Web Content SEO/GEO Specialist

997922

Web Content SEO/GEO Specialist

Staff

EP - EHRA 12 mo leave earning

Located in North Carolina’s third largest city, UNC Greensboro is among the most diverse, learner-centered public research universities in the state, with 18,000 students in eight colleges and schools pursuing more than 150 areas of undergraduate and over 200 areas of graduate study. UNCG continues to be recognized nationally for academic excellence, access, and affordability. UNCG is ranked No. 1 most affordable institution in North Carolina for net cost by the N.Y. Times and No. 1 in North Carolina for social mobility by The Wall Street Journal — helping first-generation and lower-income students find paths to prosperity. Designated an Innovation and Economic Prosperity University by the Association of Public and Land-grant Universities, UNCG is a community-engaged research institution with a portfolio of more than $67M in research and creative activity. The University’s 2,600 staff help create an annual economic impact for the Piedmont Triad region in excess of $1B.

University Advancement elevates UNCG’s reputation, advances institutional strategy, and fosters community pride through integrated communications aligned with its public mission as a student-centered research university. The department develops and executes strategic communications and marketing initiatives that enhance visibility, engage key audiences, and convey the University’s distinctive value. Working across schools, colleges, and administrative units, University Communications manages media relations, marketing campaigns, content strategy, branding, digital engagement, sponsorships, and crisis communications.

The Web Content – SEO/GEO Specialist is a digital marketing professional within the Office of Marketing and Branding, responsible for optimizing the University’s web content for search engine visibility and generative AI platform inclusion. Reporting to the Senior Assistant Director of Web Content, this position applies expertise in search engine optimization (SEO) and generative engine optimization (GEO) to ensure the University’s web properties rank effectively in organic search results and appear prominently in AI-generated responses from platforms such as Google AI Overviews, ChatGPT, and similar tools.

The Web Content – SEO/GEO Specialist combines technical search expertise with content sensibility, working collaboratively with the web content, copywriting, and digital marketing teams to implement optimization strategies that drive qualified organic traffic and improve the University’s visibility to prospective students searching for academic programs, campus information, and higher education options.

• Bachelor’s degree in marketing, communications, digital media, or a closely related field.
• Minimum of two (2) to three (3) years of experience in SEO, digital marketing, or web content with a demonstrated focus on search optimization.
• Demonstrated proficiency with SEO tools (e.g., Google Search Console, SEMrush, Ahrefs, Moz, or equivalent).
• Working knowledge of on-page and technical SEO principles and best practices.
• Proficiency with Google Analytics (GA4) for organic traffic analysis.
• Strong analytical skills and ability to interpret search performance data.
• Collaborative approach and strong written communication skills.

• Demonstrated knowledge of or active engagement with generative engine optimization (GEO) strategies and AI search platforms.
• Experience in higher education digital marketing or enrollment marketing.
• Familiarity with structured data (schema.org) and technical SEO implementation.
• Google Analytics or Google Search Console certification.
• Experience with content management systems and web publishing.
• Background in content writing with an SEO focus.

$60,000 - $63,233

University Communications - 33901

10/13/2026

11/01/2026

No

1.000

Permanent

12

Exempt

35%

SEO Strategy & Implementation

• Develop and implement a comprehensive SEO strategy for the University’s primary marketing and communications web properties, with a focus on driving qualified organic traffic from prospective students and other key audiences.
• Conduct keyword research, competitive analysis, and search demand analysis to identify high-value optimization opportunities across University web pages, program pages, and marketing content.
• Perform on-page SEO optimization for University web content, including title tags, meta descriptions, header structure, internal linking, image alt text, and content relevance improvements.
• Partner with the Senior Assistant Director of Web Content and Copywriter to integrate keyword strategy and SEO best practices into new content development and existing page updates.
• Monitor organic search performance using Google Search Console, SEO tools (e.g., SEMrush, Ahrefs, or Moz), and Google Analytics, tracking keyword rankings, impressions, click-through rates, and organic traffic trends.

25%

Generative Engine Optimization

• Develop and execute a GEO strategy to improve the University’s inclusion and representation in AI-generated search responses from platforms such as Google AI Overviews, ChatGPT, Perplexity, and other emerging generative AI tools.
• Analyze AI-generated responses for target queries related to the University’s programs, rankings, location, and brand attributes, identifying gaps and opportunities for improved AI citation.
• Implement GEO content strategies including structured data, entity optimization, authoritative content development, and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) improvements.
• Stay current with the rapidly evolving landscape of generative AI search, monitoring platform updates and adjusting GEO strategies accordingly.
• Document and share GEO findings and strategies with the web content team and marketing leadership, building institutional knowledge in this emerging discipline.

20%

Technical SEO & Site Health

• Assist with technical SEO assessments of University web properties, identifying and escalating issues related to site speed, crawlability, indexation, structured data, and mobile usability in coordination with ITS and the web development function.
• Manage and optimize University XML sitemaps, robots.txt configurations, and structured data (schema.org) markup, working with technical partners on implementation.
• Monitor and maintain University web property health using technical SEO tools, flagging issues that affect search visibility and coordinating resolution.
• Assist in managing Google Search Console and Bing Webmaster Tools for University web properties, monitoring crawl errors, index coverage, and search performance data.

20%

Reporting, Analysis & Collaboration

• Prepare regular SEO and GEO performance reports, tracking key metrics including keyword rankings, organic traffic, click-through rates, and AI search inclusion, and presenting findings to the Sr. Assistant Director of Web Content.
• Partner with the Data Analyst and Optimization & Testing Manager to integrate organic search performance data into broader marketing analytics and optimization workflows.
• Collaborate with the Copywriter and web content team on content briefs and optimization recommendations, ensuring content is developed with search and AI visibility in mind.
• Stay current with search engine algorithm updates, SEO best practices, and digital marketing developments, proactively sharing relevant insights with the team.

Finger Dexterity - F, Vision-Skilled Trades - F, Reading - F, Writing - F, Vision-Color Distinction - F, Vision-Preparing/Analyzing figures, Vision-Visual inspection - F, Hearing - F, Talking - F, Standing - O, Sitting - F

Inside - F, Outside - O