SEO - SPECIALIST

GENERAL PURPOSE:

• Build and run an SEO roadmap tied to SIEHS priorities, including 1122 emergency services, Tele Tabeeb 1123, RDE, public health guidance, training and service locations.
• Increase qualified organic discovery while protecting accuracy, public trust and the clarity of emergency information.
• Take ownership from audit to implementation. The role should produce fixes, coordinate delivery and show what changed in the data.

KEY RESPONSIBILITIES:

• Map search intent to existing and proposed pages, then identify content gaps, duplication and pages competing for the same query.
• Maintain a practical backlog of quick fixes, content opportunities and larger technical work.
• Run regular technical audits covering crawlability, indexation, robots directives, XML sitemaps, canonicals, redirects, broken links, duplicate pages, site architecture and valid structured data.
• Use Google Search Console and Bing Webmaster Tools to investigate indexing, search appearance, manual actions and sudden performance changes.
• Plan SEO requirements for website changes, new sections,z redesigns and migrations before development is completed.
• Improve titles, headings, copy, internal links, image text alternatives, metadata and calls to action without making the writing sound forced or keyword-heavy.
• Build useful topic coverage around services and public questions instead of publishing thin pages for every keyword variation.
• Create a refresh schedule for important pages and remove, merge or redirect content that is outdated, repetitive or no longer useful.
• Track visibility in Google AI features through Search Console where reporting is available, and monitor referral patterns from major answer platforms with clear limits on what can be measured.
• Set up and maintain reliable measurement through GA4, Google Search Console, Bing Webmaster Tools, Google Tag Manager and reporting dashboards.
• Work with Communications so campaigns, press coverage, reports, videos and field stories create lasting search value while following search engine spam policies.

Competency Matrix:

Technical Skills

• Strong working knowledge of technical, on-page, content, local and off-page SEO.
• Sound keyword and audience research skills, with attention to intent, language and location.
• Clear writing and editing skills. The person must be able to protect the natural voice of a public service organisation.
• Comfort with spreadsheets and dashboards, including filters, lookups and basic data analysis.
• A testing mindset and the discipline to document what was changed, why it was changed and what happened next.

Management Skills

• Ability to coordinate effectively with content, marketing, technology, web development, and other cross-functional teams
• Clear communicator with the ability to explain SEO concepts and recommendations to both technical and non-technical stakeholders
• Strong organizational skills with the ability to manage multiple SEO initiatives, priorities, and deadlines
• Organized documentation, reporting, keyword tracking, and SEO project management
• Ability to prioritize SEO opportunities based on business impact, search demand, technical feasibility, and available resources

Key Attribute

• Analytical mindset with a strategic and results-oriented approach to SEO
• Curiosity-driven with an eagerness to learn about search trends, algorithms, technologies, and digital consumer behavior
• High attention to detail with strong problem-solving and critical-thinking abilities
• Agile and adaptable in a constantly evolving search and digital environment
• Data-driven decision-maker who can turn complex SEO data into clear business insights
• Strong balance of technical understanding, content awareness, and user-centric thinking

Qualification: Bachelor’s degree in Marketing, Digital Marketing, Business Administration, Communications, Computer Science, Information Technology, data analytics or a related field.

Experience: 3-5 years of SEO experience, including direct ownership of audits, implementation and reporting.

Age Requirement: Min. 22 years

Domicile: Sindh (Mandatory)

Gender: Male / Female

Location: Karachi