What are the responsibilities and job description for the SEO Specialist position at HOPCo?
ESSENTIAL FUNCTIONS
- Execute leading-edge SEO practices: on-page, off-page, and technical optimization, including metadata, schema, internal linking, and site speed.
- Own and optimize all aspects of local SEO, including management and enhancement of Google Business Profile for top-tier map pack rankings and NAP consistency across directories.
- Develop and implement GEO strategies to maximize brand visibility in generative AI, ensuring content is structured for both search engines and LLMs (large language models).
- Build, edit, and troubleshoot WordPress-based websites and landing pages; ensure all technical SEO requirements are met and new deployments follow current best practices.
- Conduct comprehensive keyword research, competitive analysis, link-building, and content optimization for both classic and generative search contexts.
- Analyze website performance via GA4 and advanced analytics tools such as Ahrefs, Screaming Frog, SEMrush, and similar; generate actionable reports for monthly and ad hoc review.
- Present findings and strategy recommendations to the marketing team, translating data into impactful marketing actions.
- Proactively monitor SEO and generative search trends, algorithm shifts, and competitor activity to refine and defend rankings and share of voice.
- Maintain close collaborative relationships with internal teams, contractors, and external vendors where appropriate.
EDUCATION
- Bachelor's degree in Marketing, Communications, Computer Science, or a related discipline—or equivalent education and proven experience.
EXPERIENCE
- Minimum 3–5 years of relevant SEO experience, with demonstrated expertise in Local SEO, including Google Business Profile management and directory optimization.
- Documented success executing strategies for generative AI or similar GEO-focused search environments.
- Strong background using WordPress for page building, content editing, and troubleshooting.
- Experience managing analytics platforms (GA4, Ahrefs, Screaming Frog, SEMrush, etc.) and generating strategic recommendations from data.
REQUIREMENTS
- Advanced competency in SEO, GEO, and Local SEO techniques for healthcare or service industries.
- High proficiency with WordPress (building, editing, troubleshooting).
- Expertise with analytics and SEO reporting platforms (GA4, Ahrefs, Screaming Frog, etc.).
- Strong communication and interpersonal skills, with ability to translate complex data/strategy to multiple audiences.
- Proven ability to work productively and collaboratively as part of a cross-functional team.
KNOWLEDGE
- In-depth understanding of search engine algorithms, AI-driven search, generative engine optimization, schema, and medical SEO best practices.
- Awareness of emerging trends in local and generative search, including Google Business Profile, AI indexing, and LLM optimization.
- Familiarity with technical SEO processes and WordPress technical stack.
- Ability to use analytics and reporting platforms to drive strategy and measure ROI.
SKILLS
- Excellent written and verbal communication.
- Skilled in deriving insights from technical and marketing analytics.
- Project management and time management in fast-paced, multi-project environments.
- Strong troubleshooting and problem-resolution skills.
ABILITIES
- Ability to lead and execute complex SEO, GEO, and Local SEO projects from conception through reporting.
- Ability to educate and guide organizational stakeholders in evolving digital search trends.
- Ability to analyze, present, and act upon data from multiple sources toward marketing team goals.
ENVIRONMENTAL WORKING CONDITIONS
- Normal office environment (hybrid or remote eligible).
PHYSICAL/MENTAL DEMANDS
- Requires sitting and standing associated with a normal office environment.
- Some bending and stretching required.
- Manual dexterity using a calculator and computer keyboard.
ORGANIZATIONAL REQUIREMENTS
- HOPCo Mission, Vision and Values must be acknowledged and adhered to
This description is intended to provide only basic guidelines for meeting job requirements. Responsibilities, knowledge, skills, abilities and working conditions may change as needs evolve.