SEO​/SEM Specialist

POSITION SUMMARY:

The SEO/SEM Specialist is responsible for building and maintaining the company's search engine strategy-both organic and paid programs-to grow qualified traffic, MQLs, and pipeline. This position leads technical and on-page SEO, keyword strategy, landing-page conversion rate optimization, and paid search programs, collaborating with Product Marketing, Marketing Communications, Information Systems, and Commercial Operations to convert scientific interest into measurable demand.

DUTIES AND RESPONSIBILITIES:

• SEO (Organic)

o Strategy and Research:

Build keyword portfolios (core, long-tail, non-brand vs. brand), topic clusters, and content briefs by buyer persona.

o Technical SEO:

Run audits and fixes for crawlability, indexation, site architecture, internal linking, redirects, canonicals, Core Web Vitals, structured data/schema, and hreflang (as needed).

o On-Page Optimization:

Manage metadata, headers, copy guidance, alt text, schema, and interlinking to improve relevance and CTR.

o Off-Page and Authority:

Partner on digital PR/Backlinks with reputable scientific publishers, KOLs, and partners; manage link risk and disavow when necessary.

o Monitoring:

Manage Google Search Console and log-file insights; track rankings, impressions, share of voice, and non-brand traffic mix.

• SEM (Paid Search)

o Planning and Build:

Architect campaigns and account structure (SKAGs/intent clusters as appropriate), keyword/match strategy, negatives, geo/day parting, budgets.

o Execution:

Launch and optimize RSA ads, extensions/assets, and experiments across Google Ads; ensure Performance Max use is effective for B2B.

o Bidding and Optimization:

Use tCPA/tROAS and portfolio bidding with guardrails; optimize for CVR, CPC, CPA, and pipeline impact.

o Retargeting & RLSA:

Deploy audience layering (remarketing lists, customer match, similar audiences where allowed).

o Landing Pages/CRO:

Partner with IS/PMM to align offers and copy; run A/B tests (VWO/Optimizely/Convert) to lift LP CVR and reduce CPL.

• Measurement, Attribution & Operations

o Conversion Tracking:

Manage GA4 + Google Tag Manager configurations, event naming, and conversion actions; validate pixels and dedupe.

o Dashboards and Reporting:

Build Looker Studio (or BI) dashboards; report weekly/monthly on CTR, CVR, CPC, CPA, ROAS, assisted conversions, and pipeline/revenue influence.

o Attribution and Hygiene:

Maintain UTM standards, campaign taxonomy, and lead routing with Commercial Ops (Salesforce/Marketo/Eloqua/Hub Spot).

o Compliance:

Ensure claims, keywords, and ad copy align with regulatory/brand guidelines relevant to life-science markets.

EXPERIENCE AND QUALIFICATIONS:

• Bachelor's degree in related field or equivalent work experience.
• A minimum of four years of hands-on SEO and SEM experience in B2B.

o Life Sciences, Medical Technology, or Complex Technology preferred.

• Experience running structured A/B tests for landing pages (VWO/Optimizely/Convert).
• Google Ads and GA4 certifications preferred.

KNOWLEDGE, SKILLS AND ABILITIES:

• Proven track record of improving organic visibility and scaling paid search with efficient CPL/CPA and pipeline impact.
• Fluency with Google Ads, Microsoft Advertising, GA4, GTM, Google Search Console, and Looker Studio (or similar BI).
• Proficiency with SEO tools (e.g., Ahrefs, Semrush, Screaming Frog, Sitebulb); familiarity with schema, HTML/CSS basics.
• Strong quantitative skills with ability to query data, spot causal vs. correlative changes, and recommend appropriate next actions.
• Excellent written communication skills for advertising copy and Meta elements; comfortable translating scientific concepts into clear value propositions.
• Ability to work effectively in a fast-paced, high-energy, demanding and deadline driven environment.
• Ability to work collaboratively as well as independently.
• Demonstrated critical thinking and analytical skills, as well as the ability to handle complex situations and demonstrate sound judgment and problem solving.

PHYSICAL DEMANDS:

While performing the duties of this job, the individual is frequently required to sit and stand for long periods. The individual is occasionally required to…