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Senior eCommerce Analyst, Search Engine Optimization

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SUMMARY DESCRIPTION:

The Senior Analyst will formulate strategies and drive activities that increase natural search engine traffic the company website and help the website become the top result in natural search engine listings for key terms. He/she will utilize a SEO software system and manage the software vendor relationship. He/she will use the software output to continually assess keyword and category performance, analyze competitors, monitor daily rankings reports, formulate link-building strategies, and refresh the SEO strategy both within categories and across the entire company website on a weekly, monthly, and quarterly basis. The Senior Analyst will communicate the strategy to the SEO coordinator and the Site Merchandising & content teams to optimize site content, as well as the Multimedia & Web Designers when necessary to optimize creative assets and website layout. He/she will develop training materials to educate the eCommerce team and other relevant Dick?s functions on the importance of SEO for the overall eCommerce strategy; in particular, he/she will partner with the Content Managers to ensure that Content Coordinators understand how to collect and create SEO-optimized product content. He/she will partner with the eCommerce Marketing team to ensure minimal cannibalization between SEO and Search Engine Marketing (SEM) efforts. The Senior Analyst will manage and work closely with the SEO coordinator to execute the SEO strategy for those parts of the website that do not involve product content (e.g. meta-tags, product titles, link connections).

JOB DUTIES & RESPONSIBILITIES:

  • "Formulates strategies that increase natural traffic to the website
  • Leverages SEO software to continually assess website performance and refresh SEO strategy for specific categories and the overall website
  • Manages day-to-day software vendor relationship (e.g. troubleshooting software, communicating feedback)
  • Communicates SEO strategy to SEO coordinator, Site Merchandising & Content teams, and Multimedia & Web designers
  • Prepares execution plan for SEO Coordinator and provides keyword lists to Content Coordinators
  • Monitors competitors and adjusts strategies accordingly
  • "Partners with other eCommerce functions to ensure alignment on execution of SEO strategy
  • Collaborates with Performance Marketing team to ensure alignment on SEM/SEO ratio and minimize cannibalization between SEO and SEM efforts
  • Develops the Site Optimization calendar with input from Site Merchandiser and Content Coordinators
  • Collaborates with Content Managers to train Content Coordinators on collecting and creating SEO-optimized product content
  • Creates and conducts SEO training for rest of eCommerce team and other relevant functions

    REQUIREMENTS:
  • Bachelor's Degree
  • MS Suite
  • Experience working with web retailer on Search Engine Optimization and other digital marketing campaigns (e.g. SEM, CSE)
  • Experience working with web retailer on Search Engine Optimization and other digital marketing campaigns (e.g. SEM, CSE)
  • Experience working with content management systems to update website pages
  • Strong familiarity with search engine algorithms, keyword searches, and SEO software tools
  • Knowledge of Internet related technologies, new media, and current web trends including analytics and social media

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