Web Optimization and Support Analyst

Position Purpose

Serves as Geisel’s specialist in search engine optimization (SEO) and generative/AI engine optimization (GEO), and as the primary point of hands-on WordPress support and training for departments and end users across the Geisel web.

Working under the direction of the Web Architect, audits and measures the discoverability and performance of the Geisel web (approximately 20,000 pages and 15,000 associated documents across a hybrid Apache/WordPress multisite/MariaDB environment), develops a prioritized, phased plan for improving search and AI visibility across subsites, and implements or oversees implementation of the resulting page-structure, content, metadata, and markup changes.

Continues Geisel’s WordPress training and page-building support for departments without dedicated web staff, balancing reactive, ticket-driven support work with proactive, planned optimization work, and reports progress to the Web Architect and Director of Communications.

Description

Required Qualifications - Education and Yrs Exp

Bachelors or equivalent combination of education and experience

Required Qualifications - Skills, Knowledge and Abilities

• Bachelor’s degree in a related field (marketing, communications, computer science, information science) or equivalent combination of education and experience.

• 2–4 years of experience in SEO, digital marketing analytics, or web development with meaningful SEO/optimization responsibility.

• Working knowledge of technical SEO fundamentals: site architecture, redirects/canonicalization, structured data/schema, crawlability, and page performance.

• Hands-on experience with standard SEO/analytics tooling (e.g., Google Search Console, Google Analytics, a site-crawling tool such as Screaming Frog, a rank-tracking/competitive-analysis tool).

• Working knowledge of WordPress administration, including theme/template structure and multisite environments, sufficient to make and support page-structure changes.

• Basic literacy in HTML/CSS; enough familiarity with PHP and Apache configuration (e.g., .htaccess, redirects) to work safely in a files-first hybrid environment without breaking existing static content.

• Strong consultative and training skills; ability to work effectively with non-technical department staff and translate technical recommendations into plain language.

• Solid project management skills; ability to plan and execute a phased, prioritized program of work across many stakeholders.

• Clear written and verbal communication skills, including the ability to produce documentation and training materials.

Preferred Qualifications

• Direct experience with generative/AI engine optimization (GEO) concepts and practice.

• Experience in a higher education or other large decentralized organization, where content ownership is distributed across many departments.

• Familiarity with MariaDB/MySQL-backed applications and multisite WordPress at scale (tens of thousands of pages).

• Experience with structured data/schema.org markup implementation.

Department Contact for Recruitment Inquiries

Timothy Good

Department Contact Phone Number

603-646-5123

Department Contact for Cover Letter and Title

Timothy Good, Web Architect, DMD

Department Contact's Phone Number

Equal Opportunity Employer

Dartmouth College is an equal opportunity employer under federal law. We prohibit discrimination on the basis of race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, disability, veteran status, marital status, or any other legally protected status. Applications are welcome from all.

Background Check

Employment in this position is contingent upon consent to and successful completion of a pre-employment background check, which may include a criminal background check, reference checks, verification of work history, conduct review, and verification of any required academic credentials, licenses, and/or certifications, with results acceptable to Dartmouth College. A criminal conviction will not automatically disqualify an applicant from employment. Background check information will be used in a confidential, non-discriminatory manner consistent with state and federal law.

Is driving a vehicle (e.g. Dartmouth vehicle or off road vehicle, rental car, personal car) an essential function of this job?

Yes

Special Instructions to Applicants

Dartmouth College has a Tobacco-Free Policy. Smoking and the use of tobacco-based products (including smokeless tobacco) are prohibited in all facilities, grounds, vehicles or other areas owned, operated or occupied by Dartmouth College with no exceptions. For details, please see our policy. https://policies.dartmouth.edu/policy/tobacco-free-policy

Additional Instructions

Key Accountabilities

Description

Search & AI Visibility Strategy

• Conducts ongoing technical and content audits of the Geisel web using SEO/GEO tools (e.g., Google Search Console, Google Analytics, Screaming Frog, and a paid rank-tracking/competitive tool) to identify visibility gaps.
• Develops, in consultation with Geisel Communications, and maintains a prioritized roadmap of subsites/programs to address, based on criteria such as competitive pressure, current visibility gap, application/inquiry volume relative to capacity, and availability of departmental web staff.
• Stays current on evolving GEO practice (structured data, content designed for extraction/citation by AI answer engines, E-E-A-T signals) and adapts the roadmap as the discipline matures.

Percentage Of Time

20

Description

Technical Implementation

• Implements approved page-structure changes: URL/redirect strategy, canonicalization, internal linking, heading structure, and page templates — working within the constraints of the files-first Apache/WordPress routing model.
• Implements structured data/schema markup and other technical GEO elements on priority pages.
• Diagnoses and resolves technical SEO issues (broken links, duplicate content, crawl/indexing problems, page speed) in coordination with the Web Architect for anything touching server configuration.

Percentage Of Time

25

Description

Department & Content Collaboration

• Works directly with department stakeholders on priority subsites to plan and execute content and structural redesigns, including for departments without their own web staff.
• Advises content owners on writing and structuring content for both traditional search and AI-generated answers.

Percentage Of Time

15

Description

WordPress Support & Training

• Provides day-to-day WordPress support to end users: troubleshooting, page building assistance, and guidance on the multisite environment.
• Develops and delivers training (documentation, mini-courses, office hours) for faculty, staff, and department editors on WordPress and content best practices.
• Builds out pages and simple sites on behalf of departments that lack the staff capacity to do so themselves.

Percentage Of Time

20

Description

Measurement & Reporting

• Tracks and reports on organic search performance, AI-visibility indicators, and the impact of completed optimization projects.
• Provides regular updates to the Web Architect and Director of Communications on roadmap progress and results.

Percentage Of Time

10

Description

Collaboration

• Works closely with the Web Architect on any change that touches site architecture, server configuration, or the applications layer (faculty profiles, recruitment system, forms).
• Works closely with Geisel Communications and Marketing staff to align optimization priorities with broader marketing goals and consistent presentation of content.
• Coordinates with Dartmouth’s central Web Strategy, Design, and Infrastructure department as needed.

Percentage Of Time

5

Description

Professional Development

• Maintains current knowledge of SEO, GEO, and WordPress developments and shares relevant findings with the team.

Percentage Of Time

5

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Demonstrates professionalism and collegiality through actions, interactions, and communications with others appropriate to an environment that is welcoming to all.

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Performs other duties as assigned