Amy W.

New to Upwork, not new to the work: I’m building my portfolio here, which means early clients receive enterprise-level SEM/SEO/GEO expertise at a more accessible rate. It’s a true first-mover advantage for anyone looking for senior-level search strategy without agency overhead. Performance-driven search leader with 16+ years supporting Fortune 500 and enterprise-level brands. My expertise spans the full search ecosystem and reflects how modern search operates today: AI-driven discovery, shifting intent patterns, multi-search behavior, and the interconnected roles of paid, organic, and local visibility. While I manage large enterprise programs, I also partner with small businesses and nonprofits. I build right-sized strategies, sharpen efficiency, and help brands compete even with limited budgets. What makes me different: I don’t look at Paid Search in isolation. I evaluate performance through the lens of Total Search how SEM, SEO, and GEO influence each other, how AI reshapes search behavior, and how consumers move across channels before converting. I can design the long-term strategy, audit your entire search program, or jump in directly to optimize platforms and deliver improvements quickly. I can help you with: - Google Ads and Microsoft Ads setup and optimization - Full SEM + SEO + GEO audits with actionable recommendations - Total Search strategy (alignment across Paid, Organic, and Local) - Modern keyword and intent strategies grounded in current search behavior - AI-driven search planning and audience/signal frameworks - SEO foundations, content guidance, and technical recommendations - Local SEO and GEO optimization for multi-location or service-area businesses - Value-Based Bidding (VBB) and ROI-focused SEM structures - Ad copy frameworks and testing roadmaps - GA4 tagging, insights, reporting, and performance tracking - Cross-channel integration with retail media and paid social A core strength of mine is communication. I regularly speak on expert panels about the future of search, AI, and evolving consumer behavior, and I’ve coached teams for years. I break complex concepts into simple, digestible steps so your team understands not only what to do, but why it works. Whether you need someone to improve existing performance, build a Total Search strategy, or guide your long-term search roadmap, I’d love to support you.