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Summers Plumbing Heating & Cooling
Search Engine Optimization Specialist
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Based on Indiana data
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What they do
A Search Engine Optimization Specialist develops and edits websites to make them more attractive to search engines and improve the rank of the website in search engine results lists. Writes and edits text and other site content. Analyzes marketing data related to search query results.
$76,980 / year median in Indiana
+4% projected growth
Job Description
SEO Specialist Position Summary The SEO Specialist is responsible for developing, executing, and managing the company's search engine optimization strategy and efforts to increase organic digital visibility, qualified website traffic, phone contacts, digital contacts, and ultimately revenue. This position will lead the company's SEO efforts across: Google Search, Google Maps/Local SEO, Bing and Apple Maps, website and technical content, keyword strategy, online NAP listings, content marketing and digital authority. The SEO Specialist will work closely with marketing, digital and web site vendors, operations and leadership to ensure SEO efforts support the company's overall growth goals. Key Responsibilities
SEO STRATEGY
Establish annual, quarterly, and monthly SEO priorities and measurable KPIs targets. Develop and execute a comprehensive SEO strategy aligned with company revenue and business growth objectives. Establish metrics and report weekly and monthly results.WEB SITE OPTIMIZATION
Conduct ongoing keyword and competitor research to identify growth opportunities. Manage on-page SEO, including title tags, meta descriptions, headings, internal linking, URLs, and structured data. Conduct advanced site audits, fix crawl errors, improve page speed, and implement schema markup. Partner with writing and web development teams to target high-intent keywords, perform gap analysis, and optimize metadata. Monitor changes to Google algorithms and SEO best practices and adjust strategies accordingly. Develop strategies for increasing visibility in traditional search results, Google Maps, and emerging AI search experiences.LISTING OPTIMIZATION
Optimize and maintain Google Business, Bing, Apple and other digital business profiles and accounts. Improve rankings for high-value local searches such as AC repair, HVAC repair, heating, air conditioning, plumbing, water heater and maintenance. Develop strategies for individual trades, cities, counties, and service areas. Manage local citations, directories, reviews, and location-based content. Identify opportunities to increase Google Maps and other location-based listing visibility and local market share.CONTENT MARKETING
Develop and manage an SEO-focused content marketing strategy across owned web sites, social media and earned media. Identify topics based on customer search behavior, seasonal promotions, keyword targeting, conversion and revenue potential. Create content for service pages, city pages, blogs, FAQs, public relations, articles and educational resources. Optimize existing content to improve rankings and conversion-based metrics on organic growth objectives.REPORTING
Work with business partners to develop weekly and monthly SEO performance reports for leadership. Monitor organic traffic, keyword and page rankings, conversions, leads, calls and revenue attributable to SEO. Create and measure KPIs. Understand and use tools such as Google Analytics, Google Search Console, Google Business Profile, and SEO platforms to evaluate and report performance.QUALIFICATIONS
- 4+ years SEO and digital marketing experience, preferably in a service industry.
- Strong understanding of local SEO, Google Business Profile and hyperlocal digital strategies.
- Strong knowledge of technical, on-page, off-page, and local SEO tactics.
- Demonstrated experience improving organic rankings and generating qualified contacts.
- Experience with Google Analytics and Google Search Console.
- Experience with SEO tools such as Semrush, Ahrefs, Screaming Frog, BrightLocal, or similar platforms.
- Strong analytical, reporting and problem-solving skills.
- Strong understanding of conversion optimization and customer acquisition.
- Knowledge of schema markup, structured data and AI search optimization and emerging search technologies.
- Experience with HVAC, plumbing, electrical, home services, or another local-service business a plus.