SEO and Personalisation Advisor

📌 Core Information 🔹 Job Title: SEO and Personalisation Advisor 🔹 Company: NSW Government Digital Channels 🔹 Location: Sydney, NSW, AU 🔹 Job Type: Temporary (with potential extension) 🔹 Category: Digital Marketing & SEO 🔹 Date Posted: June 10, 2025 🔹 Experience Level: Mid-Senior (5-10 years) 🚀 Job Overview Key aspects of this role include: 1. Customer-Centric Focus: Contribute to the strategy, execution, and uplift of search and personalisation capabilities to ensure customers can discover and access relevant information and services across nsw.gov.au. 2. Collaboration: Work closely with internal stakeholders, agency partners, content editors, product managers, and technical teams to support SEO, internal search, and personalisation goals. 3. Innovation: Stay informed about trends and opportunities in SEO, personalisation, AI-powered search, and web experimentation to continuously improve and innovate. 4. Data-Driven Decisions: Prepare in-depth analysis and insights from various tools to inform decision-making and drive continuous improvement. 5. Stakeholder Engagement: Effectively communicate technical concepts to non-technical audiences and manage vendor relationships. ASSUMPTION: This role requires a strong customer focus, excellent stakeholder engagement skills, and a growth mindset to thrive in a dynamic, collaborative environment. 📋 Key Responsibilities 🔹 SEO & Personalisation Initiatives: Deliver innovative, customer-centric SEO and personalisation initiatives across nsw.gov.au, supporting measurable improvements in customer experience and discovery. 🔹 Site Search Optimization: Contribute to the optimisation of site search on nsw.gov.au, including ongoing monitoring, reporting, and performance improvements. 🔹 Personalisation Strategies: Support the development and deployment of personalisation and recommendation strategies using Adobe Target and GA4, including campaign setup, segmentation, testing, and reporting. 🔹 Data Analysis & Insights: Prepare in-depth analysis and insights from tools such as Google Analytics 4, Search Console, SEMrush, Adobe Target, and internal search analytics using dashboards built in Google Data Studio (Looker Studio) to inform decision-making and drive continuous improvement. 🔹 Stakeholder Collaboration: Collaborate with internal stakeholders, agency partners, content editors, product managers, and technical teams to support SEO, internal search, and personalisation goals. 🔹 Documentation & Training: Develop documentation, standards, training materials, and processes to uplift capability in SEO and personalisation across NSW Government content teams. 🔹 Trend Analysis & Innovation: Stay informed about trends and opportunities in SEO, personalisation, AI-powered search, and web experimentation – and apply learnings to innovate and improve. 🔹 Vendor Management: Manage vendor relationships where required, including implementation partners for search and personalisation technologies. ASSUMPTION: Success in this role requires a strong understanding of SEO best practices, personalisation strategies, and data analysis techniques, as well as excellent communication and collaboration skills. 🎯 Required Qualifications Education: - Relevant degree or equivalent experience in digital marketing, SEO, or a related field. Experience: - 3+ years of experience in SEO for large-scale websites (government, enterprise, or e-commerce). - Experience working with internal site search and/or AI-powered search tools. - Experience delivering or supporting personalisation or experimentation activities using tools like Adobe Target and GA4. - Experience building or using Google Data Studio (Looker Studio) dashboards to present insights clearly to stakeholders and support data-driven decisions. Required Skills: - Strong analytical mindset, with the ability to extract insights from multiple data sources and make actionable recommendations. - Excellent stakeholder engagement and communication skills, including the ability to present technical concepts clearly to non-technical audiences. - Proficient in SEO best practices, keyword research, structured data (schema), redirects, and web analytics. - Familiarity with Google Analytics 4, Adobe Target, and internal search analytics. - Experience with Google Data Studio (Looker Studio) and data visualisation tools. - Strong understanding of ethical considerations in using AI and personalisation. Preferred Skills: - Experience with Drupal CMS. - Basic knowledge of HTML, CSS, JavaScript. - Understanding of ethical considerations in using AI and personalisation. 💰 Compensation & Benefits Salary Range: AUD 110,266 - 132,831 (Grade 07/08, with base salary starting at AUD 110,266 plus superannuation) Benefits: - Flexible working arrangements, with a base of 3 days per week in the office. - Competitive pay and conditions, with support for employee health and wellbeing. - Access to a wide range of government services and benefits. Working Hours: 40 hours per week, with flexible working arrangements available. ASSUMPTION: The salary range provided is based on the role's grade and experience level. The actual salary may vary depending on the candidate's skills, experience, and the NSW Government's salary review process. 