Senior SEO & Organic Growth Specialist

Department: Digital Marketing & Growth

Experience: 5 - 8 years

Reporting: Group Head Digital Strategy, CRM & Online Branding

Employment: Full-time

Role nature: 70% hands-on execution | 30% strategy, analysis and agency management

- 500+ Google Business Profiles
- Technical SEO
- Link Building
- Organic Patient Acquisition
- 1. Role objective

To develop, execute and scale Sarvodaya Healthcare's organic search strategy across all hospitals, clinics, doctors, specialities, treatments and healthcare services.

The candidate will be responsible for increasing:

- Genuine organic website traffic.
- Google Maps and local search visibility.
- Organic calls and website appointments.
- Rankings for high-intent healthcare keywords.
- Domain authority and quality referring domains.
- Visibility across Google Search, AI Overviews and other AI-driven discovery platforms.
- Organic contribution towards OPD, IPD and overall hospital revenue.

The individual must be capable of independently executing SEO activities at scale while managing external SEO agencies, vendors and internal teams.

2. Detailed scope of responsibilities

A. Google Business Profile (GMB/GBP) 500+ profile management

Major ownership area

The candidate will be responsible for managing and optimising more than 500 eligible Google Business Profiles across Sarvodaya's hospital network, clinics, doctors and other qualifying entities.

1. Profile audit and optimisation

- Conduct a complete audit of all 500+ Google Business Profiles.
- Maintain a centralised master database of all profiles.
- Verify ownership, access permissions, profile status and verification.
- Audit business name, address, phone number, website URL and operating hours.
- Review primary and secondary business categories.
- Identify incorrect categories and recommend relevant healthcare categories.
- Optimise business descriptions using location-specific and speciality-specific keywords naturally.
- Update hospital services, treatments, facilities and relevant attributes.
- Add high-quality hospital photographs, infrastructure images, doctor photographs and relevant visual assets.
- Ensure every profile has the correct location-specific landing page.
- Identify duplicate, suspended, unverified and incorrectly mapped profiles.
- Coordinate profile reinstatement and verification wherever necessary.

2. Daily GMB operations

- Monitor profile health and listing changes.
- Publish regular updates, healthcare awareness posts and service announcements.
- Update doctor availability and relevant hospital information where applicable.
- Monitor incoming reviews and questions.
- Respond to reviews professionally within the defined SLA.
- Identify negative review patterns and escalate service-related complaints to the concerned teams.
- Track calls, direction requests, website clicks and other available profile interactions.
- Monitor competitor activity and local search visibility.

3. GMB ranking improvement

- Identify location-wise high-intent keywords.
- Optimise profiles for relevant speciality and treatment searches.
- Track Maps rankings through location-based grid tracking.
- Improve local prominence through genuine reviews, accurate information, relevant citations and quality local backlinks.
- Develop location-wise strategies for Faridabad, Greater Noida West, NDMC, NRCH, Mathura and other Sarvodaya locations.
- Conduct monthly local SEO performance analysis.

4. GMB scalability and automation

- Build standard operating procedures for managing 500+ profiles.
- Develop bulk-update processes wherever supported.
- Use Google Business Profile APIs or approved tools where applicable.
- Create a profile-level tracking dashboard.
- Maintain location-wise and department-wise reporting.
- Establish an escalation process for suspended or compromised listings.

B. Large-scale backlink building and off-page SEO

High-priority execution area

The candidate must independently develop and execute a scalable backlink strategy to strengthen Sarvodaya's domain authority, organic visibility and topical relevance.

1. Link acquisition





- Build high-quality backlinks from relevant healthcare websites.
- Acquire contextual links from medical and healthcare publications.
- Identify guest posting opportunities on genuine high-authority websites.
- Build editorial relationships with news portals and healthcare publishers.
- Identify relevant educational, medical and institutional websites.
- Develop local citation and directory listing opportunities.
- Secure relevant backlinks through medical awareness campaigns and PR activities.
- Build links to speciality pages, doctor profiles, treatment pages and location pages.
- Conduct competitor backlink gap analysis.
- Identify unlinked brand mentions and convert them into relevant links.

