Do you love marketing, SEO, and leading a team? This may be a good fit for you. Check out the job description, and if you think you may be a fit, send your resume and cover letter to lisa.maier@localdirective.com.

1. 2013 LocalDirective Confidential Apr-14 1
Search Engine Optimization Manager Job Description
About LocalDirective
LocalDirective is a digital marketing agency that creates powerful online presences for our clients.
We specialize in developing 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 Manager Position Overview
The Search Engine Optimization Manager 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 optimization. You are accountable to the client
and to the CEO to deliver superior results for assigned programs, both those you directly fulfill and
those for which you direct and oversee others’ work. This role combines four competencies: (1)
Search engine optimization technical knowledge; (2) Varying levels of knowledge of several
disciplines including Social Media Marketing, Website Development, Search Engine Marketing &
Paid Advertising in all major search engines, Email Marketing, and Online PR Marketing; (3) People
& Task Management that includes direction and oversight of both in-house resources and
outsource/offshore resources; (4) Client & Project Management.
At full capacity, you would directly or indirectly manage a number of existing clients across
multiple industries and of multiple budgets, with responsibility for maintaining and improving
organic performance to achieve KPIs, including a target ROI for marketing dollars spent.
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. Additionally, you must be extremely
effective at delegation and task management in a fast paced environment. For those hardy souls,
there is some degree of flexibility in hours, dependent primarily on the needs of clients. Also, after
one year of service, up to five percent of your time may be used to assist the non-profit
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.

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Job Requirements
People Management, Leadership & Executive Management Skills
 Has maturity and demonstrated managerial knowhow to oversee day-to-day activities of
employees/contractors, even in a virtual environment, so as to deliver superior results.
 Assures client programs are executed in an expert, timely and professional manner and
that results are always above market average.
 Can train and coach others to expertly manage multiple client projects, including
developing and executing on strong plans with goals, milestones and priorities to finish
projects on time, at budget and with high quality.
 Effective delegation and task management oversight for internal and outsourced resources.
 Provides thought leadership within LocalDirective and within industry.
 Participates in the development of company strategy and tactics.
 Proven effectiveness at achieving company goals through individual efforts and by leading
and orchestrating the efforts of others.
 Achieves client attainment, retention and loyalty goals.
 Demonstrates strong capabilities of resource management for cost/efficiencies goals.
 Brings good judgment and broader perspective to highly charged and active environments.
 Is willing to rally the team around and become individually certified through our Market
Motive Online Training program.
Search Engine Optimization | Social Media Marketing
 Excellent understanding of search engine optimization theory, including being well-versed
in trends and most effective current methods.
 Expertise in keyword research that achieves client business objectives and that identifies
new keyword opportunities.
 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.
 Quickly discovers, explores and tests new SEO opportunities within an established SEO
community of users.
 Experienced in use of a diversity of media and the technical implications of this (e.g. video,
blended search, social search, mobile).
 Possesses a strong understanding of the Google Analytics program and how to measure
performance against goals using this tool.
 Has a demonstrated ability to create custom views/reports, segments, filters and other
advanced features of Google Analytics.
 Has an excellent level understanding of various markup languages (HTML5, etc) used in
web design, a good level of understanding with CMS tools (Joomla and WordPress),
excellent understanding of servers & web hosting, including security issues, and has is
familiar with Dreamweaver and Photoshop.
 Has a moderate level of understanding of various programming languages (php, asp.net,
jquery, java, etc.).
 Understands all technical aspects of a website and impact on search engine performance.
 Understands the growing importance of social / user-generated content and how to
develop, harness and leverage it for improved performance.

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 Understands difference between Social Media Optimization and Social Media Marketing,
and has expertise in developing strategy and tactics for each.
Search Engine & Online Paid Advertising 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 and some experience with a wide variety of online marketing products,
including search engine platforms, various display advertising networks, social advertising
platforms, etc.
 Can effectively lay out landing pages and can write strong direct marketing content.
 Understands conversion optimization theory and proper A/B and multivariate testing
methods.
 Understands the integrated nature of various online marketing channels and is able to
collaboratively develop programs with internal/external team members.
 Understands business models and how clients make money from their products & services.
 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.
 Has a broad knowledge of the marketing model, from determining target market segments,
to determining the needs of those segments and by identifying revenue growth channels.
Client, Project & Task Management Skills
 Can complete analysis of budgets, ROI, cost per lead and more, as needed to evaluate
client advertising and marketing programs.
 Is able to communicate to each client at his or her level of knowledge, and sufficient such
that it is clearly understood what we are doing and why, including management of client
expectations.
 Understands business models and how clients make money from their products & services.
 Can manage multiple client programs with limited to no supervision.
 Manages work of selves and others by establishing priorities, timelines, milestones and
component tasks, and then consistently achieves these targets on time.
 Leads 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.
 Monitors attainment of performance goals of all client programs on an ongoing basis.

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Qualifications
 4+ years management experience with superior delegation and task-management skills.
 4+ years SEO experience with demonstrated results.
 Understands of wide range of technical components (HTML, CSS, JavaScript, HTTP, etc) and
has some level of expertise in several areas.
 Has demonstrated strong link building skills.
 Strong content development skills, including both a SEO focus and a conversion focus.
 Limited SEM, SMM, Email Marketing 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 clients credibly and persuasively.
 Undergraduate degree with outstanding credentials.
 Preference for graduate degree.
 Preference for owning business / previous entrepreneurial adventure experience.
Personal Characteristics
 Exceptionally strong self-organization skills.
 Exhibits incredible multi-tasking capabilities.
 Demonstrates a sense of urgency.
 Exhibits strong curiosity about how all things internet work.
 Excellent problem solving and critical thinking skills.
 Focuses on continual improvement in skills, knowledge, processed 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.