Off-Page SEO & Paid Search Performance Specialist

TYPE OF WORK

Full Time

WAGE / SALARY

Depends on knowledge

HOURS PER WEEK

40

DATE UPDATED

Sep 19, 2026

JOB OVERVIEW

We have ambitious plans to grow rapidly. Our entire ecosystem has been divided into 4 new positions. We are looking for people who have the knowledge and experience to join our team and take our 23 year old company to the next level.

Feel free to browse our 4 open positions, but do not apply to any if you do not have the experience required. Thanks you.

Here they are:

1. Senior Technical & Ecommerce SEO Lead

2. Off-Page SEO & Paid Search Performance Specialist

3. Creative Strategy & Advertising Content Lead

4. Senior Digital & Social Performance Marketing Lead

This ad is for position #2

2. Off-Page SEO & Paid Search Performance Specialist

Job Overview

We are a 23-year-old printing and manufacturing company seeking an experienced Off-Page SEO & Paid Search Performance Specialist.

You will work directly with our Senior Technical & Ecommerce SEO Lead.

The Technical SEO Lead will make sure our website, pages, products, keywords and organic-search foundation are correct.

Your responsibility is to build authority around those pages and capture additional high-intent customers through paid search.

This position combines two closely related search-growth disciplines:

Legitimate off-page SEO, backlink acquisition, outreach and digital PR.

Google/Bing paid-search performance marketing.

This is NOT a position for someone who buys thousands of backlinks or submits websites to hundreds of meaningless directories.

And it is NOT a position for someone who simply turns Google Ads on and lets automated campaigns spend money.

We need someone who understands acquisition, measurement, testing and ROI.

PART 1 — OFF-PAGE SEO & AUTHORITY BUILDING

Backlink Strategy

Build a legitimate long-term strategy for earning high-quality backlinks and brand mentions.

Potential strategies include:

Digital PR

Editorial outreach

Industry publications

Printing-industry publications

Apparel-industry publications

Signage-industry publications

Business publications

Local publications

Supplier relationships

Manufacturer relationships

Customer partnerships

Association links

Resource-page outreach

Broken-link outreach

Original research

Statistics/data assets

Linkable guides/tools

Legitimate guest contributions

Podcast/media opportunities

Competitor backlink-gap analysis

Quality and relevance matter more than volume.

BACKLINK RESEARCH

Use tools such as:

Ahrefs

Semrush

Moz

Majestic

Google Search Console

BuzzStream

Hunter

Similar outreach/research tools

Analyze:

Referring domains

Link authority/quality

Relevance

Traffic

Anchor-text distribution

Competitor backlinks

New links

Lost links

Toxic/spam patterns

Link gaps

Linkable assets

COMPETITOR BACKLINK ANALYSIS

Determine:

Who links to our competitors

Why they link to them

Which opportunities are legitimate

Which links could realistically be earned

What content attracts competitor links

Which publications repeatedly cover our industry

Which competitors are gaining authority fastest

Turn research into actual outreach campaigns.

OUTREACH

Personally conduct or manage professional outreach.

This includes:

Finding contact information

Qualifying prospects

Creating personalized outreach

Following up

Building relationships

Tracking responses

Negotiating legitimate editorial opportunities when appropriate

Reporting links and placements earned

We care about outcomes, not the number of emails sent.

DIGITAL PR

Develop stories and assets worthy of coverage.

Possible opportunities include:

Original research

Industry statistics

Printing trends

Small-business resources

Design resources

Seasonal trends

Community programs

Company milestones

Unique products

Interesting customer stories

Data-driven campaigns

Work with our creative and content team to produce assets journalists, publishers and websites actually want to reference.

LINK QUALITY RULES

We DO NOT want:

PBNs

Link farms

Link wheels

Automated profile backlinks

Mass blog comments

Forum spam

Thousands of directory submissions

Automated Web 2.0 spam

Fake websites created solely for backlinks

Links that obviously exist only to manipulate rankings

Guaranteed "DA 90 backlink packages"

Bulk purchased backlinks with no editorial value

You must be able to explain why a backlink is worth pursuing before spending time or money obtaining it.

LINK MONITORING

Continuously track:

New backlinks

Lost backlinks

Broken backlinks

Competitor links

Referring-domain growth

High-value referring pages

Suspicious link patterns

Important links pointing to redirected/dead pages

Coordinate with our Technical SEO Lead when URLs or redirects affect existing backlinks.

PART 2 — GOOGLE ADS / PAID SEARCH

You will own our paid-search strategy.

This may include:

Google Search Ads

Google Shopping

Performance Max when appropriate

Microsoft/Bing Ads

Dynamic Search Ads where appropriate

Remarketing

Customer Match

Brand campaigns

Non-brand campaigns

Competitor campaigns when appropriate

Product-specific campaigns

Local search campaigns

Promotion/seasonal campaigns

KEYWORD & SEARCH-TERM MANAGEMENT

You should know the difference between:

A keyword

A search term

Match types

Negative keywords

Commercial intent

Informational intent

Brand traffic

Non-brand traffic

You will continuously analyze actual customer searches and eliminate irrelevant spend.

