About Ray Martinez

SEO Strategist for Higher Ed and Lead Generation

seo week headshot raymond martinez

 

Hi, I’m Ray Martinez

I’m an SEO strategist with more than 14 years of experience helping organizations grow through organic search. I’m the Vice President of SEO at Archer Education, where I lead a team of senior analysts, specialists, and project managers doing enrollment marketing for colleges and universities. Our job is to make sure that when a prospective student searches for a program, our partners are the ones they find.

Lately, much of my work has been in generative engine optimization (GEO). AI-driven search is changing how students find and compare programs, and I help institutions stay visible while that shift plays out.

Ray Martinez speaking at SEO Week 2026

I Started in PR

My career started in public relations, working with Rogers & Cowan and Interscope Records before I found my way into search. PR taught me that visibility is earned. That lesson still shapes how I approach SEO: be genuinely useful and credible, and make yourself easy to find.

I hold a degree in Advertising and Public Relations from The City College of New York and a Master’s in Media Management from The New School. Along the way I’ve earned Google Analytics certification, advanced SEO certifications, and a Conversion Funnel Mastery certification from DigitalMarketer.

Outside of Archer, I founded Small Business SEO Help, where I bring the same strategies I use for universities to small business owners who can’t afford to be invisible online.

Ray Martinez Seo Logo Transparent

Expertise & Qualifications

  • SEO Strategy Development – I build organic search campaigns for higher ed enrollment growth, covering everything from the technical foundations to the content strategy on top of them.
  • Generative Engine Optimization – Much of my current research is on how AI search experiences decide what to show. I publish original analysis on how LLMs crawl and cite content, including early work on LLMs.txt.
  • Edu-Marketing Thought Leadership – When I learn something useful about where search is headed, I share it in my writing, on podcasts, and in industry conversations.

In the Industry

When I’m Not in the SERPs

I produce electronic music and stay close to hip-hop and rap. Producing a track is a lot like working a campaign, honestly. You keep iterating until it finally sounds right.

Let’s Talk About Your Organic Growth

If you’re at a university trying to grow enrollment, or you run a business that needs more leads from search, I’d love to hear what you’re working on.

 

Get in Touch

 

 

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