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SEO Lead

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La-Z-Boy Incorporated
Published
August 11, 2018
Location
Category
SEO  
Job Type

Description

JOB SUMMARY

The SEO Specialist is charged with maximizing the volume of qualified organic traffic to la-z-yboy.com via Google and Bing.   The individual will provide in-house subject matter expertise regarding SEO best practices for on and off-page marketing efforts.  The SEO Specialist will work collaboratively with Digital Marketing, Site Operations, Content Development and Application Development teams.  The SEO Specialist contributes to a strong digital CX by providing keyword reporting, on page optimization, link acquisition and recommendations for technical crawling efficiencies.

KEY RESPONSIBILITIES (other duties as assigned):

  • Provide regular analysis and recommendations for website content and metadata. Develop and execute strategies for content that supports SEO goals in partnership with Content Development and Digital Marketing teams.  Completes extensive research of keywords and manages keyword reporting. 
  • Regularly reviews new advancements in SEO and develops implementation strategies based on opportunities. Closely monitors algorithm updates and anticipates future shifts in SEO best practices. 
  • Use website and web analytics tools to monitor and evaluate search results and performance across the major search channels and optimize search results for key branded and generic terms.
  • Develops and performs scheduled site audits to ensure the proper functionality of all web-related sites for functionality as well as optimization for improved search rankings. Utilizes analytic and diagnostic tools to identify and troubleshoot page errors, browser-related issues, missing or abandoned links.   Leads the definition of SEO requirements through Site Development and oversees QA implementation.
  • Works collaboratively with Content Development team to ensure that on-page content maximizes potential SEO benefit. Helps to develop content campaigns based upon strategically relevant keywords.
  • Provides ongoing reporting related to SEO traffic, keyword ranking, conversions by keyword, page indexing, inbound links. Forecast SEO project timelines and resourcing as needed to support future opportunities.
  • Manage business relationships and partner with platform technology vendors and agencies in strategic and day-to-day channel management.

 

SCOPE & IMPACT: 

Responsible for optimization of 20% of LZB.com traffic and organic traffic growth in the range of 20-30%

MINIMUM REQUIREMENTS: 

  • BA/BS/BFA degree in Marketing or related field with 4 - 6 years of relevant experience, or equivalent.
  • Deep understanding of how search engines work, and how to optimize websites to be ranked highly by search engines including expert knowledge in all of the following: site maps, robots files, URL structures, crawler issues, indexing problems, algorithm changes, metadata use, SEO copy writing, link research, link building, back-link analysis, anchor link analysis, broken links, cross linking, 301 redirects, etc.
  • Demonstrated keyword advancement and high rankings on revenue generating terms through tactical implementations.
  • Excellent analytical skills to understand consumer and usage data; knowledge of segmentation, testing and measurement techniques.
  • Up to 5% travel.

PREFERRED REQUIREMENTS: 

  • Experience with industry tools (Deep Crawl, Majestic, Moz, Ahrefs, SEMRush, Bright Edge, Adobe Analytics, Google Analytics, Google Search Console, ScreamingFrog)
  • Familiarity with HTML, PHP, and JavaScript

SUPERVISORY RESPONSIBILITIES: None

 

PHYSICAL DEMANDS/WORK ENVIRONMENT:

Office environment/no specific or unusual physical environmental demands.

 

CORE ATTRIBUTES:

Communicate Transparently

Lead the Team

Impact and Influence

Deliver Results

Coach and Develop

OTHER DUTIES:  Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the incumbent for this job.  Duties, responsibilities and activities may change at any time with or without notice.

 

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