Linze Lucas
Verified Expert in Marketing
Marketing Expert
Walnut Creek, CA, United States
Toptal member since August 8, 2024
Linze is an SEO and digital marketing expert with over a decade of experience. She has led campaigns that have transformed small brands into global names. At Stellium SEO, she delivered a remarkable 8,700% ROI for her first client in one year—far exceeding the average of 300% in three years. Linze's skills span business analysis, teaching, and content creation. She also holds a patent for an intent-based keyword research process, showcasing her forward-thinking approach to SEO.
Project Highlights
Expertise
- Content Creation
- Copy Editing
- Generative Engine Optimization (GEO)
- Keyword Research
- Research
- SEO Audits
- SEO Writing
- Technical SEO
Work Experience
SEO Consultant | Owner | CEO
Stellium SEO
- Generated $600,000+ or 8,700% ROI for my first client within a year, far exceeding the average eCommerce SEO ROI of 300% over three years. As of July 2025, this client boasts a total organic revenue of over 10 million USD.
- Developed customized SEO strategies, significantly boosting web traffic and search rankings for multiple clients.
- Led a team of SEOs in rewriting a major job board's SEO certification test.
- Achieved top-rated and top-rated plus status on an online freelancing agency by building a solid reputation through consistent positive feedback from high-value contracts.
- Generated 147% ROI via content strategy for a wedding company. Achieved top-1 ranking on Google for numerous competitive keywords. Managed writing staff, conceptualized, researched, edited, posted, and optimized content—both written and visual.
- Authored a comprehensive Technical SEO chapter for a vacation rental guide, detailing strategies to enhance site performance, improve crawlability, and increase search visibility. This work demonstrated expertise in niche-specific SEO optimization.
- Generated a 477% organic revenue ROI for a culinary tech gadget within a six-month campaign. Achieved top-1 ranking on Google for the client's primary keyword.
Content Strategist
HOOT APP INC.
- Led UX writing and defined the voice system for a location-based social platform centered on real-world and digital interaction. Collaborated with product teams to shape how users navigate and engage in support of MVP development.
- Designed language frameworks tied to emotional states and user behavior, grounded in clarity, consistency, empathy, authenticity, and intuitive interaction across the app.
- Contributed to product decisions by aligning messaging with user flows to reveal engagement patterns, supporting a cohesive experience from onboarding through active use.
- Created and maintained a centralized copy system and tracker to standardize voice, enable side-by-side testing, and align UX writing across product and engineering teams.
- Identified and addressed safety and liability risks in user flows, shaping language around user well-being, blocking features, and sensitive interactions.
- Developed scalable UX writing frameworks for key product areas, including feeds, forms, and interaction states, ensuring consistency across public and private experiences.
- Integrated accessibility and inclusive language principles into UX writing systems, improving clarity and usability across diverse user contexts.
- Designed microcopy for onboarding, empty states, and interaction prompts to guide user behavior and improve engagement across core product flows.
ASO, GEO, SEO Consultant
Craeftig
- Led App Store Optimization (ASO) strategy for both the Apple App Store and Google Play, including keyword targeting, metadata optimization, competitor analysis, and conversion-focused recommendations for the UK and New Zealand markets.
- Developed a 50+ page ASO optimization guide for Craeftig covering app titles, descriptions, keyword strategy, screenshots, ratings and reviews strategy, update strategy, category mapping, and conversion recommendations across iOS and Android.
- Conducted international keyword and competitor research for contractor management, invoicing, workforce management (WFM), and tradie-focused search terms to improve discoverability in the UK and NZ app ecosystems.
- Created geo-targeted ASO recommendations for multiple regions, including the United States, United Kingdom, New Zealand, and Australia, helping Craeftig expand visibility across international markets.
- Optimized website content and feature landing pages with intent-based keyword research designed to support both organic rankings and app conversions, including invoicing and job management feature pages.
- Conducted technical SEO and E-E-A-T analysis to identify opportunities related to trust signals, search visibility, LLM visibility, and long-term organic growth.
