Carol Ferraz, Marketing Expert in Vancouver, BC, Canada
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Carol Ferraz

Verified Expert  in Marketing

Marketing Expert

Vancouver, BC, Canada
Toptal Member Since
May 2, 2023

Carol is a search engine optimization specialist with 8+ years of industry experience—successfully serving B2B and B2C clients from diverse backgrounds. She has overseen the creation of new websites, covering website architecture, keyword research, content, on-page optimizations, backlinks, local rankings, listings, local SEO, and off-page SEO. Carol keeps clients informed by providing reports with have-done, to-do, and monthly metrics.

Project Highlights

SEO Campaign for 9/11 Lawyer
Developed an SEO campaign that helped the client make $128,000 from organic searches.
SEO Campaign for Personal Injury Lawyer
Created an SEO campaign that yielded a 705% boost in organic conversions.
SEO Campaigns for Century 21 Canada
Designed and executed SEO campaigns for the site and microsites, increasing organic traffic by 26% monthly.


Work Experience

Google Analytics Marketing Expert (GA4 Migration)

2023 - 2023
First to the Finish Kim and Mike Viano Sports Inc
  • Worked on my client's site, implementing the new Google Analytics 4 tag on the website.
  • Communicated, created, and executed a strategy to implement the new Google Analytics 4 code into the website, as requested by Google.
  • Led the company's data through Google Analytics 4, GTM, and root files.

SEO Specialist

2021 - 2023
  • Developed organic website optimization strategies, focusing on on-page SEO and using Moz insights to boost my client's search engine ranking and organic visibility.
  • Conducted keyword research to optimize the website's content for relevant search queries.
  • Creating schema markups for sites aiming to increase my client's organic visibility and informative results.
  • Performed monthly audits and corrected crawling/indexing issues that may occur.
  • Boosted the client's organic local rankings by 141% in Q4 using content strategy, backlinks, LSIs, optimizations, and competitor and gap analyses.

SEO Tech

2020 - 2021
Marwick Marketing
  • Created inbound marketing and SEO campaigns for clients of different backgrounds and services to increase organic visibility and soft conversions.
  • Developed and implemented technical SEO campaigns, including content audits, indexing checks, backlink analysis, and disavowing bad links.
  • Created organic strategies to increase my B2B client's search engine ranks and organic visibility.

Digital Marketing Coordinator

2019 - 2021
Genus Capital Management
  • Implemented a website optimization strategy to increase branding and Google real estate.
  • Performed keyword research and user intent to better optimize the main website to search results.
  • Executed and presented competitor's analysis, recommending a website merge and rebranding.
  • Collaborated closely with PR and a marketing manager to develop a content strategy to reach high-quality leads and network connections.
  • Recorded and edited educational videos every Friday for one year with increasing EEAT.
  • Increased the main website's DA to 21 (previously 18) and spam score by merging the company's two sites (two sites for two different services).

SEO Specialist and Data Analyst

2018 - 2020
Century 21
  • Collaborated with real estate agents and a project manager to develop relevant content and enhance the rankings of property listings.
  • Provided guidance through lunch and learn sessions for real estate professionals, emphasizing the significance of utilizing keyword searches and optimizing property listings.
  • Created tailored social media content for each listing, performing on-page SEO and page optimizations.

SEO Marketing Coordinator

2018 - 2019
Stork Craft Manufacturing
  • Created organic strategies to increase my client's search engine ranks and organic visibility at retailers.
  • Researched relevant terms and LSIs for website optimization, focusing on better content for relevant search inquiries.
  • Increased the retailer's organic traffic to my client's product by 6,000 a day by optimizing product name and description, resulting in "Amazon's Choice" featured product for a month.

Digital Marketing Analyst

2015 - 2016
Viajar Turismo
  • Collaborated with senior UX designers and developers, brainstorming new campaigns to increase rankings of travel packages pages (PA) and domain authority of the main website.
  • Led a team of ghostwriters devoted to generating exceptional content, incorporating pertinent keywords, and guiding the SEO process for new content creation.
  • Performed SWOT analysis and created and executed an inbound lead conversion process and applied it to each travel package, adapting campaigns to each intent and persona.

Digital Marketing Analyst and Project Manager

2015 - 2015
  • Collaborated closely with the CEO, project managers, and marketing team to accelerate the brand's organic visibility.
  • Worked as a temporary contractor for six months. Trained and collaborated with project managers on the new platform and best practices. During that same time, I also assisted the marketing team by translating articles and optimizing them for SEO.
  • Guided the project managers in using the new platform and supported the SEO team.

