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Spencer Cappelli

Content + SEO | 6+ Years

Spencer Cappelli
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About

Who is Spencer Cappelli?
  • Senior Content and SEO Strategist at Tuff Growth.
  • I focus on SEO and content marketing (writing, editing, development, strategy) as my main practicing areas.
  • I enjoy reading, kayaking, skiiing, and keeping up with my favorite (often frustrating) teams from my native Cleveland.

Spencer Cappelli is a Senior Content and SEO Strategist at Tuff Growth. In this role, I develop and execute content strategies focused on helping our partners unlock organic growth, educate their audiences, and ultimately drive conversions.

I focus on SEO and content marketing (writing, editing, development, strategy) as my main practicing areas. I’ve also dabbled in copy for pretty much any type of deliverable — email newsletters, social, landing pages, etc. I have a strong editorial background that I’ve also learned to complement with technical SEO skills over the past few years. I’m also enjoying learning about GEO strategies that work as search behavior fundamentally changes in the age of LLMs.

At work, I love working with people to break down their problems and/or subject matter expertise into actionable organic growth strategies. Throughout my time in school, I was the “writing guy” my friends and colleagues would come to for help with their essays. As a professional, I’ve learned to combine those writing chops with organic strategies that help brands across B2B SaaS, Ed Tech, ecommerce and more unlock greater visibility through content.

Outside of work, I enjoy reading, kayaking, skiiing, and keeping up with my favorite (often frustrating) teams from my native Cleveland.

I Am Available For Freelancing!

Please Reach Out To Me On My Social Channels Or Website.
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Keyword Opportunities

Advice For Anyone Joining The Industry

  • Say “yes” more than “no,” especially in the beginning. Be curious about your work — that’s a superpower. Try to put yourself in a position to leverage your lifelong natural talents and interests.

Areas Of Interest

  • Content strategy + development
  • On-page and technical SEO
  • GEO
  • Newsletters

Education, Awards, Certifications

  • BSJ (Journalism) and MA (Spanish) from Ohio University.
  • Multiple certificates in SEO/content from places like Semrush, CXL, and Hubspot.

Affiliations & Past Work

  • Current: Tuff Growth (a division of Goodway Group). Have worked with clients including AARP, Multiverse, goHappy, and many others.
  • Past: Appcues (in-house CMM), Semrush (freelance writing), Superpath (subcontract writing for mostly SaaS brands).
  • I am open to freelance contract work.

Published Work & Inclusions

Any Results/Highlights From Your Work You Want To Promote? Any Impact You’re Proud Of?

  • Multiverse: Drove a 105% YoY increase for Multiverse organic sessions with SEO content and technical strategy (August 2023-2024). Used Heap analytics to attribute hundreds of conversions to blog content in FY ’24.
  • Ownwell: Advised on technical template adjustments to boost indexing of programmatic SEO content (1million + pages) and built pillar pages to help 4x Ownwell’s organic traffic between June and December 2024
  • goHappy: Developed case studies, research reports, and product marketing/educational blogs that helped contribute to a 215% increase YoY for inbound revenue booked and $1 million+ inbound pipeline generated for goHappy

  • Goodway: Led a complex content migration for Goodway Group, mapping redirects and advising developer and IT staff on technical SEO requirements. Preserved organic link equity and drove a 178% increase in organic keywords to the Goodway website.
  • Palmetto: conducted a helpful content audit for the solar brand, helping them reverse course on declining traffic post 2023 Helpful Content Update. Helped the team build a decision matrix for a blog and LP library of 1000+ pages, advising them to kill, merge, or remediate select pages.

Favorite Articles/Publications You Share/Follow

  • SuperPath blog
  • Kevin Indig substack
  • All things “Learning SEO” from Aleyda Solis
  • AirOps GEO content and webinars
  • Search Engine Land
  • Semrush blog

Interested in Speaking at Conferences?

  • Absolutely would be, although haven’t had a chance to do this yet in my career!

First Job

  • Cashier (and ocasionally, sign-wielding cow on the side of the road) for Chick-Fil-A.

Cool Fact

  • Before my marketing career, I had the opportunity to learn Spanish to fluency as an adult learner and have spent time in countries like Guatemala, Argentina, and Spain.

Favorite Food And/Or Restaurant

  • Spanish food is my favorite overall, but I also harbor an unreasonable affection for a Chipotle burrito bowl.

Birthday

  • February 20th

Other Greats!

Articles

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