Overview
John Sisler is an SEO Architect with experience implementing and facilitating implementations of organic white-hat SEO, PPC, link acquisition and link building strategies across all platforms.
Executive experience includes defining and implementing enterprise best practices by managing teams of programmers, developers, web designers and business analysts.
There are many people with SEO experience that can give advice on ‘what’ is wrong with a site.
What differentiates John is that, coming from a diverse development background, John can explain ‘how’ to make modifications and implement changes even in complex hybrid enterprise environments. This coupled with experience managing dozens of resources produces efficient and productive solutions.
This advantage has given him the opportunity to design complex SEO strategies and then administrate SEO teams and development teams simultaneously which is what makes his implementations successful.
Past clients include: Borders Books, Campmor, Carlton Cards, Darice, Harry and David, Laidlaw, Marriott, Moen, Nationwide, Progressive, and TTI (Dirt Devil and Hoover).
Experience
Marketing Executive March 2009 – Present
NSA Technology LLC., Akron, Ohio
NSA is an Internet company that leads the Affiliate Marketing vertical. Products include tools that allow customers to manage their own businesses by providing education, training, and software solutions for ecommerce storefronts as well as a library of how-to electronic books.
Responsibilities include managing programmers, developers, graphic artists and media artists. NSA grew from 15 to 150 people in 9 months and John’s role included establishing standards and implementing best practices at every stage of product development and fulfillment.
Additionally the role required mentoring of younger technical talent as well as designing and conducting training for the programmers and developers.
One product required establishing partnerships with eBay, DOBA and Paypal to create an administrative interface that allowed our customers to own and manage a website which could maintain inventory, post auctions onto eBay, collect money with PayPal and fulfill with DOBA. The complete solution included 10 courses on how to run an ecommerce website and understand eBay. Within one week of launching we were supporting over 400 new customer sign-ups daily.
Working in the Affiliated Marketing space presented some business vertical specific obstacles. Conversations with business reputation authorities from the local Better Business Bureau to Google resulted consistently with the fact that individuals in said organizations loved our company; but hated our industry. To negotiate this obstacle we launched a two pronged effort of reputation management and promoting organic content which documented the steps necessary to prove to the organizations that we were doing legitimate business in an industry where other companies exist that are not as consistently above board.
Another product was designed to support the Pay-Per-Click (PPC) campaigns. By downloading our keyword information we were able to automatically produce landing pages and other support pages. A practical example is that for 1200+ keywords the application produces the thousands of landing and multiple support pages in a few minutes.
The unfortunate reality is that NSA is shrinking due to the economy and is returning to a smaller business model.
SEO Architect June 2008 – February 2009
GTP Travel Inc., Twinsburg, Ohio
GTP was a startup group travel company that was partnered with many hospitality industry leaders such as single reservation engines like Orbitz and hotel brands like Harrahs. Due to economic challenges the company was forced to file for bankruptcy.
Responsibilities include delivery and support of an SEO strategy to turn an archaic php application into a scalable solution. The role includes upgrading multiple platforms and managing code changes while allowing the business to operate. The strategy includes organic SEO, link building, paid search and usability.
The role involves managing many groups of people internally and externally with the result of finding the most efficient method for our hybrid development approach.
The link building strategy includes building supporting sites to link back to the conversion domain. The supporting sites are designed to support organic growth in their respective focus areas which are either location (i.e. Las Vegas or Orlando) or group type (i.e. corporate retreats or family reunions).
The conversion reporting uses ClearSaling which tracks information from keyword usage in search engines all the way through to conversion.
Platforms include centOS, Apache, php, WordPress, jQuery and ClearSaling.
SEO Architect July 2007 – June 2008
Brulant Inc., Beachwood, Ohio
Designed processes to deliver superior results in organic search engine optimization for roughly three dozen clients. The platforms included MOSS (MS SharePoint), MS Commerce, MarketLive, custom .NET, WebSphere Commerce, custom php, custom Java, Cold Fusion and Flash. The clients were in diverse verticals including manufacturing, finance and retail. The goals were to promote the organic performance in search engine results pages (SERP’s) by applying white-hat governing values of SEO to each native architectural set.
Also designed and trained internal Interactive (media design and usability), Java, Microsoft and SEO consultants in organic SEO architectural design.
IBM WebSphere Commerce November 2006 – July 2007
Brulant Inc., Beachwood, Ohio
Worked on team to develop a WSC application for a major Bookseller in Ann Arbor Michigan. Because the client was severing their relationship with a hosted sales and delivery service there was an aggressive deadline to convert their data sets and implement an entire commerce solution for them.
Microsoft Practice Senior Consultant October 2005 – November 2006
Brulant Inc., Beachwood, Ohio
As part of Brulant’s Microsoft Practice I was engaged on a project with a large hotel chain that needed a portal based solution that would maintain corporate branding while not exceeding franchise budgets. The platform chosen was DotNetNuke (DNN) which was used in a leveraged support model and is hosted by Brulant to accommodate all the requirements.
