Specialist: Search Engine Optimization (SEO) - Kempton Park at South African Airways (SAA)

Job Purpose    
The role is responsible for the Search Engine Optimization within SAA marketing and is accountable for optimizing copy and landing pages for search engine optimization, perform ongoing keyword research including discovery and expansion of keyword opportunities, researching and implementing content recommendations for organic SEO success to increase brand awareness and engagement.

The role will  increase traffic and conversion from digital marketing on the SAA website. The SEO Specialist manages all search engine optimization, all SEO activities such as content strategy, link building and keyword strategies to increase rankings on all major search networks to maximize conversions, impression share and page ranking.

Principal Accountabilities    

• Develop optimization strategies that increase the company's website search engine results rankings and will execute continuous testing, collect and analyze data and results, identify trends and insights to achieve maximum ROI
• Collaborate with web development team to ensure SEO best practices are properly followed throughout website content and work with the content coordinator and the broader marketing team to drive SEO in content creation and content marketing and page optimization
• Perform ongoing keyword research, discovery and optimization for new SEO keywords to use throughout the company website, marketing materials and implement search engine optimization recommendations
• Create and execute link building strategy and change website architecture, content, linking and other factors to improve SEO positions for target keywords
• Determine measurable goals that demonstrate improvement in marketing efforts
• Monitor daily performance metrics with SEO tools such as Google analytics to understand SEO strategy performance
• Collaborate with others within the marketing department to manage SEO strategy
• Write compelling and high-quality website content, and page descriptions to improve website search results
• Collaborate in the development of marketing communication strategies, execution of day-to-day management functions, sourcing, and successful execution of content on SAA’s digital marketing and advertising channels
• Execute testing, collect and analyze data and results, identify trends and insights to achieve maximum ROI in organic search conversions
• Use tools for Tracking, performance reporting, and to conduct an analytical review on flysaa.com and airTRFX pages
• Optimize website content including imagery, copy, internal/external links and landing pages for search engine marketing
• Perform ongoing keyword discovery, expansion and optimization
• Research and implement search engine optimization recommendations
• Research and analyze competitor performance and auction insights
• Develop and implement link building strategies
• Work with the website development team to ensure SEO best practices are properly implemented on newly developed code
• Work with editorial and marketing teams to drive SEO in content creation and content programming
• Recommend changes to website architecture, content, linking and other performance enhancement factors to improve SEO positions for target keywords
• Implement changes in content management systems (CMS)

Qualifications & Experience    

• Grade 12 or equivalent
• Bachelor’s degree in Marketing, with specific focus on digital marketing
• At least 3 - 5 years proven SEO experience
• At least 1 year SEO experience in aviation
• In-depth experience with website analytics tools (e.g. Google Analytics, Tableu)
• Experience with A/B and multivariate experiments

Knowledge and Skills    

• Solid understanding of performance marketing, conversion, and online customer acquisition
• Working knowledge of HTML, CSS, and JavaScript development and constraints
• Knowledge of ranking factors and search engine algorithms
• Latest trends and best practices in SEO and SEM
• Creative thinking
• Strategic thinking
• Identify and resolve problems
• Communication skills
• Advanced ability to use all Google products (Analytics, Ad Manager, My Business, Flights, Webmaster Tools and Search Consol)
• Proficient in Word, Excel, PowerPoint, Publisher, Project, and OneDrive

Attributes    

• Facilitates change and innovation
• Implements/ aligns vision
• Values team diversity
• Role models behaviors and values 
• Results driven
• Stakeholder relationships
• Ethics and integrity
• Collaboration
• Relationship building
• Independent worker
• Flexible and adaptable
• Work under pressure
• Self-motivated
• Time Management