New StringCan Search Engine Marketing (SEM) Manager – Machelle Norris

lessons from our LAB

January 23, 2013

New StringCan Search Engine Marketing (SEM) Manager – Machelle Norris

Our Digital Scientists are made up of tech-loving, results-oriented, passionate, digital marketing nerds who have an unnatural obsession with all things digital. Most likely seen glued to a screen and spewing new digital marketing trends.


No, that’s not a typo, my name is Machelle (pronounced the same as Michelle). I’m keeping all of StringCan on their toes with the same name as a current team member (Sorry Michelle). The team has caught on quickly. I am the StringCan SEM Manager, assisting the team in translating client objectives into measureable SEM strategies.

I obtained my Bachelor of Arts degree in Advertising from the Art Institute of Phoenix and have been working within the Digital Marketing environment for the past 7 years. I am excited to pair my SEM knowledge and experience with the brilliant team of StringCan Interactive.

My first two weeks have been accelerated and I wouldn’t have it any other way.


Where did you grow up and what brought you to AZ?

I’m Arizona born, Iowa raised. The weather and The Art Institute of Phoenix brought me to AZ. The weather kept me here.

What are you passionate about?

Marketing, advertising, search engine marketing, animals, caffeine and anything vintage/retro.

We hear you’re into vintage stuff! What are some of your favorite vintage items you picked up?

Record player, grandma’s jewels, owl figurines – These are a few of my favorite things.

Record player – I found this beautiful wood buffet and to my surprise it housed a record player inside. I made the purchase within minutes without figuring out how I would get the beast home. Thankfully, I have a very understanding and loving person in my life to support my vintage addiction. The beautiful record player is now a part of my dining room and works perfectly and all for $20 (plus a few “I owe you” vouchers).

My grandmother’s jewelry - I use to play dress up with these pieces. Now, I actually wear them out in my real life.

Owl figurines – I’m obsessed with vintage owls. You can find these scattered throughout my home décor.

What three adjectives best describe you?

  1. Poised
  2. Compassionate
  3. Imaginative

What’s something people would never guess about you?

I’m going to keep them guessing…

What’s the most private thing about yourself you’re willing to admit publicly?

I would change a stranger’s toilet paper roll to hang in the proper direction. I admit – I have before. When the toilet paper dispenses in the wrong direction, I cringe.

Vision Board:


This colorful chalk art represents what I see for myself in the next 3 years. I am standing on one leg while holding the leashes to my dogs. In my other hand I am holding a balance scale of elements from my professional and personal life. The balance scale includes the following elements from left to right:

  • Apple – I want to teach SEM, preferably at The Art Institute of Phoenix
  • Biz – I want to start a pet related business (I can’t give away my big plan yet)
  • Home – I want to own property, preferably with a horse and baby goats
  • Purple Unicorn – This represents my imagination and desire to continue to dream big
  • SEM – Helping clients achieve search engine marketing goals
  • Bulls eye – On target, focused
  • Softball – A healthy dose of sports in my life
  • Money Stack – Represents not only the ROI of my business efforts but ALSO the ROI of clients


Would you rather be a dolphin or an eagle?

I would rather be an eagle because I wouldn’t be confined to one area. I would roam freely by flight and be at the top of the food chain.

What has been your most irresponsible purchase to date?

A fat and extremely cute, red nose pit bull puppy. Five years later, I no longer have buyer’s remorse but the first few pairs of chewed shoes, the chewed hole in my kitchen wall, the chewed carpet and several negative comments about pit bulls had me wondering if the puppy was really an irresponsible purchase. This little guy made me into an even more responsible dog parent. I am happy to say he no longer chews or destroys things.

What SEO superpower do you wish you had?

I already have it, StringCan Interactive. With this superpower I have an entire team of smart digital savvy players with a defined focus on our clients’ success.

What are your predictions for the names of the next 3 Google algorithm updates (such as Panda and Penguin)?

Peacock, Puggle and Pony. Obviously, I stuck to the names of animals starting with the letter “p”. Unfortunately, I don’t believe Google will pick these names but I think a serious algorithm conversation with any of the three names would be entertaining.

What’s your favorite YouTube video? (this ones a must)

My favorite youtube video is the popular 2007 video of two boys ages 1 and 3 called Charlie Bit Me. They are playing together in a chair and the 1 year old bites the 3 year old’s finger. What comes out of his mouth after the bite is the reason why I adore this video. The way he says the name “Charlie” brings a smile to my face.


On a serious note, what are you most looking forward to learning from StringCan?

After attending our 2013 planning retreat, I am looking forward to learning each team member’s strength and utilizing our teams’ strengths to supercharge our efficiency.

What will clients enjoy most about working with you?

My brain can think like a search engine AND the end user. This is important to properly implement SEM strategies to engage with the right end user.

Where do you see SEM headed in 2013?

By judging the past year of updates to the SEM environment (Google algorithms), I believe the main focus of 2013 SEM will be relevant content with authority. This seems like a no brainer to most but surprisingly so; the focus of relevant content with authority is sometimes shifted with the thought of adding more content. It’s not about more but instead it’s truly about relevant authoritative content.

What is your proudest accomplishment and why?

I was one of the first people to obtain a Bachelor of Arts in Advertising from The Art Institute of Phoenix. I excelled in the creative environment and learned the valuable skill of how to liaison between business-minded individuals and creative-minded individuals. The program prepared me to work seamlessly within marketing and advertising atmospheres, understanding the client side and the agency side.

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