Nicholas Poole
SEO & Web Content Specialist
Work Experience.
SEO and Web Content Specialist · November 2025 – Present
DAP Global Inc. (RPM International) · Baltimore, MD
Sole in-house SEO owner for a national consumer building-products brand. I architect search into a full enterprise replatform from the ground up, through the AI-search transition. New site launches August 2026.
- Lead the SEO workstream for a full replatform from Umbraco to Sitecore XM Cloud with a headless Next.js frontend, owning URL architecture, redirect mapping, canonical logic, hreflang, and structured data, governed by a 40+ page SEO strategy and technical requirements document I authored for the implementation agency
- Authored all core page content, metadata, and UX copy for the relaunched site, exceeding the MVP content target
- Designed and executed the SEO and content UAT program; caught launch-critical defects including product FAQ content rendered client-side and invisible to crawlers, and a homepage with no crawlable inbound link, then specified the fixes in ticket-ready code
- Diagnosed a year-over-year organic click decline as AI Overview interception (clicks down against flat impressions and improving positions) and rebuilt the measurement model around answer-engine visibility for leadership
- Evaluated BrightEdge against Conductor, led the platform migration, and own configuration end to end, including AI Catalyst prompt groups tracking brand citations and share of voice in ChatGPT and Google AI Overviews
- Replaced the external agency as sole product-copy author for the full catalog; built a governed AI content system in Jasper (brand voice, SEO standards, copy frameworks) and authored standardized web cards across 223 SKUs
- Established a three-layer product naming architecture (trademark as brand asset, descriptor as search asset, copy as long-tail capture), now standard on launches, and supported six launches with search-driven naming briefs and executive commercialization presentations
- Shipped technical foundations live today: production robots.txt across three domains, llms.txt for AI crawler guidance, rebuilt GA4/GTM infrastructure, and JSON-LD schema at scale spanning 39 press releases and PIM-driven Product markup
Web Content Specialist / SEO Optimization Lead · December 2023 – July 2025
CareFirst BlueCross BlueShield (via TalTeam, Inc) · Baltimore, MD
SEO and accessibility lead across a regulated healthcare enterprise: 80+ public sites, five audience portals, 3.5M+ members, balancing search performance with HIPAA, legal, and brand compliance.
- Served as primary Siteimprove administrator across 80+ enterprise websites, using Digital Certainty Index scoring to monitor SEO, quality assurance, and accessibility
- Directed content audits that identified and resolved 2,400 issues while improving user experience metrics by 32%
- Reduced accessibility and QA issues by over 60% through targeted remediation and governance reporting
- Executed on-page and technical SEO (semantic HTML, metadata optimization, structured content, internal linking) with monthly and quarterly reporting that shaped leadership sprint priorities
- Maintained WCAG 2.1 AA and Section 508 compliance with Siteimprove plus manual NVDA/JAWS testing; designed and distributed Salesforce Marketing Cloud campaigns to audiences up to 50,000
Web Developer / Digital Consultant · December 2021 – Present
nickpoole.dev · Baltimore, MD
Ongoing independent practice. Design, build, deployment, and search strategy for nonprofits, healthcare and therapy practices, and small businesses.
- Design, develop, and deploy responsive, accessible websites using HTML, CSS/Sass, JavaScript, WordPress, and Drupal
- Conduct SEO and competitor audits with Google Search Console, Ahrefs, and Lighthouse; implement schema markup, canonical structure, and local SEO
- Provide full-lifecycle infrastructure: hosting, DNS and email security (SPF, DKIM, DMARC), and SSL configuration
- Validate WCAG 2.1 / Section 508 compliance with WAVE, NVDA, and LambdaTest across devices and browsers
Systems Engineer · Cetrom Information Technology · Mt. Airy, MD · April – July 2021 · Tier 1–2 support in cloud-hosted production environments: Windows Server, Linux, Active Directory, IIS/Apache/Nginx, SSL, and 24×7 on-call monitoring.
Internal Affairs Intern · U.S. Marshals Service, Office of Professional Responsibility · 2016 · Public Trust clearance; structured analytic techniques, OSINT monitoring, and risk assessments supporting international fugitive extradition operations.
Certifications & Education.
M.P.S., Applied Intelligence · Georgetown University, 2019
B.S., Criminal Justice · Pennsylvania Western University, 2017
Certificate, Information Technology · Per Scholas, 2021
Working Stack.
SEO Platforms
BrightEdge (incl. AI Catalyst & Data Cube X) · Conductor · Siteimprove · Ahrefs · SEMrush · Google Search Console
Analytics
GA4 · GTM · Google Trends · Coveo search analytics
CMS & Content
Sitecore XM Cloud · WordPress · Drupal · OpenText TeamSite · inRiver PIM · Jasper · Salesforce Marketing Cloud
Code
HTML · CSS/Sass · JavaScript · Python · Node · Git
Standards
WCAG 2.1 AA · Section 508 · Schema.org / JSON-LD · hreflang · Core Web Vitals
This Page Describes Itself.
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