Ginger Lindberg
Director of Digital Experience @The E.W. Scripps Company
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WORK HISTORY
Director of Digital Experience @The E.W. Scripps Company
US
Incorporating the \"always do what\'s best for the user\" mantra on a daily basis through content strategy, user experience, search engine optimization, and site design.
EDUCATION
University at Buffalo
Bachelor of Arts - BA, Human Services, General
University at Buffalo
MLS, Library and Information Science
ABOUT GINGER LINDBERG
ABOUT ME I started my professional career as a librarian and learned how to organize, retrieve, and disseminate information. Naturally, that led to a career in search engines! First I learned how to build them, then I learned how to optimize for them. Not only do I work on strategies for organic search growth, but user experience, engagement, and content strategy that anticipates the next question. While I like the data to guide me, there\'s something to be said for editorial gut instinct. Thus I always find my best success is when I can embed myself into editorial teams to work together on bringing more users to a site and keep them coming back for more. EXPERTISE • Develop content strategies by diagnosing on-site performance, search queries, industry trends, and competitive analysis to identify gaps, opportunities, and new content distribution partners. • Carry out extensive technical SEO audits on existing Web sites, new products, and site migrations. • Study user behavior to recommend UX and design changes that will increase engagement, improve navigation, and increase returning visitors. • Compile daily, weekly, and monthly Web traffic reports and present key findings of data analysis with clear, actionable items. • Conduct keyword research across multiple countries and languages. • Serve as project manager for all traffic growth initiatives. • Train editors, writers, developers, designers, and product managers on effective SEO strategies for their area of expertise. • Provide ongoing feedback to writers & editors on content development, optimization, and usability. • Monitor site performance and embed with agile development teams on bug reporting, site maintenance, and QA testing via stand-ups, JIRA, Trello, and Asana. • Use Web analytics and SEO tools extensively including Google Analytics, Data Studio, Google Search Console, PageSpeed Insights, Adobe Analytics, SEMrush, Screaming Frog, Hitwise, Chartio, Looker, BrightEdge, and Bing Webmaster Tools. • Publish in several content management systems and program in HTML, CSS, and JSON-LD for schema/structured data. • Manage projects and teams remotely all across the globe through full-time telework since 2001.
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