SEO Specialist

2 weeks ago

Melbourne, Australia Pony Express Full time

Lead SEO
- Ambitious growth plans
- Industry-leading company

**Company**

An industry-leading comparison and brokerage platform with national coverage and nearly 5000 five-star reviews.

**Overview**

The goal of SEO is to increase organic leads and reduce the reliance on paid media.

The business wants to enhance the role of organic traffic in its overall customer acquisition. While the company invests significantly in paid search, the goal is to balance its reliance on paid search with organic opportunities.

The SEO Specialist will join an established marketing team of five.

**Current Situation**:

- Organic traffic currently contributes around 6% of all visitors, representing a significant opportunity for growth.
- The website may need keyword optimisation, content updates, and technical SEO improvements.
- The content marketing strategy is not fully defined, which limits organic visibility and backlink acquisition.
- Data analysis capabilities could be enhanced to measure the impact of organic traffic and optimise strategies.
- Directory is causing some level of issues for the business.

**Desired Outcomes**:

- Increase organic traffic by 20 to 50%
- Improve conversion rates through optimised landing pages and content.
- Enhance website visibility through improved search engine rankings and backlinks.
- Track and analyse the customer journey to identify organic touchpoints and optimise the funnel.

**Desired Experience**

Technical SEO Expertise
- Experience with WordPress SEO: Ability to optimise websites built on WordPress
- On-page and Technical SEO: Skilled in optimising meta tags, headers, URL structures, site speed, and mobile friendliness.
- Structured Data & Schema Markup: Ensuring the site is appropriately marked for rich snippets, FAQs, and other structured data for Google.

Content Strategy & Keyword Optimisation
- Keyword Research: Experience in conducting in-depth keyword research specific to regulated industries like aged care.
- Content Gap Analysis & Creation: Ability to assess current content, identify gaps, and propose or create content that drives organic traffic.
- Landing Page Optimisation: Experience optimising landing pages for conversion, ensuring the right balance between SEO and user experience.

Data Analytics & Reporting
- Data-Driven Approach: Strong skills in using tools like Google Analytics 4 (GA4), Google Search Console, SEMrush, or Ahrefs to track traffic, rankings, and user behaviour.
- Customer Journey Mapping: Ability to analyse organic touchpoints and optimise the customer funnel.
- Experience with Automation Tools: It would be beneficial to be familiar with Ortto or similar automation tools to help streamline and personalise the customer journey.

Backlink Acquisition & Off-Page SEO
- Link-Building Strategies: Proven success acquiring high-quality backlinks through content outreach, partnerships, and PR.

Problem-Solving & SEO Auditing
- Issue Diagnosis: Capable of identifying and solving directory-related issues or other SEO blockers that might be affecting organic performance.
- Experience in Regulated Niches: SEO experience within industries with strict advertising regulations (e.g., healthcare, legal) will be a strong plus.

**What's on offer?**
- Ambitious growth environment with lots of autonomy
- Hybrid work
- Office

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