Paid-search data should also be shared with our Technical SEO Lead when it reveals valuable organic-keyword opportunities.

GOOGLE SHOPPING / PRODUCT ADS

Work with Merchant Center and our Technical SEO Lead on:

Product feeds

Feed diagnostics

Titles

Product data

Images

Pricing

Availability

Product segmentation

Shopping campaigns

Performance Max feeds

Best-selling products

Poor-performing products

The SEO Lead owns the website/product-data foundation.

You own paid campaign performance.

RETARGETING / REMARKETING

Build campaigns for users such as:

Website visitors

Product viewers

Category viewers

Add-to-cart visitors

Checkout abandoners

Previous customers

Repeat customers

High-value customers

Use customer data only in accordance with applicable platform policies and privacy requirements.

CUSTOMER MATCH

Know how to correctly use qualified first-party customer data for platforms that support customer-list advertising.

Be able to:

Prepare lists

Upload/connect data

Segment customers

Create exclusions

Build repeat-purchase campaigns

Build win-back campaigns

Measure performance

Coordinate with our Social Performance Marketing Lead where the same first-party audiences are used on Meta or other platforms.

CONVERSION TRACKING

Work with GA4/GTM and our Technical SEO Lead to make sure advertising performance is measured correctly.

Track important events such as:

Product views

Add to cart

Begin checkout

Purchase

Revenue

Lead forms

Phone calls where appropriate

Quote requests

Do not optimize campaigns around meaningless clicks when purchase/revenue data is available.

LANDING-PAGE COORDINATION

You will identify weaknesses in paid-search landing pages.

Work with our Technical SEO Lead and developers to improve:

Search intent alignment

Product presentation

Offers

Calls to action

Trust

Mobile experience

Page speed

Checkout experience

Conversion rate

PERFORMANCE TESTING

Continuously test:

Campaign structures

Keywords

Search terms

Ad copy

Offers

Landing pages

Audiences

Geographic targeting

Device performance

Scheduling

Product segmentation

Bidding strategies

IMPORTANT PAID-SEARCH KPIs

You must understand:

Revenue

ROAS

CPA

Cost per purchase

Cost per lead

Conversion rate

Average order value

Search impression share

Search lost impression share

CTR

CPC

Search-term quality

New vs. repeat customers

We are not impressed by impressions and clicks if they do not produce business.

REPORTING

Every report should answer:

What did we spend?

What did we generate?

What worked?

What failed?

What changed?

What are we testing next?

You will report separately on:

Off-Page SEO

Links earned

Quality referring domains

Important lost links

Outreach campaigns

Competitor link opportunities

Digital PR placements

Paid Search

Spend

Revenue

ROAS

Purchases

CPA

Conversion rate

Best/worst campaigns

Search-term findings

Budget recommendations

COLLABORATION WITH TECHNICAL SEO LEAD

Our Technical SEO Lead owns:

Website SEO architecture

Organic keyword mapping

URLs

Product/category SEO

Technical SEO

Indexing

On-page SEO

Organic content strategy

You support that strategy by:

Building authority to priority URLs

Finding competitor backlink opportunities

Sharing paid-search keyword/conversion data

Identifying high-converting search queries

Promoting linkable content

Driving profitable paid-search traffic

Neither person should be secretly changing the other's area without discussion.

REQUIRED EXPERIENCE

We prefer:

4+ years of real-world off-page SEO and/or paid-search experience

Proven backlink outreach experience

Demonstrated legitimate link acquisition

Strong Google Ads experience

Ecommerce advertising experience

Google Shopping experience

Strong analytics skills

Experience managing meaningful advertising budgets

Strong understanding of ROAS and CPA

Experience in printing, ecommerce, apparel, signage, manufacturing or custom products is a plus.

TO APPLY

Send:

PDF resume.

Three examples of backlinks you personally earned through outreach.

Explain HOW you earned each backlink.

Examples of Google Ads accounts/campaigns you personally managed.

Approximate ad spend personally managed.

Results you can substantiate, including ROAS, CPA, revenue or lead results where available.

Then answer:

Question 1

You inherit an ecommerce Google Ads account spending $10,000/month but nobody knows whether it is profitable.

What are the first things you check?

Question 2

Give three backlinks you would try to obtain for an online printing company.

Explain exactly WHY each would be valuable.

Question 3

Give three backlink opportunities you would reject even if they had a high "Domain Authority" score.

Explain why.

Question 4

A competitor ranks above us and has 5,000 referring domains.

How do you determine which competitor links actually matter?

Question 5

Explain how paid-search data can help the SEO team.

Question 6

What would you be doing every week after our initial outreach campaigns and Google Ads setup are completed?

We want someone who can produce measurable results—not someone who simply knows SEO and advertising terminology.

SKILL REQUIREMENT

Marketing
Google Ads
Search Engine Marketing

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