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Key Responsibilities and Required Skills for Web Content Analyst

💰 $50,000 - $95,000

ContentSEOAnalyticsDigital MarketingUX

🎯 Role Definition

The Web Content Analyst is responsible for the governance, optimization, measurement, and quality assurance of website content to drive discoverability, engagement, conversions, and a consistent brand experience. This role combines content strategy, SEO, analytics and content operations to ensure content delivers against business and user goals across desktop and mobile channels.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior Content Specialist or Content Coordinator
  • SEO Specialist or Digital Marketing Coordinator
  • Web Editor or Technical Writer

Advancement To:

  • Senior Web Content Analyst / SEO Manager
  • Content Strategy Manager or Digital Content Lead
  • Manager, Web Experience or Director of Digital Marketing

Lateral Moves:

  • UX Content Designer
  • Product Content Manager
  • Analytics / Data Analyst (digital focus)

Core Responsibilities

Primary Functions

  • Conduct ongoing content audits across the website to identify thin, outdated, duplicate, or poorly performing pages and develop prioritized remediation plans aligned to SEO and UX objectives.
  • Optimize on-page elements including titles, meta descriptions, header tags, image alt text, internal linking, and structured data (schema.org) to improve organic search visibility and click-through rates.
  • Manage and publish content in enterprise CMS platforms (e.g., WordPress, Sitecore, Drupal) including page templates, content blocks, redirects, and version control to ensure a consistent, accessible site experience.
  • Monitor and analyze web analytics data (Google Analytics 4, Adobe Analytics) to track traffic, engagement, conversion funnels, and content performance; translate findings into actionable recommendations and A/B test hypotheses.
  • Develop and maintain content taxonomy, tagging standards, metadata schemas, and URL conventions to improve content discoverability, personalization, and search engine indexing.
  • Define and report on KPIs for content performance (organic sessions, bounce rate, time on page, goal completions, conversion rate) and deliver weekly/monthly performance dashboards to stakeholders.
  • Execute on-page and technical SEO tasks such as crawl optimization, XML sitemaps, robots.txt management, canonicalization, and 301/302 redirect management to maintain search engine health.
  • Run and analyze A/B and multivariate tests using platforms like Optimizely, VWO or Google Optimize to evaluate content layouts, CTAs, microcopy, and templates for conversion lift.
  • Partner with product, UX, design, and engineering teams to scope content requirements, implement page templates, and ensure responsive and accessible layouts on mobile and desktop.
  • Produce editorial briefs, content outlines, and SEO-driven copy recommendations for authors and agencies to ensure content aligns with keyword strategy, tone, and user intent.
  • Maintain QA processes for content releases including cross-browser and device checks, link validation, broken-image checks, and verification of metadata and schema implementations prior to publish.
  • Implement and enforce content governance policies and a content lifecycle process (create, review, publish, archive) including content owner tagging and review cadences.
  • Monitor site search analytics and refine search facets, synonyms, and results ranking to increase internal search relevance and task completion.
  • Coordinate localization and translation workflows for international sites, ensuring translated content preserves SEO-optimized metadata, hreflang tags, and regional search requirements.
  • Perform technical investigations with engineering and SEO teams to resolve page speed, renderability, JavaScript indexing, and crawl coverage issues impacting content visibility.
  • Lead competitive content analysis by benchmarking competitors’ content, keyword footprints, and SERP features to identify content gaps and opportunities for strategic content development.
  • Manage and prioritize content backlog items, collaborate in sprint planning, and liaise with product owners to align content work with roadmap and release cycles.
  • Train and advise content creators, product teams, and business stakeholders on SEO best practices, accessibility (WCAG) requirements, and CMS workflows to increase content quality at scale.
  • Implement and maintain structured data (JSON-LD) for rich results and monitor SERP enhancements like knowledge panels, featured snippets, and rich snippets relevant to business content.
  • Identify and remediate compliance and legal risks in web content (privacy statements, disclaimers, advertising disclosures) through stakeholder coordination and content updates.
  • Create and maintain content performance dashboards and automated reports (Looker, Data Studio, Power BI) that surface actionable insights and trends for senior leadership.
  • Manage redirects, canonical tags, and site migrations to preserve organic traffic, perform pre- and post-launch analysis, and correct mapping issues during technical migrations or redesigns.
  • Collaborate with CRO, marketing, and acquisition teams to align content with campaign objectives, landing page optimization, and paid search landing experiences.
  • Maintain editorial standards and brand voice across web content; review copy for accuracy, clarity, grammar, and alignment with brand and legal guidelines.
  • Conduct accessibility reviews and implement remediations to ensure web content meets WCAG 2.x standards, including semantic HTML, alt text, and keyboard navigability.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis.
  • Contribute to the organization's data strategy and roadmap.
  • Collaborate with business units to translate data needs into engineering requirements.
  • Participate in sprint planning and agile ceremonies within the data engineering team.

