Website SEO Audit & Optimization

Improve organic discoverability, increase qualified website traffic and create a better experience for fans researching promotions, buying tickets and engaging with the organization.

SEO strategy, audit & implementation

In 2023, I conducted a comprehensive SEO audit of IndyIndians.com, identified opportunities and personally implemented improvements. As my role expanded, I continued to oversee the website’s SEO strategy while delegating ongoing maintenance and optimization to my direct reports. My audit examined page structure, metadata, content optimization, internal linking, technical performance and user experience. I worked within MLB’s proprietary website platform, Forge, to implement changes and improve how our pages performed in organic search. That work connected to our broader digital strategy: the website was the destination for paid search, social, email and other marketing campaigns, so improving its content and user experience helped support more than organic traffic alone. I also developed an SEO best practices presentation and accompanying PDF that I shared with all 120 Minor League Baseball clubs through MLB’s monthly Club Sites meetings, giving other teams practical recommendations they could implement themselves. This work involved our marketing and communications teams, ticket sales, MLB’s Club Sites team and my direct reports.

From 2022 through 2026, the Indianapolis Indians led Minor League Baseball in website pageviews and unique visitors. I wouldn’t attribute that success to SEO alone, but the audit, ongoing optimization and our broader digital acquisition strategy all contributed to our website’s performance.