Job Summary
The Search Engine Optimization (SEO) and Digital Marketing Specialist supports the University of Illinois Urbana-Champaign's mission to expand access to high-quality online education. This position is responsible for enhancing the visibility, discoverability, and reach of Illinois Online and its portfolio of online degree and certificate programs. The specialist develops and executes SEO and digital marketing strategies that improve the visibility of the Illinois Online website and increase qualified traffic to online program and course offerings. The specialist assists in developing and implementing a campuswide SEO service model.
Working under Strategic Communications and Marketing (StratCom) and closely with the Office of Online Learning (OOL) and academic colleges, this role ensures all digital content reflects university brand standards, accessibility requirements, and SEO best practices while advancing recruitment and engagement goals.
SEO and Web Performance
- Develop and implement a modern search optimization strategy to improve visibility and rankings for online programs across search engines.
- Support efforts to standardize digital performance reporting across colleges while streamlining operations by reducing duplicative SEO contracts campus-wide.
- Optimize site structure, metadata, and content for usability, accessibility, and SEO performance for Illinois Online website.
- Collaborate with campus web support and IT partners to ensure proper implementation of SEO best practices.
- Monitor search performance trends and recommend content and structural improvements based on analytics.
- Provide SEO consultations for designated departments or programs as directed by the Office of the Provost.
Digital Marketing and Content Strategy
- Coordinate with other StratCom colleagues on Illinois Online content creation and optimization across web and social media channels.
- Collaborate with StratCom team members and colleges to develop targeted digital marketing campaigns that drive awareness and conversions for online offerings.
- Cultivate content-led SEO by identifying gaps in the prospective student journey (e.g., tuition info, career outcomes).
- Support storytelling efforts by showcasing faculty innovation, student success, and program impact through optimized content.
- Ensure all content adheres to Illinois branding, voice, and accessibility best practices
Analytics and Reporting
- Track website traffic, search performance, and conversion metrics using Google Analytics, Tag Manager, Search Console, and related tools.
- Develop and maintain dashboards that inform data-driven decisions about online program marketing priorities and site enhancements.
- Report regularly on ROI and provide actionable recommendations to improve engagement and lead generation to OOL, campus partners and leadership.
- Stay informed of digital marketing trends, higher education SEO strategies, and evolving search behaviors in online education.
- Conduct keyword research and trend analysis to inform content strategy, landing page development, and program promotion.
Collaboration and Institutional Alignment
- Work collaboratively with StratCom, OOL, academic units, and Illinois Online leadership to ensure consistent messaging and alignment with enrollment goals.
- Attend weekly OOL team meetings and meet with the OOL Program Manager as needed to consult on campus SEO service model.
- Provide guidance on digital content best practices during website updates and content management processes.
- Contribute to shared marketing initiatives and support cross-functional campaign execution as needed.
- Partner with the Analytics & Alignment team within StratCom on SEO best practices and contribute to training or documentation as needed.
- Assist with other StratCom marketing projects as capacity allows.
- Bachelor’s degree in marketing, business administration, communications, public relations, or a closely related field.
- Two (2) years (24 months) of professional work experience in marketing, public relations, communications, brand management, or a related professional area.
- Demonstrated experience with web analytics platforms(such as Google Analytics (GA4), Search Console, Tag Manager, etc.).
- Demonstrated experience with search engine optimization (SEO) platforms/tools (such as SEMrush, BrightEdge, or Ahrefs).
- Experience in higher education, online program marketing, or recruitment-focused campaigns.
- Familiarity with university marketing processes, brand governance, and data privacy policies.
- Experience with CRM or marketing automation systems (e.g., Slate, Salesforce, or HubSpot).
- Experience generating analytics reports and dashboards.
- Google Analytics or SEO certification.
- Basic understanding of accessibility standards (WCAG) and digital best practices.
- Analytical and detail-oriented skills
- Ability to translate data into actionable insights.
- Strong communication skills
- Ability to collaborate across teams with a wide range of backgrounds, identities, and lived experiences.
- Skill in creative problem solving and continuous process improvement.
- Skill in aligning search engine optimization (SEO) and digital marketing strategies with the university's mission, core values, strategic plan, and enrollment objectives.
This is a 100% full-time Civil Service 5004 - Marketing Associate position, appointed on a 12-month basis. The expected start date is as soon as possible after the closing date. Salary is competitive and commensurate with qualifications and experience while also considering internal equity. The budgeted salary for the position is $65,000 - $75,000.
This position is not eligible for any type of sponsorship for work authorization.
For more information on Civil Service classifications, please visit the SUCSS web site at https://www.sucss.illinois.gov/pages/classspec/default.aspx.
Applications must be received by 6:00 pm (Central Time) on Wednesday, August 12. Apply for this position using the Apply Now button at the top or bottom of this posting. Please upload your cover letter, resume, and names/contact information for three references. In order to be considered as a transfer candidate, you must apply for this position. Applications not submitted through https://jobs.illinois.edu will not be considered.
Please note Immigration sponsorship is not available for this position, and this position requires residency in the state of Illinois within 6 months of hire. If required by the position, transcripts or other documentation of credentials are to be provided no later than the first day of employment. For further information about this specific position, please contact Pam Steele [email protected]. For questions regarding the application process, please contact 217-333-2137.
At the University of Illinois Urbana-Champaign — the state’s flagship public university and one of the world’s leading research institutions — every staff member helps shape what’s next. Founded in 1867, Illinois is home to a vibrant community of 59,000 students from all 50 states and 129 countries, supported by 15 colleges and instructional units, more than 20 research institutes, and one of the most comprehensive student service ecosystems in the nation. Whether you’re empowering first-generation students, fueling breakthrough innovation, or strengthening communities across Illinois and beyond, your work here has a far-reaching and deeply meaningful impact. The university offers a highly competitive benefits package designed to support your well-being, growth, and financial security. Join a top 10 public university that has launched over 330 startups and continues to redefine excellence — where the Illinois Value Proposition ensures that your contributions are recognized, your potential is nurtured, and your career can thrive.
Champaign-Urbana
Artificial Intelligence (AI) tools may be used in some portions of the candidate review process for this position; however, all employment decisions will be made by a person.
This position is intended to be eligible for benefits. This includes Health, Dental, Vision, Life Insurance, a Retirement Plan, Paid time Off, and Tuition waivers for employees and dependents.
The University of Illinois System is an equal opportunity employer, including but not limited to disability and/or veteran status, and complies with all applicable state and federal employment mandates. Please visit Required Employment Notices and Posters to view our non-discrimination statement and find additional information about required background checks, sexual harassment/misconduct disclosures, and employment eligibility review through E-Verify.
Applicants with disabilities are encouraged to apply and may request a reasonable accommodation under the Americans with Disabilities Act (2008) to complete the application and/or interview process. Accommodations may also be requested on the basis of pregnancy, childbirth, and related conditions, or religion. Requests may be submitted through the reasonable accommodation portal, or by contacting the Office for Access & Equity at 217-333-0885, option #1, or [email protected].
Requisition ID: 1037495
Job Category: Professional and Administrative
Apply at: https://jobs.illinois.edu
