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.