Job Description

Role Clarity | SEO & ORM Executive

Department:

Marketing

Reporting To:

Head Marketing

Role Definition

The SEO & ORM Executive is responsible for driving organic traffic growth, improving search engine visibility, and safeguarding organization online reputation. The role ensures top search engine rankings for priority services, optimizes GMB listings for all locations, manages customer reviews professionally, and supports digital campaigns through SEO-friendly practices. The ultimate objective is to generate qualified leads, enhance patient trust, and establish organization as the most reliable diagnostic brand in digital landscape.

Deliverables

Increase organic website traffic and lead conversions
Maintain >4.5 average customer review rating
Ensure 100% NAP (Name, Address, Phone) consistency across all listings.
Achieve top 10 SERP rankings for high-priority diagnostic keywords.
Timely delivery of monthly SEO & ORM performance reports with actionable insights.

Task and Activities

On-Page SEO Optimization

#

Audit every page for meta title, description, H1/H2/H3 structure, image alt tags.

#

Optimize keyword density, LSI terms, and content readability (Yoast/SEMRush guidelines).

#

Apply schema markup (FAQ, medical services, breadcrumbs, local business).

#

Ensure page speed

3 seconds using PageSpeed Insights; work with IT for fixes.

#

Regularly test mobile responsiveness (Google Mobile-Friendly Test).

#

Update CTAs and internal linking for improved navigation and conversion flow.

#

Off-Page SEO & Authority Building

#

Prepare monthly backlink calendar: identify guest post opportunities, healthcare portals, blogs.

#

Conduct outreach to at least 10-15 high-authority sites/month for backlinks.

#

Ensure backlinks are white-hat: avoid spammy links, disavow toxic domains.

#

Create local citations and directory submissions (Justdial, Sulekha, Practo, Healthgrades).

#

Syndicate organization content to Medium, LinkedIn Articles, Quora answers.

#

Track domain authority (DA/DR) and backlink health monthly.

#

Technical SEO

#

Ensure every asset used - photos, icons, fonts, templates has a valid usage license (commercial or organization -provided).

#

Maintain a regularly updated Licensing Tracker with source references and usage terms for each element.

#

Avoid using any unlicensed or unverified elements to prevent IP-related legal issues or reputational risks.

Content SEO (Collaboration with Content Team)

#

Weekly crawl with Screaming Frog or SEMrush to detect crawl errors, 404s, broken links.

#

Maintain updated XML sitemap; submit in Google Search Console after new content.

#

Ensure robots.txt is correctly structured to block duplicate/unwanted pages.

#

Fix canonicalization issues (duplicate URLs, pagination).

#

Implement structured redirects (301s), remove unnecessary 302s.

#

Regularly check Core Web Vitals: CLS, FID, LCP, work with developers for improvements.

#

Track indexing status of all critical pages; resolve "Discovered but not indexed" issues.

#

Online Reputation Management (ORM)

#

Daily monitoring of reviews on GMB, Practo, Justdial, Facebook.

#

Respond to reviews within 24 hours, thank positives, resolve negatives professionally.

#

Escalate critical negative reviews (service complaints, or queries) to Customer Success Team.

#

Update all GMB listings monthly with new photos (Laboratories, Staff, Offers).

#

Post at least 2 updates/week on GMB (Offers, health tips, blood test awareness).

#

Maintain NAP (Name, Address, Phone) consistency across 100% of listings.

#

Track sentiment trends; % positive vs negative reviews per location.

#

Analytics & Reporting

#

Daily monitoring of keyword positions (top 50 keywords, priority diagnostic tests).

#

Weekly traffic analysis (organic vs referral vs paid).

#

Monthly SEO dashboard: impressions, clicks, CTR, average position.

#

Track bounce rate, average session duration, and conversions from SEO landing pages.

#

Competitor analysis: identify keywords competitors rank for but organization does not.

#

Generate ORM dashboard: average review rating, % response rate, number of reviews/location.

#

Present actionable insights in monthly report: "Top 5 wins, Top 5 gaps, Next 5 actions."

Collaboration & Continuous Improvement

Work with IT/developers for fixing site errors, adding structured data, improving UX.
Coordinate with designers to ensure web creatives (banners, infographics) are SEO-optimized (file names, alt text).
Collaborate with HR/Operations/Zonal Marketing for GMB content inputs (events, health camps).
Stay updated on Google algorithm changes -- share learnings in monthly marketing meeting.
Experiment with A/B testing (landing page layout, CTA placements, blog formats).
Maintain a personal SEO learning log: 2 new practices/tools explored per month.

Success Metrics

25% quarterly growth in organic traffic. 10 priority diagnostic keywords consistently in top 10 SERP. 4.5 review average across all GMB listings. 90% reviews responded to within 24 hours. * 100% NAP (Name, Address, Phone) accuracy across all directories.