📌 Applicant Insights 🔍 Company Context Industry: Government Administration Company Size: 10,001+ employees Founded: 1788 (as the colonial government of New South Wales) Company Description: - The NSW Government Digital Channels team is responsible for the central digital channels of the NSW Government, including nsw.gov.au and NSW Government social media platforms. - The team leads the transformation of the government’s digital presence by delivering inclusive, consistent, and customer-centric experiences through the OneCX program, which consolidates government information from many websites into a single, unified nsw.gov.au – putting the needs of the customer first. Company Specialties: - Digital transformation - Customer experience design - Government service delivery Company Website: ASSUMPTION: As a large government agency, NSW Government offers a wide range of services and benefits to its employees, with a strong focus on work-life balance and employee wellbeing. 📊 Role Analysis Career Level: Mid-Senior (5-10 years of experience) Reporting Structure: The role reports to the Senior Manager, SEO and Personalisation, within the NSW Government Digital Channels team. Work Arrangement: Hybrid (3 days per week in the office, with flexible working arrangements available) Growth Opportunities: - Opportunities for career progression within the NSW Government Digital Channels team or related roles within the NSW Government. - Potential for extension of the temporary contract, based on performance and funding availability. ASSUMPTION: This role offers opportunities for professional growth and development within the NSW Government, with a strong focus on customer-centric digital transformation. 🌍 Location & Work Environment Office Type: Hybrid (3 days per week in the office, with flexible working arrangements available) Office Location: Sydney – McKell Building, 2-24 Rawson Place, Haymarket NSW 2000, AU Geographic Context: - Sydney is the capital and most populous city in NSW, with a diverse and multicultural population. - The McKell Building is located in the heart of Sydney's central business district, offering easy access to public transportation, shopping, and entertainment options. Work Schedule: Flexible working hours, with a focus on outcomes and performance rather than strict office hours. ASSUMPTION: The hybrid work arrangement and central Sydney location offer a balance between collaboration and flexibility, with access to the city's extensive amenities and cultural attractions. 💼 Interview & Application Insights Typical Process: 1. Online application submission through the provided link. 2. Phone or video screening with the hiring manager. 3. In-depth telephone or video interview with the hiring manager and a panel of stakeholders. 4. Final interview with the senior manager and/or director. Key Assessment Areas: 1. Technical SEO and personalisation skills. 2. Data analysis and interpretation abilities. 3. Stakeholder engagement and communication skills. 4. Problem-solving and critical thinking skills. 5. Alignment with NSW Government values and cultural fit. Application Tips: 1. Tailor your resume and cover letter to highlight relevant skills and experiences for this role. 2. Prepare for behavioral and situational interview questions that focus on your problem-solving skills, stakeholder engagement, and customer-centric mindset. 3. Familiarize yourself with the NSW Government's digital transformation initiatives and customer experience goals. ATS Keywords: SEO, personalisation, Google Analytics 4, Adobe Target, data analysis, stakeholder engagement, technical SEO, keyword research, web analytics, internal site search, AI-powered search, Google Data Studio, performance improvement, documentation development, trend analysis, vendor management. ASSUMPTION: The interview process for this role will focus on assessing your technical skills, data analysis abilities, and cultural fit within the NSW Government Digital Channels team. 🛠️ Tools & Technologies - SEO tools: Google Search Console, SEMrush, Ahrefs, etc. - Analytics tools: Google Analytics 4, Adobe Analytics, etc. - Personalisation tools: Adobe Target, Optimizely, etc. - Data visualisation tools: Google Data Studio (Looker Studio), Tableau, Power BI, etc. - CMS: Drupal (preferred), WordPress, etc. - Collaboration tools: Microsoft 365, Google Workspace, etc. 👔 Cultural Fit Considerations Company Values: - Integrity: Uphold the highest standards of conduct and ethics in all aspects of our work. - Trust: Foster a culture of trust and transparency, where employees feel valued and empowered to contribute to our mission. - Service: Deliver exceptional customer service, with a focus on understanding and meeting the needs of our customers. - Accountability: Take responsibility for our actions and decisions, and strive for continuous improvement and learning. Work Style: - Collaborative: Work closely with internal and external stakeholders to achieve common goals. - Customer-centric: Prioritise the needs and preferences of our customers in all aspects of our work. - Innovative: Embrace new ideas, technologies, and approaches to improve our services and processes. - Data-driven: Use data and evidence to inform decision-making and drive continuous improvement. Self-Assessment Questions: 1. Can you provide an example of a time when you identified a customer need and developed a targeted SEO or personalisation strategy to address it? 2. How do you approach collaborating with stakeholders who have different priorities or perspectives than your own? 3. Can you describe a situation where you had to learn a new tool or technology to improve your work or a process? How did you approach this learning experience? ASSUMPTION: Success in this role requires a strong customer focus, excellent stakeholder engagement skills, and a growth mindset that embraces continuous learning and improvement. ⚠️ Potential Challenges 1. Workload fluctuations: The role may experience periods of high workload due to project deadlines or unexpected priorities, requiring strong time management and prioritisation skills. 