Search Engine Optimization Strategy Manager

POSITION OBJECTIVEWorking with a high degree of independence, the Search Engine Optimization Strategy Manager will help improve Case Western Reserve's online presence by strategically developing search engine optimization plans, assessing and analyzing web traffic trends, driving organic and paid traffic, and improving search engine rankings.The search engine optimization strategy manager will be an integral part of multiple University Marketing and Communications teams, collaborating with and advising department members as well as partners across the university. They will provide insights and recommendations on how to improve page traffic and keyword authority in ways that are accessible, understandable to the audience and aligned with our strategic goals. This individual will be responsible for producing regular reports and recommendations for enhanced search engine optimization tactics and means for implementation across high-priority websites and marketing campaigns.Essential Functions• Develop and implement effective search engine optimization strategies to increase organic and paid web traffic while improving overall search engine rankings to best represent Case Western Reserve as a leading research institution. Plan, coordinate and execute extensive keyword research and analysis to identify opportunities for content creation and optimization. Provide recommendations of targeted keywords for implementation by the online communications team and the marketing team in outgoing materials and website projects. (30%)• Monitor and analyze website performance using search engine optimization tools and analytics, driving regular insights and recommendations with an eye to accessibility and overarching user experience. Track and assess important search engine optimization metrics including organic traffic, conversion rates and time spent on page. Monitor and report changes in traffic, trends, links, leads, and keyword rankings. Ensure search engine optimization is a key lever for traffic growth. Provide search engine optimization analysis and recommendations in coordination with elements and structure of websites and web pages. Measure the effectiveness of strategies by reporting from data sources. Develop reports regarding site performance using Google Analytics and/or other established measurement systems. Apply data insights to recommend steps to improve digital performance. (30%)• Optimize existing content (e.g., school sites, landing pages, programs descriptions) for targeted keywords, readability, and user experience. Assist with website development and written content as needed. Perform on- and off-page optimization, including meta tags, link building and content recommendations for site information architecture. Work closely with the web team to improve website architecture, page load speed, mobile optimization, and crawlability. Conduct competitor analysis to identify gaps and areas of opportunity in our search engine optimization strategy. (20%)• Stay current with the latest search engine optimization trends, algorithm updates, artificial intelligence platforms and best practices to ensure case.edu sites remain competitive in search rankings. Work closely with the web team to ensure website structure and technical search engine optimization elements are optimized. (10%)• Design and manage basic search engine optimization training modules and offer guidance to internal teams to promote best practices across University Marketing and Communications. Collaborate with team members to achieve goals that support the university's priorities and mission. Work well in a complex team environment. Participate in brainstorming and concepting activities to ensure that projects meet determined objectives are appropriate for the audience and reflect positively on the university brand. (10%)Nonessential FunctionsPerform other duties as assigned. (<1%)CONTACTSDepartment: Daily contact with department team members to complete projects.University: Little or no contact with other constituentsExternal: Occasional communication with external contacts.Students: Little or no contact with students.Supervisory ResponsibilitiesNo direct supervisory responsibility.QualificationsExperience: 4 years of demonstrated success developing strategy for search engine optimization best practices within marketing and communications initiatives.Education: Bachelor's degree in communications, marketing, business, computer science or related field required.Required Skills• Strong understanding of search engine algorithms (including artificial intelligence-powered engines), ranking factors, and search engine optimization best practices.• Demonstrated experience working within platforms such as Google Analytics and Google Search Console.• Proficiency in search engine optimization tools such as Semrush, MOZ, Ahrefs and others.• Proficiency with Mac platform, Microsoft Word and Google Suite (Docs, Sheets).• Working knowledge of UX/UI best practices.• Working knowledge of artificial intelligence platforms as they relate to search engine optimization efforts.• Familiarity with content management systems, including WordPress and/or Drupal.• Ability to handle multiple projects simultaneously on tight deadlines/fast turnaround times.• Excellent research, analysis and project management skills.• Ability to work independently.• Exceptional time-management skills. Highly organized and impeccable attention to detail.• Demonstrated history of successful support, education, and advocacy for all students, aligned with the values, mission, and messaging of the university, while adhering to the staff policy on conflict of commitment and interest.• Ability to meet consistent attendance.• Ability to interact with colleagues, supervisors, and customers face to face.WORKING CONDITIONSGeneral office environment. The employee will perform repetitive motion using a computer mouse and keyboard.This position is eligible for hybrid work arrangement up to two remote days per week at the discretion of the department. New employees may begin a hybrid schedule upon approval from the supervisor, successful completion of an orientation period and signing the remote work checklist certification form.In employment, as in education, Case Western Reserve University is committed to Equal Opportunity and Diversity. Women, veterans, members of underrepresented minority groups, and individuals with disabilities are encouraged to apply.Case Western Reserve University provides reasonable accommodations to applicants with disabilities. Applicants requiring a reasonable accommodation for any part of the application and hiring process should contact the Office of Equity at 216-368-3066 to request a reasonable accommodation. Determinations as to granting reasonable accommodations for any applicant will be made on a case-by-case basis.