Search Engine Optimization (SEO) Specialist

About the role : 

Under the direction of the Manager, Marketing Automation, the SEO Specialist creates a clear citizen experience from search to site for key moments in the user journey; identifies opportunities where the citizen experience is disjointed and recommending content and technical changes to remedy issues through non-paid options in the long term. Tracks, reports and analyzes Search Engine Optimization (SEO) related analytics on a regular basis, as well as for initiatives and campaigns.

Responsibilities : 

• Works collaboratively with the content teams and subject matter experts on content plans, including ideation, keyword research, content gap identification, on-page recommendations and results analyses
• Collaborates with Business areas to gain understanding of business and potential inter-relationships with SEO; collaborates with design and development teams to implement SEO best practices and strategies
• Works with business units e.g. brand marketing and other marketing groups, Customer Care group to participate in relevant initiatives;
• Working with digital specialists to align organic search marketing and ultimately build cohesive digital marketing strategies and campaigns
• Works closely with external Advertising Agencies & Media Agencies to ensure effective execution of digital strategies
• Understands business objectives to establish actionable goals and roadmaps
• Affects an increase in web traffic/ lead/ conversions/ revenue achieved by increasing brand visibility in the increasing user numbers visiting the site via SEO tactics, and increasing conversion rates via optimizing content
• Helps increase the efficacy of growing content-based links with external partners
• Provides strategic thinking, vision and insights to drive ideas and SEO initiatives with measurable results

Candidate requirements : 

• Completion of a post-secondary degree in Marketing, Business or related discipline, or a combination of education, training and experience. Education with a Digital specialty will be an asset
• Minimum 5 years’ experience in SEO & Search Content Marketing management;
• Strong analytical competencies in understanding of data analytics; well-versed and knowledgeable in web analytics tools (e.g. Google Analytics, Google Data Studio, Google Search Console) and related tools SS and JavaScript)
• Strong written abilities to develop search content, detailed reports, charts and work plans to support the achievement of objectives
• Proven knowledge of SEO analytics platforms;
• Superior knowledge of web analytics platforms, specifically Google Analytics, in a marketing context
• Working knowledge of HTML and website structure as it relates to SEO optimization