● SEO Strategy, Research and Reporting ○ Develop a roadmap for keyword strategy, including keyword research and selection as well as content gap analysis compared to competitors and industry standards. ○ Audit website content to better understand keyword portfolio, identify topics worth targeting and evaluate the effectiveness of content from a user’s perspective. ○ Audit website technical elements to improve SEO ranking factors, including optimizing metadata, images, site speed, etc. ○ Optimize content on website to improve organic visibility, including edits of existing content and development of new content (ideation, copywriting, publishing content). ○ Manage content cluster structures to ensure related content is easily navigable and structured for SEO performance. ○ Ongoing monitoring of backlink portfolio and site authority. ○ Regular performance reporting of SEO strategy, organic trends, keyword portfolio and suggestions for improvement. ○ Monitor and capitalize on emerging SEO opportunities. ● PPC Strategy and Management ○ Develop a roadmap for managing and optimizing multiple paid search campaigns, including milestones, progress measurement and KPIs. ○ Audit existing PPC campaigns, including structure, budgets, performance, keywords, ad groups and ads. ○ Set up and manage PPC campaigns: Write text ads and optimize for highest clickthrough and conversion rate. Ensure ad groups, ads and keywords are efficient. Manage bids and budget allocation, adjust ad scheduling and targeting, manage negative keywords. Monitor and refine ad campaigns while active, as well as regular performance reporting. ○ Ensure campaign strategic alignment across paid media, social media and public relations. ○ Monitor and capitalize on emerging paid search opportunities.
