SEO and Digital Marketing Specialist

Duties & Responsibilities

SEO and Web Performance

• Develop and implement a modern search optimization strategy to improve visibility and rankings for online programs across search engines.
• Support efforts to standardize digital performance reporting across colleges while streamlining operations by reducing duplicative SEO contracts campus-wide.
• Optimize site structure, metadata, and content for usability, accessibility, and SEO performance for Illinois Online website.
• Collaborate with campus web support and IT partners to ensure proper implementation of SEO best practices.
• Monitor search performance trends and recommend content and structural improvements based on analytics.
• Provide SEO consultations for designated departments or programs as directed by the Office of the Provost.

Digital Marketing and Content Strategy

• Coordinate with other StratCom colleagues on Illinois Online content creation and optimization across web and social media channels.
• Collaborate with StratCom team members and colleges to develop targeted digital marketing campaigns that drive awareness and conversions for online offerings.
• Cultivate content-led SEO by identifying gaps in the prospective student journey (e.g., tuition info, career outcomes).
• Support storytelling efforts by showcasing faculty innovation, student success, and program impact through optimized content.
• Ensure all content adheres to Illinois branding, voice, and accessibility best practices

Analytics and Reporting

• Track website traffic, search performance, and conversion metrics using Google Analytics, Tag Manager, Search Console, and related tools.
• Develop and maintain dashboards that inform data-driven decisions about online program marketing priorities and site enhancements.
• Report regularly on ROI and provide actionable recommendations to improve engagement and lead generation to OOL, campus partners and leadership.
• Stay informed of digital marketing trends, higher education SEO strategies, and evolving search behaviors in online education.
• Conduct keyword research and trend analysis to inform content strategy, landing page development, and program promotion.

Collaboration and Institutional Alignment

• Work collaboratively with StratCom, OOL, academic units, and Illinois Online leadership to ensure consistent messaging and alignment with enrollment goals.
• Attend weekly OOL team meetings and meet with the OOL Program Manager as needed to consult on campus SEO service model.
• Provide guidance on digital content best practices during website updates and content management processes.
• Contribute to shared marketing initiatives and support cross-functional campaign execution as needed.
• Partner with the Analytics & Alignment team within StratCom on SEO best practices and contribute to training or documentation as needed.
• Assist with other StratCom marketing projects as capacity allows.