Job Summary 

Reporting to the Global Media Director, this role will lead the global SEO strategy, plan implementation and optimization. You will play a critical role in accelerating Equinix’s business growth by understanding and influencing the entire SEO customer journey – from traffic growth to web engagement to lead generation.  

Responsibilities 

Global SEO Strategy and Program Management 

• Develop and execute a comprehensive global SEO strategy focused on increasing relevant organic traffic, driving web engagement and generating leads 

• Identify and prioritize key growth opportunities through market analysis, keyword research, and competitive intelligence 

• Deliver on annual and quarterly SEO-driven traffic growth and lead generation KPIs 

• Ongoingly establish the SEO program vision and benchmarks for current and future success 

• Integrate emerging SEO trends, including AI Overviews, Answer Engine Optimization, and the strategic use of Generative AI for tasks like research and content ideation 

Technical SEO Foundation 

• Conduct regular, in-depth technical SEO audits to identify and resolve issues related to crawlability, indexability, site architecture and schema markup 

• Optimize on-page elements at scale, including meta and header tags, URL structures, and internal linking strategies to enhance relevance and user experience 

• Develop, implement and measure off-page SEO initiatives, including building high-quality backlinks and managing the site's authority profile to support ranking improvements 

Content SEO Strategy & Optimization 

• Collaborate with internal content creators to develop new SEO-driven web content addressing high-opportunity keywords 

• Optimize existing website content for search visibility, web engagement, and led generation goals across all parts of the global website (data centers, products & services, solutions, blog) 

• Perform content gap analyses and identify opportunities for value-additive content that establishes topical authority, in line with Global Brand team objectives 

• Guide the integration of various content formats (text, video, images) into the SEO strategy, ensuring elements like alt text and structured data are implemented in an SEO-optimized way 

SEO Analytics & Performance Monitoring 

• Monitor, analyze, and report on key SEO metrics using GA4 and Google Search Console, focusing on traffic quantify, quality and contribution to key business outcomes (lead generation) 

• Translate complex SEO data into actionable insights and clear performance reports for stakeholders and the leadership team, highlighting successes, challenges, and strategic recommendations 

• Track detailed SEO leading indicators including keyword rankings, SERP feature presence (featured snippets, AI Overviews), competitor performance, and market share  

• Implement tracking mechanisms to measure the direct impact of the SEO initiatives on key business outcomes (lead generation) 

Data-Driven Experimentation & Optimization 

• Contribute to the Global Web Testing Framework with SEO insight-led web test proposals aiming to drive meaningful lift in the key business outcome (lead generation) through increased organic traffic and/or web engagement 

• Identify underperforming areas of the site and content and formulate data-backed hypotheses for improvement 

• Analyze user behavior data (bounce rates, time on page, conversion paths) for organic visitors to identify friction points and opportunities for user experience optimization 

Cross-Functional Collaboration 

• Collaborate closely with the Global Web Strategy team to ensure SEO best practices are integrated into website design, development sprints, and platform updates and with the Creative Services teams on web content refreshes and new content development 

• Align the SEO efforts with Paid Search in collaboration with the Global Paid Media team and identify opportunities for a consolidated and ROAS-optimized organic & paid search strategy  

• Map out internal vs. agency-supported SEO efforts; define the roadmap and drive the efforts of the SEO agencies 

• Work hand in hand with Global Analytics and the Marketing Operations team on dashboarding, results interpretation and testing methodologies 

• Communicate SEO strategies, performance insights, technical requirements and business impact clearly and effectively to non-technical stakeholders across the organization; act as the internal SEO subject matter expert 

Qualifications 

• Minimum 8 years of direct, hands-on SEO experience, with a proven track record of developing and executing strategies that delivered significant, measurable growth in organic traffic and business outcomes for large & complex organizations or within highly competitive product categories 

• Technical SEO acumen: search engine algorithms, link building strategies and implementation on-site and off-site, URL and site architecture optimization, XML sitemaps, robots.txt, meta tags, canonical tags, alt tags, mobile optimization, international SEO complexities 

• SEO content optimization: advanced keyword research methodologies, web content SEO creation and optimization, off-site authority-building campaigns 

• Advanced Analytics & Testing: advanced proficiency with SEO & Analytics tools (GA4, GSC, BrightEdge, SEMrush, Looker Studio, keyword research tools) and ability to build the dashboards, conduct complex data analysis, create insightful reports and drive SEO experimentation & optimization agenda 

• Effective cross-functional collaboration & communication to engage with and align multiple stakeholders 

• Proactive program/ project management & prioritization with a bias towards action and optimizing for the business impact 

• Adaptability & growth mindset to stay ahead of the curve and quickly adapt to major algorithm updates, Gen AI, AEO and other emerging trends