Let Me Introduce Myself

About Me

Bill RossMy background in digital marketing, SEO consulting, and building online companies has helped me rise to strategic lead for some of the largest online brands and content websites in the world. Because I’m a valued digital consultant and content strategist, clients like Nissan, Infiniti, Moen, HP, Budweiser, and AT&T have looked to me for insights and leadership in the world of digital strategy.

With a degree in Psychology, I believe the priority to understand the user surpasses most others; the end product must provide value through engaging content assets that drive traffic, search rankings, and ultimately conversions.

I am a leader who loves getting his hands dirty and building stuff. I have a strong entrepreneurial mindset and spirit.

When I’m not helping clients create great online experiences, you can find me on the basketball court, taking photographs, golfing, traveling, or sitting on the couch binge-watching documentaries on a variety of subjects.

The Path That Got Me Here


Linchpin SEO – 8/2013 to Current

Head of Digital Strategy and Execution

  • Lead the digital strategy and overall strategic vision for SEO, Content Strategy, and Web Design across multiple business verticals.
  • Build omnichannel digital marketing strategies utilizing SEO, strategic partnerships, content strategy, social media, and PPC to drive leads and conversions for clients.
  • Lead project teams of designers, information architects, developers, and content strategists throughout the process of creating digital experiences that drive conversions and leads for B2B and B2C companies.

PwC Digital – 1/2014 to 1/2015

Director of SEO and Content Strategy

  • Lead the Digital Marketing Team (SEO, Content Strategy, and Paid Media) for The PwC Experience Center.
  • Built and executed omni-channel digital strategies that aligned client goals with high-value search engine optimization, content strategy, and paid media campaigns that built brand value, increased website traffic and drove conversions.
  • Designed the frameworks and processes that drove client engagements, pricing strategies, and RFP responses for new client pitches within the marketing team.
  • Defined and lead training sessions for new employees as well as legacy team members within our design, UX, development, and project management teams.

Critical Mass – 10/2011 to 8/2013

Associate Director of SEO

  • Built the SEO practice across 4 offices – resulting in a 400% increase in new SEO business.
  • Built inclusive SEO and content strategies for clients including, but not limited to, Nissan, Infiniti, Citi, AT&T, Moen, and HP.
  • SEO evangelist for the agency, which included training cross discipline teams of developers, content strategists, experience architects, and designers; writing POVs; leading client SEO knowledge sharing sessions; and building processes to operationalize SEO to increase quality and client satisfaction.
  • Built comprehensive content strategies and editorial calendars based on client personas, search behavior, and user journeys.
  • Built and lead the SEO site redesign and migration strategy for Nissan, Infiniti, and Citi.
  • Performance manger and mentor for the SEO team and junior members. This consisted of setting employee goals, and building their skill set through education and training sessions.

Gale / Cengage Learning – 1/2008 to 1/2011

SEO Manager

Managed the extensive SEO efforts their group of large content and eCommerce websites including, but not limited to, the 3 below.

Highbeam.com – Subscription website with over 90 million pages.

  • Lead the re-architecture and SEO across 70+ million pages – resulting in a 100% increase in indexed pages, a 300% increase in Google traffic YOY, and a 300% increase in subscriptions.
  • Taught a series of SEO training seminars for the developers, project managers, designers, and executives to help advance the SEO culture and decrease quality concerns.

Encyclopedia.com – Content website with over 500k reference documents.

  • Along with creating the SEO strategy for the site, I lead the strategy and integration of video site-wide – giving an incremental lift of 5% per day in organic traffic and a projected 110k in revenue.
  • Worked with the content team to maximize content creation based on keyword data and revenue opportunities.

Highbeam Business – B2B subscription website.

  • Worked closely with the product managers, programmers, and designers to ensure the B2B website structure, content, and code, aligned with content flow and search strategies, yet stayed agile enough to allow for content growth projections.

Sinclair Institute – 1/2007 to 1/2008

SEO Manager 

Lead the search strategies for their large eCommerce site.

  • Executed a complete site search engine crawl audit uncovering technical issues that would keep it from being crawled effectively. Then, optimized the website’s content, internal links, information architecture, and fixed concerns that were uncovered during the website audit – resulting in a 2000% increase in top 10 rankings across their priority keyword set.
  • Created and Implemented the Blogging Strategy which included; creating the blog and optimizing it for the search engines; and developing an article strategy for blog campaigns.
  • Developed and implemented their product review system to generate unique user generated content, resulting in traffic growth and conversions across a specific keywords.
  • Developed and implemented the online video strategy, resulting in a 10% increase in conversion rate among the selected products; and doubled conversions in troubled categories.

A Few I've Helped Build and Execute Strategies

Brands I've Worked With

What People Are Saying


[Ongoing Consulting] Bill lives and breathes all things digital marketing. The strategies he implements do work to optimize a company’s online presence for best ROI.

For my organization, Bill has helped to introduce SEO concepts and strategy, as well as website integration to our CRM. His involvement has been valuable and instrumental in establishing efforts to enable a more effective reach to our current and potential clients.

The results we have had from Bill’s team’s work have steadily increased over the past 18 months. I cannot recommend Bill Ross’s and Linchpin SEO’s approach highly enough.

Jennifer King, Director of Marketing, Camargo Pharmaceutical

I have worked with Bill on many different projects for SEO. They ranged from sites that have over a hundred fifty million articles to much smaller sites. His custom and personalized approach to SEO is why I keep working with him.

He understands each project is different and provides custom solutions based on what objectives the customer is thriving for. Most agencies treat the situation as a one size fits all so his approach is unique. I would recommend Bill to anybody trying to solve the complex world of SEO.

