Posted: 11-Oct-24
Type: Full-time
Salary: Open
Categories:
Internal Number: R115845
The Online SEO Manager will serve as an owner and be extremely knowledgeable on search engine optimization (SEO) strategy and execution. This includes leading strategy development, executing and coordinating SEO content plans, link building and keyword strategy in collaboration with the Senior Director of Web and CRM and the marketing team.
The Online SEO Manager is a unique role that focuses on improving organic search for a website. This person will assess and understand current website gaps (online.osu.edu), analyze competitive websites, and use SEO keyword tracking tools to inform SEO optimizations and strategies. This person will use their knowledge to improve the sites organic ranking in a way that helps drive traffic to the site and individual pages to fuel lead generation efficiency and effectiveness. The key to this will be performing ongoing keyword discovery, expansion, and optimization to guide the marketing team.
The Online SEO Manager will have a thorough understanding of SEO concepts and constantly have an eye to the future on what is changing in search engine rankings to ensure the website stays optimized as algorithms change. This person will develop and implement a learning plan with continuous A/B testing and website page optimizations to improve conversion. The SEO Manager will coordinate, and sometimes lead, SEO content plans while also reviewing and providing SEO-friendly edits to existing content edits in conjunction with the broader marketing team, particularly Online Marketing Managers.
This person will collaborate effectively internally and externally while being able to shift to more technical SEO requirements such as website architecture, linking, fixing issues and other factors as needed to improve SEO positions for target keywords. Understanding and using tagging will also be key. All work will be analyzed to understand the impact on rankings and further adjust or shift strategies as needed. Reporting on traffic, ranking and other SEO aspects will be expected with measurable goals to improve metrics. This person will also own the sites chatbot, adding in questions and answers, fixing errors, ensuring it is a useful tool for prospective students and reporting on overall chatbot metrics.
30%
Strategy Development: Develop the SEO strategy to ensure the website is ranking as high as possible across key areas. Create a plan that looks across SEO metrics and finds key opportunities that will improve rankings and positioning on search results. Seek out and find new opportunities for testing.
45%
SEO Activation: Lead the creation and implementation of all SEO activity (backlinks, keyword targeting, etc) through either direct ownership or by collaborating with online marketing managers. Build keyword or backlink plans for testing. Ensure implementation of basic SEO principles across all website pages, sometimes in conjunction with the marketing manager. Collaborate across the marketing function to ensure content is being developed for future SEO success. This may entail creating content for use on the site.
25%
Analyzing and Reporting: Leading and consistently evaluating the performance on SEO optimizations to evolve them as needed to drive higher organic page rankings. Lead a regular assessment on the effectiveness of these efforts to show improvement and other changes needed. Find gaps in performance and adjust and improve them better performance in future semesters. Understand how the SEO tests performed and use knowledge in future improvements and higher performance. Be comfortable sharing results to key stakeholders.
Required Education and Experience:
Bachelors degree or equivalent work experience required.
4+ years in SEO work, marketing, or related field.
Experience in keyword research, meta data website tracking, SEO technical research and optimization tools, SEO strategy development, CMS usage for a website, backlink usage, and performance analytics and reporting.
Broad knowledge and expertise in improving organic page ranking, A/B testing, keyword research, content writing, managing deadlines, being a good communicator and collaborating across a large organization.
Desired Education and Experience:
Masters degree in relevant discipline preferred. 5+ years of experience preferred.
Broad experience that is deeper and more comprehensive than above including backlink generation, content authoring and higher education preferred.
Deeper knowledge of broad knowledge and expertise in required.
Function: Information Technology
Sub-function: IT Multi-Discipline
Career Band: Individual Contributor - Specialized
Career Level: S3
Working at Ohio State brings with it a robust package of total rewards, including market-based compensation, exceptional health benefits, retirement plans, flexible schedules, management training, tuition assistance, on-site child care, campus athletic and cultural events, and many others. Please visit https://hr.osu.edu/benefits/ for detailed information.
