The SEO Strategist will be responsible for leading all aspects of our search engine optimization efforts, including keyword research, SEO reporting, metadata development, server side and technical optimization, and linking strategy. The SEO Strategist will conduct online research, site audits, and competitive analyses to identify opportunities for natural search improvements. The Strategist will be accountable for executing improvements within the Content Management System including metadata, on-page changes, and new webpage content as appropriate. The SEO Strategist will identify opportunities for technical improvements to drive natural search rankings and manage the implementation of those improvements with IT. Other responsibilities include building and executing on effective link building strategies, and developing concise, routine reporting on natural search for our commercial and consumer businesses.
Responsibilities:
Keyword Research & Strategy
· Perform research to identify optimal keywords for on-page optimization on our various digital properties based on appropriateness, search volume, and competitiveness
· Audit legacy website content and develop go-forward SEO strategy for new and existing web content
On-Page Optimization
· Identify on-page content improvements to bolster natural search rankings including but not limited to new page/content recommendations, content elimination or consolidation, keyword density, header tag implementation, and alt text use
· Present recommendations and business case for new content or significant content changes to business partners to obtain stakeholder buy-in
· Manage review/approval process of new content or significant content changes with business owners, legal, compliance, and brand marketing as needed
· Execute on-page optimization within the Content Management System
Metadata & URL Design
· Create and input metadata for new web content including PDFs, videos, and standard web pages
· Audit existing metadata and re-optimize as needed and on an ongoing basis
· Develop search engine friendly URL recommendations for new and existing web pages and implement redirects appropriately
IT Management
· Identify technical improvements that would benefit our natural search rankings, such as improving load time or implementing canonical redirects
· Spearhead the execution of those improvements with IT and assist in IT queue management and prioritization
Link Building
· Evaluate the current state of internal linking, formulate recommendations for improvement, and lead the execution of updates
· Build the future vision for internal linking strategy
· Identify in-bound link opportunities within the digital ecosystem; actively pursue and monitor in-bound links from reputable and appropriate third party sites, adhering to our linking guidelines and SEO best practices
Reporting
· Use SEO reporting and Web Analytics tools to develop monthly dashboards and other reports as needed to illustrate SEO rankings, trends, and impacts on traffic and key user behaviors
· Present SEO data and trends to business stakeholders and senior leaders as needed
· Leverage reports to glean information on our strengths, weaknesses, and opportunities in natural search and revise ongoing optimization efforts accordingly
QualificationsQualifications
Candidate Profile:
· Five plus years of experience in SEO, link building, and content marketing with proven track record of improving natural search rankings
· Expert knowledge of SEO required; strong familiarity with metadata creation, on-page optimization, server side and technical optimization, and linking strategies
· Good understanding of web analytics and ability to translate search engine data into easy-to-read dashboards and executive summaries
· Ideal candidate keeps abreast of the latest news regarding search engine algorithms and is savvy regarding content marketing best practices
· Strong verbal and written communication skills
· Highly proficient with Microsoft Office products (Excel, PowerPoint, Word and Outlook)
· Effective presentation development and delivery skills; including executive level presentations as needed
· Experience with property and casualty insurance a plus
· Experience with social media and paid search a plus
· Experience with BrightEdge or other SEO reporting tools a plus
· Experience with Fatwire or other Content Management System a plus
· Education: BA or BS college degree in Marketing, Communications or related is preferred.
Leadership Profile
· Inspires Excellence. The Leader champions a compelling vision, clearly communicates the direction and articulates expectations to connect all employees to the overall strategy, exudes passion for winning with integrity that energizes the entire team…is visible and genuine
· Talent Champion. Builds a great team, empowers and develops others and fosters an inclusive environment where employees feel valued and are recognized and rewarded for their contributions. The Leader is an advocate for employee engagement and development, provides continuous coaching and feedback and builds a talent pipeline at all levels
· Delivers Results. Focuses on key priorities, drives simplicity and clear accountabilities, removes obstacles and has a bias for action
· Trusted Decision-Maker. The Leader applies sound judgment and good instincts, is decisive and has the courage to take risks
· Enterprise Team Player. Drives an enterprise focus, holds themselves and others accountable for working seamlessly across the lines of business and functions to maximize the return for the organization and drive Company Culture
· Forward Thinker. Sees beyond the immediate, looks at trends and external market opportunities. Drives growth and innovation – is not hindered by “the way we’ve always done things.”
