Organic SEO Video Strategist

Job Description

Working in partnership with WGU's SEO/Organic Search and Social Media teams, the Organic SEO Video Strategist grows the university's presence across our websites, YouTube, and TikTok through content engineered for organic discovery. This role blends strategy and on-camera execution. Researches what prospective and current WGU students are searching for, translates those insights into search-optimized written and video content, and serves as a recurring on-camera face for the university across short-form social, especially TikTok. This is a builder's role with significant sway over the organic video roadmap, ship content against it, and a charge to measure what works.

Responsibilities

• Research industry topics, trends, and audience search behavior relevant to higher education and WGU's programs.
• Conduct keyword research for both standard web SEO and video SEO (YouTube, TikTok).
• Identify gaps in existing content and recommend new topics, keywords, and formats.
• Build and maintain content outlines, publishing calendars, and production procedures.
• Complete SEO audits and drive the resulting action items to completion.
• Monitor ranking changes tied to algorithm updates and propose remediation plans.
• Video Creation & On-Camera Presence
• Strategize and oversee organic video content across TikTok, YouTube (including Shorts), and WGU.edu.
• Appear on camera as a recurring representative of WGU in short-form social video targeting prospective and current students.
• Write scripts and shot outlines; partner with the social media and/or creative teams on filming, editing, and publishing cadence.
• Stay ahead of TikTok and YouTube trends, sounds, and formats - and decide which are worth WGU showing up in.

Community, Analytics & Collaboration

• Participate in monitoring and responding to comments and messages across platforms in WGU's voice.
• Analyze key metrics across organic channels and adjust strategy to meet business goals.
• Partner with cross-functional teams to manage reputation, align content with institutional priorities, and coordinate launches.
• Support community and creator/influencer outreach efforts.
• Design organic social campaigns and report on their effectiveness.
• Provide regular reporting on organic performance with clear recommendations.
• Perform other duties as assigned.

Qualifications

Knowledge, Skills, and Abilities

• Strong comfort and presence on camera.
• Ability to represent the university authentically to prospective and current students.
• Possess a deep passion for organic marketing, SEO, and short-form video creation.
• Working fluency in TikTok and YouTube as a creator - not just as a viewer - with a real understanding of what drives discovery and watch time.
• Excellent research, writing, and analytical skills.
• Ability to translate data and search insight into creative content decisions.
• Strong project and time management skills.
• Ability to juggle multiple productions and deadlines in a collaborative environment.
• Outstanding creative problem-solving and attention to detail.
• High levels of integrity, autonomy, and self-motivation.
• Clear and effective written and verbal communication.

Education

• Bachelor's degree

Experience

• Five years of in-house or agency experience in SEO, organic content, or social video (or a blend of these).
• Demonstrated on-camera experience, with a link to a reel, TikTok handle, YouTube channel, or similar published work submitted as part of the application.

Preferred Qualifications

• Experience creating content for or marketing to higher-education audiences.
• Familiarity with video editing tools (CapCut, Premiere, or equivalent).
• Hands-on experience with SEO tools such as Google Search Console, Ahrefs, Semrush, or similar.
• Experience growing a brand-owned TikTok or YouTube channel.

Experience in lieu of education: Equivalent relevant experience performing the essential functions of this job may substitute for education degree requirements. Generally, equivalent relevant experience is defined as one year of experience for one year of education and is at the discretion of the hiring manager.

This position requires occasional travel of up to 20%, including required attendance at designated company summits (typically one to two per year). Additional travel may include conferences, visits to company locations, and other business-related events as needed. Additional travel may be assigned as needed to support business requirements.