Job Description

Job Title: Search Engine Specialist
Job ID: 681223
Status: Full-Time
Regular/Temporary: Regular
Shift: Day Job
Facility: UPMC Health Plan
Department: Marketing Communications
Location: 600 Grant St, Pittsburgh PA 15219


This role is responsible for executing, monitoring, and relentlessly optimizing paid search campaigns across the UPMC Insurance Services Division portfolio of companies. Search Engine Optimization (SEO) to monitor and improve organic rankings is also part of this function. The specialist will pull and analyze digital reporting on a regular basis to ensure strategic metrics are on track and can inform future digital strategies and media optimizations.

  • Assist in implementing SEO checklist for web content
  • Assist with budget tracking and recommendations.
  • Build strategies that connect PPC and SEO to amplify overall digital messaging
  • Continuously review new product offerings from Google, Bing and extended networks search vendors to determine test use cases
  • Create and optimize PPC ad copy.
  • Integrate paid search campaigns with overall advertising to refine attribution modeling.
  • Interface and collaborate with creative and digital vendors as needed.
  • Maintain Google Analytics account Events and Goals by line of business
  • Maintain digital campaign tracking taxonomy and crosswalks
  • Manage keyword bids, monitor positioning, creative A/B testing, dayparting, quality score, for ongoing optimization.
  • Partner with digital marketing strategists to build and deploy paid search campaigns for multiple lines of business, including direct to consumer, business to business, and membership communications.
  • Perform keyword research for paid search advertising campaigns.
  • Provide landing page optimization recommendations to Web development teams to improve user experience and conversions.
  • Relentlessly monitor and report on paid search campaigns and organic search performance.
  • Report on audience behavior across channels and devices using Google Analytics and DoubleClick
  • Use search volume traffic trends to optimize public site and blog content to maximize SEO reach.


  • Bachelor's degree in marketing, marketing technology, analytics, advertising, communications, or a related field required. 
  • Four to five years experience working on paid search campaigns, digital analytics, SEO in an agency or corporate communications position or related field.
  • Google Analytics Certification required.
  • Google AdWords Certification required.
  • Experience with Google Adwords, Google Search Console, Bing Ads, Doubleclick a must.
  • SEMRush, Spyfu, SimilarWeb experience a plus.
  • Excellent collaboration, multitasking, organizational, research/interviewing, writing, grammar, and interpersonal skills.

Licensure, Certifications, and Clearances:
Google Analytics Certification required Google AdWords Certification required

UPMC is an equal opportunity employer. Minority/Females/Veterans/Individuals with Disabilities

Salary Range: $22.60 to $39.11

Union Position: No

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