Rachel Winchester: Visual Webmaster

Search Engine Optimization Portfolio

Professional Summary

There are three titles I use to describe my current interests and career aspirations: entrepreneur, art historian, and webmaster. I want to continue using all aspects of my experiences in art, technology, and business to initiate projects that connect people. I aim to work on websites with visual arts professionals and institutions.

This Search Engine Optimization(SEO) portfolio highlights my skills and experience in SEO. To me, SEO involves everything that makes the internet work. It demands a balance of analytical and methodical left-brain skills with artistic and creative right-brained skills in order for a website to prosper over time. It connects the job of a technical back-end web developer to the job of an imaginative social media influencer. I love learning about how digital projects are initiated and completed, how the back-end markup of a website connects to the user interface and experience, how updates to Google’s algorithms can impact the success of the entire site, how certain web metrics can point out errors in a website’s design, and so much more. I’m attracted to the complexity of the internet and the fact that the SEO landscape is constantly changing.

My bachelors degree in art history from an acclaimed liberal arts school, Swarthmore College, has taught me much of the breadth of what I need to know to be a versatile art historian and cultural interpreter. Consequently, I am interested in gaining more quantitative skills in technology and analytics through hands-on job experiences. I believe this is the key to becoming most effective in this field in the future and to find more ways to combine my passion for art and culture with with my passion for S.T.E.M. and business. In addition to Search Engine Optimization, I am eager to expand my knowledge in business analytics, digital marketing, web development, and alternative assets (art, antiques, real estate).

Project Management Professional (PMP)® Course

ILX Group E-Learning

Description: “Project Management Professional (PMP)® is an industry-recognized certification for project managers. Globally-recognized and demanded, the PMP credential demonstrates that you have the experience, education and competency to successfully lead and direct projects. This course is aligned to the PMBOK® Guide – Sixth Edition.”


Certification Test: October 2019

Professional Development Units (PDUs):

ILXgroup PMP course professional development units: technical, leadership, and strategic.

PgMP = Program Management Professional

PfMP = Portfolio Manamgement Professional

PMI-PBA = Project Management Institute – Professional Business Analyst

PMI-ACP = Project Management Institute – Agile Certified Practitioner

PMI-RMP = Project Management Institute – Risk Management Professional

PMI-SP = Project Management Institute – Scheduling Professional

Search Engine Optimization Courses

Introduction to Search Engine Optimization Course

  • Grade Achieved: 86.4%
  • Completed by Rachel Winchester on July 10, 2019 12:24 AM
  • 4 weeks of study, 2-5 hours/week
  • Rebekah May at the University of California, Davis, Extension

Description: “You will be introduced to the foundational elements of how search engines work, how the SEO landscape has changed and what you can expect in the future. You discuss core SEO strategies and tactics used to drive more organic search results to a specific website or set of websites, as well as tactics to avoid to prevent penalization from search engines. You will also discover how to position yourself for a successful career in SEO should this subject prove interesting to you. We hope this taste of SEO, will entice you to continue through the Specialization.”

introduction to search engine optimization certificate from coursera rachel winchester

Search Engine Optimization Fundamentals Course

  • Grade Achieved: 97.1%
  • Completed by Rachel Winchester on August 6, 2019 10:24 PM
  • 4 weeks of study, 1-3 hours/week
  • Rebekah May at the University of California, Davis, Extension

Description: “Gain an understanding of search engine algorithms and how they affect organic search results and websites. Building on this knowledge, you’ll learn the key elements for creating an effective SEO strategy, including how to select keywords and perform keyword research; consumer psychology and search behavior; and how to conduct on-page SEO analysis to identify opportunities to improve a website’s search optimization.”

UC Davis Certificate for Search Engine Optimization Fundamentals awarded to Rachel Winchester on August 6th, 2019

Certifications & Badges

Google Ads

Google Search Ads

google ads search certification

Google Mobile Ads

google ads mobile certification rachel winchester

Google Shopping Ads

google shopping ads certification rachel winchester

Google Display Ads

certification for goolge display ads awarded to rachel winchester

Google Analytics

google analytics individual qualification rachel winchester


Yoast SEO for Beginners

Yoast SEO for beginners certificate Rachel Winchester
Rachel Winchester successfully completed the SEO for beginners course!


