SEO Specialist

The mission of the University of St. Augustine for Health Sciences is the development of professional health care practitioners through innovation, individualized, and quality classroom, clinical, and distance education.

GENERAL SUMMARY

The SEO Specialist owns the university’s end-to-end organic-search strategy, planning, implementing, and optimizing technical SEO, content enhancements, and CRO tests across web properties to drive organic growth and lead generation. Blending strong technical SEO, strategic content optimization, and light experimentation, the role boosts search visibility, site engagement, and pipeline results while safeguarding accessibility and brand compliance. Success comes through close collaboration with agency partners, web developers, designers, content creators, the IT team, and broader marketing stakeholders.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Search & Content Optimization

• Perform keyword & competitive research; create briefs for writers/designers as needed
• Optimize on-page elements (metadata, headers, schema, internal links, images/alt).
• Work with agency and brand partners to align content with search intent and brand voice.
• Execute content updates on the site as needed.

Technical SEO & Site Health

• Run monthly technical audits (crawl errors, Core Web Vitals, mobile usability, structured data, XML sitemaps).
• Partner with Web team to implement fixes, monitor re-indexing, and submit new content for indexing while safeguarding brand standards and regulatory compliance.

Conversion-Rate Optimization

• Work with agency partner and web team to ideate, run, and analyze A/B or multivariate tests (forms, CTAs, layouts, etc.) across core lead generation pages.
• Translate findings into UX recommendations that lift inquiries, applications, or email captures.

Analytics & Reporting

• Work with agency partner to ensure end-to-end tracking is in place, from click through lead, across Google Tag Manager, Marketo, and Salesforce.
• Track KPIs in GA4, GSC, SEMrush, and PowerBI; connect keyword and traffic performance to web engagement and conversion actions.
• Deliver monthly “what / so what / now what” insight decks with recommendations.

Continuous Improvement, Governance, and Collaboration

• Maintain SEO Standard Operating Processes (SOPs), audit checklists, and a prioritized backlog of optimization opportunities.
• Monitor algorithm updates, emerging AI search behaviors, and industry best practices; refresh playbooks accordingly.
• Coordinate with agencies and internal teams (Web, Design, Content, IT, etc.) to scope tasks, secure assets, and ensure timely execution of SEO & CRO recommendations.

OTHER DUTIES AND RESPONSIBILITIES

May perform other duties and responsibilities that management may deem necessary from time to time.

POSITION IN ORGANIZATION

Reports to:Sr. Manager, Digital Content and Experience

Positions Supervised:   None

TECHNICAL, MANAGERIAL & PEOPLE SKILLS REQUIRED

To perform this job successfully an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skill, and/or ability required.  Incumbents will be evaluated, in part, based on performance of each essential function.  Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

EDUCATION and/or EXPERIENCE

• Bachelor’s degree in Marketing, Communications, Computer Science, or a related field.
• Basic JavaScript familiarity for event tracking and schema implementation.
• Relevant certifications (e.g., Google Analytics IQ, HubSpot, SEMrush Academy).
• Proven experience in SEO or digital marketing roles.
• Strong analytical and research skills with the ability to interpret performance metrics and draw insights.
• Excellent communication and presentation skills.
• Proficiency in SEO tools such as Google Analytics (GA4), Google Search Console (GSC), SEMrush, Ahrefs, etc.
• Solid understanding of search engine algorithms and ranking factors
• Working knowledge of HTML/CSS and CMS platforms like WordPress (publishing level).
• Familiarity with content marketing and UX principles is a plus.
• Proactive, detail-oriented, and results-driven mindset with a strong sense of ownership.
• Ability to manage multiple projects simultaneously in a fast-paced environment.

LICENSURE and/or CERTIFICATION

• SEO certifications (e.g., Google Analytics IQ, HubSpot, SEMrush Academy) are a plus.

BUSINESS COMPETENCIES

To perform the job successfully, an individual should demonstrate the following competencies:

• Collaborates - Building partnerships and working collaboratively with others to meet shared objectives.
• Being Resilient - Rebounding from setbacks and adversity when facing difficult situations.
• Instills Trust - Gaining the confidence and trust of others through honesty, integrity, and authenticity.
• Drives Results - Consistently achieving results, even under tough circumstances.
• Innovation - Creating new and better ways for the organization to be successful.
• Customer Focus - Building strong customer relationships and delivering customer-centric solutions.

WORK ENVIRONMENT
Work is performed primarily in a standard office environment but may involve exposure to moderate noise levels. Work involves operation of personal computer equipment for six to eight hours daily and includes physical demands associated with a traditional office setting, e.g., walking, standing, communicating, and other physical functions as necessary.