Nickaila Daley

About

SEO and content growth professional with 5+ years of experience across SEO/GEO, content operations, reporting, and cross-functional execution. Skilled in content optimization across e-commerce and tech, AEO/GEO optimization, internal linking and CMS-based updates, technical SEO QA, and LLM audit–driven page-level recommendations. I also have paid search skills.

Experience

• Project Coordinator, SEO · Microsoft - Redmond, Washington (Contract via Aquent)03-01-2025 – 06-30-2026

  ● Managed 12+ SEO/GEO implementation projects per month across 4 Microsoft consumer platforms, including Windows, Surface, M365, and Copilot, coordinating timelines, stakeholder feedback, PM and legal review. ● Coordinated SEO QA for new Windows Shop PC site launch pages, partnering with the SEO agency and delivery teams to validate on-page and technical SEO requirements, flag site issues, and route fixes quickly. ● Managed an LLM Audit SEO project, translating findings into page-level optimization recommendations across multiple pages, including 2 Copilot articles that saw 12% and 17% MoM visit increases after updates. ● Owned the monthly Content Hub SEO Business Report, pulling KPIs from Adobe CJA, BrightEdge, Google Search Console, and Copilot to analyze performance, content insights, and inform optimization priorities. ● Tracked developer and delivery team follow-through on technical SEO requests, QA items, blockers, and final implementation details to ensure SEO updates were completed accurately and on time.

• Content Specialist, SEO · Shopify Inc. - Ottawa, Canada04-01-2023 – 03-31-2025

  ● Implemented on-page SEO content updates through Shopify’s CMS and Contentful, including metadata updates, content refreshes, internal linking, and page-level optimization recommendations. ● Owned featured snippet and Google AI Overview optimization testing for priority keywords, increasing featured snippet win rate from 12% to 25% across core Shopify blog pages ● Led internal linking improvements using Shopify’s SEO interlinking tool, supporting stronger internal linking coverage across 1,200+ core blog URLs. ● Researched and proposed 23+ net-new Shopify app ecosystem content opportunities, implemented by the content team to expand organic visibility across app-related topics. ● Led Shopify’s core blog refresh initiative by auditing outdated, under-optimized pages and prioritizing Q2 updates that contributed to a 9% lift in sessions across 30 refreshed URLs.

• SEO Strategist · Tombras Group - Knoxville, Tennessee09-01-2021 – 11-30-2022

  ● Performed on-page and technical SEO audits for e-commerce apparel collections, recommending updates to PDPs, collection-page copy, holiday gift pages, style guide content, and top navigation. ● Analyzed a healthcare org’s leukemia page and competitive search results, providing SEO recommendations for leukemia-related terms and NC/SC location metadata, contributing to a 24% YoY increase in sessions. ● Created SEO content briefs for a financial services client’s mortgage LOB, including net-new content recommendations for financial tools such as mortgage calculators, contributing to a 9% MoM traffic increase for their Mortgage Calculator page. ● Supported a Shopify site migration for an e-commerce brand by monitoring post-migration traffic for 80+ pages, indexed URLs, redirects, server responses, sitemap errors, and mobile/desktop performance.

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