Search Engine Optimization Specialist

Baker & McKenzie • Tampa, FL

298d • Remote

About The Position

The Search Engine Optimization Specialist will play a critical role in optimizing and enhancing search capabilities within the Firm, the role-holder will collaborate closely with the Senior Manager for Content Management, internal teams, and external vendors to improve systems, tools, and processes that support the Firm's knowledge management initiatives. This includes managing and optimizing internal search capabilities, enhancing user experience, integrating data systems, and implementing SEO strategies for enterprise search to ensure that content is easily accessible and highly discoverable. This role aligns with the Firm's Knowledge, Content, and Data strategies. The Firm is modernizing its digital content platforms to better support its lawyers and business professionals by optimizing content and data within the Microsoft environment, including through GenAI enablement. This transformational program sits within the context of and aligns with a continued focus on quality. In this context, the role is critical in optimizing and enhancing search within the Firm.

Requirements

• Proven experience as an enterprise search specialist or in a similar role with a strong focus on content optimization and search functionality
• In-depth knowledge of SEO practices, analytics tools, and software
• Experience working with SharePoint, including configuring web parts, creating content types, and managing term stores
• Strong understanding of metadata systems, taxonomy management, and how they impact search discoverability
• Strong analytical and problem-solving skills with the ability to translate data into actionable insights
• Able to work independently, manage multiple projects, and meet deadlines
• Knowledge of enterprise search concepts, including relevancy tuning, rank boosting, and search suggestions
• Experience with GenAI or an understanding of its role in content optimization
• Strong communication skills and the ability to collaborate effectively with various stakeholders, both internally and externally

Nice To Haves

• Experience with business intelligence tools like PowerBI for content reporting and analytics
• Familiar with advanced search strategies and techniques, especially for intranet search and internal systems
• Able to create both quantitative and qualitative analytics to evaluate changes and test new solutions
• Appreciation for the importance of a consistent, firm-wide taxonomy and its impact on content accessibility
• Familiar with web technologies, including HTML, CSS, and JavaScript

Responsibilities

• Develop and implement enterprise search strategies to enhance the internal intranet's user interface (UI) and user experience (UX)
• Conduct keyword research and analysis to identify enterprise search optimization opportunities
• Optimize content structure and tagging to improve search relevance and discoverability
• Work with content creators to ensure search best practices are integrated into all business content
• Provide support for user queries, troubleshoot issues, and maintain documentation of operational procedures related to tools and projects
• Develop taxonomies and metadata systems to categorize and organize content for improved searchability and GenAI readiness
• Integrate structured and unstructured data to create comprehensive knowledge connections, improving data visibility and accessibility
• Improve internal linking structure and enhance search functionality through collaboration with technical teams (e.g., SharePoint engineers) and vendors
• Regularly audit search functionality, identifying areas for improvement based on user data and feedback
• Establish and maintain data management best practices to ensure data integrity, quality, and security
• Adhere to data governance policies and procedures to manage data lifecycle and compliance
• Collaborate with stakeholders to ensure consistent data standards and practices across the Firm
• Guide data management tools and technologies to support data-driven decision-making
• Conduct regular training sessions on data management best practices and tools for internal teams
• Monitor and analyze search performance metrics, utilizing analytics tools to optimize search functionality
• Focus on improving search relevancy, tuning search algorithms, and optimizing search configurations based on analytics
• Develop and maintain regular audits and performance reports to measure search success and areas for enhancement
• Offer technical training on search features, tagging systems, advanced search usage, and the search engine's indexing/ranking processes
• Conduct training to help users navigate and utilize Knowledge tools more effectively
• Provide hands-on support for Knowledge tools, developing and updating FAQs and troubleshooting solutions
• Work closely with the Technology team to configure and test solutions
• Assist in building templates, reports, and troubleshooting issues across tools
• Support ongoing system enhancements, including testing patches, integrations, and upgrades
• Collaborate closely with the project team associated with the digital transformation project, working with content creators to implement and drive changes to processes to enable user experience optimization
• Ensure proper levels of engagement with Knowledge content by attorneys, constantly working towards improving the user experience and ensuring user feedback is incorporated as appropriate
• Maintain and drive adherence to policies, best practices, and guidance designed to achieve the key aims enabled by the responsibilities outlined above
• Be known as the expert and go-to person for the resolution of issues and business solutions relating to search
• The position may demand simultaneous involvement in other Firm programs and workstreams as required from time to time, particularly those within the context of legal technology involving knowledge content, including the Firm's GenAI program of work.

Benefits

• Tuition Reimbursement: Support for your continued education and professional development
• Profit Sharing: Share in the company's success with our profit-sharing program
• Generous Paid Time Off: Enjoy a minimum of 20 days of PTO in your first year of employment
• 401(k) Plan: Automatic enrollment with a firm contribution rate of 5%. You are 100% vested from day one, with a 50% firm match up to 5%
• Paid Monthly Parking: Up to $100 per month to cover your parking expenses
• Student Loan Repayment: Assistance to help you manage and repay your student loans
• Adoption Assistance Program: Financial support for employees expanding their families through adoption
• Referral Bonus Program: Earn $2k bonus for referring qualified candidates to join our team
• BAgile Program: Enjoy a hybrid schedule that allows you to work from home 2 days a week, in the office 2 days a week, with 1 flex day

What This Job Offers

• Industry: Professional, Scientific, and Technical Services