- Performed backlink analysis and assisted with backlink quality review and approvals as part of broader off-page SEO efforts.
- Integrated SEO, ASO, and CRO thinking into a unified acquisition strategy focused on improving visibility, downloads, and eventual conversions for a SaaS mobile product targeting contractors and tradespeople.
- Testimonial - "Linze came on board from day one...improved our SEO and overall direction. She brings clarity, understands real-world limitations, and offers practical, actionable advice that keeps things moving." -Sandra Kirsch, CEO.
Search Engine Optimization & Generative Engine Optimization Specialist
Leading Bridal Wear Brand
- Built scalable content systems for eCommerce, B2B, SaaS, technical hiring, and service-based websites, aligning page structure with search intent, topical authority, conversion paths, and machine-readable content organization.
- Optimized long-form guides, fashion editorials, product templates, descriptions, and technical explainers for internal guidance and clarity on data extractability, topical depth, and entity coverage.
- Designed SEO and GEO-optimized long-form guide content, using structured information architecture, semantic topic coverage, internal linking, and intent mapping to support organic search visibility, answer extraction, and AI-search readiness.
- Developed content briefs and optimization frameworks based on SERP analysis, competitor gaps, audience intent, structured headings, internal link opportunities, and citation-worthy source quality.
- Improved content architecture and internal linking to help search engines and AI retrieval systems better understand relationships between services, products, use cases, industries, and decision-stage content.
- Used AI-assisted workflows for international SERP analysis, international campaign prototyping, editorial QA, intent mapping, and information architecture planning.
- Supported organic growth strategies that contributed to substantial increases in traffic and revenue for eCommerce and service-based businesses.
- Conducted bi-yearly technical SEO and EEAT audits to ensure visibility, site health, and other EEAT signals remained healthy and in good standing.
- Ensured organization, review, and product schema were both implemented and optimized.
Lead Instructor
ThriveDX Group
- Served as the associate instructor for the complete digital marketing program and was named lead instructor for SEO, PPC advertising, and web copy and content writing.
- Developed and delivered comprehensive training programs for digital marketing.
- Enhanced students' skills and knowledge, contributing to their career advancement through in-class instruction and private on-request ThriveDX tutoring.
SEO Director
AUQ
- Engineered SEO campaigns for various industries, including eCommerce, cannabis retailers, and large-scale fintech companies.
- Managed internal link-builders, developers, design, and content strategy teams with the assistance of the agency's CEO. Hired and managed additional SEO experts, 3rd-party designers, and niche-specific content expert reviewers.
- Started as an SEO strategist and was promoted to Director of SEO.
- Testimonial: "Linze is a talented SEO and has had a tremendous positive impact on my agency. She understands client concerns and SEO strategy, both technical and content, and is very responsible. I'd be happy to recommend her..." – Kirill Sajaev, CEO.
Course Mentor
Coursera
- Invited to join the mentorship team after helping fellow SEO students navigate outdated areas of the course material with official Google, Bing, and Yahoo documentation.
- Facilitated discussions and guided students in SEO and social psychology courses. I was asked to return as a mentor in August 2024 after stepping down in 2021.
- Advised students and provided feedback to universities and instructors for course improvements.
SEO Strategist
Victorious
- Identified critical errors in the on-page keyword implementation process, improving campaign effectiveness across all clients.
- Performed keyword research and competitor analysis to guide client content strategies across numerous niches. Educated clients on keyword strategy and optimization recommendations.
- Conducted and helped implement 80+ point technical audits, including UI/UX conversion rate optimization audits, Google My Business audits, site migration mappings, and keyword cannibalization audits, to assist with optimization.
- Participated in sales calls to explain site issues to potential clients and assist with deal closure. Answered company-wide questions regarding SEO and site issues to help support client contracts.
- Wrote blog posts for the Victorious website, contributing to brand authority.
- Crafted various audits, including expertise, authority, and trustworthiness (EAT), application store optimization for iOS and Android, and job or career schema for job board clients.
