SEO and PPC Specialist

This role is responsible for contributing to the development and execution of our Search Engine Optimization (SEO) and Pay-Per-Click (PPC) strategies to enhance our online presence and drive traffic to our website. This position requires a strong understanding of search engine algorithms, keyword research, SEO practices, and PPC campaign management.

As an SEO and PPC Specialist, you will be tasked with optimizing our website and content for search engines, managing ad placements, and monitoring and adjusting bids to ensure that we are maximizing ROI. You will analyze performance data to adjust strategies as needed and report on both SEO and PPC campaign results to senior management.

This job centers around producing timely, accurate, and high-quality results, and benefits from an analytical, inquiring, and critical mind. The role requires imagination and strong problem-solving skills, but also a strong focus on technical work. The job requires dealing with abstract concepts, systems, and ideas, all while being organized and self-disciplined. Any person in this role must give serious consideration to the facts and potential problems associated with the work. This job also requires in-depth knowledge and expertise; success depends on the individual's ability to comprehend and analyze detailed information. Intellectual confidence is another important aspect of this job. The person must be close to the work, with hands-on involvement and detailed follow-up. When working with others, the role will require discipline, precise feedback, and careful delegation. This job is technically demanding, with little need for social interactions. Someone in this role must carefully weigh all decisions, leveraging their expertise to avoid or minimize risk. They must carefully balance getting the job done quickly and getting it done right, even if that creates healthy conflict.

Responsibilities:

SEO Strategy and Implementation:

● Develop, recommend, and implement strategic enhancements and optimizations for our SEO and PPC programs. This includes conducting in-depth analysis of campaign performance, identifying growth opportunities, and presenting data-driven recommendations to management. Upon approval, the Specialist will lead the execution of these strategies, ensuring alignment with overall marketing objectives and maximizing ROI.

● Spot trends and glean insights from testing, plus data collection and analysis to ensure optimal performance and to capitalize on trends.

● Research new and emerging keywords and integrate them into content.

● Conduct thorough SEO audits for our website to identify areas of improvement.

● Develop and implement approved and effective SEO strategies to increase organic search rankings and visibility.

● Optimize website content, landing pages, and paid search copy.

● Stay up-to-date with the latest SEO and digital marketing trends and best practices.

● Generate new content ideas.

● Review new article/blog content from an SEO perspective and offer suggestions.

Keyword Research and Analysis:

● Perform detailed keyword research to identify potential targeting opportunities based on search volume and keyword difficulty.

PPC Campaign Management:

● Create and initiate pay-per-click ads and then track, report and analyze results.

● Manage, review, and perform daily account responsibilities associated with Google AdWords, Bing, and other search platforms.

● Maintain and monitor keyword bids, account daily and monthly budget caps, impression share, quality score, and other account metrics.

Performance Reporting:

● Generate weekly and monthly reporting for all major metrics, goals tracking, revenue tracking, and other paid search initiatives.

● Provide and recommend actionable insights based on data to guide campaign optimization.

Landing Page and Ad Optimization:

● Collaborate with content and web development teams to ensure that landing pages are effectively optimized for all PPC campaigns to ensure maximum ROI and conversion is possible.

● Test and optimize ads for customer engagement and conversion rates.

Link Building:

● Develop and execute link building strategies to enhance our website's authority and search engine ranking.

● Identify potential partner websites for link exchange programs to boost inbound links.

Competitor Analysis:

● Regularly conduct competitor analysis to stay ahead of trends and refine strategies based on market conditions.

● Understand competitor tactics in SEO and PPC and devise counter-strategies.

Collaboration with Other Teams:

● Collaborate with the marketing team to ensure cohesive brand messaging and compliance across all paid campaigns.

● Collaborating with marketing and advertising teams to create SEO content.

● Suggest changes to sites that improve positioning via content and linking.

Budget Management:

● Work within the approved budget for SEO and PPC campaigns, ensuring that spending is in line with company goals and delivers positive ROI.

● Make recommendations for budget adjustments based on campaign performance and shifting business goals.

Risk Management and Problem-Solving:

● Identify potential risks associated with the web visibility and search initiatives, including any technical SEO penalties or PPC compliance issues.

● Solve complex challenges such as bidding strategies and performance plateaus 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, and more

Job Characteristics:

● Environment is fast-paced and emphasizes a focus on timely, accurate results.

● Requires a technical, intellectual focus with a great deal of attention devoted to getting results that are timely and accurate. Needs 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 or aspects of a problem. Displays detailed technical knowledge and expertise. Will take time to make the right decision and will not be pressured to decide quickly.

● Needs to communicate accurate information and consider all sides of an issue. Will demonstrate expertise and find creative solutions to problems. Operates with autonomy within confines of the organization.

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 using 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 such as Google Keyword Planner, Moz, SEMrush, or 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 the 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 in an understandable way.

Communication Skills:

● Excellent communication skills are essential 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(s):

• To be considered for this position, please complete this brief (6-minute) behavioral assessment through Predictive Index: https://assessment.predictiveindex.com/bo/25C7/SEOandPPCSpecialistApr2025234827

Experience:

• SEO: 4 years (Required)

Language:

• English (Required)

Shift availability:

• Day Shift (Required)

Work Location: Remote