Selected work
Technical SEO projects and case studies.
Examples from my in-house roles at Rocket and Redfin. Each describes my contribution, the team context and what the work made possible.
01 / Rocket Homes & ForSaleByOwner
Give useful content a clearer path to readers.
Content organization / Technical SEO / WordPress
The challenge
The ForSaleByOwner Learning Center had legacy articles that needed a more useful structure and clearer routes for readers and search engines to discover them.
My contribution
I helped assess the article library, organize topics and subtopics, co-create missing summaries using AI and coordinate content updates in WordPress. I worked with content, product, design and engineering on the broader rebuild and improvements to content access.
What changed
The team relaunched the Learning Center with clearer organization and article summaries. Search reporting showed higher peak clicks and impressions after the relaunch. The work combined editorial and technical changes, so the improvement belongs to the overall rebuild.
Explore the FSBO Learning CenterWhy it matters: Existing content becomes more valuable when people can find it, understand its purpose and reach the next useful page.
02 / Rocket.com migration
Be deliberate about what search engines crawl.
Robots.txt / URL patterns / Migration QA
The challenge
A large site migration needed a clear way to direct crawler access across many types of pages and URL patterns.
My contribution
I developed a robots.txt strategy that blocked crawling by default and allowed approved URL patterns. I also supported redirects, canonical rules and technical quality checks with the team.
Shared beyond the team
Andrew Prince presented the team’s migration approach, including this crawl strategy, at the external SEO Week 2025 conference in New York City.
Read Andrew Prince’s SEO Week presentationWhy it matters: Explicit crawl rules help a team manage which paths search engines may access as a large site changes.
03 / Rocket content programs
Build a repeatable way to create useful local content.
Content planning / AI prompts / Human review
The challenge
Location pages need relevant information that can be maintained consistently across many communities.
My contribution
For Local Insights, I co-developed prompts and human quality checks for AI-assisted city content as part of a program replacing a paid content service. In a later assignment, I co-developed reusable content plans for state mortgage-rate pages with content, design and engineering.
What the team gained
A repeatable content workflow with editorial checks, and a page framework for helping visitors compare mortgage rates, programs and local resources.
Why it matters: AI is most useful when paired with clear requirements, source checks and human judgment about what the reader needs.
04 / Redfin research workflows
Use agents to gather evidence people can evaluate.
Codex / Search Console / Snowflake / Nozzle
Indexing investigations
I developed an AI-assisted browser workflow to collect exact counts from Google Search Console sitemap reports, save progress and produce structured records. I used collected data with Snowflake analysis to investigate indexing and duplicate-page patterns.
Property-video research
I devised a research concept and directed browser-based searches to study property-address results. Comparing that evidence with Nozzle data helped assess whether property video merited further testing. This was feasibility research for a proposed strategy.
My role in the workflow
I define the question, guide the agents, check samples against source records and explain the findings. The output becomes a documented recommendation, a test proposal or an engineering requirement that colleagues can evaluate.
Why it matters: Repeatable collection and careful validation give the team usable evidence before it commits to implementation.
Working across disciplines
Bring the team along.
Alongside SEO delivery, I have partnered with accessibility colleagues on Hack Week image-description work, explored AI photo evaluation and shared practical lessons with peers. Clear explanations and shared ownership make the work stronger.