Enterprise SEO Strategy
Project Overview
Invio Automation | Digital Marketing Intern
During my internship at Invio Automation, I helped establish the company's SEO strategy from the ground up. With no established SEO strategy or consistent framework for measuring organic search performance, I worked extensively with subject matter experts (SMEs) across priority business segments to better understand Invio's solutions, customers, and industry terminology. I used those insights alongside keyword research, BrightEdge, and Google Analytics 4 to create a more structured and informed approach to SEO.
Duration
January 2026 - Present
Role
Digital Marketing Intern
Focus
SEO Strategy & Analytics
Key Tools
BrightEdge / Google Analytics 4
Collaboration
Internal Business Partners / Subject Matter Experts / External Marketing Agency
Challenge 🎯
The challenge was determining how to build an SEO strategy that reflected both search opportunities and the priorities of the business. This meant identifying which keywords mattered most across four priority business segments, establishing a reliable way to track performance, and creating reporting that could help measure progress and guide future content and website optimization efforts.
My Approach 🧭
01 — Business Alignment & Keyword Strategy
I began by gathering keyword ideas from subject matter experts across four priority business segments. I created an Excel sheet for each SME group to populate with key terms related to their respective business areas, which I then used as a starting point for my own keyword research. I evaluated terms based on factors such as search intent, search volume, business relevance, and ranking opportunity. From there, I worked with our external marketing agency to further research and refine the keyword list, identifying a mix of informational, high-intent, and commercial search terms. I then met with each business segment to review the recommendations and establish a focused set of primary keywords.
Example of Key terms collected
Screenshots from BrightEdge Keywords & Page Groups
02 — Building SEO Tracking & Measurement
Once the primary keywords were established, I built out our SEO tracking in BrightEdge by creating dedicated keyword and page groups for each priority business segment. I also integrated Google Analytics 4 with BrightEdge, allowing website and organic performance data to be incorporated into our reporting. In GA4, I improved conversion tracking for key website CTAs such as form submissions and service requests, giving us a clearer way to measure how organic traffic contributed to meaningful website actions.
03 — Performance Analysis & Reporting
To better understand BrightEdge and use the platform effectively, I set up bi-weekly meetings with our BrightEdge Customer Success Manager to learn more about its capabilities and apply them to our SEO strategy. I used BrightEdge to analyze keyword rankings, competitor performance, and Share of Voice, while building dashboards to organize and report key metrics. I also created and presented a PowerPoint presentation to our CMO and company leadership covering our SEO strategy, BrightEdge insights, performance metrics, and progress update.
Screenshots from June Presenation & BrightEdge Dashboards
Example On-page Optimizations & website updates (click on slide to view links)
04 — Content and Website Optimization
Once the initial SEO strategy and tracking were established, I worked closely with our external marketing agency and internal SMEs to turn the research into website and content improvements. Because Invio’s solutions are highly technical, SME input was important for ensuring content accurately reflected the company’s capabilities, while our agency helped translate SEO opportunities into optimized content. I supported website updates, on-page optimizations, and the development of technical content focused on priority keywords and search opportunities. This allowed the initial SEO strategy to move from research and planning into ongoing execution.
Results & Impact 📈
4 Priority Segments
SEO Tracking Established
Improved Conversion Measurement
SEO Insights turned into Action
This project helped establish a more structured and measurable approach to SEO at Invio Automation. By defining keyword priorities, building consistent tracking and reporting, and improving how we measured organic performance and conversions, we created a stronger foundation for future SEO efforts. It also improved collaboration between marketing, subject matter experts, and our external agency, helping turn business knowledge and search data into more informed content and website optimization decisions.
What I learned 🔍
This project gave me a much better understanding of what goes into building an SEO strategy beyond just keyword research and rankings. I learned how important it is to understand the business first, especially when working with highly technical products and services. Recent Google core updates also reinforced the importance of creating helpful, high-quality content backed by real expertise rather than focusing only on keywords. Working closely with subject matter experts, our external marketing agency, and BrightEdge showed me how data, industry knowledge, and collaboration can come together to make more informed SEO decisions.