Search Engine Growth Specialist

Overview

As the Search Engine Growth Specialist, you will be an integral member of the NUHS Marketing and Communications department, with a primary focus on driving prospective student enrollment. You will develop, execute, and optimize search engine and paid media strategies to generate qualified leads and deliver a seamless, compelling user journey across our digital properties. Leveraging your expertise in SEO, paid advertising, and emerging digital trends, you will enhance our online presence, maximize campaign impact, and contribute directly to user’s digital experience and enrollment outcomes.

• Own the creation, execution and optimization of integrated SEO/SEM strategies to increase both search engine traffic and volume of qualified prospective student leads/conversions.
• Collaborate with web developer to define and execute best practices for content, site structure, accessibility and internal linking to enhance search performance and user experience. Advise on technical website improvement to maximize search indexability and visibility for both users and LLM crawlers.
• Use research to expand topical coverage and ensure academic programs, professions, audiences and related concepts are clearly defined and connected. Strategically align keyword clusters and content hierarchy to ensure messaging is clear to users, search engines and AI crawlers.
• Build query fan-out frameworks that map how users and AI systems explore related topics, questions, and search intents around niche higher education programs and enrollment.
• Write and edit engaging, accurate SEO-strategy focused content for blogs, landing pages, social and affiliate platforms, FAQs and educational resources that improve visibility and support conversion goals.
• Use AI tools such as Jasper AI and Surfer SEO for ideation, brief creation and content enhancement while ensuring brand originality and accuracy.
• Create and maintain a content library to organize topics and assets for reuse and consistency.
• Uphold the NUHS voice and editorial standards to maintain clarity, authority and trust across all materials and content generated/managed.
• Plan, launch, monitor and optimize paid search and paid social campaigns to drive prospective student inquiries, visit registrations and applications. Active paid media platforms include Google Ads, Meta Ads and Linked In Ads.
• Manage advertising budgets and bidding strategies to maximize lead volume and quality, while ensuring efficiency across platforms.
• Regularly conduct campaign analysis, A/B tests and UX assessments to boost conversion rates, lower cost, improve ad/landing page quality and reduce barriers for qualified lead generation.
• Report on paid media performance; working closely with the team to assess lead quality and refine targeting for improved campaign performance and conversion results.
• Track, measure and report on the effectiveness of SEO and paid media strategies as they relate to lead generation, enrollment growth and user engagement.
• Conduct regular audits and competitive analyses to adapt strategies for a continuously evolving higher education landscape.
• Work closely with Mar Com team members specializing in web development, marketing automation, graphic design, social media, data analysis and content writing to execute SEO/SEM strategy.
• Share actionable insights and digital marketing trends with the team, with a focus on innovations that enhance the prospective student experience and enrollment strategies.
• Keep current with the latest tools, trends and changes in the search marketing landscape, identifying new opportunities and informing SEO/SEM strategies.

• Bachelor’s degree required, preferably in marketing, communications or a related field.
• 3+ years of experience leading paid and organic search strategies with a demonstrated impact on lead generation and qualified traffic growth.
• 1+ year of experience enhancing website user experience (UX) through creation/execution of best practice UX strategies for website and landing page optimization.
• Experience managing SEM/PPC campaigns with large budgets.
• Knowledge of how AI search and language models identify, interpret and rank…