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I am a growth-focused SEO leader with 16+ years helping enterprise and consumer brands scale organic traffic and subscriptions. I’ve led cross-functional strategies that blend content, technical SEO, and experimentation to drive visibility, conversion, and performance. I’m passionate about building scalable systems and site architectures that align content, product, and landing page experiences with user intent, and I enjoy partnering with product, engineering, UX, and analytics teams to deliver measurable results.…I am a growth-focused SEO leader with 16+ years helping enterprise and consumer brands scale organic traffic and subscriptions. I’ve led cross-functional strategies that blend content, technical SEO, and experimentation to drive visibility, conversion, and performance. I’m passionate about building scalable systems and site architectures that align content, product, and landing page experiences with user intent, and I enjoy partnering with product, engineering, UX, and analytics teams to deliver measurable results.

Robert van Lingen

Content Strategist, Growth Marketer, Marketing Strategist, +2

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I am a growth-focused SEO leader with 16+ years helping enterprise and consumer brands scale organic traffic and subscriptions. I’ve led cross-functional strategies that blend content, technical SEO, and experimentation to drive visibility, conversion, and performance. I’m passionate about building scalable systems and site architectures that align content, product, and landing page experiences with user intent, and I enjoy partnering with product, engineering, UX, and analytics teams to deliver measurable results.…I am a growth-focused SEO leader with 16+ years helping enterprise and consumer brands scale organic traffic and subscriptions. I’ve led cross-functional strategies that blend content, technical SEO, and experimentation to drive visibility, conversion, and performance. I’m passionate about building scalable systems and site architectures that align content, product, and landing page experiences with user intent, and I enjoy partnering with product, engineering, UX, and analytics teams to deliver measurable results.

Available to hire

I am a growth-focused SEO leader with 16+ years helping enterprise and consumer brands scale organic traffic and subscriptions. I’ve led cross-functional strategies that blend content, technical SEO, and experimentation to drive visibility, conversion, and performance.

I’m passionate about building scalable systems and site architectures that align content, product, and landing page experiences with user intent, and I enjoy partnering with product, engineering, UX, and analytics teams to deliver measurable results.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Work Experience

SEO & CONTENT STRATEGY CONSULTANT at FREELANCE

August 1, 2022 - Present

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.

ORGANIC GROWTH DIRECTOR at MASTERCLASS

April 1, 2022 - August 1, 2022

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.

DIRECTOR OF SEO PRODUCT at CHEGG

September 1, 2019 - January 1, 2022

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.

DIRECTOR OF SEO at CHEGG

December 1, 2017 - September 1, 2019

Directed SEO for Chegg Study, the primary acquisition funnel driving 70% of new subscriber growth. Optimized visibility, internal linking, and conversion across a 100M+ Q&A content directory. Led schema and structured data enhancements to lift SEO traffic by 30% and subscriptions by 5%. Built an SEO experimentation framework and managed content duplication across a 100M+ catalog, contributing to YoY traffic growth post Google diversity update. Additionally, led Chegg Math SEO through targeted landing pages and cross-linking improvements.

GROWTH TRAFFIC MANAGER at NERDWALLET

June 1, 2016 - November 1, 2017

Drove diversification of traffic channels (SEO, social, referrals, ASO). Established the SEO Center of Excellence, defined testing frameworks, and improved rankings for high-volume financial-service queries. Collaborated with engineering and content teams to optimize category and product content and developed affiliate partnerships leveraging NerdWallet’s recommendations.

DIRECTOR OF SEARCH at MGM RESORTS INTERNATIONAL

February 1, 2014 - June 1, 2016

Directed enterprise SEO across 13 MGM Resorts digital properties. Standardized technical SEO frameworks during site redesigns and an AEM implementation, improving organic traffic portfolio-wide by 30%. Coordinated across development, analytics, and brand teams during large-scale migrations to ensure performance and indexation.