Digital Marketing Analytics Analyst

SEO analysis and insight

• Monitor analyse and interpret organic search performance: rankings impressions clicks traffic engagement and conversions from organic channels.
• Conduct keyword and search intent research relevant to the South African insurance market identifying content and ranking opportunities.
• Perform technical SEO audits and analysis (crawlability indexation site speed structured data) and work with developers to prioritise fixes.
• Track competitor organic visibility and identify gaps and opportunities in the local insurance landscape.

AI search visibility

• Monitor and measure how our brand products and content appear in AI search experiences (e.g. Google AI Overviews ChatGPT Perplexity Copilot and similar assistants).
• Develop and refine the approach to answer-engine / generative-engine optimisation (AEO/GEO) including structured data content formatting and authority signals.
• Report on AI-driven referral traffic and citation trends and translate emerging AI search behaviour into practical content and technical recommendations.
• Stay current on how AI assistants source cite and summarise insurance-related information and advise the team on the implications.

Content marketing analysis

• Measure content performance across the funnel traffic engagement lead generation and assisted conversions and identify what content formats and topics work best.
• Build and maintain a data-informed content calendar in collaboration with writers and channel specialists.
• Provide briefs and optimisation recommendations for new and existing content including refresh and consolidation opportunities.
• Ensure content meets E-E-A-T expectations for a regulated financial services environment (accuracy expertise trustworthiness).

Reporting and collaboration

• Compile weekly monthly and quarterly organic performance reports for internal stakeholders.
• Build and maintain dashboards (e.g. Looker Studio Power BI or similar) covering SEO AI visibility and content metrics.
• Ensure accurate tracking and attribution for organic channels (GA4 Search Console Google Tag Manager) and reconcile against CRM and sales data.
• Work closely with PPC social affiliate and direct marketing specialists so organic insights inform and are informed by paid activity.
• Present findings and recommendations to the broader team and management in plain language.

Qualifications :

• A successfully completed Honours degree (BA Hons BCom Hons or similar NQF Level 8 qualification) in a related field such as marketing digital marketing communications journalism statistics business science commerce or data analytics.
• 24 years experience in SEO content marketing or digital marketing analytics.
• Hands-on experience with Google Search Console Google Analytics 4 and at least one major SEO platform (e.g. Semrush Ahrefs Screaming Frog).
• Strong Excel / Google Sheets skills (pivot tables lookups data cleaning) and experience building reports or dashboards in Looker Studio Power BI or similar.
• Excellent written and verbal communication skills able to turn complex data into a clear story and write or brief content confidently.

Advantageous

• Experience in insurance financial services or another regulated content environment.
• Demonstrable understanding of technical SEO on-page optimisation and content strategy.
• Awareness of AI search / answer-engine optimisation and a genuine interest in how AI is changing search behaviour.
• Practical experience with structured data / schema markup and log-file analysis.
• Experience measuring or optimising for AI Overviews LLM citations or AI referral traffic.
• Familiarity with CMS platforms (e.g. WordPress) and basic HTML/CSS.
• Basic SQL for querying data.
• Understanding of POPIA and its implications for marketing data consent and lead handling.

What We Offer

• Salary range / market-related package specify
• Benefits: medical aid contribution retirement/provident fund performance incentives specify
• Ownership of organic growth measurement in a data-rich high-volume lead generation environment at the forefront of AI search.
• Growth path toward senior analyst SEO/content lead or digital strategy roles

Additional Information :

At OUTsurance our value of HUMAN is more than just a poster on the wall. Its a key part of our culture we are committed to fostering an inclusive and diverse workplace that reflects the communities we serve. We actively encourage applications from persons with support of our Employment Equity objectives we strive to create equal opportunities for all and welcome candidates from designated groups who meet the role requirements.

Remote Work :

No

Employment Type :

Full-time