Job Information
The Economist Search Engine Marketing Manager in London, United Kingdom
Introduction
Overview
The B2B Search Engine Marketing Manager will play a critical role in our digital marketing team. This position is focused on developing, implementing, and managing our B2B search engine marketing (SEM) strategies to increase our online discoverability, drive high-quality traffic, and generate leads. You will be instrumental in enhancing our digital presence through paid search campaigns, SEO initiatives, and performance analysis.
Objective/Purpose of the Role
The primary objective of the B2B Search Engine Marketing Manager is to drive the growth of our business through effective search engine marketing strategies. This role involves managing both paid and organic search efforts to optimise our online visibility and lead generation efforts. You will ensure that our SEM activities are aligned with our overall digital marketing strategy and business goals, leveraging data-driven insights to continually improve performance.
Accountabilities
Responsibilities of the Role
SEM Strategy Development and Execution:
Develop, implement, and manage comprehensive B2B SEM strategies, including both paid search (PPC) and organic search (SEO) initiatives.
Conduct keyword research and analysis to identify opportunities for campaign optimization and growth.
Paid Search Campaign Management:
Create, manage, and optimise PPC campaigns across various platforms (e.g., Google Ads, Bing Ads).
Monitor and adjust bids, keywords, ad copy, and landing pages to maximise ROI.
Conduct A/B testing on ad creatives and landing pages to improve performance.
SEO Management:
Develop and execute on-page and off-page SEO strategies to improve organic search rankings and traffic.
Conduct technical SEO audits and implement necessary changes to improve site health and performance.
Collaborate with content and web development teams to ensure SEO best practices are followed.
On-Page Optimisation:
Optimise website elements including H1, H2 tags, picture tags, meta descriptions, and alt text to enhance search engine visibility.
Ensure content is optimised with relevant keywords and structured correctly for SEO purposes.
Implement best practices for internal linking to improve site navigation and user experience.
Performance Analysis and Reporting:
Analyse SEM performance using key metrics and tools (e.g., Google Analytics, SEMrush, Moz) and generate detailed reports.
Provide actionable insights and recommendations to improve SEM effectiveness and achieve business goals.
Stay updated on industry trends, algorithm changes, and best practices to maintain competitive advantage.
Collaboration and Integration:
Work closely with the Central B2B marketing team to align SEM strategies with broader digital marketing and business objectives.
Align with the B2C Digital Marketing team on best practices and lessons learned
Collaborate with content creators, designers, and web developers to ensure cohesive and effective campaign execution.
Coordinate with the sales and product teams to align SEM efforts with sales initiatives and product releases.
Budget Management:
- Manage SEM budgets effectively to maximise ROI and ensure efficient use of resources.
Track and report on budget spending and campaign performance regularly.
Experience and Expertise:
Proven experience in a B2B SEM role, with a strong track record of managing successful paid and organic search campaigns.
In-depth knowledge of PPC platforms (e.g., Google Ads, Bing Ads) and SEO tools (e.g., SEMrush, Moz, Ahrefs).
Experience in keyword research, bid management, and performance analysis.
Technical Skills:
Proficiency in web analytics tools (e.g., Google Analytics) and marketing automation platforms.
Strong understanding of technical SEO, including site architecture, crawlability, and indexation.
Analytical Mindset:
Ability to analyse complex data sets and derive actionable insights to optimise campaign performance.
Strong problem-solving skills and attention to detail.
Communication and Collaboration:
Excellent communication skills, with the ability to effectively present insights and recommendations to stakeholders.
Collaborative team player who can work effectively with cross-functional teams.
Proactive and Adaptable:
- Proactive approach to staying updated on industry trends, algorithm changes, and best practices.
Ability to adapt quickly to changes and manage multiple projects simultaneously.
Job LocationsUnited Kingdom-London
ID 2024-10073
Function Marketing