Description of Work:
As a digital expert in the DCOE, many of your responsibilities - and your schedule - will need to be self-managed and require high levels of accountability. You must find the balance between supporting the SEO needs of each squad by campaign and ad-hoc optimization, against the holistic SEO strategies you will be accountable for:

• Identify and Resolve Technical SEO Issues
• Manage and own Google Search Console/Bing Webmaster Tools accounts for all internal stakeholders websites (primarily focused on atb.com), and monitor them regularly for crawling and indexing issues.
• Audit websites using a variety of tools, inspect websites for on-page, off-page and technical issues.
• Work with the development team on identifying and prioritizing technical website improvements
• Monitor, Analyze and Report on SEO Performance
• Monitor primary digital properties regularly for technical issues and other relevant errors using a variety of SEO tools and expertise.
• Analyze backlinks to identify outdated links, 404s, incorrect redirects, or opportunities for competitive improvement.
• Provide insightful analyses and commentary addressing KPI trends and progress. Provide actionable recommendations aimed at addressing gaps in performance, leveraging current strengths, and building on past successes to take advantage of recognized opportunities.
• Partnering with the Strategy, Insights & planning team, prepare periodic reports (weekly/monthly/quarterly, as appropriate to the project) that surface important trends and campaign progress in relevant KPIs, using properly formatted charts, tables, and narratives.
• Audit and analyze data to drive recommendations to improve on-site performance
• Consult on Site-Level SEO Strategies
• Plan, develop and manage SEO strategy across atb.com (primary) and select other digital properties
• Work with partners across the organization to ensure SEO best practices are properly implemented on newly developed code
• Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords.
• Consult and prepare actionable SEO strategies for Co.'s properties with various stakeholders, digital strategists, and digital copywriters
• Conduct content gap analyses and develop content creation strategies/roadmaps.
• Apply, and be able to explain, SEO best practices for site navigation, breadcrumbing, internal links, and HTML sitemaps
• Apply, and be able to explain to internal partners and stakeholders, SEO best practices for domain, subdomain and directory structure
• In collaboration with the Digital (Web) Experience Strategist, work toward organic search optimization and ROI maximization
• Consult on Off-page SEO Strategies
• Lead the development of Co.’s off-page strategy to build and grow the reputation and quality score of atb.com and other primary Co. properties
• Create Co.’s local search strategy pinned on the physical locations operating as branches, agencies and any point of sale touch point that a client can use.
• Contribute to Co.’s holistic video strategy to ensure video content is accessible, searchable and plays a unique role in Co.’s content strategy.
• Manage local Google Business Listings for branches and other offices
• Conduct Page-Level Optimization
• Execute optimization of webpages for clients’ target keywords
• Work with content experts to drive SEO in content creation, programming & optimization
• Paid Search
• Ensure holistic approach to search, including SEO and SEM with an eye on the future ratio of organic to paid
• Collaborate with marketing stakeholders on paid search strategies
• Support our paid advertising/SEM partner as needed

Requirements

Required Skills and Experience:

• Have a solid knowledge of the search engine crawling and indexing process
• Have a solid knowledge of web server function, including common server error codes (e.g. 404).
• Have a strong familiarity with the web development process, including the important points at which SEO must be considered.
• Communicate complex SEO strategies to a wide range of stakeholders;
• Ability to clearly report on the success of SEO campaigns with use of web analytics and SEO campaign management tools;
• Experience analyzing large amounts of data from a variety of sources;
• Experience using SEO campaign management software (such as BrightEdge, SEMRush, Moz);
• A track record of successful SEO program execution in both B2B and B2C settings, particularly with a lead generation focus;
• Excellent presentation, communication, analytical and problem-solving skills.
• Working knowledge of HTML, JavaScript, and CSS considered an asset
• Experience in GA4 and Looker Studio an asset
• Experience in UX/UI design and best practices an asset
• Experience, Designations, Training Required
• Accreditation in Marketing or relevant technical discipline and 3-5 years of recent experience.