Tyler P. Norton
Marketing
Specialist (SEO + SEM)
I do multi-location SEO in regulated industries, where the content clears compliance review before it ships. Seven years across legal services and title insurance, building AI workflows and systems that scale search across hundreds of locations.
Seven years in regulated search
I started in 2019 at a multi-location family law firm, and I have never left regulated industries since. Law and title insurance run on the same constraints: local search is the acquisition channel, the content is held to a higher trust standard because real money and legal outcomes ride on it, and it clears a compliance review before it publishes.
I treat SEO and AI as one discipline. Google and AI answer engines reward the same foundation: consistent entity data, structured markup, and content worth trusting. AI workflows are also what make that foundation possible to build at scale.
At Sterling Lawyers I ran local SEO across a multi-state network of offices. At Rocket Clicks I moved agency-side, directing search strategy for family law and personal injury firms, where I built an AI prompt library to automate technical SEO and operationalized the "Territory Analysis" framework used to guide market expansion.
Today I work on local and technical SEO at First American Financial Corporation, a national title insurance and settlement services company. Same discipline as the law firm work, at a much larger scale.
Core Capabilities
What I actually do, in categories where a lawyer sees the copy first.
Multi-Location & Local SEO at Scale
Local search for brands with many locations: location pages, business profiles, listing consistency, and the map pack visibility that drives non-branded local demand.
Regulated-Industry Search
Working inside legal review, advertising rules, and YMYL content standards. I design recommendations that can actually clear compliance instead of dying in it.
AI Search & Workflow Automation
Answer engine optimization grounded in how retrieval actually works, plus AI prompt libraries and repeatable systems that replace manual technical execution.
Revenue Attribution
Connecting search to closed business through UTM discipline, call tracking, CRM reconciliation, and honest measurement frames that name what the data can and cannot support.
Translating Search for Stakeholders
Turning technical SEO and AI search into plain-language decisions for executive, legal, and non-marketing teams. In a regulated company, work only ships when the people approving it understand why it matters.
Resume
Professional Summary
MBA marketing strategist with 7 years of experience in regulated industries, spanning legal services and title insurance. Specializing in multi-location and local SEO, technical SEO systems, and answer engine optimization at enterprise scale. Builds repeatable systems and AI workflows that replace manual execution, and works natively inside legal review and YMYL content constraints.
- Focus on local and technical SEO for a national, multi-location brand in a regulated financial services category.
- Build repeatable, rules-based on-page standards that scale across a large location network and clear legal review.
- Diagnose technical SEO issues, including indexing and rendering, and turn findings into prioritized recommendations for development partners.
- Develop business profile, listing, and structured data standards across a large location network.
- Map keyword strategy across multiple brand sites and business divisions to keep them from competing for the same searches.
- Research how AI search retrieves and cites brands, and turn answer engine optimization findings into search strategy.
- Design executive search reporting that ties organic visibility to downstream conversions.
- Translate technical SEO and AI search into plain-language recommendations for executive, legal, and cross-functional stakeholders.
- Align paid and organic search through landing page recommendations.
- Built a custom AI prompt library to automate technical SEO workflows (schema markup, CID signals, internal linking), reducing location page production time while eliminating human error.
- Operationalized the “Territory Analysis” methodology into a repeatable consulting framework to guide profitable market expansion for 5+ law firms.
- Managed SEO strategy for 7+ law firm clients across family law and personal injury, building 90-day strategic roadmaps that secured client retention and revenue.
- Implemented analytics tracking (UTM tagging, call tracking, form fills) to attribute organic traffic directly to revenue.
Facilitated local SEO for Wisconsin's largest family law firm across 25+ locations in Wisconsin and Illinois, standardizing citation auditing and attorney profile workflows. Created service content for multiple practice areas and executed technical audits across the full SEO toolset, under state bar advertising rules governing every piece of published copy.
Supported the technical infrastructure during the firm's rapid growth phase. Maintained WordPress environments and assisted in the implementation of Salesforce CRM for lead tracking and marketing attribution.
Education
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