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Search Marketing Analyst
Kohls
Menomonee Falls, WI, United States
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Job Description
Search Engine Optimization Analyst
BUSINESS IMPACT STATEMENT
Responsible for maximizing the volume of inbound organic traffic from search engines to Kohls.com through a combination of on and off-page techniques including link building, metadata sculpting, content strategy, social media outreach, information architecture and more. This role works in a dynamic environment and collaborates with internal, agency and vendor partners to achieve goals.
ACCOUNTABILITIES
Reporting & Keyword Research
• Responsible for measuring, reporting and evaluating results of all SEO activity
• Manage Kohl’s keyword campaigns within Bright Edge. Research and analyze trends and performance data to identify opportunities for program improvements and enhancements
• Ongoing communication and relationship management with key internal stakeholders and external agency partners around project development, timelines and results
• Monitor, track and research search volume for all keywords campaigns
• Optimize existing on page content including but not limited to metadata
• Provide perspective on ad-hoc questions, provide recommendations and execute keyword strategies for content development in coordination with SEO goals
• Report on traditional SEO KPIs using Omniture & Bright Edge platforms
• Manage ongoing maintenance and evaluation of category level business health and proactive analysis, metrics, reporting, dashboards and performance insights
Internal Linking & Site Indexation
• Responsible for optimizing site link architecture aiding in new page discovery, passing value for SEO and conversion funnel migration
• Oversee SEO technical projects to ensure search engine robots crawl both kohls.com and m.kohls.com and index the site and pages as intended
• Includes technical oversight of URL structures, pagination, canonical tag implementation, Schema.org markup, XML sitemap, meta data, crawl errors, robots.txt, redirect strategies, search console management, status code audit (4xx, 5xx, 302 and redirect chains), regular site audits and code validation
• Identify new opportunities for back-end content optimization (page source code)
• Link management following all best practices for the sites link architecture as well as links for amplification in paid media or any other evolution that drives return for the organization
• Managing user experience for search bots, SERP listings, search engine bounce rate, search engine pages viewed, landing page design, search bot crawl management, Mobile page load time, Above the fold content, competitive gap analysis, share of voice management
Local SEO
• Manage administration & promotion of Kohl’s local store information and content across all digital channels
• Develop local strategies to grow Kohl’s stores visibility through tactics while adhering to local search best practices
• Manage on and off-site local content including Kohl’s promotions, store location details and operating hours
QUALIFICATIONS
Required
• 2-3 years SEO experience
• Knowledge of HTML/CSS and website administrations
• Working knowledge of website analysis using a variety of analytics tools including Google Analytics as well as Brightedge, keyword tools and other SEO platforms.
• Proficiency within Microsoft Office Suite, specifically Excel and PowerPoint
Preferred
• Bachelor’s degree
• Consumer retail experience
Special Requirements
• N/A
This describes general information about the position however should not be considered comprehensive. Our company reserves the right to modify job duties or descriptions at any time. This is not an employment contract.