Job Description
Essential Duties and Responsibilities: Other duties as assigned.
· Own all search engine optimization efforts (on-page, off-page, and technical) across the Melton companies’ web properties and implement optimal strategies.
· Execute extensive, constant, and effective keyword research relevant to the Melton companies’ goals and website performance objectives.
· Write original content, optimize keywords, and perform split testing on websites/landing pages tailored to our SEO objectives and target audience.
· Perform competitor studies and implement website changes to enable Melton web properties for higher engagement, ranking, technical performance, and overall share of voice.
· Work extensively in Wordpress on all Melton company websites to optimize content, modify user experience, site structure, technical performance, and more.
· Identify trends and actionable insights based on search engine algorithm updates and best practices.
· Aid in optimizing search campaigns (Google Ads) including new keyword research, keyword performance monitoring, and negative keywording.
· Encourage external sites to link back to Melton content and implement internal linking where appropriate.
· Collaborate across departments or with vendors for expert knowledge and assistance in developing new copy for the websites as well as assistance in technical matters.
· Analyze and review all Melton web properties for improvements and scrub both copy/media as well as the user experience for necessary changes.
· Collect, analyze, and present traffic and engagement data for advertising, media, and content development.
· Write company press releases and distribute to vendors, with marketing team, and to web properties.
· Own the development and distribution of the OpenLine (company newsletter) and other internal and external email marketing campaigns.
· Integrate the marketing team’s content marketing strategies into SEO and website administration.
· Own the development and maintenance of all customer/freight and Logistics-related print and digital materials.
· Assist with updating the XML job feed for driver recruiting.
· Own the Melton companies blog strategy by generating ideas for SEO-optimized content and providing guidance to the Recruiting and Marketing Coordinator for research and content creation.
· Assist with setting up web conversion tracking for paid advertising campaigns and managing activity tracking across websites and landing pages.
Education and/or Experience: A degree in marketing, communications, advertising, or related fields. Customer service experience or training is beneficial.
Special Training: Must have working knowledge of Microsoft Office, Google Ads, Google Analytics, Google Search Console, Google Tag Manager, Wordpress, Email marketing tools, SEMRush/SEO Management tools, Technical SEO tools, Zapier, and project management tools.
Special Skills: Advanced creative and technical skills with regards to content development, website administration, SEO efforts, advertising effectiveness, copywriting, reporting/analytics tools, and more. Communication and organizational skills, attention to detail, and the ability to multitask is required.
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