About Paper Box

We do one thing and we do it well

Paper Box is a digital marketing agency dedicated to doing one thing very well. Helping businesses make more money through effective and data-driven SEO.

We’re a little different than most SEO agencies. We are not and don’t aspire to be a big agency. We limit the amount of projects we take on, only working on sites we’re passionate about. 

Because of this, we’re able to give our all to each client and make sure they get the personal attention they deserve. Each client is vitally important to us and it shows through our honest communication and unparalleled work ethic.

^ This could be you

Our Team

Our team size lets clients benefit from the personal attention and flexibility of freelancers with the resources and accountability of an agency.

Russell Michelson

Founder & Managing Director

Russell Michelson is the founder and managing director of Paper Box SEO. In this role, he has led SEO efforts for countless organizations in dozens of industries. He has consulted in the SEO field for small businesses, global companies, and various organizations of all sizes.

Having been involved in the world of SEO for several years, he has a deep understanding of how search engines work and has an arsenal of proven effective methods.

Beyond SEO, he has consulting experience in several fields of digital marketing, including web development, pay-per-click advertising and conversion rate optimization.

Andrew Smith

SEO Manager

Andrew Smith is an SEO manager and a seasoned digital marketer with a broad range of organizational experience, as well as consulting experience. Responsibilities throughout these roles have included driving traffic to websites and physical locations, developing analytics-based digital marketing plans, and many other tasks associated with implementing overall digital strategy.

Andrew is a graduate of West Virginia University, receiving a bachelor’s degree in marketing with an
emphasis in digital marketing.

L. Zane Pinnock

On-page SEO Expert

L. Zane Pinnock has been an on-page SEO specialist for three years and has created and executed on-page SEO strategies for websites in several niches. His expertise is in local SEO, keyword research and copywriting.  He enjoys the mix of IT, marketing and predictive mind reading that SEO requires. He likens SEO to a puzzle he gets to solve over and over again and he finds the process endlessly engaging. Zane is an avid lover of cyberpunk movies, games and fiction.

His hobbies include photography and art, video gaming, and going to the gym.

Leila Giles

Link Building Coordinator

Leila Giles has spent her career approaching digital marketing from a variety of angles. Her portfolio includes newsletters about continuing education courses, blogs for car dealerships, and everything in between. She holds a degree in communications media from Indiana University of Pennsylvania.

Leila enjoys working in a field that encourages being both creative and analytical. She’s always eager to discover new things about the world and enjoys turning pretty much anything into a spreadsheet.

When she needs a break from the computer screen, Leila entertains herself by practicing aerial circus arts and playing complicated board games.

Alex Simon

Off-page SEO Expert

Alex Simon is a veteran expert in SEO and digital marketing with over 13 years of experience. Having vast experience in keyword analysis, link building and content marketing, he leverages that expertise to deliver amazing results for clients.

Using cutting edge techniques, Alex has built sites from the ground up that now rank #1 for extremely competitive keywords. He understands the intricacies of how to drive organic traffic to clients and is pleased to always go that extra mile to achieve the best results.

Theresa Carlson


Theresa Carlson has been a professional copywriter for the past decade, with experience in the legal, travel, and construction industries. She focuses on creating dynamic and unique content for clients. Some of her specialties include content marketing, article and blog writing, site content creation, and social media marketing.

Theresa graduated with a double major in criminal justice and political science from Loyola University Chicago. When she is not crafting content, she enjoys spending time outside with her German Shepherd and discussing the finer points of the Star Wars saga.

Matt Jones

SEO Content Specialist

Matt Jones is an experienced SEO and content specialist who has helped dozens of clients connect with their stakeholders, drive traffic through search, and boost conversions and sales. 

Driven by his belief in the power of the written word, Matt’s focus is on creating content that not only performs well with search engines but that also resonates with audiences and inspires them to take action. He holds a bachelor’s degree in strategic communications from Temple University and a master’s in international development from the University of Barcelona. 

In his free time, you can almost always find Matt by the water. And if not, then he’s likely out chasing sunsets and looking for life’s next adventure.

Tyler Rolfe

Technical SEO & Web Development Specialist

Tyler Rolfe is an experienced WordPress developer with over 10 years of building and auditing web sites. Having a deep understanding of content management systems has given him the knowledge to make fine tuned adjustments to sites that have meaningful impacts. Armed with this experience, Tyler is able to ensure the technical aspects of your site pass inspection from Google.

Beyond WordPress development, he enjoys developing iOS applications, watching sports, and spending time with his family. Tyler is a student at the University of Florida studying computer science.