Description
Execute SEO and SEM programs to grow visibility, qualified traffic, and conversions across search engines and digital surfaces. Translate user intent and query behavior into keyword strategy, content and feed optimization, and paid search tactics. Analyze performance data to test, report, and continuously optimize while ensuring compliance with platform and regulatory standards.
- • Stay current on search engine policies, privacy laws, and emerging web tech to maintain compliance.
- • Execute and optimize paid search campaigns, including keywords, bids, audiences, and creatives.
- • Perform keyword research and intent mapping using first- and third-party data.
- • Optimize on-page SEO elements such as titles, meta, headers, schema, and internal links.
- • Coordinate with developers to improve site architecture, page speed, crawlability, and indexation.
- • Set up, QA, and maintain analytics and conversion tracking via GA4, tag managers, and pixels.
- • Build dashboards and report KPIs like impressions, CTR, CPC, CPA, CVR, ROAS, and revenue.
- • Run A/B and multivariate tests for ads, landing pages, and SERP features.
- • Create SEO content briefs and guidelines for editors and writers.
- • Collaborate with design and UX to produce search-friendly creatives and landing pages.
- • Mine search query reports and manage negative keyword lists.
- • Optimize product feeds and Merchant Center listings; troubleshoot disapprovals and data quality issues.
- • Monitor and improve local search presence, directories, and map listings.
- • Coordinate with merchandising to keep product catalogs accurate, enriched, and discoverable.
- • Conduct competitive, SERP, and trend analysis to identify opportunities and threats.
- • Forecast traffic, spend, and revenue to support budgeting and pacing.
- • Manage outreach with publishers, bloggers, and partners for quality link acquisition.
- • Pitch and place earned media with digital journalists to support SEO objectives.
- • Plan and manage display or video retargeting that supports search goals.
- • Integrate insights from social, PR, and content teams into search strategy.
- • Identify and escalate inventory or feed issues that impact availability or conversion.
- • Ensure landing page UX, mobile performance, and checkout flows support conversion goals.
- • Implement and validate structured data; resolve crawl errors and indexation problems.
- • Evaluate and recommend tools for keyword research, bid management, and reporting.
- • Assist in evaluating vendors, platforms, or contracts related to search marketing.
- • Develop audience strategies using remarketing lists, customer match, and in-market segments.
- • Govern UTM standards and naming conventions for accurate attribution.
- • Prepare campaign briefs, insights, and recommendations for stakeholders.
- • Ensure accessibility and mobile usability best practices are reflected in SEO work.
- • Monitor algorithm updates and performance anomalies; execute diagnosis and recovery plans.
- • Coordinate with engineering on server, CDN, and rendering considerations that affect SEO.
- • Align search campaigns with broader marketing calendars, launches, and promotions.
- • Collect and analyze web metrics; translate findings into clear, prioritized actions.
- • Optimize digital assets and metadata for search and for display across devices.
- • Improve conversion rates through experimentation and landing page optimization.
- • Purchase, manage, and track listings in local search engines, directories, and mapping platforms.
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Last reviewed: Jan 2026
