SEO & Content Marketing Manager

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America.

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands. 

Pets Best is a subsidiary of Independence Pet Holdings (IPH). Pets Best offers pet insurance and wellness plans for dogs and cats in every state. Founded in 2005 with a mission to provide access to comprehensive animal healthcare at an affordable price, Pets Best delivers flexible coverage, an easy claims process, and excellent customer service.

Job Summary:

Pets Best is seeking a high‑impact SEO & Marketing Content Manager to drive a step‑change in organic growth, demand capture, and conversion performance across our digital ecosystem.

This role owns SEO and search‑informed content end‑to‑end—from keyword strategy and technical optimization through landing page performance, lifecycle messaging, and downstream conversion impact. The successful candidate will combine deep SEO expertise with a strong conversion mindset and analytical rigor, operating with urgency in a fast‑moving, transformation environment. This is a hands‑on, performance‑driven role focused on measurable business outcomes, not vanity metrics. You will play a critical role in closing near‑term performance gaps while building scalable organic growth and content capabilities that professionalize the marketing organization. You will also ensure our content performs across modern search experiences, including Google AI Overviews and large language model (LLM) discovery (e.g., ChatGPT, Gemini).

Job Location: Remote – USA

Main Responsibilities:     

SEO Strategy, Content Execution & Optimization

• Own execution of SEO‑driven content across blogs, landing pages, website copy and lifecycle touchpoints
• Write, optimize and refresh content to improve:
  • Non‑brand organic traffic
  • Search relevance and intent alignment
  • Conversion and engagement rates
• Execute on‑page SEO optimization including:
  • Title tags, meta descriptions, H1/H2s
  • Internal linking structures
  • Content updates tied to performance data
• Ensure content aligns explicitly to:
  • User intent and funnel stage
  • Keyword strategy and seasonal demand
  • Business and conversion objectives

Organic Conversion & Funnel Performance Ownership

• Own conversion performance of organic traffic, including:
  • Quote starts, lead submissions, and key downstream actions
• Partner with CRO, product, analytics and paid media teams to:
  • Identify drop‑offs and friction across organic journeys
  • Improve landing page relevance, clarity, and speed
  • Translate keyword intent into high‑converting page experiences
• Contribute content and messaging to experimentation efforts to improve:
  • Conversion rate
  • Engagement
  • Funnel efficiency

Keyword Research & Demand Capture Strategy

• Conduct ongoing keyword research, gap analysis and competitive analysis using tools such as SEMrush
• Build and maintain keyword‑to‑content and keyword‑to‑funnel mappings
• Inform prioritization of:
  • New content creation
  • Content refreshes
  • Landing page expansion
• Align editorial planning to:
  • Business priorities
  • Campaign calendars
  • Seasonal and category‑specific demand

Lifecycle, Retention & Cross‑Channel Content Enablement

• Use search and intent insights to inform:
  • Lifecycle and email messaging
  • Paid landing page relevance
  • Partner and affiliate content
• Write and optimize lifecycle content to support:
  • Acquisition
  • Nurture
  • Retention and re‑engagement
• Ensure content and messaging consistency across:
  • Organic search
  • Email and lifecycle journeys
  • Paid and partner channels
• Support conversion lift through message testing and content variants

AI Search & Emerging Discovery Optimization

• Optimize content for modern search experiences including:
  • Google AI Overviews
  • LLM‑based discovery (ChatGPT, Gemini, etc.)
• Structure content to maximize visibility in:
  • Zero‑click results
  • AI‑generated summaries and recommendations
• Stay current on SEO and AI search evolution and apply best practices to execution

 Technical SEO & Scalable Enablement

• Partner with engineering, product and analytics teams to:
  • Improve crawlability, indexation, and site performance
  • Support structured data and schema implementation
• Help define SEO requirements for:
  • New templates and page types
  • CMS updates
  • Site enhancements and experiments
• Ensure SEO best practices are embedded into ongoing site development—not treated as one‑off fixes

Reporting, Analytics & Performance Management

• Own reporting on organic performance tied to business outcomes, including:
  • Non‑brand traffic growth
  • Conversions and assisted conversions
  • Funnel performance by content and keyword group
• Leverage GA4, Search Console and SEO platforms to:
  • Diagnose performance issues
  • Recommend prioritized actions
• Partner with analytics to improve:
  • Organic attribution
  • Journey visibility
  • Executive‑ready reporting and insights

Basic Qualifications: 

• 4–6+ years of experience driving SEO‑led organic growth with measurable conversion impact
• Proven success improving:
  • Non‑brand organic traffic
  • Conversion rates and funnel efficiency
• Strong hands‑on experience using:
  • SEO tools (SEMrush or similar)
  • Google Analytics (GA4) and Search Console
• Deep understanding of:
  • Search intent mapping to funnel stages
  • On‑page SEO and content optimization
  • AI‑driven and conversational search
• Strong analytical skills with the ability to translate data into action
• Excellent writing, editing and stakeholder communication skills

Preferred Qualifications:

• Experience scaling SEO in regulated or complex categories (insurance, fintech, healthcare, etc.)
• Experience using SEO insights to improve:
  • Paid media efficiency
  • Lifecycle performance
  • Landing page conversion
• Familiarity with CRO and experimentation frameworks

Interview Technology Notice:
Please note that phone and video interviews or screenings may be recorded and transcribed using interview technology to support our recruitment process. By continuing with the interview, you consent to this use.

Text Messaging Notice:
If you provide a mobile phone number, you may receive job-related communications via text message. Message and data rates may apply. You may opt out of text communications at any time by replying “STOP.”

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All of our jobs come with great benefits including healthcare, parental leave and opportunities for career advancements. Some offerings are dependent upon the location of where you work and can include the following:

• Comprehensive full medical, dental and vision Insurance

• Basic Life Insurance at no cost to the employee

• Company paid short-term and long-term disability

• 12 weeks of 100% paid Parental Leave

• Health Savings Account (HSA)

• Flexible Spending Accounts (FSA)

• Retirement savings plan

• Personal Paid Time Off

• Paid holidays and company-wide Wellness Day off

• Paid time off to volunteer at nonprofit organizations

• Pet friendly office environment

• Commuter Benefits

• Group Pet Insurance

• On the job training and skills development

• Employee Assistance Program (EAP)

Interview Technology Notice:

Please note that phone and video interviews or screenings may be recorded and transcribed using interview technology to support our recruitment process.

By continuing with the interview, you consent to this use.

Text Messaging Notice:

If you provide a mobile phone number, you may receive job-related communications via text message. Message and data rates may apply.

You may opt out of text communications at any time by replying “STOP.”