Website Content & SEO Strategist

Job Purpose:

First impressions are everything, and with this role, you will be leading the first impression of the World Vision Canada website. Leaning into your website content experience you will play a critical role on our digital team. Responsible for leading the website’s SEO and content strategy, you will be involved in both strategy and hands-on execution of content. In short, you are an expert at SEO, a strong copywriter, and have a natural ability to craft and lead website content strategy for others to follow. In addition, your curious mindset will lead you to constant testing and optimization of your strategy.

Role Breakdown:

(55%)

• Build and execute on SEO and web content strategy
  • Optimize website’s ranking on SERPs including keyword research and implementing on- and off-page SEO techniques
  • Facilitate meetings with product, marketing and customer insight teams to define publishing processes, optimization testing and editorial calendar
  • Develop frameworks within content strategy (i.e. page frameworks for optimized conversion, SEO guidelines for all copywriters)
  • Work alongside the Product Owner for alignment on direction of strategy
• Review/coach on content and tone of voice with writer, designer, developer

(25%)

• Copywrite for campaign landing pages and blog articles based on editorial calendar that you’ll define

(20%)

• Regularly monitor KPIs dashboard on web content and SEO performance; and provide recommendations
• Lead meeting on optimization ideas/backlog with the rest of the team (incl. marketer, writer, designer, rich media producer)

Responsibilities:

Envisioning Effective Strategy

• Creates and executes a persuasive SEO and website content strategy that influences target audiences throughout various stages of the buying journey, ultimately driving engagement and donations.
• Analyzes existing content and content ecosystem and provides recommendations to drive efficiency and improve quality of content.

• Collaborates with marketing, product and customer insights teams to build a website content strategy (including an SEO strategy) and publishing processes, ensuring a seamless user journey based on audience segmentation.
• Plans test and learn cycles using data and insight, aiming to be as close to the target audiences’ needs and desires as possible.
• Gathers audience insights and makes recommendations on innovative content strategies that drive engagement.

Managing and Executing Creative Content

• Creates, writes, and produces relevant SEO website content to realize the team’s shared vision and website content strategy.
• Leads and manages a website editorial calendar.
• Evolves the website tone of voice based on audience insight and socializes it within Brand and Marketing teams.
• Develops frameworks for website content creators to optimize webpages for SERPs, engagement and conversion
• Acts as the “chief website editor” to check for grammar/spelling, brand messaging and on-page SEO optimization.
• Coaches team members on developing SEO-friendly content, writing flow, readability, sentence variety and structure, specific to target audience.
• Establishes strong relationships with subject matter experts across the organization to source impactful content ideas.

Performance Metrics

• Establishes and tracks key performance indicators (KPIs) to measure the success of go-to-market activities. Continuously refines the website content strategy based on data-driven insights. 

Practice Leadership

• Seeks and maximizes opportunities to inspire a subset of our Agile team. Demonstrates functional expertise to those directly working in the same marketing community of practice. Helps foster a culture where every idea is valued, and every team member feels empowered.

Continuous Learning:

• Stays ahead of the curve in journalism, marketing, digital and humanitarian trends. Leads initiatives to refine our processes, always seeking ways to do more good, more efficiently.

Qualifications:

• Degree/Diploma in Journalism, Marketing, or similar discipline
• 6-8 years of proven experience in driving successful, scalable and high-impact website content strategies
• Expert knowledge of keyword research, SEO best practices and search engine algorithms trends
• Expert proficiency with SEO and analytics tools (e.g. Ahrefs, Google Search Console, SEMrush)
• A digital native with a deep understanding of digital customer journeys and the ability to build brand relevance through content optimization
• Demonstrated ability to transform ideas into compelling story arcs that tell diverse stories and resonate with the target audiences
• Superior written and verbal communication skills
• Demonstrated organizational, interpersonal, proofreading, communication and creative skills
• Experience executing strategies for customer segments/personas
• Hands-on experience with analytics platforms such as Google Analytics and Adobe Analytics
• An Agile mindset with the ability to manage priorities
• Experience with digital technologies, such as Adobe Experience Manager, HTML & CSS is an asset.

Why Consider Us?  

• World Vision Canada has consistently been awarded Canada and GTA top employer awards.
• We are Canada’s largest development, relief, and advocacy non-profit organization.
• We embody an Agile mindset here.
• We offer competitive pay and benefits. Our comprehensive health benefits start at day 1 which includes a Health Spending Account. 
• We match pension contributions up to 6% and provide a top-up for pregnancy & parental leaves.
• We offer extra time off for restoration by closing for an additional day on long weekends, 6 times a year.
• We provide up to six weeks’ vacation, plus paid sick days, personal days & wellness days.
• We offer a family-friendly, caring, and flexible work environment. 

#LI-Hybrid