Paid Search Manager - SEO/SEM
Duration: 3 years+
NOTE: This role is for an autonomous, strong, Paid Search Specialist, who has been working with large online clients with high traffic, high volume or transactional business model. Ideally membership driven. Excellent communication skills including written, analytical and report generation. Search marketing insights are most critical skills. be able to look at data and determine trends; if trends are down be able to dive in and determine what is happening, make suggestions, etc.
Paid Search Manager:
Strong Adobe Analytics skillset
The ability to look at search performance and provide strategic insights
Great at creating reports and present reports
Strong organizational and time management skills
Strong Paid Search, SEM and SEO understanding. (They can answer this question easily: How do you apply canonical tags to pagination? Answer below from Google as a reference)
Do nothing. Paginated content is very common, and Google does a good job returning the most relevant results to users, regardless of whether content is divided into multiple pages.
Implement a View All page. Searchers commonly prefer to view a whole article or category on a single page. Therefore, if we think this is what the searcher is looking for, we try to show the View All page in search results. You can also add a rel="canonical" link to the component pages to tell Google that the View All version is the version you want to appear in search results.
Use rel="next" and rel="prev" links or headers to indicate the relationship between component URLs. This markup provides a strong hint to Google that you would like us to treat these pages as a logical sequence, thus consolidating their linking properties and usually sending searchers to the first page.
NOTES: Start asap. initially onsite; with remote work 1-2x week once settled in.
*good with numbers and reporting; thorough and detail oriented
*create great user experience from Search
*Must be self-driven, autonomous
***Experience in large enterprise organization; needs to understand larger scale Paid Search/ SEO strategy
The SEO Lead will work cross-functionally with business unit owners, campaign managers, project managers, product developers, and other internal stakeholders. S/he will serve as an internal advocate, educator, and subject matter expert for SEO, and will also be responsible for tracking, analyzing, and communicating results and insights to share within the organization.
The Digital Marketing team at AARP is seeking a Paid Search Engine Optimization Lead who is responsible for driving qualified website traffic and improving the overall usability from search.
o Optimize programs to drive both desktop and mobile site traffic, conversion, and ROI
o Ensure healthy year-over-year organic growth for AARP.
o Manage major search-related projects like template updates, URL pattern rewrites, schema.org markup, HTML & XML sitemaps, app indexing, answer boxes, etc.
o Track, report, and analyze results
Develop and maintain a world-class SEO analytics reporting.
Socializing SEO standards and best practices.
Be responsible for SEO forecasting, centralized reports and dashboards, and ad-hoc analysis/exploration.
Create and present monthly reports and recommendations.
Run rigorous tests and other experiments to optimize search metrics and conversions.
o Contribute to quarterly and annual search marketing plans
Provide strategic opportunities based on historical results and organizational goals
Identify trends and industry changes
Prioritize projects and develop roadmaps for execution
Develop SEO strategy, making recommendations for site content and architecture, link building, keywords, or any factors that may impact SEO performance
o Work with vendors
Providing strategic direction
o Work with internal stakeholders
Highlight actionable priorities
Develop requirements for implementation
Deliver insights on performance
Educate internal stakeholders on best practices for content and site development
Implement recommendations, developing timeline and working with development and product teams
Conduct periodic mini-audits of AARP properties and search competitors.
Desired Minimum Education and Work Experience
Minimum of 3+ years of SEO experience; ideally 6-10yrs in large digital environment
Digital and multi-channel marketing experience
Excellent communication, presentation, and project management skills
Proven ability to drive KPI's across platforms
In-depth experience managing SEO adjustments across Google, Yahoo and Bing
Experience with Adobe Omniture or Sitecatalyst or other website analytics tools
Experience with crawling products
Up-to-date with the latest trends and best practices in SEO
Within your 3+ year SEO career, you understand and have been actively engaged with SEO with at least several of these characteristics:
Robust keyword research
Interrelationships between paid, organic and site-search
SEO software/applications (Omniture, Google Analytics, Search Console, Moz, Screaming Frog, DeepCrawl, Majestic, BrightEdge, Conductor, etc.)
Link building and content strategy
Page load speeds
Webpage design layouts
Sitemaps (all types)
Funnels and conversions
Bonus for Spanish search
You have most recently held a full-time in-house position, or you might have made your bones at a reputable search marketing agency. Your degree might be in a quantitative field like economics, statistics, or mathematics with a strong interest in English, psychology and the arts. However, you already know that search marketing is both a science and an art form.
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