SEMrush Digital Marketing

SEMrush Site Audit

Certificate awarded to Rachel Winchester for passing the SEMRush Site Audit exam

SEO Fundamentals

SEMrush academy SEO fundamentals exam certificate awarded to Rachel Wincehster

Technical SEO

SEMrush technical seo exam certificate awarded to Rachel Winchester

SEMrush SEO Toolkit

SEMrush SEO toolkit exam certificate awarded to Rachel Winchester

SEMrush Content Marketing Toolkit

SEMrush Content marketing toolkit exm certificate awarded to Rachel Winchester

Competitive Analysis and Keyword Research

SEMrush competitive analysis and keyword research text exam certificate awarded to Rachel Winchester

Pay-Per-Click Fundamentals

SEMrush PPC Fundamentals exam certificate awarded to Rachel Winchester


First Website

In-Art Logo in Speech Bubble

I created In-Art after graduating college. It was my first introduction to web development. Largely an educational experiment, I currently use In-Art to try different search engine optimization and digital marketing methods as I learn them.

CMS: WordPress

Date: Created in August 2017

Tagline: Include. Interpret. Interact.

Main Goal: Acquire and retain users interested in participating in conversations about art, design, aesthetics, and visual culture, either by starting a conversation, or adding comments to an existing one.

Registered Users: 107

Target Audience: Targeted users include both artists and art enthusiasts who want to have conversations online about art, design, aesthetics, and visual culture.

Example Persona: Jane is a college student studying at an urban university in Canada. She’s looking for a place to share the essays she wrote for her art history classes. She wants to ask for feedback and start conversations around the topics of her essay, hoping to engage with people from all over the world.

Theme: Denves Lite


  • Advanced WP Columns
  • Akismet Anti-Spam
  • Classic Editor
  • Comment Images Reloaded
  • Comments Like Dislike
  • Flagged Content
  • Header and Footer Scripts
  • Jetpack by WordPress.com
  • Mage Front End Forms
  • Post Tags and Categories for Pages
  • Profile Builder
  • Widget Importer & Exporter
  • WordPress GitHub Sync
  • WP First Letter Avatar
  • Yoast SEO

Google Search Ads

1 Campaign, 3 Ads

  • Time Running: 1 month
  • Avg. Pos.: 2.7
  • Avg CPC: $0.98
  • Conv. Rate: 3%


“Art Websites”:

  • Avg. Pos.: 2.66
  • Avg. CPC: $1.05
  • CTR: 6.02%

“New Art Websites”:

  • Avg. Pos.: 3
  • Avg. CPC: $0.88
  • CTR: 14.29%

“What is Art?”:

  • Avg. Pos.: 2.78
  • Avg. CPC: $0.89
  • CTR: 1.44%

“Art Websites”:

  • Avg. Pos.: 2.66
  • Avg. CPC: $1.05
  • CTR: 6.02%

“Web Artwork”:

  • Avg. Pos.: 3.42
  • Avg. CPC: $0.76
  • CTR: 3.92%

Social Media Following

(As of August 2019)



Tweets: 1,991

Followers: 4,866

Likes: 11.8K



Posts: 147

Followers: 3,634



Likes: 716

Followers: 725

What is Art, Really?

Second Website

I created What is Art, Really? to test different SEO strategies for a website with a lot of images and very little text. It’s also a fun way to engage in art theory.

CMS: WordPress

Date Created: September 2019

Main Goal: Maximize page views

Target Audience: People who are bored online who happen to like art.

Theme: Photograph


  • Ad Inserter
  • Advansed Ads
  • Akismet Anti-Spam
  • Autoptimize
  • Comment Images Reloaded
  • Header and Footer Scripts
  • Jetpack by WordPress.com
  • Newsletter
  • Podamibe Simple Footer Widget Area
  • Redirection
  • Social Pug
  • WordFence
  • WP Forms Lite
  • Yoast SEO

Contact Me


+1 610-680-6523

Philadelphia, Pennsylvania 19104

Copyright 2019 | Rachel Winchester | All Rights Reserved | Built with WordPress Brizy Editor