SEO and PPC Specialist

This role is responsible for developing and executing Search Engine Optimization (SEO) and Pay-Per-Click (PPC) strategies to enhance online presence and drive website traffic. The position requires a strong understanding of search engine algorithms, keyword research, SEO practices, and PPC campaign management. You will optimize the website and content for search engines, manage ad placements, monitor and adjust bids to maximize ROI, and analyze performance data to adjust strategies and report results to senior management.

This job requires an analytical, inquiring, and critical mind, with imagination and strong problem-solving skills, alongside a focus on technical work. It involves dealing with abstract concepts and systems while maintaining organization and self-discipline. Success depends on the ability to comprehend and analyze detailed information, requiring intellectual confidence and hands-on involvement with detailed follow-up. When working with others, the role demands discipline, precise feedback, and careful delegation. This job is technically demanding with limited social interaction. Decisions must be carefully weighed, leveraging expertise to avoid or minimize risk, balancing speed with accuracy.

Responsibilities

• SEO Strategy and Implementation: Develop, recommend, and implement strategic enhancements and optimizations for SEO and PPC programs. Conduct in-depth analysis of campaign performance, identify growth opportunities, and present data-driven recommendations. Lead execution of approved strategies, ensuring alignment with marketing objectives and maximizing ROI. Spot trends and glean insights from testing, data collection, and analysis. Research new and emerging keywords and integrate them into content. Conduct thorough SEO audits. Optimize website content, landing pages, and paid search copy. Stay up-to-date with the latest SEO and digital marketing trends. Generate new content ideas and review new article/blog content from an SEO perspective.
• Keyword Research and Analysis: Perform detailed keyword research to identify targeting opportunities based on search volume and keyword difficulty.
• PPC Campaign Management: Create, initiate, track, report, and analyze pay-per-click ads. Manage daily account responsibilities for Google AdWords, Bing, and other search platforms. Maintain and monitor keyword bids, daily/monthly budget caps, impression share, quality score, and other account metrics.
• Performance Reporting: Generate weekly and monthly reports for major metrics, goals tracking, revenue tracking, and paid search initiatives. Provide and recommend actionable insights based on data for campaign optimization.
• Landing Page and Ad Optimization: Collaborate with content and web development teams to optimize landing pages for PPC campaigns. Test and optimize ads for customer engagement and conversion rates.
• Link Building: Develop and execute link building strategies to enhance website authority and search engine ranking. Identify potential partner websites for link exchange programs.
• Competitor Analysis: Regularly conduct competitor analysis to stay ahead of trends and refine strategies. Understand competitor tactics in SEO and PPC and devise counter-strategies.
• Collaboration with Other Teams: Collaborate with the marketing team for cohesive brand messaging and compliance across paid campaigns. Work with marketing and advertising teams to create SEO content. Suggest site changes to improve positioning via content and linking.
• Budget Management: Work within approved budgets for SEO and PPC campaigns, ensuring spending aligns with company goals and delivers positive ROI. Make recommendations for budget adjustments.
• Risk Management and Problem-Solving: Identify potential risks associated with web visibility and search initiatives, including technical SEO penalties or PPC compliance issues. Solve complex challenges by testing new approaches and solutions.
• Other Duties and Responsibilities: A/B Testing for user experience and conversion rate optimization; Monthly Reports (SEO, PPC); Amazon PPC, A/B testing, optimization; Content creation (articles, videos, etc.).

Job Characteristics

• Fast-paced environment emphasizing timely, accurate results.
• Technical, intellectual focus with attention to detail and results.
• Critical, exacting focus with close follow-up and limited delegation.
• Reserved, but confident when supported by details.
• Makes decisions only after considering all available information.
• Displays detailed technical knowledge and expertise.
• Takes time to make the right decision; avoids quick decisions.
• Communicates accurate information and considers all sides of an issue.
• Demonstrates expertise and finds creative solutions.
• Operates with autonomy within organizational confines.

Requirements

• Technical Skills: Proven experience as an SEO Specialist, PPC Specialist, or similar role with a track record of successful SEO and paid search campaigns. At least 4 years of experience in Search Engine Marketing (SEM) and Search Engine Optimization (SEO). Strong familiarity with online advertising platforms from major search engines and social media. Proficiency in PPC platforms (e.g., Google AdWords, Bing Ads) and strong understanding of performance marketing, conversion, and online customer acquisition. In-depth experience with website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends). Experience with bid management tools (e.g., Click Equations, Marin, Kenshoo, Search Ignite). Knowledge of keyword research tools (e.g., Google Keyword Planner, Moz, SEMrush, Ahrefs). Familiarity with A/B and multivariate experiments. Preferred: knowledge of web languages such as HTML or PHP.
• SEO Skills: Intermediate understanding of current SEO best practices and ability to form SEO strategies. Solid understanding of performance marketing, conversion, and online customer acquisition. Up-to-date with the latest trends and best practices in SEO and SEM. SEO audits of company websites, recommending improvements that synchronize with broader marketing strategies.
• Analytical Skills: Strong analytical skills to forecast and identify trends and challenges. Ability to generate actionable insights from complex data sets. Demonstrated ability to evaluate data, form logical conclusions, and present analyses understandably.
• Communication Skills: Excellent communication skills for collaborating with team members and presenting findings to management and stakeholders. Ability to effectively communicate complex concepts to non-marketing colleagues.
• Project Management: Strong organizational and project management skills, with the ability to manage multiple projects and deadlines in a fast-paced environment.
• Certifications: Google Ads certification is desirable. Certification in Google Analytics or other analytics service providers is a plus.
• Core Competencies: Creativity, Active Listening, Change Mastery, Communicativeness, Diplomacy, High Standards, Initiative, Presentation Skills, Organizing & Planning, Results-Oriented, Functional/Technical Expertise, Team Player, Problem Solving & Decision-Making.

Job Type: Full-time. Pay: $70,000.00 - $80,000.00 per year. Benefits: 401(k) matching, Dental insurance, Employee assistance program, Health insurance, Health savings account, Life insurance, Paid time off, Professional development assistance, Referral program, Tuition reimbursement, Vision insurance. Application Question: Complete a brief behavioral assessment through Predictive Index. Experience: SEO: 4 years (Required). Language: English (Required). Shift availability: Day Shift (Required). Work Location: Remote.