Upasna Gautam is the Search Lead at Ziff Davis. Upasna, more commonly referred to as Pas, is the Manager of SEO at Ziff Davis, where she architects and executes the organic search strategies for Mashable and PCMag. Holding a degree in Biomedical Laboratory Diagnostics from Michigan State University, she started her career as a Research Scientist, but her love for data drew her into the field of SEO several years ago.
Pas’ expertise within the search discipline is in technical search as they apply to crafting holistic strategies that encompass the entire digital ecosystem. Most recently, she’ working on machine learning to build a predictive analysis product to more accurately define consumer behaviors and need states throughout the path-to-purchase cycle. By combining her love for data science and organic search, Upasna works to increase web visibility and authority while maintaining brand integrity to drive greater conversion for her clients.
Prior to Mashable and PCMag, Pas has worked on building and executing the search strategies for brands including Ford Motor Company, Valvoline, Mars, Mars Petcare brands, Intel, American Eurocopter, Banfield Pet Hospitals, Dave and Busters, Dr Pepper Snapple Group, Kimberly-Clark, Kroger, Daltile, MetroPCS, Domino’s Pizza, and Unilever.
Pas’ unique experience in mathematics, science and search has allowed her to bring a truly logical and analytical approach to digital marketing. Her greatest strength is in the ability to process a complex topic, distill it down to the simplest form, and translate it so it can be understood by anyone.