Robert van Lingen

Led comprehensive SEO technical audits and on-page optimization strategies to improve crawlability and indexation. Built content frameworks tied to traffic and acquisition goals, including top-of-funnel editorial planning and evergreen topic coverage. Set up SEO analytics dashboards using GA, GSC, and SEMrush to track keyword performance, user flow, and conversions. Applied technical SEO with an eye toward AI-driven, AEO, and GEO-based search experiences for long-term planning.

Directed and optimized all SEO initiatives for the website, including product landing pages, course pages, instructor pages, and an 1,800-article directory. Managed a 12-person content team, driving topic coverage and GEO-informed variations to capture broad and mid-to-long-tail queries. Led cross-functional efforts (Product, UX, Engineering) to create search-driven discovery experiences and conducted CRO experiments to improve organic traffic and subscriptions.

Led strategy for a new long-form content platform targeting student search demand. Spearheaded CMS implementation to publish and tag ~10k topic articles, and defined ingestion/discovery for a professor-generated coursework directory with referral mechanics to boost content supply and indexation.