About This Project

SEO Experiment Lab

A showcase project built for the NerdWallet Senior Product Manager (SEO) role. This tool demonstrates how I would approach SEO experimentation at a financial content publisher, combining structured hypothesis frameworks, AI-powered analysis, and data-driven measurement.

Why I Built This

SEO product managers at financial content publishers face a unique challenge: organic traffic is under pressure from AI search (Google AI Overviews, ChatGPT, Perplexity), and YMYL content demands the highest E-E-A-T standards. Yet most SEO work happens ad hoc, without structured experimentation or rigorous measurement.

This tool addresses that gap. It provides a structured workflow, from content analysis through experiment planning to statistical measurement, specifically designed for financial content. The HBML hypothesis framework, E-E-A-T scoring, GEO readiness assessment, and financial-content-specific considerations are all tailored to what a PM at NerdWallet would actually need.

How Features Map to the Role

Content SEO Analyzer

SEO growth experience, E-E-A-T expertise

Experiment Planner (HBML)

A/B testing, experimentation frameworks

Page Preview

Programmatic SEO, schema markup, technical fluency

A/B Test Dashboard

Data-driven decisions, statistical rigor

GEO Readiness Scoring

AI search strategy, forward-looking product thinking

Decision Log + Export

Cross-functional communication, stakeholder reporting

Tech Stack

Next.js 16App Router, Server ComponentsTypeScriptStrict mode, Zod validationTailwind CSS 4CSS-based config + shadcn/uiVercel AI SDKClaude streaming with structured outputRechartsDashboard visualizationsPostHogProduct analyticsVitest + PlaywrightUnit tests + E2E + a11yGitHub ActionsCI pipeline

Project Documentation

Product Brief

Problem statement, target user, success metrics, and scope

System Workflow

Analyze, Plan, Execute, Measure workflow

Analytics Plan

Event tracking, funnels, and dashboard definitions

Company Research

NerdWallet research and context

Built by Marcelo Otero

Product manager and builder. This project was built to demonstrate direct fit for the NerdWallet Senior PM (SEO) role, from problem framing through implementation.

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