Jason Dole, Vice President of Technology, World Book, Inc.

It’s rare finding someone like Bill with such a breadth of knowledge when it comes to SEO and Content. I had the pleasure of reporting to Bill for year and he was a great SEO and Content mentor. He consistently made time to help develop me as a better SEO. I would highly recommend Bill for SEO and Content engagements as he brings unparalleled value and honestly to his work.

Ryan Wheeler, Founder at RK3 Digital

Bill’s not only a fantastic SEO, but has the knowledge (and experience) to see projects holistically. I enjoyed working with Bill, and am more than happy to provide a more thorough reference upon request.

Daniel B. Honigman, Senior Consultant, Digital Strategist at Avanade

[Initial Web Design Project] After interviewing local website redesign firms, small and large, and also having consultations with large national site redesign firms, we couldn’t find a provider who could address all the challenges our website project had.

From the very first, Bill rose to every challenge and made every call and interaction positive (and fun) with a can-do spirit. Even as the site proved to be a bigger challenge than first anticipated, Bill Ross has come through with the solution for obstacles and problems before they started.

Jennifer King, Director of Marketing, Camargo

We had previously decided to not renew the contract with our current SEO firm and realized we needed to start the search for a true SEO partner who could help us through the entire process and also give us deeper insights into SEO management. We evaluated a few firms, but none were as knowledgeable and flexible as Bill.

My coworkers and I worked with Bill from the beginning of our website redesign and relaunch to truly come up with a customized plan, and Bill was seen as a valued member of our team. None of us were SEO experts and without Bill’s detailed help and suggestions we would never have been able to achieve the success we are having with our new site.

Sarah Leitz, Product Marketing Manager, LLamasoft, Inc.

In helping us launch our blog, Bill was strategic about the overall vision but also tactical enough to suggest small enhancements, spending extra time to find solutions that fit our needs and worked within specific guidelines.

You can tell he really cares about his clients and about producing a good product — he was extremely responsive and proactive every step of the way.

Lindsay Knight, Chicago Ventures

I worked with Bill for several years and was always impressed with his technical know-how combined with his easy-going style. He is smart and very, very hard working.

Bill is driven and knows what he wants to do. He cares about his work and holds himself to a very high standard. I saw Bill hold his own many times and he always approached clients and projects with a can-do attitude.

DJ Francis, Owner Hub and Spoke Marketing

I was at a standstill with my new blog and needed that extra push to make it a success! Bill Ross was my savior! He listened to what I wanted, knew exactly what I needed and helped to launch the blog to the next level.

In a world where customer service is dead, Bill and his team restored my faith in what it means to love what you do and to really understand your customer.

Alison Victoria, TV Host Kitchen Crashers on HGTV

peter diamondBill came highly recommended as someone who really knows his craft and is trustworthy, two characteristics that can be elusive in his field. Bill was instrumental in helping me refashion my website by using a three-part approach: audit of my existing website and key competitors, re-platform my site to increase its functionality and visibility and worked with me to develop an enhanced blog strategy.

Bill is smart, helpful, easy to work with and very knowledgeable about SEO.
Bill came highly recommended as someone who really knows his craft and is trustworthy, two characteristics that can be elusive in his field. Bill was instrumental in helping me refashion my website by using a three-part approach: audit of my existing website and key competitors, re-platform my site to increase its functionality and visibility and worked with me to develop an enhanced blog strategy.

Bill is smart, helpful, easy to work with and very knowledgeable about SEO.

Peter Diamond, Owner, Diamond Consulting

Bill was great to work with, and a very knowledgeable SEO expert. I learned a lot about strategy from Bill, but two things set him apart.

1) Bill is able to speak from experience on nearly any SEO project and

2) Bill truly understands the big picture role of SEO alongside content strategy, UX, and other marketing channels.

David Buesing, SEO Manager, Mindshare

Bill’s deep understanding of SEO best practices and their relationship to content strategy ensured we had sound recommendations for clients as well as internal case studies to promote both practices within the company.

Bill was always available to discuss new trends and educate others, as well as lead his own team with clear direction and a willingness to let them own their work.
I relied heavily on Bill to ensure our remote teams stayed in sync and had open communication. His input was invaluable to our project success.

Derek Phillips, Content Strategy Discipline Lead, ISITE Design

Bill has a great eye for detail and he always thinks through how his strategy will not only impact his practice area, but the other aspects of the business, as well. He brings a wealth of experience and expertise not only in organic search, but also social media and other areas of digital marketing. He is viewed as a leader amongst his peers and other industry professionals often seek out his opinion on more advanced SEO topics or concerns.

Annalise Kaylor, Digital Marketing Consultant

There are a lot of snake oil sales people in SEO. Bill doesn’t sell snake oil; he just has the best SEO sense I’ve ever met (and I’ve met and worked with some of the best SEO talent around including Bruce Clay).

If you want your web site to rank highly in Google hire Bill Ross as your SEO expert.

Martin Smith, Business Consultant, Formerly at Mars Inc.

In a world of nearly unlimited options for developing websites I couldn’t be more pleased. Charter Bus Group’s site function and aesthetic appeal is epic.

From concept to delivery Charterbusgroup.com was developed and delivered for launch within 6 short weeks. My serial entrepreneurial starts on new business will rely on Bill Ross in the future. The best testimony I can probably offer is we’re currently redeveloping one site with Bill currently, and will launch a whole new event model site in the next 60 days.

Matt Wenger, Owner, Charter Bus Group

Bill is a very good SEO. I am constantly impressed with the depth of his knowledge. His commitment to his own education makes him a great asset to his clients.

Phil Ayres, Director of SEO and Affiliate Marketing, Travelocity

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