SEO & SEM Specialist
POSITION SUMMARY The SEO/SEM Specialist is responsible for building and maintaining the company's search engine strategy—both organic and paid programs—to grow qualified traffic, MQLs, and pipeline. This position leads technical and on‑page SEO, keyword strategy, landing‑page conversion rate optimization, and paid search programs, collaborating with Product Marketing, Marketing Communications, Information Systems, and Commercial Operations to convert scientific interest into measurable demand. DUTIES AND RESPONSIBILITIES
- SEO (Organic)
- Strategy and Research: Build keyword portfolios (core, long‑tail, non‑brand vs. brand), topic clusters, and content briefs by buyer persona.
- Technical SEO: Run audits and fixes for crawlability, indexation, site architecture, internal linking, redirects, canonicals, Core Web Vitals, structured data/schema, and hreflang (as needed).
- On‑Page Optimization: Manage metadata, headers, copy guidance, alt text, schema, and interlinking to improve relevance and CTR.
- Off‑Page and Authority: Partner on digital PR/Backlinks with reputable scientific publishers, KOLs, and partners; manage link risk and disavow when necessary.
- Monitoring: Manage Google Search Console and log‑file insights; track rankings, impressions, share of voice, and non‑brand traffic mix.
- SEM (Paid Search)
- Planning and Build: Architect campaigns and account structure (SKAGs/intent clusters as appropriate), keyword/match strategy, negatives, geo/dayparting, budgets.
- Execution: Launch and optimize RSA ads, extensions/assets, and experiments across Google Ads; ensure Performance Max use is effective for B2B.
- Bidding and Optimization: Use tCPA/tROAS and portfolio bidding with guardrails; optimize for CVR, CPC, CPA, and pipeline impact.
- Retargeting & RLSA: Deploy audience layering (remarketing lists, customer match, similar audiences where allowed).
- Landing Pages/CRO: Partner with IS/PMM to align offers and copy; run A/B tests (VWO/Optimizely/Convert) to lift LP CVR and reduce CPL.
- Measurement, Attribution & Operations
- Conversion Tracking: Manage GA4 + Google Tag Manager configurations, event naming, and conversion actions; validate pixels and dedupe.
- Dashboards and Reporting: Build Looker Studio (or BI) dashboards; report weekly/monthly on CTR, CVR, CPC, CPA, ROAS, assisted conversions, and pipeline/revenue influence.
- Attribution and Hygiene: Maintain UTM standards, campaign taxonomy, and lead routing with Commercial Ops (Salesforce/Marketo/Eloqua/HubSpot).
- Compliance: Ensure claims, keywords, and ad copy align with regulatory/brand guidelines relevant to life‑science markets.
EXPERIENCE AND QUALIFICATIONS
- Bachelor's degree in related field or equivalent work experience.
- A minimum of four years of hands‑on SEO and SEM experience in B2B.
- Life Sciences, Medical Technology, or Complex Technology preferred.
- Experience running structured A/B tests for landing pages (VWO/Optimizely/Convert).
- Google Ads and GA4 certifications preferred.
KNOWLEDGE, SKILLS AND ABILITIES
- Proven track record of improving organic visibility and scaling paid search with efficient CPL/CPA and pipeline impact.
- Fluency with Google Ads, Microsoft Advertising, GA4, GTM, Google Search Console, and Looker Studio (or similar BI).
- Proficiency with SEO tools (e.g., Ahrefs, Semrush, Screaming Frog, Sitebulb); familiarity with schema, HTML/CSS basics.
- Strong quantitative skills with ability to query data, spot causal vs. correlative changes, and recommend appropriate next actions.
- Excellent written communication skills for advertising copy and Meta elements; comfortable translating scientific concepts into clear value propositions.
- Ability to work effectively in a fast‑paced, high‑energy, demanding and deadline‑driven environment.
- Ability to work collaboratively as well as independently.
- Demonstrated critical thinking and analytical skills, as well as the ability to handle complex situations and demonstrate sound judgment and problem solving.
PHYSICAL DEMANDS While performing the duties of this job, the individual is frequently required to sit and stand for long periods. The individual is occasionally required to walk; use hands and fingers to operate, handle, or feel objects, tools, or controls; reach with hands and arms. WORK ENVIRONMENT The position is performed in a traditional office or home office environment. COMPENSATION SUMMARY The annual base salary for this position ranges from $78,100. to $116,200. This salary range represents a general guideline as MSD considers other factors when presenting an offer of employment, such as scope and responsibilities of the position, external market factors, and the candidate's knowledge, skills, abilities, education and experience. Employees may qualify for a discretionary or non‑discretionary bonus in addition to their base salary. These annual bonuses are intended to recognize individual performance and enable employees to benefit from the Company