Web Content SEO/GEO Specialist

Responsibilities

• Develop and implement a comprehensive SEO strategy for the University’s primary marketing and communications web properties, with a focus on driving qualified organic traffic from prospective students and other key audiences.
• Conduct keyword research, competitive analysis, and search demand analysis to identify high-value optimization opportunities across University web pages, program pages, and marketing content.
• Perform on-page SEO optimization for University web content, including title tags, meta descriptions, header structure, internal linking, image alt text, and content relevance improvements.
• Partner with the Senior Assistant Director of Web Content and Copywriter to integrate keyword strategy and SEO best practices into new content development and existing page updates.
• Monitor organic search performance using Google Search Console, SEO tools (e.g., SEMrush, Ahrefs, or Moz), and Google Analytics, tracking keyword rankings, impressions, click-through rates, and organic traffic trends.
• Develop and execute a GEO strategy to improve the University’s inclusion and representation in AI-generated search responses from platforms such as Google AI Overviews, ChatGPT, Perplexity, and other emerging generative AI tools.
• Analyze AI-generated responses for target queries related to the University’s programs, rankings, location, and brand attributes, identifying gaps and opportunities for improved AI citation.
• Implement GEO content strategies including structured data, entity optimization, authoritative content development, and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) improvements.
• Stay current with the rapidly evolving landscape of generative AI search, monitoring platform updates and adjusting GEO strategies accordingly.
• Document and share GEO findings and strategies with the web content team and marketing leadership, building institutional knowledge in this emerging discipline.

Requirements

• Bachelor’s degree in marketing, communications, digital media, or a closely related field.
• Minimum of two (2) to three (3) years of experience in SEO, digital marketing, or web content with a demonstrated focus on search optimization.
• Demonstrated proficiency with SEO tools (e.g., Google Search Console, SEMrush, Ahrefs, Moz, or equivalent).
• Working knowledge of on-page and technical SEO principles and best practices.
• Proficiency with Google Analytics (GA4) for organic traffic analysis.
• Strong analytical skills and ability to interpret search performance data.
• Collaborative approach and strong written communication skills.

Preferred

• Demonstrated knowledge of or active engagement with generative engine optimization (GEO) strategies and AI search platforms.
• Experience in higher education digital marketing or enrollment marketing.
• Familiarity with structured data (schema.org) and technical SEO implementation.
• Google Analytics or Google Search Console certification.
• Experience with content management systems and web publishing.
• Background in content writing with an SEO focus.