SEO Specialist

Description

We are looking for an SEO Specialist to join a healthcare organization in Bloomington, Minnesota, on a Long-term Contract assignment. This position will shape search visibility across traditional search engines, answer-driven experiences, and emerging AI platforms to help attract and engage prospective patients and members. The role partners with marketing, communications, and digital experience teams to strengthen content discoverability, improve search performance, and support a modern, insight-led search strategy.

Responsibilities:
Create and guide comprehensive search initiatives spanning organic search, answer-based discovery, and AI-generated result environments to increase audience reach and conversion opportunities.
Evaluate website performance through technical reviews and recommend improvements related to crawlability, indexing, site structure, structured data, and page experience.
Research keywords, topics, entities, and evolving user intent patterns to inform content plans aligned with how people search across web, voice, and AI-assisted channels.
Develop optimization recommendations for page content, metadata, internal linking, and information architecture to improve rankings and strengthen visibility in featured answers and generative experiences.
Partner with cross-functional teams in marketing, communications, and web experience to align search priorities with business goals and digital content initiatives.
Establish and refine best practices for local search presence, schema usage, content formatting, and AI-friendly content structures that support trust and discoverability.
Build and maintain reporting dashboards in Adobe Analytics and interpret performance data to identify opportunities across organic traffic, ranking trends, answer placement, and referral patterns.
Share actionable insights, performance recaps, and recommendations with stakeholders, including observations on shifting search behavior and new developments in AI-driven discovery.
Support major digital initiatives such as website migration planning and implementation from a search impact perspective when needed.

Requirements

Demonstrated experience in SEO strategy development, including technical SEO, on-page optimization, and content-focused search planning.
Working knowledge of answer engine optimization, structured content practices, and emerging approaches for AI-search visibility.
Proficiency with web content management systems, including WordPress CMS and related web content publishing workflows.
Experience using analytics platforms such as Adobe Analytics to monitor performance, build dashboards, and translate data into recommendations.
Ability to conduct keyword, topic, and entity research and apply findings to content and site experience improvements.
Familiarity with schema markup, local SEO concepts, Core Web Vitals, and website architecture principles.
Strong collaboration and communication skills with the ability to work effectively across multiple internal teams.
Background in healthcare, hospital, or related service environments is helpful.

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