Senior Application Developer and Database Analyst 2000 – 2005
FirstMerit Bank Akron, OH
Defect Tracking Application 2004 – 2005
Project Description
Designed and implemented of a defect tracking and resolution system used for Consumer Loans, Mortgage Loans, Commercial Loans, and Deposit Services.
Accomplishments
Conducted LOB customer interviews which uncovered an opportunity to track account defects throughout the enterprise using one .NET interface.
The platforms used are a web based (*.asp and *.aspx) front end using JavaScript and VBScript through an IIS server utilizing ADO connectivity to an MSSQL server.
Designed all aspects of the application beginning with the customer request and ending with preparing the enterprise installation. (end to end)
All account information is imported from the various native systems to prime the interface.
After typing an account number a defect may be added with three mouse clicks.
Self-Service screens support the addition of new defects into a multi-tiered architecture that accommodates internal policies such as time tracking and OCC regulations such as CIP.
This system has become critical in determining if new accounts should be opened and when they are it sets expectations of activity such as wire transfers to track potential money laundering.
Reporting is composed in a web interface using ADO and driven by MSSQL sp’s.
Several Defects are created, uniquely escalated in priority or subjected to an automated alert procedure that is all managed in DTS packages binding SQLMail to sp’s
The system is currently being reviewed to be utilized for more purposes than account defect tracking.
Hot Leads Application 2005
Project Description
Design and implementation of a system used to manage telemarketing to prospects or customers based on a dozen campaign varieties by distributing the calls to the branches.
Accomplishments
Conducted Marketing LOB customer interviews which revealed the ability to replace a paper based call distribution process with an electronic process.
The platforms used are a web based (*.asp and *.aspx) front end using JavaScript and VBScript through an IIS server utilizing ADO connectivity to an MSSQL server.
End to end development.
All campaigns were standardized into types.
Automated campaign steps from deployment to extension and even expiration.
Scheduled DTS packages manage several admin dispositions including call expiration, removal of future scheduled calls based on customer relationship changes and the National and internal Do not call lists.
Claims Management 2005
Project Description
Design and implementation of a system used to manage claims from credit and debit card used to track trends that identify fraudulent activity and alert customers of the process by generating form letters.
Accomplishments
Conducted customer interview with the Electronic Banking LOB which revealed the opportunity to replace a dozen Lotus approach files with one enterprise system that could be used to integrate all Electronic Banking departments.
The platforms used are a web based (*.asp) front end using JavaScript and VBScript through an IIS server utilizing ADO connectivity to an MSSQL server.
End to end development.
Dynatek MORVision 2004
Project Description
Managed a development team to implement a vendor application that electronically manages the mortgage process from loan origination, processing and closing. Since this software replaced the only method this LOB used to conduct business, and the support contracts on the then current system were expiring, it was critical that this software be implemented swiftly and successfully.
Accomplishments
Our team took over the project after the LOB worked for over 18 months without the results they were expecting.
Our Team had to learn about the mortgage LOB and the software concurrently. After literally opening the software, and learning that nothing was able to be turned-over, three of us worked for six months and implemented.
The platforms used are a thick-client front end and a MSSQL server database.
Internet Banking 2000 – 2003
Project Description
Managed a vendor system by promoting enhancements and increasing service availability through the Internet Banking channel.
Accomplishments
The platforms used are a web based (*.asp) front end using JavaScript and VBScript through an IIS server authenticating against a Site Server LDAP on a MSSQL 6 server connecting to an NT translation server using OFX across a Tuxedo bridge to an HPUX box that ran LU connections into our mainframe.
Four significant technologies in the process were unsupported by the vendor (due to age) and were not replaceable.
Integrated Credit Card partner and Mortgage partners into Internet Banking to provide additional services.
Logon time was reduced from the vendor approved 26 seconds to 5 seconds.
Availability increased from multiple outages daily to over 99.5% uptime.
The client base grew from 11,000 users to over 150,000 users in less than 3 years.
Senior Consultant 1998 – 2000
Tiburon Technologies Cleveland, Ohio
Accomplishments
Responsibilities included pre-sales support, project requirements definition, application development and support. Additional responsibilities included teaching, course development, trade show demonstrations, onsite customer assistance and customer account management.
Designed and taught Opal Introductory and Advanced Training sessions. Selected to conduct Opal training at the Information Users Association annual conference for IDMS and at CA World for 3 consecutive years. Topics covered basic tool manipulation, design tips, and field experiences. The course is ½ lecture and ½ lab.
Designed the Tiburon Tips web application. This application is an auto e-mail utility that broadcasts technology tips after sign-up.
Worked extensively on standardizing and templating the Tiburon Technologies web-site.
Software: Cold Fusion, CA-Opal, MS SQL 6.5-7.0, Shockwave Director7, Truespace 3D, Corel Draw, MS Office, HTML, ODBC, DTS
Aerovox, New Bedford, Massachusetts 2000
Project Description
Developed an automated process to incorporate acquisition financial information into the existing companies bookkeeping.
