

Assigned to focus on digital and print copywriting for high-priority clients including the NAU Office of the President, NAU Office of the Provost, NAU Online, and others.

Freelance Digital Media Consultant

Lambeth Media LLC – LLC Sole Member

October 2020 – May 2022

Founded Lambeth Media LLC to provide web, multimedia, and other professional services to a variety of clients. Clients included San Marcos Senior High School, Santa Barbara CA; Genevieve Conley Consulting, Santa Fe NM; Church of the Red Rocks, Sedona AZ; and others.

Contract Digital Marketing Copywriter

Lambeth Media LLC – Northern Arizona University (Contract)

November 2020 – July 2021

Contracted as outside vendor through July 2021. Primary responsibilities as contracted outside vendor included: lead development of SEO-optimized marketing descriptions for 600+ academic degrees; strategy and delivery of degree search content, including marketing description fields, statistics and testimonials, and data syndication logic.

Print & Digital Magazine Contributor

Lambeth Media LLC – Santa Fean Magazine (Contract)

October 2020 – March 2021

Produced written and visual content on assignment for bimonthly publications. Scope of work included feature, culture, and design writing in addition to on-site photography and portraiture.

Photographer and Multimedia Consultant

January 2017 – July 2020

Provided on-site photography and photo editing services for engagements, professional events, graduations, and other events. Utilized digital asset management expertise to promote efficient business processes and inform local marketing strategy.

Digital Asset Manager, Photographer, Editor

Northern Arizona University – University Marketing Photo & Video

May 2018 – May 2020

Collaborated with photographers, videographers, graphic designers and writers to produce content. Assisted in transition between digital asset management solutions (Photoshelter to Widen Collective). Managed department email and phone communication, calendar organization, and administrative tasks.

Higher education & certifications

Bachelor of Science in Journalism (May 2020)

Northern Arizona University – 4-year degree

Emphasis in Photojournalism and Documentary Studies

Highlighted coursework included data journalism, investigative methods, photojournalism, documentary studies, and digital media studies.

Advanced Google Analytics Certification (February 2022)

Google – Professional certification

Highlights include Google Tag Manager setup, Google Analytics Setup (GA3 & GA4), advanced metrics and dimensions, custom metrics and dimension, custom reporting.

Foundations of User Experience (UX) Design Certification (September 2022)

Google / Coursera – Professional course

Highlights include equity-focused design concepts, design sprint methodology, Google HEART framework, and more.

Editing Mastery Certification (January 2022)

Udemy – Professional course

Refined consistent workflows and skills to ensure high-quality copyediting on any project.

Professional skills and focus areas

Web performance and rank tracking analysis

I leverage industry standard analytics tools—including Google Analytics 4 and Google Search Console—in combination with flexible dashboarding tools—such as Grafana ("the open observability platform"), Looker Studio (free from Google), and others—to ensure widespread visibility into important goals and key performance indicators.

  • Google Analytics 4
  • Google Search Console
  • SEMRush
  • Moz
  • Core web vitals
  • Grafana
  • Looker Studio

Pillar-based content gap analysis

My approach to pillar-based content strategy begins by exploring pillars and related topics using network analysis of Google's "people also ask" feature, using seeded keywords and key phrases to build a broad network of content topics to best reflect the scope of possible user journeys and identify unique pillar content opportunities.

  • Python
  • Web scraping
  • People also ask
  • Network analysis
  • Network clustering
  • Network graph visualization

Data science & web scraping for SEO analysis

As a highly detail-oriented SEO analyst, I ensure that my research and analysis is repeatable and reviewable by my peers using standardized development environments, industry-standard data analysis programming languages, and centrally sourced datasets.

  • Python
  • R (programming language)
  • devcontainer.json
  • Web scraping
  • Network analysis

Leadership and collaborative teams

As a leader, I always aim to support open communication, collaboration, and positive work environments. As a team member, I am passionate about elevating my peers and leaders by prioritizing group success and maintaining space for all team members to contribute.

  • Microsoft Teams
  • Slack
  • Trello
  • Jira
  • Workfront

Presentation skills and slide deck design

I am a strong presenter for clients and internal stakeholders, and I have a keen eye for design with strong technical skills using industry standard design and presentation tools.

  • Adobe Creative Cloud
  • InDesign
  • InCopy
  • Illustrator
  • Microsoft Powerpoint
  • Google Slides

Office technology and standard tools

I am well familiar with standard office technology and collaborative editing tools including the Microsoft Office Suite, Google Workspace, OpenOffice, and others.

  • Microsoft Office
  • Word
  • Excel
  • Google Workspace
  • Docs
  • Sheets
  • OpenOffice