What are the responsibilities and job description for the SEO Digital Experience Specialist position at BNY Mellon?
Overview
BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. Whether providing financial services for institutions, corporations or individual investors, BNY Mellon delivers informed investment and wealth management and investment services in 35 countries. As of March 31, 2022, BNY Mellon had $45.5 trillion in assets under custody and/or administration, and $2.3 trillion in assets under management. BNY Mellon can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK). Additional information is available on www.bnymellon.com . Follow us on Twitter @BNYMellon or visit our newsroom at www.bnymellon.com/newsroom for the latest company news.
BNY Mellon Marketing & Communications
It’s an exciting time to join BNY Mellon Marketing & Communications. The function has embarked on a transformation to enhance brand recognition, increase client loyalty, further engage employees and drive growth. We are creating a world-class, integrated organization, comprised of new strategies, people, processes and capabilities – all focused on delivering business results.
Role description and opportunities
We’re looking for a polished SEO Digital Experience Specialist to join our team. This person will own SEO strategy and execution for digital content and will play a key role in ensuring the success of our demand generation efforts. They will be the subject matter expert on how content is best deployed out of our content hub, Adobe Experience Manager (AEM). They will be our SEO guru, ensuring SEO best practices drive marketing initiatives from inception.
This person will establish and advocate best practices around accessibility and content workflow governance, will understand the importance of product- and solution-based content in a customer’s end-to-end journey, and will seek to deeply understand that journey through research and data analysis.
Success in this role will be defined by how well the SEO Digital Experience Specialist’s efforts contribute to optimizing return on investment.
Key responsibilities include the following
Own SEO strategy, governance and execution on multi-site Adobe Experience Manager (AEM) implementation
Optimize BNY Mellon’s AEM implementation through a deep understanding of information architecture and the role of content in the client’s journey
Guide internal teams and vendors on optimal leveraging of digital content to generate inbound demand among target audiences
Collaborate with content strategy, data science and marketing automation teams to map, orchestrate and optimize customer journeys for key audience segments
Thoroughly audit SEO across multi-site AEM implementation, providing holistic recommendations, earning buy-in, and executing on remediations and optimizations
Guide writers on headers, meta tags, URL structure, keyword analysis and related aspects of writing for SEO, and ensure SEO best practices are top of mind from the outset of any initiative or campaign
Create initiative-specific and holistic content roadmaps and lead execution on them
Develop and execute comprehensive SEO strategies to drive long-term growth and deliver on team goals
Conduct ongoing keyword research and run competitor audits to identify opportunities to better serve client and prospect intent
Drive content renovation strategy and identify opportunities to optimize or better leverage existing content at scale
Promote content innovation by identifying and testing new content areas and opportunities that can be amplified through various online channels
Leverage personalization capabilities to craft unique digital experiences tailored to specific audiences
Build ongoing reporting on trends and performance using Adobe Analytics and enterprise SEO tools such as SEMush, Conductor or BrightEdge
Stay abreast of the latest developments and best practices regarding search and content strategy, get buy-in for recommendations, and own adoption
Develop lightweight, repeatable processes, workflows and content templates that keep the team nimble and successful in a culture that values moving fast and iterating quickly
Roll up your sleeves, dive into the details, and get things done while cultivating strong relationships with peers and leadership across the enterprise
Foster a positive, collaborative, and inclusive team culture
A successful candidate should ideally have these qualifications
3-5 years planning, developing and implementing SEO strategy
2 years of SEO experience
2 years Adobe Experience Manager (AEM) experience
Understanding of B2B marketing concepts and processes
Very strong analytical orientation. Deeply conversant with information architecture and content design and strategy, including content modeling, information architecture, taxonomies, classifications, tags, tracking, and categorizing
Excellent at both quantitative and qualitative analysis. Able to identify and frame issues, drive appropriate analyses, make clear recommendations, implement optimization from review of performance data, and report on learnings
Experience with leveraging popular SEO industry tools and resources (Adobe Analytics, Google Search Console, BrightEdge, Conductor, Screaming Frog, Deep Crawl, Ahrefs, etc.)
Experience with keyword research, ranking and analytical abilities to test hypotheses for content effectiveness and make adjustments to achieve business outcomes
A solid understanding of headless CMS strategies and best practices
Deep familiarity with technical and on-page SEO including keyword research, ranking factors, structured data schemas, rich snippets, linking strategies, keyword usage, semantic analysis, content and site performance crawls, canonicalization, crawl budget, log file analysis
Strong communication skills and ability to establish relationships with and influence non-technical teams. Able to write detailed use cases and set standards for content governance. Able to convey technical information to non-technical audiences while motivating buy-in and/or action.
Strong presentation skills and intuitive understanding of how to visually represent data insights
Solid understanding of semantic HTML
Reliance on data over ego
Grounding in best practices for SEO and accessibility
Grounding in best practices for content workflows and governance
Strong project management skills
Ability to thrive in a fast-pace, high-change environment
Strong knowledge of Microsoft Excel and PowerPoint
Great to have
Fintech or start-up experience
B2B marketing experience
Adobe Analytics experience
Adobe Target experience
Conductor, BrightEdge, SEMrush, Moz Pro, Ahrefs or similar experience
Screaming Frog, Deep Crawl experience
CSS and JavaScript knowledge
Familiarity with tag management and conversion tracking
Knowledge of Python for SEO
BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. Whether providing financial services for institutions, corporations or individual investors, BNY Mellon delivers informed investment and wealth management and investment services in 35 countries. As of March 31, 2022, BNY Mellon had $45.5 trillion in assets under custody and/or administration, and $2.3 trillion in assets under management. BNY Mellon can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK). Additional information is available on www.bnymellon.com . Follow us on Twitter @BNYMellon or visit our newsroom at www.bnymellon.com/newsroom for the latest company news.
