SEO Specialist

Reports to: Head of SEO & PPC
Performance Reviews: Annually with Quarterly Touch Base
Type of Position: Full-time

Position Overview:
The SEO Specialist at Signature Media is crucial in enhancing the organic search visibility, local search presence, and overall SEO health of our clients. This role requires expertise in both general and local SEO practices, with a strong focus on ranking clients for bottom-funnel keywords that generate leads. Experience with the specific tools mentioned is preferred, though not mandatory. The SEO Specialist must stay updated with market trends, competitors’ strategies, and algorithm changes to ensure our clients maintain a competitive edge in both organic and local search results. The role also requires excellent communication skills and the ability to manage tasks and projects effectively.

Key Activities and Responsibilities:

SEO Strategy and Implementation:

Keyword Discovery and Content Optimization: Conduct keyword research using tools like Google Keyword Planner for regional and city-specific keywords, along with Ahrefs (or a similar tool) and Google Search Console, with an emphasis on identifying and optimizing for bottom-funnel keywords that drive lead generation. Optimize content, including internal linking and city-specific/local page optimization, to improve both organic and local rankings.

Technical SEO: Perform technical SEO audits using Screaming Frog and Google Search Console, addressing issues such as broken links, crawl errors, and mobile optimization. Ensure that SEO best practices are properly implemented on client websites, in collaboration with the development team.

Link-Building: Develop and execute link-building strategies, focusing on both general and local backlinks. Monitor and assess backlinks using Ahrefs (or a similar tool), with an emphasis on acquiring local and industry-specific sources. Expertise in white hat link building via outreach to editorial-type content is a plus.

Pillar-Based Marketing Strategies: Work with the content team to implement pillar-based marketing strategies that align with broader SEO goals. Ensure that internal linking strategies support these pillars and match overall campaign goals.

Competitor and Market Analysis:

Competitor Monitoring: Continuously monitor competitors’ content updates, SEO strategies, and local search rankings using Ahrefs (or a similar tool). Analyze competitor tactics to inform and adjust our SEO strategies, ensuring our clients maintain a competitive edge.

Market Trends: Stay informed about market trends and algorithm updates to proactively adjust SEO strategies. Utilize insights from Google Search Console and industry reports to keep our clients’ SEO strategies aligned with best practices.

Local SEO and Service Area Strategies:

Google Business Profile Optimization: Optimize Google Business Profile (GBP) listings, focusing on conversion factors like photos, reviews, services, and Google Offer posts. Use tools like Local Falcon to monitor and improve local search performance.
Local Content Optimization: Focus on creating and optimizing locally relevant content that resonates with the target audience. Develop strategies around service areas, ensuring that local SEO tactics are integrated into overall SEO plans, particularly for clients with a local or regional focus.

Rank Tracking: Cohesively track client rankings in organic search, maps, and across multiple cities using tools like Ahrefs (or a similar tool) and Local Falcon.
Collaboration and Strategy Development:
Cross-Team Collaboration: Work closely with the content team to create SEO-optimized and locally relevant content. Collaborate with the development and design teams on new wireframes to ensure that SEO best practices are embedded from the ground up.

Keyword Data Integration: Share keyword data with the paid search teams to identify opportunities and improve organic SEO campaigns. Use insights from paid search performance to enhance organic keyword targeting and strategy.
Strategy Development: Contribute to building and evolving SEO strategies for a variety of clients, with the goal of increasing lead generation and market visibility. Focus on understanding and applying top-mid-bottom funnel strategies, with an emphasis on ranking clients for bottom-funnel keywords that generate leads rather than just traffic.

Proficiency with ChatGPT (or similar tools): Utilize ChatGPT or similar tools for data mining, manipulation, and generating insights that inform SEO strategies. Export data from tools and use ChatGPT to extract actionable items and insights efficiently, minimizing the need for manual data review.

Task and Project Management:

Asana Management: Handle task and project management within Asana, ensuring that all assigned tasks are completed on time and meet the required standards.
Weekly Team Meetings: Contribute to successful weekly team meetings, reporting on specific clients' projects and KPIs, speaking to them confidently, and taking ownership of assigned tasks.

Reporting and Analysis:
Performance Tracking: Track, report, and analyze website analytics and local search performance using Google Analytics 4, Google Looker Studio, Agency Analytics, and Google Sheets. Regularly review performance metrics to identify areas for improvement and adjust strategies accordingly.

Key Performance Indicators (KPIs):
Organic and Local Search Rankings: Improvement in organic and local search rankings for target bottom/mid-funnel keywords.
Lead Generation: Contribute to the increase in leads generated through client websites by prioritizing bottom-funnel keywords and collaborating on website design and functionality.
Technical SEO Health: Effective identification and resolution of technical SEO issues, ensuring a well-optimized website infrastructure.

Link-Building Success: Successful acquisition and monitoring of high-quality backlinks, with a focus on local and industry-specific sources.

Service Area Success: Effectively track and improve client rankings in service areas across organic, maps, and multiple cities.
Project Management: Demonstrate successful management of tasks and projects in Asana, with clear reporting and ownership in team meetings.

Preferred Certifications:
While not mandatory, having the following Google certifications is ideal for this role:
Google Analytics Certification: Demonstrates proficiency in Google Analytics, essential for tracking and analyzing website performance.