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SEO Specialist

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La-Z-Boy Incorporated
Published
August 10, 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-Boy.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%

MINIMIUM 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.

     

     

PREFERED 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

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