Aaron Carver

Senior SEO & Marketplace Strategist eCommerce SEO Consultant (Freelance) SEO Analyst

Digital Commerce Co. | May 2021 – Present
Remote – US & Global Brands

Summary:
As the senior strategist in charge of marketplace SEO, I led initiatives to optimize brand presence on Amazon, Walmart, Target, and Instacart, driving double-digit growth in traffic, rankings, and revenue. My role involved full-spectrum SEO execution—from technical audits to strategic advisory—with an emphasis on data-driven decision-making and cross-functional alignment.

Key Responsibilities & Achievements:

• Conducted comprehensive keyword research and competitor gap analysis using Helium 10, DataHawk, and Jungle Scout. Built keyword matrices segmented by product lifecycle stage, seasonal behavior, and buyer intent.
• Optimized 150+ product listings across Amazon and Walmart by refining titles, bullet points, backend keywords, and A+ content layouts—resulting in 38% average increase in organic impressions and a 24% boost in conversion rate over 12 months.
• Built custom dashboards using Amazon Brand Analytics, Search Query Performance, and Google Data Studio for visualizing SEO KPIs across client portfolios.
• Developed and led SEO strategy sessions for CPG clients entering the Instacart and Target marketplaces. Provided forecasting models and ROI calculations.
• Created performance frameworks for tracking and benchmarking organic visibility using Helium 10’s Rank Tracker and Listing Analyzer, increasing time-to-insight and reducing SEO lag by 40%.
• Collaborated with global content and creative teams to ensure brand voice consistency and conversion-driven storytelling in every listing.
• Spearheaded strategic audits of Amazon brand storefronts; implemented modular SEO improvements that increased average dwell time by 27% and average order value by 19%.
• Played a central role in adapting brand content and keywords post-Amazon algorithm updates (A9 → A10), ensuring ranking continuity and minimized disruption to search visibility.
• Delivered quarterly SEO performance reviews and workshops to enterprise clients—translating raw data into strategic roadmaps and prioritization frameworks.

Independent | Jan 2019 – Apr 2021
Remote Consulting – DTC Startups & Mid-Sized FMCG Brands

Summary:
As an independent consultant, I helped consumer goods and eCommerce brands build robust SEO strategies for Amazon, Target, and niche eRetailers. My work focused on building organic foundations that scale, especially for new product launches and under-optimized catalogues.

Key Responsibilities & Achievements:

• Designed end-to-end Amazon launch playbooks for startup brands, including keyword hierarchies, content calendars, backend optimizations, and review acquisition strategies.
• Optimized over 100 listings on Amazon US, including enhanced brand content and storefront structures, resulting in 50%+ MoM growth in traffic for several clients.
• Tracked trends in the US FMCG and CPG eCommerce space, providing insights on consumer search behavior, pricing competitiveness, and seasonal SEO planning.
• Performed regular audits of product pages and storefronts for SEO health, relevance, and alignment with algorithmic best practices—both on Amazon and secondary marketplaces.
• Provided support for managing catalog content across PIM/DAM tools, ensuring alignment of image metadata, alt-text, naming conventions, and platform compliance.
• Delivered training to client in-house teams on using Helium 10 and Jungle Scout to independently monitor keyword movement and listing health.
• Recommended and implemented structural improvements to backend keyword strategies, significantly reducing duplication and cannibalization in indexed ASINs.
• Advised on syndicated content strategy, working with content and syndication partners to ensure SEO-friendliness across multiple retailer channels.
• Created product category-level keyword universes and semantic groups to improve both relevance and long-tail discovery across top marketplaces.

GrowthPath Digital | Jul 2017 – Dec 2018
New York, NY – Digital Performance Agency

Summary:
Part of an agency team servicing high-volume eCommerce clients across the grocery, beauty, and personal care sectors. I executed tactical SEO strategies that improved organic presence on Amazon, Kroger, and Walmart.com for household-name brands.

Key Responsibilities & Achievements:

• Conducted full-scale SEO audits across hundreds of product listings to identify technical issues, content gaps, and ranking anomalies.
• Supported implementation of metadata improvements on Amazon and Kroger PDPs—adjusting alt tags, structured data elements, and keyword targeting to drive higher indexing rates.
• Partnered with internal data science and analytics teams to build a reporting pipeline for eRetailer-specific SEO KPIs.
• Benchmarked performance against category leaders using reverse ASIN lookup and competitor index analysis with tools like DataHawk and Helium 10.
• Delivered monthly performance dashboards using Google Data Studio, highlighting movements in organic rank, conversion rate, and CTR.
• Assisted with client onboarding and catalog audits for Amazon Brand Registry, ensuring compliance and asset readiness.
• Developed SOPs for A+ content optimization and reviewed all content pre-publishing to ensure SEO compliance and narrative cohesion.
• Created keyword tracking reports and trend analyses for seasonal campaigns (e.g., Prime Day, Black Friday), aligning optimization tactics with campaign timelines.

• Worked with CPG startups and mid-sized brands to elevate online presence on US platforms like Target and Instacart.
• Conducted competitive audits, finding SEO gaps that improved search visibility by over 50%.
• Supported end-to-end content optimization including titles, bullets, images, and storefront branding.
• Delivered data-backed SEO strategies contributing to measurable growth in conversion rates.

• Executed on-site SEO strategies and optimized product metadata for client catalogs on Amazon and Kroger.
• Collaborated with design and dev teams to ensure consistent brand messaging and SEO implementation.
• Assisted in developing a proprietary keyword clustering tool to enhance research efficiency.
• Tracked campaign performance using Google Analytics and compiled monthly KPIs reports.