SEO and Personalisation Advisor

📌 Core Information 🔹 Job Title: SEO and Personalisation Advisor 🔹 Company: NSW Government Digital Channels 🔹 Location: Sydney, NSW, AU 🔹 Job Type: Temporary 🔹 Category: Digital Marketing 🔹 Date Posted: June 10, 2025 🔹 Experience Level: 5-10 years 🚀 Job Overview Key aspects of this role include: - Contributing to the transformation of digital government communications - Delivering innovative, customer-centric SEO and personalisation initiatives - Collaborating with internal stakeholders and agency partners to support SEO, internal search, and personalisation goals - Staying up-to-date with trends and opportunities in SEO, personalisation, AI-powered search, and web experimentation ASSUMPTION: This role requires a strong background in SEO and personalisation, with a focus on delivering customer-centric initiatives. The ideal candidate will have experience working with large-scale websites and a deep understanding of technical SEO, keyword research, and web analytics. 📋 Key Responsibilities 🔹 SEO and Personalisation Initiatives: - Deliver innovative, customer-centric SEO and personalisation initiatives across nsw.gov.au - Support the development and deployment of personalisation and recommendation strategies using Adobe Target and GA4 - Prepare in-depth analysis and insights from various tools to inform decision-making and drive continuous improvement 🔹 Site Search Optimization: - Contribute to the optimisation of site search on nsw.gov.au, including ongoing monitoring, reporting, and performance improvements 🔹 Stakeholder Collaboration: - Collaborate with internal stakeholders, agency partners, content editors, product managers, and technical teams to support SEO, internal search, and personalisation goals - Develop documentation, standards, training materials, and processes to uplift capability in SEO and personalisation across NSW Government content teams 🔹 Staying Current with Industry Trends: - Stay across trends and opportunities in SEO, personalisation, AI-powered search, and web experimentation – and apply learnings to innovate and improve ASSUMPTION: The ideal candidate will have a proven track record in delivering SEO and personalisation initiatives, with a strong understanding of technical SEO, keyword research, and web analytics. They should also possess excellent stakeholder engagement and communication skills. 🎯 Required Qualifications Education: - Relevant degree or equivalent experience 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 Required Skills: - Technical SEO, keyword research, structured data (schema), redirects, and web analytics - Experience building or using Google Data Studio (Looker Studio) dashboards to present insights clearly to stakeholders - 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 Preferred Skills: - Experience with Drupal CMS - Basic knowledge of HTML, CSS, JavaScript - Understanding of ethical considerations in using AI and personalisation ASSUMPTION: While the role requires a strong background in SEO and personalisation, candidates with experience in government or enterprise environments may have an advantage. Familiarity with Drupal CMS and ethical considerations in AI usage is also beneficial. 💰 Compensation & Benefits Salary Range: AUD 110,266 - 120,000 per year (based on experience level and industry standards) Benefits: - Flexible working arrangements - Competitive pay and conditions - Support for employee health and wellbeing Working Hours: Full-time (37.5 hours per week) ASSUMPTION: The salary range is estimated based on industry standards for roles of this level and location. The actual salary may vary based on the candidate's experience and qualifications. 📌 Applicant Insights 🔍 Company Context Industry: Government Administration Company Size: 10,001+ employees Founded: 1788 (as a colony; 1901 as a federated state) 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. They lead the transformation of the government’s digital presence by delivering inclusive, consistent, and customer-centric experiences. Company Specialties: Digital strategy, user experience design, web development, content management, and data analytics Company Website: ASSUMPTION: As a government agency, the NSW Government Digital Channels team operates within a structured and hierarchical environment. Candidates should be comfortable working within these constraints and be prepared to navigate bureaucracy. 📊 Role Analysis Career Level: Mid-career Reporting Structure: Reports to the Senior Manager, SEO and Personalisation Work Arrangement: Hybrid (based at Sydney – McKell Building with flexible working arrangements) Growth Opportunities: - Potential extension of the temporary contract - Opportunities to work on high-impact projects and contribute to digital transformation in government ASSUMPTION: This role offers opportunities for career growth and development within the NSW Government. Candidates should be prepared to take on new challenges and adapt to changes in the digital landscape. 🌍 Location & Work Environment Office Type: Hybrid (combination of on-site and remote work) Office Location(s): Sydney – McKell Building Geographic Context: - Sydney is the capital and most populous city in NSW, with a population of over 5 million people - The McKell Building is located in the Sydney central business district (CBD), close to public transport and amenities Work Schedule: Full-time (37.5 hours per week) with flexible working arrangements ASSUMPTION: Candidates should be comfortable working in a hybrid environment and be able to manage their time effectively between on-site and remote work. 💼 Interview & Application Insights Typical Process: 1. Online application submission 2. Phone or video screening 3. In-depth interviews with relevant stakeholders 4. Final interview with the hiring manager Key Assessment Areas: - Technical SEO and personalisation skills - Analytical mindset and problem-solving abilities - Stakeholder engagement and communication skills - Cultural fit and alignment with company values Application Tips: - Tailor your resume and cover letter to highlight relevant skills and experiences for this role - Prepare for behavioral and situational interview questions that focus on your problem-solving skills and ability to work in a team environment - Research the NSW Government and its digital transformation initiatives to demonstrate your understanding of the organisation and its goals ATS Keywords: SEO, personalisation, digital transformation, government communications, web analytics, stakeholder engagement, technical SEO, keyword research, web experimentation ASSUMPTION: The interview process for this role will focus on assessing the candidate's technical skills, analytical mindset, and cultural fit. Candidates should be prepared to discuss their experience with SEO, personalisation, and working with large-scale websites. 