Search Engine Optimization Strategy Manager

POSITION OBJECTIVE Working with a high degree of independence, the Search Engine Optimization Strategy Manager will help improve Case Western Reserves 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 universitys 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 FUNCTIONS Perform other duties as