SEO/CX Performance Analyst

The SEO/CX Performance Analyst establishes content SEO goals, develops optimization strategies and frameworks, oversees quantitative and qualitative analytics activities across multiple service lines, and implements proven SEO tactics to maximize Novant Health’s online presence and performance. The analyst serves as the subject matter expert on SEO/CX and web-related analytics, insights and performance measurement. This position will report into the Novant Health marketing team’s digital experience group, but will work closely with the greater marketing, communications, and digital solutions teams to create, launch and measure SEO and CX tactics that drive business priorities and customer experience. This position plays a key role through influencing client decisions and making sound recommendations to maximize business results.

At Novant Health, one of our core values is diversity and inclusion. By engaging the strengths and talents of each team member, we ensure a strong organization capable of providing remarkable healthcare to our patients, families and communities. Therefore, we invite applicants from all group dynamics to apply to our exciting career opportunities. 

• Education: 4 Year / Bachelors Degree in marketing, communications, journalism, technology, business or related field, required. Graduate Degree, preferred.
• Experience: 5 years of experience with search optimization, and quantitative and qualitative analysis activities, required.
• Licensure/certification/registration:Google Analytics, Qualtrics CustomerXM Expert and Certified Microsoft Office Specialist for Excel, preferred.
• Additional skills required:
  • A working understanding of PPC, Display Media, Affiliates, Feeds, Mobile, Social and Attribution.
  • Knowledge of basic server functions, HTML and the definitions and SEO implications of advanced website techniques, and effective use of Google Tag Manager.
  • Familiarity with SEO reporting platforms with a strong focus on Google Analytics and Business Intelligence.
  • Should be an expert in SEO platforms such as SEMRush, Ahrefs, Screaming Frog, Deepcrawl, etc.
  • Ability to travel to multiple facilities/locations as needed.
• Additional skills preferred: Proven knowledge of website technologies such as platforms and content management systems. A strong understanding of analytics/business intelligence tools such as Datorama, Tableau and Cognos. Knowledge and understanding of SalesForce Marketing Cloud journey management and attribution.

Essential Functions

• Responsible and accountable for planning, managing, executing and measuring multiple SEO/CX/Analytics initiatives, including but not limited to account setup, strategy development, organization, and goal management.
• Work closely with client stakeholders and internal, cross-functional teams to understand strategic revenue drivers, identify SEO strategies, and track key performance indicators.
• Provide thought leadership and perspective for adoption where appropriate.
• Measure and report performance of digital marketing campaigns, organic traffic and on-site experience, and assess against established business goals.
• Coordinate with digital team’s Enterprise SEO/Analytics Lead on unified SEO strategies
• Collaborate with digital and VoC teams on performance measurement tests and research initiatives and monitor SEO and CX platforms and tool sets (such as Google Search Console and Qualtrics XM).
• Proactively review and analyze the organization’s digital assets for areas that need to be improved, revised, or deleted to maximize efficiency.
• Provide SEO/SEM expertise for keyword research, reporting, linking campaigns, conversion goals, on-page optimization, local search, image and video optimization, digital asset optimization, and mobile search.
• Develop and oversee tactical and strategic deliverables around link building, content development, and site analysis.
• Monitor trends on SEO best practices and techniques to ensure top website ranking and identify new opportunities and maximize owned vs. paid media. Keep abreast of white hat and black hat tactics so as not to violate search engine guidelines.
• Proactively perform quantitative and qualitative analysis on key performance indicators and make content recommendations based on performance.

Will assist in writing and evaluating effective SEO content that includes, but not limited to headlines, body copy and general website assets. Perform other website related duties as necessary. Work with third-party agencies as necessary to create fully integrated campaigns.

It is the responsibility of every Novant Health team member to deliver the most remarkable patient experience in every dimension, every time.

• Our team members are part of an environment that fosters team work, team member engagement and community involvement.
• The successful team member has a commitment to leveraging diversity and inclusion in support of quality care.
• All Novant Health team members are responsible for fostering a safe patient environment driven by the principles of "First Do No Harm".