🛠️ Tools & Technologies - SEO tools: Google Search Console, SEMrush, Ahrefs, Screaming Frog - Personalisation tools: Adobe Target, Optimizely, Google Optimize - Web analytics tools: Google Analytics 4, Adobe Analytics, Mixpanel - Site search tools: Elasticsearch, Algolia, Solr - CMS: Drupal - Data visualisation tools: Google Data Studio (Looker Studio), Tableau, Power BI ASSUMPTION: Candidates should have experience with relevant SEO, personalisation, and web analytics tools, as well as familiarity with working in a government or enterprise environment. 👔 Cultural Fit Considerations Company Values: - Integrity: Upholding the highest standards of ethical and professional conduct - Trust: Building and maintaining relationships based on honesty, reliability, and transparency - Service: Delivering exceptional customer service and supporting the community - Accountability: Taking responsibility for our actions and decisions, and learning from our mistakes Work Style: - Collaborative: Working closely with internal and external stakeholders to achieve common goals - Adaptable: Embracing change and responding effectively to new challenges and opportunities - Customer-focused: Prioritising the needs and preferences of our customers in all our decisions and actions Self-Assessment Questions: 1. How do you ensure that your SEO and personalisation strategies align with the company's values and ethical guidelines? 2. Describe a time when you had to adapt your approach to SEO or personalisation due to changes in the digital landscape or stakeholder feedback. How did you handle this situation, and what was the outcome? 3. How do you balance the need for personalisation and the potential risks of creating echo chambers or reinforcing biases in user experiences? ASSUMPTION: Candidates should be able to demonstrate their alignment with the company's values and work style, as well as their ability to adapt to new situations and balance competing priorities. ⚠️ Potential Challenges 1. Navigating bureaucracy: Working within a government agency may require navigating complex processes and hierarchies, which can slow down decision-making and implementation. 2. Limited resources: As a temporary role, the Advisor may face resource constraints when trying to implement new initiatives or tools. 3. Stakeholder management: Balancing the needs and expectations of various internal and external stakeholders can be challenging, requiring strong communication and negotiation skills. 4. Keeping up with technology: The digital landscape is constantly evolving, and the Advisor must stay current with the latest trends and tools in SEO, personalisation, and AI-powered search. ASSUMPTION: Candidates should be prepared to overcome these challenges and be able to adapt their approach as needed to succeed in this role. 📈 Similar Roles Comparison 1. SEO Manager (Private Sector): In the private sector, SEO managers may have more autonomy and resources to implement SEO strategies, but they may also face greater competition and market pressures. 2. Government Digital Transformation Specialist (Other Agencies): Other government agencies may have similar digital transformation initiatives, but their focus and resources may differ from those of the NSW Government Digital Channels team. 3. AI-Powered Search Specialist: AI-powered search specialists may have more specific expertise in AI and machine learning, but they may not have the same breadth of experience in SEO, personalisation, and web analytics. ASSUMPTION: Candidates should be able to differentiate this role from similar positions and understand the unique challenges and opportunities it presents. 📝 Sample Projects 1. SEO Audit and Strategy Development: Conduct a comprehensive SEO audit of nsw.gov.au and develop a targeted strategy to improve organic search rankings and drive more traffic to the site. 2. Personalisation Campaign for High-Value Users: Design and implement a personalisation campaign using Adobe Target to improve the user experience for high-value users, such as frequent visitors or users with specific needs. 3. AI-Powered Search Implementation: Collaborate with technical teams to implement an AI-powered search solution on nsw.gov.au, improving search relevance and user satisfaction. ASSUMPTION: Candidates should be able to provide specific examples of their experience with these types of projects and explain how they approached and solved the challenges they faced. ❓ Key Questions to Ask During Interview 1. Role Responsibilities: Can you describe the most challenging SEO or personalisation project you've worked on, and how you approached and solved the problems you encountered? 2. Stakeholder Collaboration: How do you manage relationships with internal and external stakeholders, especially when their priorities or expectations differ from your own? 3. Digital Transformation: How do you stay current with the latest trends and best practices in SEO, personalisation, and AI-powered search, and how do you apply this knowledge to your work? 4. Work Environment: How do you adapt to working in a hybrid or remote environment, and what tools or strategies do you use to maintain productivity and communication with your team? 5. Career Growth: What opportunities do you see for professional development and career growth within the NSW Government, and how do you plan to take advantage of these opportunities? ASSUMPTION: Candidates should be prepared to answer these questions and provide specific, relevant examples from their past experiences. 📌 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 your relevant skills and experiences for this role, focusing on your SEO, personalisation, and analytical skills, as well as your ability to work in a team environment. 3. Prepare for the interview process by researching the NSW Government and its digital transformation initiatives, and by practicing common interview questions and your responses to them. 4. Follow up with the hiring manager after your interview to express your interest in the role and reiterate your qualifications and fit for the position. ⚠️ Disclaimer: This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.