The role of the Local SEO Manager is to support the Senior Digital Performance Manager - to leverage the Google local search landscape and to drive forward activities relating to Google products like Google Business Profile (GBP), review generation, local competitor analysis, local search performance and any other areas that support our local lead flow objectives. In addition, the role will implement SEO best practice to maximise the discoverability and performance of our websites across organic and paid channels that target local users with the goal of driving lead flow.
The role’s key responsibilities will include:
- Responsible for delivering priority Local Search projects across Rentokil Initial and its subsidiary brands globally.
- Responsible for working across the local search landscape and delivering across both organic and paid search channels to support Rentokil Initial and its subsidiaries leverage local search volumes to drive conversions and lead flow
- Manage and support the Google Business Profile (GBP) profile landscape across Rentokil Initial and its subsidiaries
- Creation, deduplication, deletion, verification and optimal configuration and setup of GBP profiles for key Rentokil Initial markets.
- This will include liaising with Google Account Managers, Google Support and the local markets around, for example creation or deletion of profiles, bulk location verifications, adding content to profiles including office addresses, phone numbers, service lines and hours of operation.
- Liaise across the Performance Marketing Team to identify local keywords and support the optimisation of Google Post campaigns and content to target these terms.
- Liaise with the local markets to collate all of the necessary information required and manage all communication with the markets in conjunction with the Performance Marketing and Digital Account Management team to ensure that progress is tracked.
- Support with the global roll-out of review generation in platforms like Embed Social/Podium.
- Drive and support markets with their first and third party review generation activities across both organic and paid channels. Roll-out GBP reviews on key transactional and paid landing pages to drive conversions & enquiries
Requirements:
Experience of working with and optimising Google Business Profile
Good understanding and experience of Local SEO best practices: including defining technical considerations through audits, making on-page recommendations, understanding the organic local search ecosystem and how social media could be used as part of a holistic strategy
Understanding of search engine algorithms and their impact on the organic performance of websites
Understanding of technical SEO changes (e.g. robots.txt optimisation, 301 redirects, hreflang, canonicalization, schema, etc.)
Use 3rd party audit / SEO / Search tools to carry out web quality audits. Examples include SEMRush, deep dive site crawlers such as Screaming Frog and backlink auditors such as OppHive/Ahrefs.
An ability to work in a collaborative manner with colleagues in the wider Digital Team, different departments in M&I and colleagues globally.
Preferably some experience of working within enterprise content management systems and some experience around web content creation and entry.
Keep up to date with current digital marketing trends & technologies
Experience in MS Office or Google Apps is essential
Strong understanding and experience in Google's own web monitoring and analytics tools such as Google Search Console, Google AdWords, Google Analytics, Google Data Studio and Google Trends. Use these tools effectively to help develop the Digital Marketing strategy as well as identify possible fluctuations in local web performance and the possible reasons behind these.
Additional Competencies (advantageous but not essential)
Knowledge and experience in paid search is a plus
Understanding of the web development cycle and web technologies
A good understanding or experience using WordPress (or similar), paid landing page platforms, B2B insight services or other marketing technology landscapes and platforms
Additional European language skills a plus
Qualifications
Undergraduate degree or qualification in Marketing, IT or similar
Benefits:
- Competitive salary and bonus scheme
- Hybrid working
- Rentokil Initial Reward Scheme
- 23 days holiday, plus 8 bank holidays
- Employee Assistance Programme
- Death in service benefit
- Healthcare
- Free parking
At Rentokil Initial, our customers and colleagues represent diverse backgrounds and experiences. We take pride in being an equal opportunity employer, actively encouraging applications from individuals from all walks of life. Our belief is that everyone irrespective of age, gender, gender identity, gender expression, ethnicity, sexual orientation, disabilities, religion, or beliefs, has the potential to thrive and contribute.
We embrace the differences that make each of our colleagues unique, fostering an inclusive environment where everyone can be their authentic selves and feel a sense of belonging. To ensure that your journey with us is accessible if you have any individual requirements we invite you to communicate any specific needs or preferences you may have during any stage of the recruitment process. Our team is available to support you; feel free to reach out to ([email protected]) if you need anything
Be Yourself in Your Application! At Rentokil Initial, we value innovation, but we want to see the real you! While AI can help with structure and grammar, make sure your application shows your true passion and understanding of the role. A personal touch will help you stand out
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