Description
Develop and execute strategies that grow organic search visibility, traffic, and revenue across web and app experiences. Analyze user intent, queries, and technical site health to improve rankings, engagement, and conversions. Use research, data, and testing to optimize on-page, technical, and off-page SEO and measure outcomes for continuous improvement.
- • Write SEO requirements and acceptance criteria with UX and engineering.
- • Partner with merchandising and catalog teams on taxonomy, filters, and PDP content for findability.
- • Conduct keyword and entity research to identify intent, trends, and content gaps.
- • Build SEO traffic and revenue forecasts, scenarios, and business cases.
- • Lead digital PR and outreach to earn high-quality backlinks and brand mentions.
- • Align with paid search to share insights, avoid cannibalization, and amplify high-value pages.
- • Analyze SEO KPIs (rankings, impressions, clicks, CTR, share of voice, conversions, CPA).
- • Collaborate with design and content teams to produce SEO-friendly creative and media.
- • Configure and maintain GA4, Google Search Console, and other analytics for SEO tracking.
- • Combine market data, CRM insights, and keyword research to refine personas and intent maps.
- • Partner with developers to optimize information architecture, internal linking, and rendering for bots.
- • Create SEO-led content strategies for evergreen, programmatic, and topical coverage.
- • Evaluate SERP features, structured data opportunities, and AI-driven result changes.
- • Manage outreach to journalists and bloggers for newsworthy content and links.
- • Optimize video, image, and rich media assets for search and discovery.
- • Use social and community insights to inform content topics and E-E-A-T signals.
- • Define SEO KPIs and produce recurring dashboards and executive summaries.
- • Stay current on search engine algorithms, webmaster guidelines, privacy laws, and emerging SEO technologies through research and professional development.
- • Flag out-of-stock or discontinued product issues and coordinate 301/alternate solutions to prevent SEO loss.
- • Implement SEO best practices for Help/FAQ and customer support content to capture informational demand.
- • Evaluate, select, and administer SEO tools (crawlers, rank trackers, log analyzers, backlink platforms).
- • Define CMS and platform requirements to support SEO (metadata fields, redirects, sitemaps, hreflang).
- • Evaluate and negotiate contracts with SEO vendors, agencies, or tool providers.
- • Present SEO roadmaps, tests, and projected impact to marketing and product leaders.
- • Advise on bot management, security, and consent configurations to ensure crawlability and compliance.
- • Provide annotated wireframes or content briefs specifying titles, headings, internal links, and schema.
- • Embed SEO objectives within integrated marketing plans and editorial calendars.
- • Define technical SEO specifications for crawling, indexation, canonicalization, and site speed.
- • Implement and QA metadata, structured data, robots directives, and XML sitemaps.
- • Run and interpret SEO experiments, split tests, and controlled rollouts.
- • Oversee crawl budget, index management, and log-file analysis to remove waste.
- • Optimize on-page elements and internal links for priority pages and templates.
- • Support site migrations, redesigns, and internationalization (hreflang) with SEO checklists.
- • Improve Core Web Vitals and performance metrics with engineering partners.
- • Collaborate on landing page testing and CRO to maximize conversions from organic traffic.
- • Manage local SEO, including Google Business Profiles, citations, and local landing pages.
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This site includes information from O*NET by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under the CC BY 4.0 license. Career Clutch has modified some of this information for student readability. USDOL/ETA has not approved, endorsed, or tested these modifications. O*NET® is a trademark of USDOL/ETA.
Last reviewed: Jan 2026
