SEO Specialist

About the role

University of Massachusetts Global is a private, nonprofit affiliate of the University of Massachusetts, created to help working adults change their lives through flexible, high-quality education built for real life. Regionally accredited by the WASC Senior College and University Commission (WSCUC) and recognized by U.S. News & World Report among the Best Online Programs for 13 consecutive years (2013-2025), the university has a long track record of online innovation. Students across 49 states and internationally can upskill, reskill, and move forward without putting life on hold through technology-enabled, real-world learning. With 55+fully online, career-focused programs designed around the realities of work, family, and constant change, we remain ever-focused on developing future-ready learners who can thrive in a rapidly shifting world. This position is open to candidates who currently reside in one of the following approved states from which the role may be performed remotely: Alabama, Arizona, Georgia, Idaho, Indiana, Minnesota, Nevada, New Hampshire, North Carolina, Pennsylvania, South Carolina, Tennessee, Texas, Virginia, Wisconsin. Employees must be available for collaboration during core hours from 10am to 3pm (PST). The Search Engine Optimization (SEO) Specialist enhances the University's online visibility and contributes to the digital marketing efforts. Responsible for the development and delivery of the University's website with an emphasis on SEO, analysis, and compliance. Liaisons with IT department as a technical resource for the website and manages outside agencies, vendors, and tools related to website development and SEO. . TYPE OF SUPERVISION: Receives direction from the Senior Marketing Media Manager. Direction - indicates that the incumbent attains specific goals and objectives in a broad area of work. Only the final results of work done are typically reviewed. Incumbent typically develops procedures within the limits of established policy guidelines. POSITION DUTIES AND RESPONSIBILITIES: ESSENTIAL FUNCTIONS: Website Maintenance: Oversee the official company website and microsites to maintain current and accurate information utilizing Drupal CMS. Implement solutions through onsite optimization related to page titles, URLs, redirects, internal link structures, copy editing, sitemap robots maintenance, crawlability. Lead the development and delivery of appropriate solutions for improvement. Serve as a website technical resource and liaison between Marketing and IT departments as well as manage external vendor relationships. Work with university stakeholders to audit website content annually, along with periodic academic catalog updates. Search Engine Optimization: Serve as the subject matter expert related to holistic, technical SEO strategies Monitor and analyze website traffic, user behavior, page rankings and other SEO performance metrics using tools like Google Analytics, Semrush, Ahrefs, or similar platforms. Utilize tools (i.e. Siteimprove, Lighthouse) to analyze site performance and uncover areas of opportunity. Conduct thorough keyword research and analysis to identify content opportunities and optimize existing content for better performance. Collaborate with website team members and SEO partners. Monitor and report overall performance using SEO/web management tools. Stay informed about industry trends, algorithm updates, and best practices in SEO to continually refine strategies. Maintain compliance and University integrity by monitoring and proactively communicating with external sites to update web content related to UMass Global University. Explore link-building and off-page SEO strategies to improve website authority and increase referral traffic. Performs other duties, as assigned POSITION SPECIFICATIONS AND REQUIREMENTS: EDUCATION, EXPERIENCE, CERTIFICATION AND/OR LICENSES: Bachelor's degree or equivalent experience required. 3+ years website content development, site maintenance and SEO experience. Experience with Drupal content management system. Experience utilizing Google Analytics, Search Console to track website performance. ESSENTIAL KNOWLEDGE, SKILLS, AND ABILITIES: Ability to prioritize work aligned with University goals and effectively communicate with stakeholders regarding timelines, scope, and strategic alignment. A big picture thinker who understands the strategic implications of the website. Proficient with SEO tools (Semrush, Siteimprove). Technical knowledge of website architecture (experience with HTML Markup, CSS, JavaScript XML) a plus. Ability to interpret analytics data for reporting Machines, Tools, Equipment, Electronic Devices and Software: Extensive use of Google Analytics and SEO tools for implementation and tracking Working knowledge of Google Tag Manager Proficient with excel Contact with Students: Never Conta

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