The practice already had the press. The site had to catch up.

Maya Feller is a Brooklyn registered dietitian. The practice already had a national press file — Good Morning America, TODAY, the New York Times — and a book, Eating from Our Roots. Nobody hired me to invent a brand. They hired me because the website was the weakest room in a house that was otherwise finished.

Three months. January to March 2024. Remote. The brief was specific, and I kept it specific: action plans, keyword research, SEO audits, on-page optimisation, competitor analysis. That is five workstreams, not a twelve-month retainer I retrofitted later.

The keyword map was 42 terms that a patient, a producer, or a reader would actually type — nutrition counselling, cultural food, the book, the practice — not a dump of "best dietitian NYC". The audit showed where templates were repeating themselves and where the important URLs were thin. Competitors showed who already owned the obvious queries, so we stopped writing for fights we could not win in a quarter. On-page made the homepage and the service URLs match the language we had chosen.

mayafellernutrition.com today is still a polished, nationally visible practice site. I do not get to claim the television hits. They predate me. I do not get to claim the book. She wrote it. What a three-month SEO sprint can do is stop the site from apologising for the rest of the work.

If you are a specialist with a reputation that arrived before the website did, this is the shape of the job: make the URLs as serious as the bio.

Three months doesn't buy a media brand. Good Morning America and the book already existed. The work was making the website able to hold that reputation in search.