Senior Digital Marketing Specialist - SEO Specialist

LOCATION: Hybrid - 8 days a month in the office. See locations on the posting. OVERVIEW Focused on the UpToDate and Medi-Span brands, the Search Optimization Specialist (SEO) works with partners across the Health Clinical Effectiveness business and Health Division marketing team to identify opportunities, diagnose issues, and track effectiveness of organic and paid search initiatives to grow inbound web contributions. Working with content creators and marketers, this role will be responsible for identifying relevant keywords and terms with potential to drive qualified web traffic, assisting in SEO research for copywriting and tracking visibility across a variety of products and services. In addition, identifying and testing the effectiveness of both on- and off-site organic search efforts will be core to the role, including link building, featured snippet placement and other Search Engine Results Page (SERP) opportunities. This role will intersect with paid search efforts across the business as a resource to coordinate SEM keyword targets, identification of low performing organic keywords to target and high performing organic areas to shift paid efforts away from. Combined with optimization of landing pages to ensure keyword alignment and improve quality scores, the SEO Specialist will bridge the business' paid and organic search efforts, maintaining a consistent, measurable, repeatable framework. As part of an ever-changing landscape, the SEO Specialist will be expected to continuously learn and explore trends within the search space, including AI search approaches, acting as the business' subject matter expert. You should be data-focused, possess interpersonal and communication skills, and have a passion for testing, learning, and optimizing content. RESPONSIBILITIES

• Work with marketing functions to identify, categorize, and track relevant keywords for products and solutions
• Research keywords to identify organic opportunities for search visibility
• Understanding of AI search behavior, with ability to analyze AI insights data via SEO tools, and optimize content and strategy for AI-first platforms
• Track organic and paid search visibility against direct and indirect competitors
• Optimize web content to align with paid and organic opportunities
• Identify and leverage on- and off-site tactics to improve organic search visibility
• Coordinate paid keyword efforts across the business to ensure minimal overlap among segments and high-performing organic efforts
• Report on organic and paid search performance
• Track current search trends and identify opportunities to increase organizational visibility
• Act as the business' SEO and SEM subject matter expert

QUALIFICATIONS Education: Bachelor's degree in communications, Journalism, Marketing, English, or related field preferred, or equivalent communications experience Experience: 3+ years in search optimization or search marketing role, preferably in a global organization

• Experience in a healthcare or technology company a plus
• Experienced in keyword research and tracking platforms (Conductor, Moz, SEM Rush, etc.)
• Experience working with contemporary content management systems, Sitecore preferred
• Experience with Google Webmaster Tools and Google Analytics

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