Monitoring and optimizing internal and organic search results was a ongoing responsibility and I routinely analyzed data to refine the weighting of the top search terms. I created 'best bets' in the CMS, which in this example, allowed me to make sure that the actual routing number was part of the result and first in the list when searched for. The SERP initially did not have right rail content and I decided to embed our contact info along with the branch locator search bar so users could get in touch if their search was unsuccessful.