Kent State

Content Optimization Specialist

Kent, OH (On-site)

$68K/yr – $86K/yrMid Level4+ years expFull time

Posted 1 month ago

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Job Summary

Own cross platform content optimization and search strategy for a university audience, balancing UX research, AI driven personalization, and data driven performance reviews.

  • Own search audits, keyword strategies, tagging and personalization structures to improve engagement.
  • Coordinate with data strategy and UX teams to operationalize learnings across channels and audiences.
  • Oversee student staff and partner with UCM and campus stakeholders to apply real user insights to content and UX changes.

Job Description

Responsibilities

  • Perform search engine audits and implement keyword strategies across university digital platforms.
  • Manage tagging, metadata and personalization structures for smarter audience targeting.
  • Optimize content for all audiences across all platforms (i.e., traditional, local/location-based or AI-powered search/chat agents) to enhance user engagement and conversion.
  • Provide optimization recommendations to content teams based on real-time performance metrics.
  • Develop optimization strategies across all communication channels and audience engagement systems.
  • Deploy AI tools for customization of content to each audience/user across all channels.
  • Assist Director of Data Strategy in data strategy efforts.
  • Coordinate with University Communications and Marketing (UCM) team and other university partners to research, identify and operationalize UX learnings.
  • May provide direct supervision of student employees.
  • Perform related duties as assigned.

Requirements

  • Bachelor’s degree in marketing, digital media, communications, journalism, UX design, or a related field.
  • Four years' professional experience in content optimization digital engagement roles or related experience.
  • License/Certification: Certification or training in:
  • SEO platforms (SEMrush, Moz, Yoast, Screaming Frog, SiteImprove, etc.)
  • Google Search Console and Google Analytics (GA4)
  • AI search optimization (AEO) tools or courses
  • A/B and multivariate testing platforms (e.g., Optimizely, Google Optimize)
  • AI-assisted content creation tools (ChatGPT, Claude, Jasper, SurferSEO, etc.)
  • Customer journey mapping tools
  • UX research and optimization platforms
  • Knowledge Of:
  • Search engine optimization best practices
  • Personalization, tagging structures, and UX testing tools
  • Skill In:
  • AI-assisted content tools (e.g., ChatGPT, Jasper, SurferSEO)
  • Search engine platforms and performance tools (e.g., SEMrush, Moz, Screaming Frog, Siteimprove, Google Search Console)
  • Ability To:
  • Communicate recommendations effectively across teams and levels
  • Work across multiple digital platforms and collaborate with cross-functional teams