Bryan MacMurray
SEO Analyst
Summary
Senior SEO analyst with 8+ years of hands-on technical SEO expertise spanning enterprise healthcare platforms, multi-industry agencies, and client-facing work — specializing in site architecture audits, complex crawl issue resolution, and scalable SEO frameworks across large multi-property environments. Expert in Google Search Console, GA4, BigQuery, Screaming Frog, and JSON-LD structured data, with a consistent track record of translating deep technical findings into prioritized, executive-ready roadmaps. Fluent in AI-generated search experiences and GEO strategy — monitoring the impact of Google AI Overviews and LLM-driven referral patterns to proactively adapt organic visibility for clients.
Core Competencies
Technical SEO Auditing · Google Search Console & GA4 · BigQuery & SQL · Screaming Frog · JSON-LD Schema & Structured Data · Looker Studio · Ahrefs / SEMrush / Moz · AI-Assisted SEO & GEO · Google Tag Manager · HTML / CSS / JavaScript
Relevant Experience
Technical SEO Auditing & Site Health
- Led enterprise-scale technical SEO audits at Wellstar Health System using Screaming Frog (including API integrations) and Google Search Console, diagnosing crawlability issues, indexation gaps, redirect chains, and XML sitemap configurations across multiple healthcare web properties.
- Built a custom large-site crawling and auditing platform at Charles River Interactive using Screaming Frog API, Python, and KNIME, enabling systematic technical issue identification at scale across websites exceeding 1M+ URLs.
- Developed internationalization strategy for Mandiant (cybersecurity) at Genuine, implementing hreflang configurations and auditing site architecture, internal linking, and structured data to support global search visibility.
- Developed JSON-LD structured data optimizations using JavaScript and Google Tag Manager at Charles River Interactive, improving schema coverage for rich result eligibility across multiple client verticals.
GEO, AI Search & Emerging Visibility
- Promoted web content accessibility best practices for LLMs and AI agents at Wellstar Health System to maximize brand citations, AI Overview mentions, and conversion opportunities — directly applicable to monitoring Google AI Overviews impact for platform clients.
- Built and deployed AI-powered SEO tools at Overdrive Interactive using Python and LLM APIs, demonstrating hands-on applied AI-assisted SEO workflow experience including keyword clustering and content gap analysis.
- Engineered task-specific LLM prompts for text classification, content summarization, and data analysis at Overdrive Interactive, streamlining high-volume SEO deliverable generation and establishing repeatable AI-assisted frameworks.
Analytics, BigQuery & Stakeholder Reporting
- Migrated over a decade of Google Analytics data from 10 Wellstar Health System properties to BigQuery using Python and SQL, building scalable data infrastructure for advanced organic performance analysis and executive reporting.
- Generated regular and ad-hoc organic performance analysis for the Wellstar product team using Google Search Console, GA4, and Looker Studio — delivering strategic insights that informed product roadmap prioritization in an Agile Azure DevOps environment.
- Communicated SEO audit findings, keyword research, and performance analysis to clients and executive stakeholders at Genuine using Google Data Studio and Excel, coordinating cross-functionally with product, engineering, content, and UX teams to incorporate SEO into development workflows.
Work History
SEO Analyst, Contract — Wellstar Health System
06/2023 – 08/2025 · Marietta, GA (Remote)
Senior SEO Analyst — Overdrive Interactive
10/2022 – 06/2023 · Boston, MA
SEO Manager — Genuine
08/2021 – 03/2022 · Boston, MA
Senior SEO Strategist — Charles River Interactive
04/2019 – 07/2021 · Waltham, MA
SEO Specialist — ESM Digital
03/2018 – 02/2019 · Andover, MA
SEO Specialist — eGeneration Marketing
02/2016 – 02/2018 · Boston, MA
Certifications
- Google Analytics Certification | Feb 2026
- Google AI Essentials | May 2025
- Prompt Essentials in Vertex AI | June 2025
Education
Bachelor of Liberal Arts — University of Massachusetts
Lowell, MA