Accomplishments
Helped design a system to incorporate accounting information from acquired companies into the existing AS/400 PRMS application by designing a data structure in MS Access and an Opal Data-Pump Application
Software: CA-Opal, MS Office, ODBC, Screen Scrape of 5250
Rochester Gas and Electric Ginna Nuclear Facility, Rochester, NY 1999 – 2000
Project Description
Developing a web based system that re-architected the workflow of an existing host application and an IDMS database.
Accomplishments
Worked with 2 client employees to develop a strategy for reflecting a very large IDMS based application.
Built an Opal reflection of a Configuration Management and Information System (CMIS) with over 200 host screens.
Helped design Business Process View (BPV) applications that used Opal to make applications reflect the true work-flow of a currently used system as opposed to a reflection of the true host system. These systems are currently running and have been instrumental in creating the paperless environment the client desires.
Created a Data-Pump application that modified date specific record types and system century information for the IBM Mainframe using Opal.
Documented in the success story published by Computer Associates.
Software: CA-Opal, MS SQL 7.0, Crystal Reports, MS Office, HTML, ODBC to IDMS, Screen Scrape of 3270, DTS
Gerber Scientific, South Windsor, Connecticut 1999
Project Description
Developed an online catalog that could be securely accessed by customers reflecting customer specific pricing.
Accomplishments
Client was struggling through 2 employees and one consultant consecutively over 18 months for an application.
Remotely designed a proof of concept for a client that needed to see an online catalog with client specific pricing using a web front end and an MS Access backend in 14 consecutive hours.
Remaining application was built on-site while training a new employee in Cold Fusion. That employee currently supports the production application.
Software: Cold Fusion, MS Office, HTML, ODBC.
Sherwin Williams, Cleveland, Ohio 1999
Project Description
Developed a Self-Service application for employees to update their personal information rather than call Human Resources.
Accomplishments
Designed and developed an HR Employee Self-Service application accessing an IDMS on MVS for internal use Opal was further used to deploy a Customer Service system at this site using the same platforms.
Trained the Opal Team with a site-specific customized version of our standardized Opal Introduction course.
Software: CA-Opal, MS Office, HTML, Screen Scrape of 3270
Consumers Energy, Jackson, Michigan 1998 – 1999
Project Description
Developed an electronic workbench that can manage units of work such as support calls and preventative maintenance including the related documentation.
Accomplishments
Designed and developed a web based purchasing workbench that was then deployed world-wide using Opal for a multi-national power company. This application accesses an IDMS production database on an MVS platform and an MS Access database.
Software: CA-Opal, MS Office, HTML
Network Administrator, Webmaster 1996 – 1998
Fitness Quest Inc. Canton, Ohio
Accomplishments
Responsibilities included pre-sales support, project requirements definition, application development and support. Additional responsibilities included teaching, course development, trade show demonstrations, onsite customer assistance and customer account management.
LAN design to accommodate 75 – 100 users
Intranetware, NT, Solaris and SCO UnixWare and Unisys Mainframe integration
Web Design to accommodate E-Commerce and Online catalog
Software: MSNT, MS95, Novell 4.1, SCO, HTML, Truespace 3D, Corel Draw, MS Office
Education
Interdisciplinary Philosophy
University of Akron, Akron, Ohio
GPA 3.6
Studies focused on philosophical theory related to psychology, neurology and logic. Worked within program with Neurologists from NEOUCOM to expand the envelope of the defined program.
Military Science, ROTC
University of Akron, Akron, Ohio
GPA 3.8
Specialized in the art of leadership and performed on accelerated path to earn an officership in the US Army. Functioned as leader in combat arms units specializing in Infantry, Light Infantry, Armor, and Aviation. Competed in Ranger Challenge competition and have obtained Airborne Jump school certification
Novell Networking CNE
University of Akron, Akron, Ohio
GPA 3.975
Completed coursework administrated by Novell to obtain knowledge regarding Novell networking administration and architectural design.
Skills
E-commerce, Online Advertising, Search Engine Marketing, Search Engine Optimization (SEO), Pay Per Click (PPC), Social Media Marketing, Optimized Press Release Distribution, Link Building, Web Content Writing, Professional Services Management, Training, Online Event Planning, Promotions, Marketing, Product Management
SEO across multiple platforms and hybrid enterprise environments including:
Cold Fusion
Drupal
Joomla!
IBM WebSphere Commerce
MarketLive
MOSS
MS Commerce
WordPress
AJAX
CSS
HTML/XHTML
JavaScript
Perl
PHP
XML
IDMS
MSSQL
MySQL
Oracle
Apache
IIS
Adobe Dreamweaver
Adobe Fireworks
jQuery
Debian (unix)
ubuntu (unix)
edubuntu (unix)
Windows Vista/XP/2000/2003/2008
SEO specific tools:
Organic white-hat Optimization
Pay-Per-Click (PPC) campaign reporting
ClearSaleing
Google Analytics
webTrends
Social Media
Link Building
References
For references please refer to John Sisler’s Linked-In Profile.