SEO & Ads Analyst
R+L CarriersSEO & Ads Analyst responsibilities and essential job functions include, but are not limited to the following
Develop semantic SEO strategies that build topical authority across priority content areas.
Build topical maps, content hubs, and topic clusters around entities, search intent, subtopics, and related queries
Analyze entities, SERP patterns, search intent, and customer language to determine the right content structure, page type, and topical coverage.
Identify topical gaps, content overlap, cannibalization, orphaned pages, weak clusters, disconnected content, and internal linking opportunities.
Create SEO content briefs that translate keyword, entity, SERP, and intent research into clear outlines for writers.
Define primary topics, secondary topics, related entities, FAQs, internal links, trust signals, and conversion opportunities within content briefs.
Review content for search intent alignment, topical depth, entity coverage, semantic completeness, clarity, usefulness, internal linking, and conversion opportunities.
Design internal linking strategies that connect pillar pages, supporting articles, service pages, category pages, and conversion-focused pages.
Use descriptive anchor text and content architecture recommendations to strengthen topical relationships, improve crawl efficiency, and clarify site hierarchy.
Audit content for E-E-A-T, accuracy, originality, page purpose, trust signals, expert review, citations, credentials, reviews, and user usefulness.
Apply SEO best practices related to crawlability, indexation, canonicalization, URL structure, schema, headings, internal links, and content architecture.
Evaluate landing pages for search intent match, message clarity, trust signals, conversion readiness, and alignment between ad copy, SEO content, and user expectations.
Manage and optimize Google Ads campaigns that support lead generation, priority services, and conversion goals.
Build, launch, and maintain paid search campaigns, including campaign structure, ad groups, keywords, negative keywords, ad copy, and landing page alignment.
Conduct paid keyword research to identify high-intent search terms, customer language, and bottom-of-funnel opportunities.
Review search term reports to identify keyword opportunities, negative keywords, wasted spend, content gaps, and landing page needs.
Monitor and report on paid search performance, including CPC, CTR, conversion rate, cost per lead, ROAS, impression share, and lead quality.
Recommend campaign optimizations based on performance data, search intent, ad relevance, landing page experience, and conversion goals.
-
Align Google Ads campaigns with SEO strategy, content planning, landing pages, and broader marketing priorities.
Qualifications, Knowledge, Skills, and Abilities:
2+ years of experience in Semantic SEO, content strategy, digital marketing, or organic search.
Experienced in SEO content planning, including briefs, topic clusters, topical maps, content hubs, or related planning materials.
Strong understanding of semantic SEO, search intent, SERP analysis, entity-based SEO, and content architecture.
Knowledgeable in internal linking, site structure, crawl efficiency, page purpose, E-E-A-T principles, content quality, trust signals, and user usefulness.
Ability to evaluate existing content for quality, structure, relevance, internal linking, and SEO improvement opportunities.
Familiar with tools such as Google Search Console, GA4, Google Ads, Ahrefs, Semrush, Screaming Frog, Surfer, Clearscope, MarketMuse, AlsoAsked, InLinks, or similar platforms.
Strong writing, editing, analytical, communication, organization, and problem-solving skills.
Ability to explain SEO recommendations clearly and practically to team and leadership.
Ability to work independently while collaborating cross-functionally with other teams.
Ability to manage multiple priorities in a fast-paced environment with changing business needs.
Ability to read, write, and speak English fluently.