- Established the event website management and schema implementation guide, schema opportunities audit and analysis, and blog or content directory creation guide and best practices.
- Created technical audit training videos for in-house team skill development.
- Evaluated backlink profiles and recommended effective link-building strategies.
- Rewrote client content and code sections to enhance search engine presence through schema features.
Assistant Marketing Manager – SEO
Healthline Media
- Increased the "sessions over a 6-month period" metric by over 200%.
- Conducted keyword research and competitor analysis to guide content creation and identify improvement opportunities.
- Ensured content complied with on-page optimization tactics and strategies and advised the editorial team on content improvement and SEO best practices.
- Appointed as the process owner for Healthline.com's site audits and created the SEO Audit Resource Guide and Audit Instructions Manual.
- Assisted with A/B testing to gauge search engine ranking tactics and developed the testing dashboard for SEO A/B testing.
- Conceptualized, pitched, and assisted in launching a DNA lab testing partnership with Everlywell.
- Documented and automated the editorial to SEO triage process, capturing content ownership and changes for the editorial and SEO teams.
- Created marketing insight reports per medical condition to assess content performance and identify areas for expansion.
IT Business Systems Analyst
Xerox
- Achieved project allocation exceeding 275% upon resignation.
- Appointed to join the cross-department Agile Process Improvement Tiger team, which consists of employees believed to possess the knowledge and capabilities required to transform the business into a modern, competitive entity.
- Conducted charter analysis to ensure alignment with business needs, documented business, transition, and system requirements, and created use case documentation for internal and vendor requirement handoff.
- Re-engineered business processes to align with Siebel CRM capabilities and created process diagrams, data flows, work processes, and cross-platform integration maps.
- Ensured the traceability of forward and backward requirements within the business requirements document (BRD) and produced alignment matrices between BRD and functional design documents.
- Planned, developed, and executed user acceptance testing to validate business solutions' effectiveness, producing metrics reports based on requirements delivery.
- Operated as the business system analyst (BSA) newsletter team lead and a contributing author. Supported the BSA community of practice and worked with the senior leadership team to improve corporate practices.
Project History
Stellium SEO | Direct Retail Client Case Study
https://stelliumseo.com/wp-content/uploads/2021/07/stelliumseo-seo-case-study-retail-direct-client-01.pdfAchieved an 8,700% ROI of $600,000+ for my first client within one year, far exceeding the average eCommerce SEO ROI of 300% over three years.
I implemented a minimalistic, collaborative SEO strategy focused on intent-based keyword research. I achieved exceptional results during the pandemic by securing top industry keyword rankings and substantial ROI. This process has since been patented.
Top-rated Professional on a Highly Competitive Platform
Ranked and maintained my status as a top 3% performer in a highly competitive network of contract and independent contributors.
A top-rated plus status at this agency represented the top 3% of performers who have built a solid reputation by earning consistently positive feedback and engaging in high-value contracts. My profile on this platform consists of consistent 5-star reviews for services rendered.
TESTIMONIALS
“Got some great help from Linze, as usual. She’s fantastic to work with as she always hits her deadlines and has the technical chops to help with the more advanced SEO tasks.” - Anonymous, Agency, CEO
“Fantastic experience working with Linzie. Very knowledgeable and easy to work with. She explained her thought process very well. Bonus: She has professional-looking deliverables! Will hire again.” - Anonymous Agency, CEO
“Linze has in-depth SEO knowledge; she is a great communicator and project manager. I recommend her for managing your SEO campaigns.” - CEO of Language Translation Company.
Stellium SEO | Technical & EAT Audit
https://docs.google.com/spreadsheets/d/1vuRCEMbSS61Teq6nwARC3QqUwiI0vmSlX1p7cxsBiG0/edit?usp=sharingIdentified and resolved critical SEO issues, significantly improving search engine performance and user experience for numerous SEO clients and agencies via white-label usage.
