Michael Arrieta

Michael Arrieta | SEO & AI Search Strategist

New Jersey, USA | ✉ michael@michaelarrieta.org

Holistic search strategist specializing in technical strategy with a decade of growing organic demand and interweaving marketing efforts for global, national and localized brands and businesses. I engage client decision-makers directly with data-led storytelling that translates web data points into business opportunities. I lead project sprints, web performance reporting, and deliver actionable insights with detailed project deliverables, allowing search data to guide the work towards a maximized ROI.

Experience

SmartBug Media | Remote

Technical SEO & AI Search Strategy Consultant | Sep 2025 – Jul 2026

Primary technical SEO strategist and AEO consultant, guiding complex enterprise and growth-focused accounts with agile, high-impact search and demand generation solutions and client-facing dashboarding.

  • Designed, pitched, and managed holistic search strategy projects for international and domestic U.S. enterprise accounts across healthcare, finance, travel, and tech verticals.
  • Developed scalable HubSpot CMS practices that embed information architecture principles and technical SEO enhancements essential for AI-assisted discovery and user engagement.
  • Partner with client stakeholders and sales directors to uncover gaps in analytics ecosystems, prioritize demand generation opportunities, identify audience behavior trends and operationalize 1st-party data to grow accounts and influence agency campaign strategy.
  • Audit and consult new websites, migrations, and rebranding efforts, providing UX and Developer teams audience-specific AI‑readiness guidelines.

JPL Integrated Communications | Harrisburg, PA

SEO Strategist | May 2024 – Sep 2025

Managed cross-channel integration of marketing efforts for clients with global reach across B2B and B2C, contributing search strategy insights for content programs and web projects for consumer packaged goods, talent acquisition agencies, and higher education among others.

  • Delivered visual storytelling presentations on quarterly and monthly intervals that simplified holistic search performance to inform decision-makers, establish business goals and elevate account growth potential.
  • Enhanced holistic search strategies with workflows and repeatable tactics that enabled consistent visibility in key pre-purchase touchpoints within AI search journeys.
  • Served as internal SEO subject matter expert, collaborating with Paid Search, Development, and Content teams.

Improve & Grow | Lancaster, PA

SEO Manager | Mar 2023 – May 2024

Championed integrated strategies, managed a team of SEO specialists, standardized complex digital marketing processes to maximize direct report utilization and performance KPIs across agency accounts.

  • Developed a structured data offering for enterprise accounts, driving +33% visibility gains in search impressions for tourism clients.
  • Organized “Lunch & Learn” training sessions to expand SEO expertise and knowledge across teams.
  • Oversaw integrated strategies that leveraged technical SEO and UI/UX KPIs to guide content optimization.

Sr. Search Engine Optimization Specialist | Aug 2022 – Mar 2023

  • Delivered end-to-end SEO programs for clients, including audits, on-page optimization, off-site strategy, and content alignment.
  • Engineered complex data blending and enterprise tracking architectures, utilizing Looker Studio and custom GA4 parameters to deliver actionable reporting.
  • Designed JavaScript, App Script integrations and bookmarklet tools to streamline tasks and enhance existing workflows.

Search Engine Optimization Specialist | Aug 2021 – Aug 2022

  • Conducted in-depth technical SEO audits to optimize foundational site setups, identify performance roadblocks, and resolve critical search issues.
  • Performed extensive keyword research and partnered with planning strategists to support targeted digital public relations initiatives.
  • Cross-functional collaboration with content & development teams to enhance user experience and align organic strategies with PPC advertising campaigns.

Triscari Video | Camp Hill, PA

SEM | Jan 2019 – Oct 2020

  • Optimized paid and organic search campaigns to drive agency awareness and sales.
  • Built landing page experiences that lead to an increased local brand visibility and net new accounts.
  • Designed workflows and dashboards that onboard clients to outcome-led data-driven marketing.

Trinity Solar | Wall Township, NJ

Digital Marketing Lead | May 2016 – Oct 2018

Education

William Paterson University of New Jersey

Bachelor’s Degree, Communication and Media Studies, class of 2015

Brookdale Community College

Associate of Arts, Media Studies, Class of 2013 (Fall)

Certifications

Google Analytics Certification – 2024

Advanced SEO Certification – 2023

Merkle | Cardinal Path: Summer Cohort – 2024

Affiliations

Kappa Delta Rho, Omicron Beta Chapter

The Beacon, William Paterson University of New Jersey

Awards

Cheers for Peers & Client Kudos (2025)

Rookie of the Year Finalist (2024)

Dean’s List, William Paterson University of New Jersey (2011-2015)