SEO Manager II


The SEO Manager II is responsible executing the SEO strategy to increase organic traffic to prioritized pages on The ideal candidate has extensive experience with SEO content optimization, including keyword analysis, page rank strategy and reporting. The candidate will work day-to-day with the SEO Technical Analyst and agency partners to identify page 1 rank opportunities and assign tasks to various teams at Tractor Supply to make updates. The role is also responsible for making updates to the website using a Content Management System.


  • Lead, oversee and execute SEO content strategy in order to grow organic traffic to in partnership with the SEO Technical Analyst
  • Conduct keyword research to discover, expand, and add keywords to ensure is optimized for competitive positioning
  • Create and improve best in class content throughout the site (on page content, fresh content, duplicate content and canonicalization).
  • Contribute strategic insights into content planning, including recommendations around high search volume/high opportunity content topics, optimization of content for search engines, and guidance on securing strategic links from medium to high authority sites
  • Act as the Internal site-linking expert. Understanding the correct setup for Page Rank flow and using correct anchor text where appropriate.
  • Understand keywords driving traffic to our site and own keyword research and analysis for the team. Also responsible for competitor research.
  • Ensure basic on page SEO is implemented correctly - Keyword strategy, Title tags, Meta tags: Description, H1, H2, Alt; Anchor text; Alt tags; URL Names; Social links and overall link building
  • Daily monitoring of on-site and off-site SEO factors that impact site traffic, e-commerce sales, and store visits leveraging tools such as Adobe Analytics, Google Analytics and BrightEdge
  • Partner with IT, Omnichannel, Merchandising, Product Data and Digital Marketing teams to recommend changes to content, linking, and other factors to improve SEO positions for target keywords
  • Act as an SEO Subject Matter Expert by effectively communicating opportunities and risks across all parts of the organization
  • Identify and implement innovative SEO strategies. Monitor SEO trends and stay current with latest SEO technologies
  • Perform content maintenance and updates.
  • Monitor, review, and update web site traffic reports.
  • Manage local listing to ensure accurate store information regarding location, hours, and services on Google, Bing, Apple, Facebook and Foursquare.
  • Present findings and translate complex ideas into simple recommendations to a non-technical audience
  • Mentor/Train team on SEO best practices and analysis
  • Proofing assistance as needed
  • May perform other duties as assigned




  • 6-10 years' experience in search engine optimization with proven ability to achieve top search engine rankings


  • Bachelor's degree in Marketing or related experience


Other knowledge, skills or abilities:
  • Proven ability to grow SEO for a large website. Ability to show top rankings gained or maintained for competitive keywords.
  • Knowledge of all SEO factors that influence results, including but not limited to: keyword research, on page content and title tag optimization, long tail keyword and content strategies, localized keyword optimization strategies, link building, indexation issues, internal linking and page rank
  • Analytics expertise with such tools similar to Google Search Console, Google Analytics, Adobe Analytics, BrightEdge, etc., and have the ability to produce excellent reports that explain to the business what is happening in SEO
  • Executive presence: a demonstrated ability to communicate and present effectively across all levels of highly matrixed organizations
  • Ability to write engaging content for both users and bots. Ability to work with other internal teams that produce content.
  • Advanced or expert-level proficiency in Excel
  • Ability to work independently on projects and also collaborate as a strong team member.
  • Excellent attention to detail, flexible and adaptable to changes.
  • Must have a winning, can-do attitude