I designed a technical audit template that prioritizes SEO tasks and validates each suggested solution by providing links to high-authority resources. The result is an actionable work breakdown structure that details specific site issues, identifies the responsible technical resources to fix each problem, assesses the importance of each issue, and provides resolution timelines. This enables clients to appoint 3rd-party resources to implement the audits or to use in-house technical experts.
Content Writing Samples
https://docs.google.com/document/d/1I_xh3g_J0ZJNgxgx68ZN_TAWW0USM1iO_fhXyff9NcU/edit?usp=sharingCreated compelling content for various niches, including bridal fashion, technical SEO, and entertainment, showcasing versatility in tone, style, and depth.
This collection of writing samples demonstrates my ability to craft content tailored to different audiences and industries. From elegant and detailed product descriptions for bridal shoes to in-depth technical guides on SEO for vacation rentals and engaging blog posts on entertainment, each piece reflects a commitment to quality, clarity, and audience engagement. My work is designed to enhance user experience, improve SEO, and drive conversions, making me a versatile asset for any content project.
Conversion Rate Optimization Audits
https://docs.google.com/document/d/1qAj2F-RC9_3-xuGOFm-HuiSyuhvlveKbfCj1iUgXlcA/edit?usp=sharingInitiated the redesign of several clients' conversion rate optimization strategies, boosting conversion rates, closing navigation loops, and improving user experience and, ultimately, search rankings.
Initiated several comprehensive conversion rate optimization (CRO) projects for various clients. These projects leveraged Google Analytics data and UX theories to enhance user flows, site menus, and lead generation strategies through practices like call-to-action color theories and advanced filter design. Competitor analysis informed the introduction of engaging features such as interactive 360° product views and detailed infographics, leveling the playing field between vendors and enriching user experiences. These initiatives significantly increased conversion rates, lead generation, and sign-ups while reducing bounce rates and cart abandonment. It is important to note that while these reports are backed by data and research, I always recommend collaborating with a seasoned UX design expert to ensure the best results.
Content Strategy
https://docs.google.com/presentation/d/1_BoicRdW8e5RMeKw9WKPVL6g0CLehZit09lMQdel8Pg/edit?usp=sharingContributed to this adaptable content strategy that has been used for multiple clients across multiple niches, resulting in traffic acceleration during algorithm updates, robust ROIs, and content that truly helps clients' customers.
I’ve collaborated with numerous agencies, navigating various techniques from keyword clustering to pillar strategies. However, I’ve found many of these methods to be outdated, especially in today’s SEO landscape. A common practice among SEOs is to analyze competitors and suggest copying and “improving” their content. This approach led to many brands struggling after the September Helpful Content Update. While keyword research remains crucial, a more holistic approach is necessary. This includes engaging with customer service teams, monitoring social media, and exploring popular forums to uncover your customers’ most frequent and uncommon queries. By crafting unique and highly relevant content that addresses these issues, my full-service and content curation clients rapidly rose to the top of their niches post-update.
Education
Dual Bachelor's Degree in English and Creative Writing (Minor in History)
State University of New York - Oswego, NY, USA
Certifications
Google Prompting Essentials
Google | via Coursera
Create Beautiful Imagery with Midjourney AI
Packt
Agentic AI and AI Agents: A Primer for Leaders
Vanderbilt University | via Coursera
Master AI Tools to Supercharge Productivity
Vanderbilt University | via Coursera
OpenAI GPTs: Creating Your Own Custom AI Assistants
Vanderbilt University | via Coursera
Advanced Prompt Engineering for Everyone
Vanderbilt University | via Coursera
Understanding Data: Navigating Statistics, Science, and AI Specialization
University of Michigan | via Coursera