SEO Intern

2014 - 2015
CSEM Brazil
  • Collaborated with the marketing manager and senior executives to build a brand strategy and marketing plan, including website optimization and drip marketing.
  • Developed an SEO campaign with the objective of enhancing the organic visibility of the product and brand, resulting in nationwide coverage including a feature on the cover of a reputable magazine.
  • Designed and delivered an organic campaign to C-level executives, collaborating closely with the marketing manager to ensure its successful execution.

Marketing Internship

2014 - 2014
Sunbelt Business Brokers
  • Collaborated with the branch manager to develop and implement a marketing strategy aimed at improving the organic visibility of listings to the targeted audience.
  • Single-handedly formulated and developed a marketing and content strategy for both the listing and main website by conducting competitor analysis and page optimization.
  • Was in charge of devising a monthly budget and distributing it among various platforms and tools to attain the set KPIs.

SEO Campaign for 9/11 Lawyer

Developed an SEO campaign that helped the client make $128,000 from organic searches.

My client, a prominent attorney in the New York area specializing in 9/11 cases, has played a significant role in securing legal compensation for victims of the tragedy. Additionally, they provided guidance and support to these individuals throughout the claims process and partnered with the September 11th Victim Compensation Fund to facilitate their submissions.

By creating a consistent and targeted content strategy, I increased organic clicks by 200% and organic impressions by 262%.

For this particular client, I created a content strategy consisting of two pieces of content a month: informative and navigational. Both had one main targeted keyword and secondary keywords. To enhance my client's online exposure, all content produced for the website was reshared on social channels.

Apart from on-page strategies, I also adopted an off-page approach to increase the website's domain authority (DA) and expertise: using backlinks and local listings, I increased my client's website DA from 22 to 25 in one year.

SEO Campaign for Personal Injury Lawyer

Created an SEO campaign that yielded a 705% boost in organic conversions.

For over 75 years collectively, my clients have been rendering injury-related services to aid individuals in making informed decisions about their cases.

During the timeline of December 2022 to January 2023, I was able to increase organic conversions by 205%, higher than the client's PPC campaign.

Through a tailored content strategy of publishing five posts a month, I used metrics from Google Search Console and Semrush to identify the lead's intention and create educational content for questions or queries.

Aside from that, I also dedicated time to creating a high-quality backlink score and local listings. For this client, Google My Business was the star player for local rankings and conversions.

Following the campaign, organic clicks increased by 239%, local rankings by 141%, and sessions by 245%.

SEO Campaigns for Century 21 Canada

Designed and executed SEO campaigns for the site and microsites, increasing organic traffic by 26% monthly.

In 1971, Century 21 Real Estate was established as a franchise company for real estate agents in the United States. With more than 147,000 sales professionals, the company operates approximately 14,000 independently owned and operated broker offices in 86 countries and territories around the globe. Century 21's main office is in Madison, New Jersey.
2016 - 2018

Master's Degree in Business Administration (MBA)

Fairleigh Dickinson University - Vancouver, BC, Canada


SEO Challenge



Fundamentals of Digital Marketing



Google My Business



SEO Tools, Local SEO, On-page SEO, SEO Content, Off-page SEO, SEO Backlinking, SEO Keyword Research, Content Strategy, Google SEO, Digital Marketing, Search Engine Optimization (SEO), Organic SEO, WordPress SEO, Digital Marketing Strategy, Marketing Analytics, Content Marketing, Market Research & Analysis, Google Tag Manager, Inbound Marketing, SEO Audits, Social Media, Keyword Research, Blogging, Brand Strategy, Social Media Content, Social Media Strategy, SEO Marketing, Marketing Strategy, Drip Marketing

Platforms & Tools

Google Analytics, Google Analytics 4, Content Management Systems (CMS), Google My Business, Amazon SEO, Moz, Ahrefs


Google Search Console

Business Models

Business to Business (B2B), B2B, Business to Business to Consumer (B2B2C)


Competitive Analysis, Google Optimize, Website Traffic, Google, Website Management, Data Collection, Website Optimization, SWOT Analysis, B2B Lead Generation, Growth Strategy, Strategic Planning, Video Editing, Semrush, YouTube SEO, Keyword Analysis, Website Audits, GAP Analysis, Team Management, Client Management, Drip Campaigns, Analytics, eCommerce, Technical SEO, Content Update

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