SEO Strategist for Brand and Reputation (Digital Marketing Specialist)

Indiana University - Indianapolis, IN

Full-time - Mid Level

Indianapolis, IN

Ambulatory Health Care Services

About the position

The Department of Communications and Marketing at Indiana University is seeking a Vice President to lead our efforts in enhancing the university's brand and reputation both locally and globally. This role is pivotal in driving our digital presence and ensuring that our marketing strategies align with our mission to elevate our online visibility. The Vice President will be responsible for designing and implementing effective SEO strategies that are tailored to our brand goals. This includes conducting technical SEO audits, optimizing website content, and utilizing various tools to track performance and make data-driven decisions. The position requires a deep understanding of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles and the ability to apply Generative Engine Optimization (GEO) strategies to attract AI crawlers. In addition to SEO responsibilities, the Vice President will plan, analyze, and develop comprehensive marketing strategies to promote Indiana University through digital channels. This includes reviewing and analyzing usage trends, consulting with various stakeholders to determine high-level strategies, and collaborating with marketing and web teams to create targeted marketing campaigns. The role also involves ensuring that all digital marketing efforts align with the university's mission, strategies, and brand guidelines, while designing user experience interfaces that provide consistent and engaging platforms. The ideal candidate will possess a combination of education and experience, with a required Bachelor's degree in Marketing, Data Science, Information Systems, Informatics, or a related field. A Master's degree is preferred, along with at least three years of relevant work experience, particularly in SEO and brand management. Proficiency in communication, project management, and analytical skills is essential, as well as familiarity with tools such as SEMRush, Google Analytics, and structured data from Schema.org. The role requires flexibility to work in a fast-paced environment and a commitment to quality and professionalism.

Responsibilities

• Design and implement effective SEO strategies tailored to brand and reputation goals.
• Conduct technical SEO audits and provide actionable recommendations.
• Implement E-E-A-T strategies across the university's web space.
• Optimize website content, images, and other on-page elements.
• Perform keyword research to identify opportunities for content development.
• Implement structured data markup using Schema.org.
• Utilize tools like SEMRush, Screamingfrog, Siteimprove, Google Search Console, and Google Analytics to track performance and make data-driven decisions.
• Apply Generative Engine Optimization (GEO) strategies to attract AI crawlers.
• Generate and present detailed SEO performance reports to management.
• Collaborate with marketing and web development teams to ensure SEO best practices are integrated into all digital activities.
• Plan, analyze, and develop marketing and creative strategies to promote Indiana University through digital channels.
• Review and analyze usage trends and effectiveness of digital marketing strategies, determining and implementing changes as necessary.
• Consult with staff, faculty, colleagues, departments, and/or other stakeholders to determine high-level strategies for specific programs, goals, audiences, and objectives.
• Collaborate with marketing and web teams to identify a target market and create a marketing campaign for digital technologies.
• Ensure alignment with university mission, strategies, objectives, and brand guidelines across all digital marketing platforms and content.
• Design user experience interfaces to ensure consistent and engaging platforms.

Requirements

• Bachelor's degree in Marketing, Data Science, Information Systems, Informatics, or related field (required).
• Master's degree in related field (preferred).
• 3 years of experience in a relevant field (required).
• Experience in SEO, with a focus on brand and reputation management (preferred).
• Experience with optimizing content for AI Assistants (preferred).
• Experience with AI tools like ChatGPT, Microsoft Copilot, or Google Gemini (preferred).
• Proficient communication skills (required).
• Demonstrates time management and priority setting skills (required).
• Demonstrates analytical skills (required).
• Demonstrates project management skills (required).
• Strong verbal communication and listening skills (required).

Nice-to-haves

• Demonstrates proficiency in SEMRush, Screamingfrog, Siteimprove, Google Search Console, and Google Analytics (preferred).
• Working knowledge of HTML, CSS, and structured data from Schema.org (preferred).
• Keen understanding of E-E-A-T principles (preferred).
• Knowledge of Generative Engine Optimization (GEO) strategies (preferred).

Benefits

• Multiple plan options for medical insurance
• Dental insurance
• Health Savings Account with generous IU contribution
• Life insurance, LTD, and AD&D options
• Base retirement plan contribution from IU, subject to vesting
• Additional supplemental retirement plan options
• Tuition benefit for IU classes
• 10 paid holidays per year
• Generous Paid Time Off
• Paid Parental Leave
• Employee Assistance Program (EAP)