Decoding AI: A Deep Dive into AI Models and Predictions
University of Michigan | via Coursera
How Science Turns Data Into Knowledge
University of Michigan | via Coursera
How to Describe Data
University of Michigan | via Coursera
Google Analytics Certification
Google Skillshop
Creative Artifacts
Parsons School of Design | via Coursera
Creativity and AI Specialization
Parsons School of Design | via Coursera
Natural Creativity
Parsons School of Design | via Coursera
Artificial Creativity
Parsons School of Design | via Coursera
ChatGPT Advanced Data Analysis
Vanderbilt University | via Coursera
Prompt Engineering Specialization
Vanderbilt University | via Coursera
Trustworthy Generative AI
Vanderbilt University | via Coursera
Prompt Engineering for ChatGPT
Vanderbilt University | via Coursera
Google Ads Display Certification
Google Skillshop
Introduction to CSS3
University of Michigan | via Coursera
Introduction to HTML5
University of Michigan | via Coursera
Advanced Google Analytics
Google Analytics Academy
Google Analytics for Beginners
Google Analytics Academy
Coursera Mentor Community and Training Course
Coursera
SEO Specialization
University of California, Davis | Coursera
Advanced Search Engine Optimization Strategies
University of California, Davis | via Coursera
Advanced Content and Social Tactics to Optimize SEO
University of California, Davis | via Coursera
Optimizing a Website for Google Search
University of California, Davis | via Coursera
Google SEO Fundamentals
University of California, Davis | via Coursera
Introduction to Google SEO
University of California, Davis | via Coursera
Skills
Core
Local SEO, SEO Tools, SEO Audits, SEO Content, Content Marketing Strategy, Google SEO, On-page SEO, Keyword Research, SEO Keyword Research, Organic SEO, Search Engine Optimization (SEO), Content Creation, Writing & Editing, Blogging, Digital Marketing Strategy, Content Marketing, Content Strategy, App Store Optimization (ASO), Copywriting, Marketing Analytics, Search Engine Marketing (SEM), Content, Pay-per-Click (PPC), Sales, Link Building, Topic Clusters, Brand Strategy, Google Ads, AI Marketing, Conversion Rate Optimization (CRO), Product Marketing, Digital Marketing, SEO Backlinking, Landing Pages, WordPress SEO, Branding, Marketing Strategy, Google Tag Manager, Scriptwriting, Agile Transformation, Marketing, Article Rewriting, Email Campaigns, Generative Artificial Intelligence (GenAI), Social Media
Platforms & Tools
Content Management Systems (CMS), Yoast SEO, Ahrefs, Screaming Frog, Google Analytics 4 (GA4), Google Analytics
Technical
Google Search Console, HTML, CSS3, CSS
Business Models
B2B
Other
Copy Editing, Web Content, Creativity, SEO Writing, Content Writing, Global SEO, UX Analysis, Technical SEO, Keyword Analysis, Keyword Mapping, Requirements Analysis, Competitive Analysis, Google E-E-A-T, eCommerce SEO, SEO with AI, SEO Penalty Recovery, Content Audits, Link Vetting, Blogs, eCommerce, SEO Copywriting, Growth Strategy, Growth Marketing, Digital Strategy, Shopify, Storytelling, AI-based Content SEO, Creative Thinking, Tone of Voice, UX Strategy, UX Writing, Advertising, Video Scripts, Research, Video Editing, Web Research, Management, Technical Project Management, Google Keyword Planner, User Research, Quality Assurance (QA), User Acceptance Testing (UAT), Business Acceptance Testing, Meetings, Test Scripting, Metrics, Incident Management, Use Case Document, Key Performance Indicators (KPIs), SEO Reporting, Semrush, YouTube SEO, Shopify SEO, Teaching, HTML5, Prompt Engineering, AI Content Creation, Google Sheets, Ad Optimization, Wix, Analytics, WordPress, Artificial Intelligence (AI), Landing Page Optimization, Reporting, Large Language Models (LLMs), Strategy, Generative Engine Optimization (GEO), Information Architecture (IA), Videography, Article Writing, UX Design, UX Research, Seos, Waterfall Methodology, Data Analytics, ChatGPT, Entertainment & Leisure, User Experience (UX), Data, Data Reporting, Marketing Reports, Finance, AI Prompts, in context ai learning, Retrieval-augmented Generation (RAG), Custom GPTs, prompt validation, Program Implementation, Business Process Automation, Automation, Prototyping, Video Animation, Tableau, AI Tools, International SEO
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