The Director, Search Engine Optimization will be responsible for setting the SEO strategy and making optimization recommendations for Fidelity.com and other content areas (e.g. videos). This entails working cross-functionally across the Fid.com Content team, Measurement and Analytics, Marketing and Product organizations to deliver traffic generated through organic listings. The Director will work closely with the VP, Search Experience, to ensure alignment of our SEO strategy with the overall search plan.
Develop a an SEO strategy that drives increased organic traffic to Fidelity.com
Create and execute an SEO methodology that
Uncovers areas of opportunity
Prioritizes those opportunities
Maintains and improves current rankings
Supports current content optimization and the creation of new/optimized pages
Track and manage SEO projects from initiation through completion
Work with Measurement and Analytics to demonstrate business value of SEO efforts
Including increasing performance of key KPIs
Provide education and SEO knowledge across the organization to help increase the performance of all owned assets
Continuously improve the SEO methodology and best practices being implemented
Maintain in-depth knowledge of industry trends and new developments
Create POVs (with external partners) as industry changes affect organic outcomes
Manage the partnership with outside SEO vendors/consultants
Key Relationships:
CKSI (Measurement and Analytics)
Content Publishing and Website Strategy (Digitization of Service)
Digital Marketing team
Peers across the Integrated Marketing and Product Teams
External partners (technology vendor and agency), as applicable
Desired Skills and Experience
Education and Experience
Bachelor’s degree required, MBA preferred
10+ years work experience
Agency or client experience in SEO
Successful implementation of SEO recommendations that increased organic traffic
Experience with analytics platforms (Site Catalyst, Google Analytics, etc)
Experience with Webmaster tools
Experience with web development tools
Knowledge of MS Office
Experience within the financial services industry is preferred, but not required
Experience working in a cross–functional matrixed organization preferred
Must be willing to travel to Boston, as necessary
Skills and Knowledge
Excellent communication, presentation, and facilitation skills
High level of comfort with technology-based projects and project management
High level of analytical skill
Excellent judgment and project consulting skills
Strong project leadership and decision-making skills
Effective Relationship Management – Ability to provide persuasive and compelling thought leadership within the organization
Ability to work successfully with all levels of management within and across the organization
Excellent knowledge of the enterprise search process
Ability to drive plans forth independently
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