Search Engine Optimization Analyst

HealthPartners is hiring for a full-time Search Engine Optimization Analyst.

POSITION PURPOSE:

HealthPartners is the largest consumer-governed, nonprofit health care organization in the nation, providing care, coverage, research and education to improve the health of members, patients and the community.

As part of the Web & Mobile Experience team, the Search Engine Optimization Analyst will optimize our main digital properties for both content and technical SEO needs. In addition, this role may be required to perform additional SEM duties including campaign creation, analysis and optimization.

ACCOUNTABILITIES:

The Search Engine Optimization Analyst will execute on-page and off-page search tactics in order to improve the visibility of the HealthPartners brands. S/He will work closely with multiple internal business teams in Marketing & Communications and Web & Mobile Experience across HealthPartners and its entities.

Specific responsibilities include:

1. Conduct keyword and topic research to understand consumer intent among relevant target audiences.

2. Develop and implement data-driven SEO/GEO content outlines and content plans.

3. Develop on-page optimization and information architecture recommendations focused on improving the customer search experience.

4. Create geo-targeted SEO/GEO recommendations to help clients achieve local search visibility.

5. Integrate SEO/GEO best practices with content, social and search advertising.

6. Uncover opportunities through Adobe Analytics and provide recommendations to relevant teams.

7. Analyze competitor websites and pages to assess competitive gaps and recommend actions to help our clients be more successful in search.

8. Partner with marketing team members across the organization to ensure search best practices are top of mind in content creation.

9. Report regularly to leaders, stakeholders, and peers on organic search performance.

10. Develop and execute off-site optimization plan.

11. Analyze and optimize website architecture for search improvement opportunities.

12. Engagement within the local and national SEO/GEO community to stay current on trends and best practices.

13. May perform daily, weekly and monthly performance monitoring to understand the performance of campaigns, make bid adjustments and continually optimize for improved performance.
    
    

14. May perform analysis and proactive identification of optimization opportunities to improve spend effectiveness and to ensure each campaign is meeting its goals.
    
    

15. May create and implement new pay-per-click (PPC) campaigns, ad copy and landing page recommendations.

REQUIRED QUALIFICATIONS:

• Bachelor's Degree in marketing, business, or other related field or equivalent experience.

• Minimum 3 years of search engine optimization experience (blend of technical and content expertise preferred).

• Proven ability to complete projects on time and within budget.

• Communicates well and collaborates well with team members.

• Self-starter, curious and eager to learn, demonstrating openness to feedback and coaching, and well organized.

• High attention to detail, critical-thinking and problem-solving skills.

• Skills in quantitative and qualitative analysis as well as written and verbal communication, with the ability to use Excel and PowerPoint to tell stories with data and visuals, tailoring communications to fit various audiences and levels.

• Proficient with:

  • Adobe Analytics or Google Analytics

  • Keyword research tools: AdWords Keyword planner, Google Trends

  • Google Search Console (Webmaster Tools)

  • Ahrefs

  • Moz and Open Site Explorer

  • Screaming Frog

PREFERRED QUALIFICATIONS:

• Healthcare or consumer brand experience

• Adobe Analytics experience

• Enterprise SEO/GEO tool (BrightEdge, Conductor)