Meet a Keypather: Avinash Nair
What is your role at Keypath, and what does a day in the life of you here at work look like?
I’m a Senior Search Engine Optimization (SEO) Specialist and am responsible for managing all organic efforts for our university partners.
A look into a typical day of work for an SEO specialist includes:
- monitoring the organic keyword rankings,
- checking our partner Google Analytics accounts to analyze the sites’ performance,
- assisting Content Managers by performing keyword research for partner blogs,
- ensuring all the on-page metrics are optimized, and
- monitoring the existing A/B tests and setting up new tests to constantly improve the student experience
Once a month, I set aside some time to build links for the partners I am responsible for. My role also includes preparing and sending monthly reports to management highlighting any wins, challenges, and a brief overview of the Organic performance of our partner websites.
I also sit in a weekly Organic Team Cross-Trainings meeting, where all the SEO Specialists meet to discuss any big or small wins and challenges. This meeting also includes training sessions that help to diversify the team’s knowledge on various SEO tools and processes.
What is the most important skill someone in your job needs?
A variety of technical and non-technical skills are required to succeed as an SEO Specialist, but if I had to choose just one, it would be analytical skills. Data analysis is a key part of SEO and being able to analyze the data from tools such as Google Analytics, Google Search Console, AHREFs, or SEMrush is essential for our SEO campaigns to succeed. As an SEO Specialist, we need to have the ability to analyze the key performance indicators of our business (fluctuations in keyword rankings, lead volume, or organic traffic) and determine the strategies to succeed.
How would you describe the Organic team’s culture?
Collaborative is the first word that comes to my mind when I think of my team’s culture. Every team member has their own set of skills and we are always there to help each other when needed. We conduct different knowledge-sharing sessions such as our weekly Organic Team Cross-Trainings meeting I mentioned above, monthly A/B testing meeting, and Periodic Partner Appraisal sessions. During these sessions, we analyze peers’ sites and suggest actionable ideas for improvement which highlight our extremely collaborative and supportive work culture.
Out of Keypath’s four core values, which resonates with you most and why? (be inventive, collaborate, lifelong learner, committed)
Out of Keypath’s company values, I would say I resonate the most with being a lifelong learner. SEO is an ever-evolving industry, and it is extremely important to stay up to date with all the latest news and strategies to succeed. A tactic that might have worked in the past is not guaranteed to work in the future. I believe learning should never stop as any knowledge acquired is only going to help us grow as individuals and make an impact on the growth of our company. I am glad that Keypath understands the potential of its employees and encourages lifelong learning in any way possible.
If you're interested in joining our SEO team, you can review our open roles here.