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Digital Marketing Strategist · measurement, technical SEO, marketing engineering

I work where marketing meets engineering: the tracking that shows what is working, the technical faults that quietly cost money, and the systems that keep running after the person who built them is gone. Selected work from a Kansas City home-services client, over the last twelve months.

📧 DoveWebConsulting@gmail.com 📞 913-439-0166 🌐 DoveWebConsulting.com 🎓 MS, University of Tennessee, 2016

🔍 Every number on this page can be checked. The ranking figures come from the Google Search Console API, the security grades from Mozilla Observatory and a live DNS lookup anyone can repeat, and the engineering work from a dated ledger with the verification attached to each entry. Where the data did not support a claim, the claim is not here. There is no traffic growth headline on this page, because the honest series does not show one.

What I did

The bulk of it was consolidation rather than creation. 41 legacy location pages were folded into their service hubs behind 301 redirects, which removed a set of scaled doorway pages that were a genuine penalty risk while keeping their equity. A redirect audit found 129 orphaned URLs already resolving correctly and a further block deliberately left alone. Alongside that, title tags and the internal link structure were rebuilt around what the business actually sells. The strategy was deliberately to shed impressions that were never going to convert.

🔍 How it can be checked: Google Search Console API, monthly, August 2025 through July 2026. The chart above is that series, unedited.

🔍 How it can be checked: Verifiable from outside right now: the live response headers carry HSTS with includeSubDomains, a per-request CSP nonce with no unsafe-inline and no unsafe-eval, and a DNS lookup of the client domain's _dmarc record returns p=reject.

The problem

Bing spend looked like it produced almost nothing. A single lead in five months carried a Bing source, while GA4 recorded 112 paid Bing sessions and 16 paid Bing form starts on the contact page over the same period. Those two numbers could not both be true. GA4 only labels a session bing / ppc when the tracking tags are physically present in the address, because it does not infer paid Bing from a referrer and does not read the Microsoft click id, so those 112 sessions were arriving correctly tagged and something downstream was overwriting the label.

🔍 How it can be checked: Recorded in the ledger with the before and after tested in the same browser on the same day. I also measured the historical damage honestly and revised my own first estimate down: 66 real lead emails since March, best estimate ten to fifteen mislabelled, stated as an estimate rather than a measurement.

🔍 How it can be checked: Before and after read out of Tag Manager version history, so both states are on the record rather than asserted. Rollback is republishing the previous version.

🔍 How it can be checked: Promotion recorded with a configuration hash before and after, and a one command rollback documented alongside it.

🔍 How it can be checked: Verifier exit code zero, with profile count, field count and transcript count all checked against the prior file rather than eyeballed.

✍️ Blog engine

2,517 lines across 9 snippets, all live

A complete publishing system sits on the site today: styled article templates, automatic read-time calculation, a table of contents, search with autocomplete, archive and popular-post components, analytics events wired for every scroll and click, and the redirect map for the URL structure. It is switched on and running. What it has never been given is a content programme.

📧 Email and reactivation programme

designed against a real 4,010 profile base

A campaign system and a reactivation strategy built on top of the customer profile work: segmentation by recency, value and service history, with the message logic and the do-not-contact handling already specified. The audience exists and is loaded. The sends were never approved.

💰 Membership programme

pricing, tiers and economics modelled

A paid membership plan with tier structure, pricing and the margin arithmetic worked through, written to be handed to an owner as a decision rather than a suggestion. It has not been launched.

📍 Citation and local listing correction

gaps identified, fixes specified

An audit of business listings across directories, including the ones search surfaces that the usual tools miss, with the single highest-impact fix identified: an opening-hours conflict where the site schema says one thing and the public profile says another. Specified and queued, not executed.

📈 Conversion event architecture

built, and then corrected

The event layer that tells the ad platforms what a lead is. This one did ship, and then I found it was counting phone taps as form submissions and fixed it. The wider event plan beyond leads was never implemented.

💡 The pattern worth noticing: the work that shipped is measurable and improved. The work that did not ship is built and ready. Neither of those is a story about effort, they are stories about which decisions got made.

🧭 The tool that made the change never confirms it

A script reporting success is not evidence. A file edit gets re-read, a tag gets checked in Preview, an endpoint gets curled, a deploy gets fetched from outside. Every claim in this portfolio was checked from somewhere other than where the change was made.

📑 A written correction log, not just a win log

Every mistake gets recorded with what it cost and what check would have caught it, and that check gets automated. There are 82 entries, and the most recent one is about this document. This portfolio itself was scoped down twice because the data did not support the first version of a claim.

🕐 Numbers carry their window and their source

A zero over one day and a zero over thirty days are different claims. Most false alarms in analytics are a date range left on the wrong setting, and most fake discrepancies are two different populations being compared.

↩️ The undo is written before the change

Version number, previous value, or the single command to reverse it, recorded in the same breath as shipping. Nothing goes live without a way back.

📚 The work is documented, not just described. Alongside the results above sits a 2,233 entry engineering ledger, reference documentation for twelve platforms written from live systems rather than vendor pages, and a teaching cookbook that maps every piece of code running on the site function by function, so the next person does not have to reverse engineer it.