Organic Performance Report

I led the conception and execution of the organic performance report for the FGV Undergraduate website to understand how SEO, user behavior and conversion impacted overall results. I integrated data from Google Analytics and Google Search Console to analyze traffic, sessions, clicks, impressions and rankings.

I also used ChatGPT to support competitive SERP analysis and track sessions originating from ChatGPT, expanding insights into emerging discovery channels. To deepen user experience analysis, I reviewed behavioral data and satisfaction surveys through Hotjar.

The synthesis of these sources generated actionable insights that fed a continuous UX / CRO optimization backlog, guiding testing initiatives, content improvements and conversion flows within an ongoing monitoring framework focused on growth.