Search Marketing Manager (SEO)

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As a Search Marketing Manager, you will focus your efforts on increasing quality organic traffic to assigned properties within the Client. The full breadth of evolving Search Engine Optimization (SEO) techniques will be employed. Search Marketing Managers have primary responsibility for an assigned set of properties (which may include entire sites or portions of sites), and serve in a project management capacity as the primary face of the Search Marketing team to the stakeholders in those properties, including producers, editors, technologists, and management. In this capacity, the Search Marketing Manager will develop and manage against a thorough forward-looking strategy for the enhancement of the property’s performance, understanding the nature of the content, the intended audience, the editorial calendar, the role of the property in relation to other portfolio properties, and objectives for the property. Typical quantitative objectives include year-over-year growth in page views, visits, and unique visitors, as well as continuous improvement in rank for a growing portfolio of high-volume keywords.

In addition to the holistic ownership of the search marketing success of assigned properties, Search Marketing Managers serve in a functional role within the Search Marketing team, performing one or more sets of tasks (as assigned) for all of the properties managed by the team, supporting the efforts of the Search Marketing team as a whole. Examples of functional roles include keyword research, on-page optimization, and link building.

A wide set of skills are expected from Search Marketing Managers, including reporting, rigorous analysis, identification of opportunities for optimization, application and management of optimizations, thorough documentation, frequent communication, collaboration with others throughout the organization, and ongoing self-education, all accomplished with a highly productive work ethic, supporting demeanor, and the highest levels of professionalism.

• Provide SEO requirements for new site development and redesigns
• Internal search analysis & improvements
• Analyzing site traffic and generating reports
• Analyzing trends and changes to search algorithms and identifying key opportunities
• Analyzing impact of search algorithm changes, and identifying keywords and content areas which require work to improve against the new search scenario, documenting recommending changes, managing those changes to completion, re-analyzing performance against KPI and iterating
• Analyzing site architectures, identifying spider blocks and recommending improvements
• Analyzing existing pages and providing SEO recommendations
• Analyzing emerging search trending topics, editorial coverage gaps & opportunities
• Linkbuilding and Linkbaiting
• Keyword research
• Competitive analysis
• Define, document, communicate, and update SEO Strategy, Objectives, and Tactics (including near term deliverables with defined target KPI and dates)
• Project Management, including participation in daily scrums, and proactive and frequent interaction with property stakeholders

• 3-5 years SEO experience for a high volume website or agency
• Understanding of SEO and site architecture best practices, with ability to identify areas for improvement
• Experience with usability and navigation and how SEO impacts it
• Experience writing functional specifications and wireframes
• Experience with Web analytics (Omniture and/or Google Analytics) and ability to design reports and provide detailed analysis of results
• Basic knowledge of paid search marketing and ability to identify ways to leverage paid for SEO and vice versa
• Experience with competitive analysis for SEO
• HTML understanding, with CSS and JavaScript a plus
• Keyword research experience with AdWords keyword tool, Keyword Discovery, Hitwise, or similar tool
• Experience using XML sitemaps and Google Webmaster Tools
• Experience with content management/web production systems (CMS)
• Advanced proficiency in Excel, with Access/SQL a plus
• Proficiency in PowerPoint (or similar), with strong presentation skills and an ability to clearly articulate Strategy, Objectives, and Tactics along with rationale
• Familiarity with Social Media Optimization (SMO), including RSS, UGC, social bookmarking, Twitter, Facebook, blog & forum technologies