Shiraz Muhammed

Head of SEO | Digital Marketing Manager | Google Scientist

A self-motivated individual who has an excellent work ethic and needs no micromanagement.

Previous Brands
Barnes & Noble, Inc.
BeOnTop - Intelligent Digital Marketing and SEO Company in Dubai
We Create Communications & Advertising
Work Experience
Search Engine Optimization Manager
Dec ‘21 - Now

➢ Optimizing copy and landing pages for better result in SERP ➢ Create company profiles for corporate communication ➢ Performing ongoing keyword research including discovery and expansion of keyword opportunities ➢ Researching and implementing content recommendations for organic SEO success ➢ Hands-On experience with rank tracking and link building tools such as Pro Rank Tracker, SEMrush, Ahrefs, SE Ranking and more ➢ In-depth knowledge of optimizing WordPress websites to achieve the best SERP results ➢ Adept in using Google Search Console, Google Data Studio, Google Analytics, and other webmaster tools ➢ Knowledge of executing best practices to improve Core Web Vitals, and other Page Speed Insights that contribute to ranking ➢ Execute tests, collect and analyze data and results, identify trends and insights in order to achieve maximum ROI in search campaigns ➢ Track, report, and analyze website analytics and campaigns ➢ Research and implement search engine optimization recommendations ➢ Research and analyze competitor advertising links ➢ Work with the development team to ensure SEO best practices are properly implemented on newly developed code ➢ Work with editorial and marketing teams to drive SEO in content creation and content programming ➢ Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords ➢ Creating compelling content for On Page optimization and Off Page Link building efforts ➢ Write blogs and creative copy for a variety of verticals ranging from Technology to Medicine ➢ Managed a team of freelancers to ensure that the targets are met ➢ Write content for Social Media Engagement to ensure that the websites get organic traffic ➢ Handle writing Press Releases, Mail Outreach & Newsletters on a weekly basis ➢ Proficient in editing above documents using careful research parameters to ensure quality content

Freelance SEO Specialist / Content Manager
Jun ‘20 - Dec ‘21
Self employed

➢ Plan, develop and implement the SEO strategy ➢ Work towards organic search optimization and ROI maximization ➢ Regularly perform thorough keyword research ➢ Identify key SEO KPIs ➢ Monitor redirects, click rate, bounce rate, and other metrics ➢ Prepare and present reports regularly ➢ Identify our buyer persona to better target identified audiences ➢ Identify problems and deficiency and implement solutions in a timely manner ➢ Suggest improvements in process and productivity optimization ➢ Collaborate with web developers and marketing team ➢ Stay up to date with the latest SEO and digital marketing latest trends and best practices

SEO Specialist & Content Manager
Apr ‘18 - Jun ‘20
BeOnTop - Intelligent Digital Marketing and SEO Company in Dubai

➢ Responsible for ensuring that all SEO strategies are in place to enhance the ranking of client websites ➢ Worked together with a sound technical team and link building specialist to ensure Google First Page Rank ➢ Worked with the SEO Manager to produce crisp content that is within context ➢ Performed Keyword Research for clients ➢ Managed a team of 15+ freelancers and oversees the quality check ➢ Competitor website analysis and creating content structure for our clients ➢ In charge of optimizing page titles and meta descriptions for best SEO results ➢ Generate end of the month reports for all our clients ensuring clarity and transparency ➢ Knowledge of Screaming Frog Crawler Software and other tools necessary for SEO best practices ➢ Develop LSI optimized content for various clients in Dubai, Abu Dhabi, Sharjah and other states within UAE and MENA ➢ Create original plagiarism-free Blogs, Articles, website content, services descriptions Ensuring that the write-ups comply with all SEO-guidelines set by Google along with meeting the goals of high SERP ranking

Senior Content Editor / SEO Copywriter
Oct ‘15 - Jan ‘18
Barnes & Noble, Inc.

➢ Creating engaging content in line with best SEO practices for Barnes & Noble websites ➢ Listing essays related to both technical and non-technical topics and other study materials after content curation ➢ Editing user questions for clarity and ensuring that they adhere to American English standards ➢ Participating in SEO internal seminars to understand and improve current processes ➢ Retitling, categorizing, and mining content ➢ Training and supervising contractors and new staff members in retitling, categorizing, and mining content ➢ Core Member of an exploratory research and testing team to create a new taxonomy system for developing a Content Brain to help in creating Titles and Summaries for select essays. This taxonomy was devised to train an in-house algorithmic tool ➢ Researching the various course offerings of American universities to match student content with appropriate courses ➢ Sourcing appropriate images and researching copyright permissions for them ➢ Building social media profiles for social media promotional campaigns ➢ Tracking and reporting daily progress of the team, task-related metrics, and project completion estimates ➢ Performing Quality Control checks and tabulating feedback ➢ Familiarity with JIRA and Mass Planner

Assistant Editor
Jan ‘13 - Oct ‘15

➢ Responsible for writing technical articles and company profiles for the U.S. based technology magazine, CIO Review ➢ Analyzing the trends in defect data on a weekly and monthly basis ➢ Ensuring that client changes are implemented in the articles ➢ Carrying out peer reviews ➢ Drafting and/or editing process documents ➢ Wrote a number of articles published in the magazine and their online website

Content & Copywriter
Jan ‘11 - Jan ‘13
We Create Communications & Advertising

➢ Activities included writing headlines and copy for banners, proof-reading existing content, creating pamphlets and company profile for various clients, writing arti-cles, blogs and more. ➢ Copy editing ➢ Standardizing layout and typesetting issues ➢ Proofreading

Arabic - Work Proficiency
English - Fluent
Education & Training
Birla Institute of Technology, Mesra
‘06 - ‘08
Bachelor's degree
Toc H Public School
‘00 - ‘02
International Indian School, Dammam
‘90 - ‘00
Primary School
Alappuzha, Kerala, India