1. Search Engine Optimization/Marketing Specialist Job Description
About LocalDirective
LocalDirective is a digital marketing agency that creates powerful online presences for our
clients. We specialize in developing or revitalizing high-converting websites, search engine and
other forms of online marketing, search engine optimization, and we also provide email
marketing and social media marketing. As a company, we see our role as that of developing
and maintaining deep knowledge about all things online, helping our clients become aware of
new solutions that may benefit them, and helping them exceed their online marketing
performance goals. We are nimble, we are fast and we deliver exceptional results. If you are a
person that can fill these big shoes, let’s talk!
Search Engine Optimization Specialist Position Overview
The Search Engine Optimization Specialist is responsible for day-to-day management of ongoing
search engine optimization programs, both on-site and on-page, as well as off-site, including
link building, content development and social media integration. In addition, this role may have
assigned client work in Social Media Marketing, Paid Online Marketing on multiple platforms
and Website Development. You are accountable to the client and to the Director of Online
Marketing overseeing assigned programs to deliver superior results. This role combines several
competencies: (1) Search engine optimization knowledge; (2) Social Media Marketing
knowledge, and (3) General online marketing knowledge that includes search engine marketing
and website content development & project management.
At full capacity, you would manage a number of existing clients across multiple industries and
of multiple budgets, with responsibility for maintaining and improving performance (organic,
social or paid) to achieve target imputed ROI within set budgets. A portion of your work might
involve managing new websites through the development process, including content-writing
optimized for high conversions.
This is a virtual position, so only self-starters that are very disciplined and organized need apply.
If you love making detailed lists and get a sense of satisfaction from ticking off each completed
task, you have the necessary attention to detail for this job. For those hardy souls, there is
some degree of flexibility in hours, dependent primarily on the needs of your assigned clients.
Also, after one year of service, up to five percent of your time may be used to assist the nonprofit organizations of your choice with online marketing. You are required to continually grow
your knowledge and skills, and have enough interest in the discipline of online marketing to do
this on your own time. After a period of learning, all LocalDirective employees help grow the
company through writing articles for internal and external blogs, making content updates to
our corporate website, writing proposals, speaking at conferences and seminars, generating
leads by networking and referring new clients, etc. This position includes a peer-review
evaluation after a four-month ramp-up period.
2011 LocalDirective Confidential
12/2/2013
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2. Job Requirements
Search Engine Optimization | Social Media Marketing
 Consistently demonstrates a good understanding of search engine optimization theory,
including being well-versed in trends and most effective current methods.
 Perform all aspects of keyword research in coordination with client business objectives
to optimize existing content and uncover new opportunities.
 Quickly discovers and explores new opportunities, such as Social Media Marketing, and
is a user of Google+, Slideshare, Twitter, Facebook, Digg, and other sites.
 Possesses a strong understanding of the Google Analytics program.
 Has a moderate level understanding of various markup languages (HTML5, etc) used in
web design, a moderate level of understanding with CMS tools (Joomla and WordPress)
and has some familiarity with Dreamweaver and Photoshop.
 Understands technical aspects of a website and impact on search engine performance.
 Understands social / user-generated content and how to develop, harness and leverage
it for improved marketing results and inbound lead generation.
 Is deeply familiar with and follows Google best practices for Search Engine optimization.
 Has demonstrated ability to effectively and consistently raise clients higher in SERPs to
maintain long-term ranking for both national and local companies.
 Utilizes strategic planning to implement SEO tactics while balancing with flexibility to
meet the changing demands of search engines.
 Experienced in use of a diversity of media and the technical implications of this (e.g.
video, blended search, social search, mobile).
Search Engine & Online Marketing Skills | Email Marketing Skills
 Consistently demonstrates in-depth understanding of search engine marketing theory
and practical methods demonstrated through achievement of superior results.
 Has knowledge of and some experience with a wide variety of online marketing
products, including search engine platforms, various display advertising networks, etc.
 Can effectively lay out landing pages and can write strong direct marketing content that
is supported by an in-depth knowledge of conversion optimization theory.
 Understands the integrated nature of various channels of online marketing and is able
to collaboratively develop programs with internal and external team members.
Marketing Copywriting & Content Development Skills
 Demonstrates strong understanding of direct marketing copywriting, ideally for both
online and offline media.
 Deeply skilled and experienced in persuasive copywriting for all types of business and
consumer market segments.
 Has deep understanding of information hierarchies and can develop site architectures
that are logical and effective.
 Understands eye-tracking theory, can develop general wireframe layouts based on
templates or ‘inspiration’ sites, and direct graphic designers through design process.
Client, Project & Task Management Skills
 Understands business models and how clients make money from their products &
services.
 Can manage multiple client programs with limited to no supervision.
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Manages work by establishing priorities, timelines, milestones and component tasks,
and then consistently achieves these targets on time.
Leads or participates in the planning, set-up and initiation of new search engine
optimization and other marketing programs.
Works effectively with internal and outsourced team members.
Is constantly seeking to improve efficiency and effectiveness of processes.
Is familiar with automation tools to manage tasks, activities and time, and can easily
adapt to 100% usage.
Marketing Skills
 Strong understanding of theory and application of marketing fundamentals.
 Good understanding of online consumer behavior, emerging trends and has well
thought out ideas about how they can be applied in a marketing context.
 Insight into emerging developments in marketing communications, including social
media, user-generated content, or other online marketing tools.
 Keeps current knowledge on online marketing effectiveness research.
 Regularly generates ideas and initiatives to expand capabilities at LocalDirective.
Qualifications
 3+ years SEO experience with demonstrated results.
 2-3 years of SEM or SMM experience with demonstrated results.
 Understands of wide range of technical components (HTML, CSS, JavaScript, HTTP, etc).
 Has demonstrated strong link-building skills.
 Strong content development skills, including both a SEO focus and a conversion focus.
 Preference for undergraduate degree with outstanding credentials.
 Preference for owning business / previous entrepreneurial adventure experience.
 Experience in layout of web pages, interface design (usability) and information
architecture.
 Is able to discuss online advertising programs and search engine optimization intricacies
with executive and business owner clients credibly and persuasively.
Personal Characteristics
 Exceptionally strong self-organization skills.
 Exhibits incredible multi-tasking capabilities.
 Demonstrates a sense of urgency and is visibly proactive in accomplishment of work.
 Exhibits strong curiosity about how all things internet work.
 Excellent problem solving and critical thinking skills.
 Focuses on continual improvement in skills, knowledge, processes used, etc.
 Has a strong sense of satisfaction from creating and completing to-do lists.
 Superior written and verbal communication skills.
 Confident demeanor and is able to quickly establish and maintain credibility with clients.
 Demonstrates leadership skills, confidence and a high level of maturity.
 Is willing to commit personal energy and time to continual learning.
 Spends lots of free time online.
2011 LocalDirective Confidential
12/2/2013
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