• Execute tests, collect and analyze data and results, identify trends and insights in order to achieve maximum ROI in paid search campaigns • Track, report, and analyze website analytics and PPC initiatives and campaigns • Manage campaign expenses, staying on budget, estimating monthly costs, and reconciling discrepancies. • Optimize copy and landing pages for search engine marketing • Perform ongoing keyword discovery, expansion, and optimization • Research and implement search engine optimization recommendations • Research and analyze competitor advertising links • Develop and implement link building strategy • Work with editorial and marketing teams to drive SEO in content creation and content programming • Recommend changes to website architecture, content, linking, and other factors to improve SEO positions for target keywords.