Required Skills & Competencies

Hard Skills (Technical)

  • SEO strategy and execution (on-page, technical, local, and mobile SEO) with measurable outcomes.
  • Proficiency with CMS platforms such as WordPress, Sitecore, Drupal, or Adobe Experience Manager for page creation and governance.
  • Analytics tools: Google Analytics 4, Adobe Analytics; experience creating dashboards and segmenting audiences.
  • SEO and crawling tools: Screaming Frog, SEMrush, Ahrefs, DeepCrawl, or equivalent for audits and keyword research.
  • Experience with A/B testing and experimentation platforms: Optimizely, VWO, Google Optimize, or similar.
  • Basic front-end knowledge: HTML5, CSS and an understanding of JavaScript impacts on SEO and rendering.
  • Familiarity with Google Tag Manager, event tracking, and measurement planning.
  • Competence in SQL and spreadsheet modeling (Excel, Google Sheets) for ad hoc analysis and data manipulation.
  • Experience implementing structured data / JSON-LD (schema.org) and working knowledge of hreflang and canonical tags.
  • Content governance and taxonomy design, metadata strategy, and information architecture.
  • Working knowledge of accessibility principles (WCAG) and tools for audit and remediation.
  • Experience with site search tools, personalization engines, or CMS search configuration.
  • Familiarity with content localization workflows and translation management systems (TMS).

Soft Skills

  • Strong analytical and problem-solving ability with a data-driven mindset and attention to detail.
  • Clear verbal and written communication skills for producing actionable reports and training materials.
  • Stakeholder management and cross-functional collaboration across product, design, engineering, legal, and marketing teams.
  • Project management and prioritization skills to manage multiple content initiatives and deadlines.
  • Editorial judgment and copywriting capability to assess and improve content quality.
  • Adaptability and continuous learning orientation in a fast-changing digital environment.
  • Ability to translate technical SEO concepts into business value and actionable recommendations.
  • Organized, process-minded approach to governance, QA, and content lifecycle management.
  • Customer-first thinking with empathy for user needs and content accessibility.
  • Persuasive presentation skills to influence content strategy and resource allocation.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Journalism, English, Information Science, Computer Science, or a related field.

Preferred Education:

  • Bachelor's or Master’s degree with coursework or certifications in Digital Marketing, SEO, Analytics, Web Development, or UX Writing.
  • Professional certifications (e.g., Google Analytics, SEMrush, HubSpot Content Marketing) are a plus.

Relevant Fields of Study:

  • Communications / Journalism
  • Marketing / Digital Marketing
  • Information Science / Library Science
  • English / Technical Writing
  • Computer Science / Web Development

Experience Requirements

Typical Experience Range:

  • 2–5 years of hands-on experience managing website content, SEO, and analytics in a corporate or agency environment.

Preferred:

  • 3–5+ years of progressive experience with demonstrable results in improving organic traffic, engagement metrics, and conversion rates; experience on enterprise CMS and a track record of running successful A/B tests and technical SEO projects.
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