BNY Mellon Marketing & Communications
It’s an exciting time to join BNY Mellon Marketing & Communications. The function has embarked on a transformation to enhance brand recognition, increase client loyalty, further engage employees and drive growth. We are creating a world-class, integrated organization, comprised of new strategies, people, processes and capabilities – all focused on delivering business results.
Role description and opportunities
We’re looking for a polished SEO Digital Experience Specialist to join our team. This person will own SEO strategy and execution for digital content and will play a key role in ensuring the success of our demand generation efforts. They will be the subject matter expert on how content is best deployed out of our content hub, Adobe Experience Manager (AEM). They will be our SEO guru, ensuring SEO best practices drive marketing initiatives from inception.
This person will establish and advocate best practices around accessibility and content workflow governance, will understand the importance of product- and solution-based content in a customer’s end-to-end journey, and will seek to deeply understand that journey through research and data analysis.
Success in this role will be defined by how well the SEO Digital Experience Specialist’s efforts contribute to optimizing return on investment.
Key responsibilities include the following
Own SEO strategy, governance and execution on multi-site Adobe Experience Manager (AEM) implementation
Optimize BNY Mellon’s AEM implementation through a deep understanding of information architecture and the role of content in the client’s journey
Guide internal teams and vendors on optimal leveraging of digital content to generate inbound demand among target audiences
Collaborate with content strategy, data science and marketing automation teams to map, orchestrate and optimize customer journeys for key audience segments
Thoroughly audit SEO across multi-site AEM implementation, providing holistic recommendations, earning buy-in, and executing on remediations and optimizations
Guide writers on headers, meta tags, URL structure, keyword analysis and related aspects of writing for SEO, and ensure SEO best practices are top of mind from the outset of any initiative or campaign
Create initiative-specific and holistic content roadmaps and lead execution on them
Develop and execute comprehensive SEO strategies to drive long-term growth and deliver on team goals
Conduct ongoing keyword research and run competitor audits to identify opportunities to better serve client and prospect intent
Drive content renovation strategy and identify opportunities to optimize or better leverage existing content at scale
Promote content innovation by identifying and testing new content areas and opportunities that can be amplified through various online channels
Leverage personalization capabilities to craft unique digital experiences tailored to specific audiences
Build ongoing reporting on trends and performance using Adobe Analytics and enterprise SEO tools such as SEMush, Conductor or BrightEdge
Stay abreast of the latest developments and best practices regarding search and content strategy, get buy-in for recommendations, and own adoption
Develop lightweight, repeatable processes, workflows and content templates that keep the team nimble and successful in a culture that values moving fast and iterating quickly
Roll up your sleeves, dive into the details, and get things done while cultivating strong relationships with peers and leadership across the enterprise
Foster a positive, collaborative, and inclusive team culture
A successful candidate should ideally have these qualifications
3-5 years planning, developing and implementing SEO strategy
2 years of SEO experience
2 years Adobe Experience Manager (AEM) experience
Understanding of B2B marketing concepts and processes
Very strong analytical orientation. Deeply conversant with information architecture and content design and strategy, including content modeling, information architecture, taxonomies, classifications, tags, tracking, and categorizing
Excellent at both quantitative and qualitative analysis. Able to identify and frame issues, drive appropriate analyses, make clear recommendations, implement optimization from review of performance data, and report on learnings
Experience with leveraging popular SEO industry tools and resources (Adobe Analytics, Google Search Console, BrightEdge, Conductor, Screaming Frog, Deep Crawl, Ahrefs, etc.)
Experience with keyword research, ranking and analytical abilities to test hypotheses for content effectiveness and make adjustments to achieve business outcomes
A solid understanding of headless CMS strategies and best practices
Deep familiarity with technical and on-page SEO including keyword research, ranking factors, structured data schemas, rich snippets, linking strategies, keyword usage, semantic analysis, content and site performance crawls, canonicalization, crawl budget, log file analysis
Strong communication skills and ability to establish relationships with and influence non-technical teams. Able to write detailed use cases and set standards for content governance. Able to convey technical information to non-technical audiences while motivating buy-in and/or action.
Strong presentation skills and intuitive understanding of how to visually represent data insights
Solid understanding of semantic HTML
Reliance on data over ego
Grounding in best practices for SEO and accessibility
Grounding in best practices for content workflows and governance
Strong project management skills
Ability to thrive in a fast-pace, high-change environment
Strong knowledge of Microsoft Excel and PowerPoint
Great to have
Fintech or start-up experience
B2B marketing experience
Adobe Analytics experience
Adobe Target experience
Conductor, BrightEdge, SEMrush, Moz Pro, Ahrefs or similar experience
Screaming Frog, Deep Crawl experience
CSS and JavaScript knowledge
Familiarity with tag management and conversion tracking
Knowledge of Python for SEO
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