Keith Fraley

About Keith Fraley

I’m an SEO leader with 15+ years of experience helping enterprise organizations grow organic visibility, traffic, and revenue through search. Currently at FIS, I lead enterprise SEO strategy for one of the world’s largest fintech companies, optimizing more than 150+ product and solution pages across banking, payments, risk, and AI-powered platforms.My role sits at the intersection of traditional SEO, AI-driven search, and digital strategy. Over the past year, I’ve expanded FIS’s approach to include optimization for AI and large language models (LLMs) — including schema deployment, FAQ strategy, and content restructuring to improve inclusion in Google AI Overviews, ChatGPT, and other generative search tools. This includes guiding cross-functional teams on GEO (Generative Engine Optimization) best practices to ensure our content performs in both organic and AI-discovered channels.I bring a strategic, data-informed approach to every challenge, with a focus on technical SEO, content structure, AI readiness, and cross-functional collaboration. Whether optimizing a product launch, managing a full-site migration, or building a roadmap for LLM visibility, I thrive in fast-paced, results-driven environments.

Experience

1. Seo and Website Optimization Manager

   FIS

   Aug 2023 — Present

   As SEO Manager at FIS, a global leader in financial technology, I lead enterprise-level SEO strategies that drive visibility, traffic, and qualified leads across high-value product and thought leadership content. My work blends fintech innovation, AI-era search behavior, and data-driven digital strategy, positioning FIS for discoverability in both traditional and AI-powered search platforms.Key Responsibilities:Develop and execute full-funnel SEO strategies for FIS.com, improving keyword rankings, conversions, and visibility in tools like ChatGPT, Google AI Overviews, and Perplexity.Lead LLM-focused efforts (GEO), enhancing structured content and page clarity for AI indexing and answer generation.Conduct on-page optimization, technical audits, and intent mapping based on evolving AI search patterns and B2B buyer needs.Partner cross-functionally to optimize 150+ product pages across banking, payments, lending, risk, and AI-enabled solutions.Implement JSON-LD schema, improve crawlability, and enhance Core Web Vitals to boost organic and AI visibility.Manage keyword targeting, reporting, and competitor insights via SEMrush, GA4, Search Console, and Conductor.Support launches and rebrands with SEO migration plans that protect rankings and domain authority.Guide content and agency teams on metadata, schema, and E-E-A-T aligned best practices.Key Achievements:Increased organic traffic to FIS.com product pages by 20% YoY, improving lead performance in key fintech categories.Rolled out schema markup for 75+ product pages, enhancing SERP visibility and LLM accessibility.Led AI/LLM SEO initiatives to boost FIS content exposure in ChatGPT and Google AI Overviews.Supported UX and content strategy improvements that drove a 30% organic lift for Insights blog pages.

Education

• University of San Francisco

  Certificate, Master Certificate in Internet Marketing

  2011 — 2011

• University of San Francisco

  Certificate, Advanced Search Engine Marketing

  2012 — 2012

• Phoenix University

  BS, Marketing

  2003 — 2005

Skills

• Market Planning
• Software Development
• Landing Page Optimization
• Sem
• E-Commerce
• Raven
• Content Strategy
• Marketing Strategy
• Competitive Analysis
• Social Media Marketing
• Cms
• Keyword Research
• Web Content Management
• Mobile Marketing
• SEO Copywriting
• Web Marketing
• Content Marketing
• Online Marketing
• Digital Marketing
• Off Page Optimization
• Google Webmaster Tools
• Affiliate Marketing
• Social Media
• Omniture
• Link Building
• Usability
• Web Analytics
• Integrated Marketing
• Facebook
• Online Advertising
• Direct Marketing
• Marketing
• SEO
• Smo
• Marketing Management
• Email Marketing
• Analytics
• Internet Services
• Wordpress
• Inbound Marketing