Williams-Sonoma Inc. / West Elm
Senior Digital Analyst / Content Strategy Lead
At West Elm, I identified high-volume, low-competition keyword opportunities and turned them into content designed to capture meaningful organic traffic. My work focused on finding the intersection of search demand, brand relevance, and useful editorial angles—then writing and optimizing content to compete in search results.
One example is a blog I wrote targeting “how to clean a wool rug,” which continues to rank on page one of Google and was at one point featured in the AI Overview for that query. More broadly, I’ve helped content earn visibility in AI Overviews multiple times throughout my career.
The challenge:
West Elm had opportunities to capture more organic traffic through search-informed content, but needed stronger keyword targeting and more strategically developed editorial pieces.
APPROACH:
I researched high-volume, lower-competition opportunities, developed content around those themes, and wrote copy designed to perform in both traditional organic search and emerging AI-driven search experiences.
OUTCOME:
Helped drive measurable organic growth, including +6% YoY organic clicks, +10% ranking keywords, and +34% growth in top-3 rankings. Created content that achieved strong search visibility, including a page-one ranking for “how to clean a wool rug” and inclusion in Google’s AI Overview for that topic.
SCOPE:
Content strategy, SEO, keyword research, content briefs, on-page optimization, editorial planning, performance analysis, and cross-functional collaboration
What I'm Proud of:
Turning “SEO recommendations” into practical, brand-safe, launch-ready content guidance
Creating a prioritization/briefing system that helped stakeholders move faster with less confusion
Using performance signals to drive decisions—so work improved over time, not just shipped
“I had the pleasure of managing Veronica during her time at William Sonoma, where she consistently demonstrated an exceptional blend of analytical rigor, creativity, and strategic insight while working on the West Elm brand.
Veronica quickly became a go-to expert for all things content. Her ability to uncover key consumer behaviors and optimize our natural search resulted in measurable improvements in traffic, engagement, and conversion rates for West Elm. Veronica is a great communicator who works cross-functionally with ease. She’s proactive and data-driven and helped us stay ahead in a competitive retail environment.
I highly recommend Veronica–anyone would be lucky to work with her.”
— Vijay Vasu | Director of SEO | Williams Sonoma
