[Hiring] SEO & Google Ads Specialist @D2B

Role Description

The SEO & Google Ads Specialist will be responsible for driving organic traffic, qualified leads, and direct bookings through effective SEO, paid search, and conversion-focused strategies. This role is ideal for someone who can combine technical SEO knowledge with Google Ads expertise and use data to directly connect digital marketing performance with measurable commercial results.

Key Responsibilities

• SEO & Organic Search
  • Develop and implement SEO strategies across multiple websites, brands, locations, and property pages.
  • Conduct keyword research based on search intent, customer behaviour, and commercial opportunities.
  • Optimise website pages, landing pages, metadata, headings, internal links, and other on-page SEO elements.
  • Conduct technical SEO audits covering indexing, crawlability, site speed, mobile usability, and structured data.
  • Identify and coordinate improvements to technical and on-page SEO issues.
  • Develop local SEO strategies to improve visibility across different Australian destinations and service areas.
  • Monitor keyword rankings, organic traffic, competitor activity, and search trends.
  • Identify opportunities to improve destination, accommodation, and property-related search visibility.
  • Support backlink and off-page SEO initiatives while maintaining brand quality and reputation.
• Google Ads / Paid Search
  • Create, manage, and optimise Google Ads campaigns across multiple brands and target markets.
  • Conduct keyword research and develop campaign structures based on search intent and commercial objectives.
  • Manage keywords, negative keywords, ad groups, bidding strategies, and campaign budgets.
  • Develop and test compelling search ad copy and calls-to-action.
  • Monitor campaign performance and optimise based on conversions, cost per acquisition, and return on ad spend.
  • Conduct A/B testing across ad copy, landing pages, and other campaign elements.
  • Identify opportunities to improve paid search efficiency and increase qualified bookings and enquiries.
  • Manage remarketing and conversion-focused search campaigns where required.
  • Adjust campaign strategies based on seasonality, destination demand, and business priorities.
• Content & Conversion Optimisation
  • Develop SEO briefs for website pages, blogs, destination guides, and landing pages.
  • Collaborate with content writers, designers, and marketing stakeholders to ensure content aligns with search intent.
  • Identify content gaps and opportunities to improve organic visibility.
  • Recommend improvements to landing pages and calls-to-action to increase enquiries and direct bookings.
  • Use search and website data to identify high-value audiences, destinations, services, and property categories.
  • Support initiatives designed to increase direct bookings and reduce reliance on third-party booking platforms.
• Analytics & Reporting
  • Monitor website and campaign performance using GA4, Google Search Console, and Google Ads.
  • Track organic traffic, rankings, conversions, bookings, leads, CPA, and ROAS.
  • Prepare regular SEO and paid search performance reports.
  • Analyse data to identify trends, performance gaps, and opportunities for growth.
  • Translate digital marketing data into practical recommendations for the wider marketing team.
  • Maintain dashboards and reporting systems to provide clear visibility of campaign performance.
• Competitor & Market Analysis
  • Monitor competitors within the short-term rental, holiday accommodation, travel, and property management sectors.
  • Analyse competitor SEO strategies, search rankings, paid advertising, and content activity.
  • Identify emerging search trends and opportunities within target Australian markets.
  • Recommend strategies to improve search visibility and strengthen the company's digital presence.
• Tools & Software
  • Google Ads
  • Google Analytics 4 (GA4)
  • Google Search Console
  • Google Tag Manager
  • SEMrush / Ahrefs
  • Screaming Frog
  • CMS platforms
  • Microsoft Excel / Google Sheets
  • Looker Studio or similar reporting/dashboard tools

Qualifications

• At least 3 years of hands-on experience in SEO and/or SEM/PPC.
• Proven experience managing Google Ads campaigns from setup through optimisation and reporting.
• Strong working knowledge of Google Analytics 4 (GA4) and Google Search Console.
• Demonstrated experience developing and implementing SEO strategies.
• Strong understanding of on-page, technical, and local SEO.
• Experience conducting keyword research, competitor analysis, and search intent analysis.
• Proven ability to analyse campaign data and make optimisation decisions based on performance.
• Experience managing SEO and paid search across multiple websites, brands, locations, or markets.
• Demonstrated ability to connect digital marketing activities with measurable business outcomes.

Preferred Experience

• Experience in short-term rentals, hospitality, travel, tourism, accommodation, or property management.
• Experience working with Australian businesses or Australian target markets.
• Experience with direct booking or conversion optimisation strategies.
• Working knowledge of HTML and CMS platforms.
• Experience with SEMrush, Ahrefs, Screaming Frog, or similar SEO tools.
• Experience with Google Tag Manager and conversion tracking.
• Familiarity with accommodation platforms such as Airbnb, Booking.com, or Expedia.
• Experience managing local SEO and Google Business Profiles across multiple locations.