2. Stakeholder management: Balancing the needs and expectations of various stakeholders, including content editors, product managers, and technical teams, can be challenging and may require diplomatic and persuasive communication skills. 3. Keeping up with industry trends: The SEO and personalisation landscape is constantly evolving, requiring continuous learning and adaptation to remain effective in the role. 4. Data silos: Working with multiple data sources and tools may present challenges in data integration, analysis, and interpretation, requiring strong problem-solving and data management skills. ASSUMPTION: Addressing these challenges effectively requires a proactive, solutions-oriented approach, with a strong focus on collaboration, communication, and continuous learning. 📈 Similar Roles Comparison 1. SEO Manager (Government of Victoria): This role focuses more on managing a team of SEO specialists and less on hands-on SEO and personalisation activities. It also involves more strategic planning and less day-to-day execution. 2. Personalisation Specialist (Commonwealth Bank): This role focuses primarily on personalisation strategies and less on SEO initiatives. It also involves more collaboration with marketing and product teams, rather than digital channels and content teams. 3. Digital Channels Manager (Telstra): This role involves managing a team responsible for the delivery and optimisation of digital channels, with a broader scope than SEO and personalisation. It also requires more experience in team leadership and strategic planning. ASSUMPTION: Each role offers unique opportunities and challenges, with varying focuses on SEO, personalisation, team management, and strategic planning. The ideal candidate for this role will have a strong background in SEO and personalisation, with experience in data analysis, stakeholder engagement, and process improvement. 📝 Sample Projects 1. SEO Audit and Strategy Development: Conduct a comprehensive SEO audit of nsw.gov.au, identify areas for improvement, and develop a targeted SEO strategy to enhance the site's search visibility and organic traffic. 2. Personalisation Campaign Development: Collaborate with content editors and product managers to develop and deploy personalisation campaigns using Adobe Target, targeting specific user segments and improving the relevance of content and services. 3. AI-Powered Search Implementation: Work with technical teams to implement and optimise an AI-powered search solution on nsw.gov.au, improving search relevance and user satisfaction. ASSUMPTION: These sample projects illustrate the hands-on, data-driven, and collaborative nature of the SEO and Personalisation Advisor role, with a strong focus on continuous improvement and innovation. ❓ Key Questions to Ask During Interview 1. Can you describe the team structure and dynamics within the NSW Government Digital Channels team? 2. How does the team approach collaboration and knowledge sharing with other NSW Government agencies and external partners? 3. What are the key priorities for the SEO and Personalisation team in the next 6-12 months, and how does this role contribute to achieving those objectives? 4. How does the team measure and track the success of SEO and personalisation initiatives, and what tools do they use for this purpose? 5. What opportunities are there for professional development and growth within the team and the broader NSW Government? ASSUMPTION: Asking these questions demonstrates your interest in the role, the team, and the broader organisation, and shows that you have thought critically about how your skills and experiences align with the position's requirements. 📌 Next Steps for Applicants To apply for this position: 1. Submit your application through the provided link: 2. Tailor your resume and cover letter to highlight relevant skills and experiences for this role, focusing on your SEO, personalisation, data analysis, and stakeholder engagement abilities. 3. Prepare for the interview process by researching the NSW Government's digital transformation initiatives, customer experience goals, and the specific requirements of this role. 4. Follow up with the hiring manager after your interview to express your interest in the role and address any concerns or questions that may have arisen during the interview process. 5. If invited for a final interview, be prepared to present a data-driven project or case study that demonstrates your ability to deliver innovative, customer-centric SEO and personalisation initiatives. ⚠️ Disclaimer This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.