2. Link-building techniques

The candidate should have hands-on expertise in:

Activity Expected execution

Guest posting Relevant healthcare publications

Digital PR News and editorial coverage

Broken link building Relevant replacement opportunities

Link reclamation Recover lost or unlinked mentions

Resource link building Healthcare resource pages

Local citations Genuine location-based directories Competitor analysis Referring domain gap identification Internal link building Strengthen important landing pages Brand mentions Earn contextual brand references

3. Backlink quality assessment

Every acquired backlink should be evaluated on:

- Website relevance and topical authority.
- Genuine organic traffic.
- Indexability and editorial quality.
- Referring domain diversity.
- Link placement and contextual relevance.
- Anchor text distribution.
- Spam indicators and unnatural link patterns.
- Potential traffic and referral value.

The candidate must avoid paid link schemes, PBNs, automated bulk submissions, irrelevant directories and spam backlink packages.

4. Monthly backlink reporting

Maintain a complete record containing:

- Website/domain name.
- Source URL.
- Target Sarvodaya URL.
- Domain and page-level authority metrics.
- Estimated organic traffic.
- Link type (follow/nofollow/sponsored).
- Anchor text.
- Date acquired.
- Indexation status.
- Link quality assessment.

C. Technical SEO Website-wide optimisation

The candidate will own technical SEO across Sarvodaya's website ecosystem.

Crawling and indexing

- Perform regular website crawls using Screaming Frog or equivalent.
- Identify crawl errors and indexing issues.
- Analyse Google Search Console coverage and indexing reports.

- Identify broken URLs and 404 errors.
- Resolve redirect chains and loops.
- Review canonical tags.
- Identify duplicate URLs and duplicate content.
- Optimise XML sitemaps and robots.txt.
- Review pagination, parameter URLs and crawl budget.
- Identify orphan pages and improve internal linking.
- Monitor Googlebot crawling and indexation.

Website performance

- Monitor Core Web Vitals.
- Optimise LCP, INP and CLS.
- Improve page loading speed.
- Optimise images and next-generation image formats.
- Review mobile responsiveness.
- Reduce unnecessary scripts and page resources in coordination with developers.
- Improve mobile user experience and page navigation.

Structured data and schema

- Implement and validate relevant structured data.
- Hospital schema.
- MedicalOrganization schema.
- Physician schema.
- MedicalClinic schema where applicable.
- Article and BlogPosting schema.
- Breadcrumb schema.
- FAQPage schema only where eligible under current Google guidelines.
- Validate using Google's Rich Results Test and Schema Markup Validator.

D. On-page SEO and content optimisation

- Conduct keyword research for every hospital, speciality, doctor and treatment category.
- Develop a master keyword database.
- Map primary and secondary keywords to relevant URLs.
- Optimise title tags, meta descriptions, H1, H2 and H3 headings.




- Improve content structure and semantic relevance.
- Optimise image filenames and alt attributes.
- Improve internal linking between speciality, treatment, doctor and location pages.
- Identify duplicate, thin and outdated content.
- Improve existing pages before recommending unnecessary new pages.
- Develop content briefs for writers and medical experts.
- Ensure medical content is accurate and reviewed by qualified medical professionals.

- Improve E-E-A-T signals, author credentials and medical review information.
- Optimise content for search intent and patient decision-making.

E. Local SEO pages and landing page creation

The candidate will build and optimise a scalable local SEO page architecture. Examples:

- Hospital in Faridabad.
- Multispeciality hospital in Greater Noida West.
- Cardiologist in Faridabad.
- Orthopaedic doctor in Mathura.
- Cancer treatment in Delhi NCR.
- IVF treatment in Faridabad.
- Emergency hospital near me.
- Best hospital for joint replacement in Greater Noida.

Execution responsibilities:

- Create a keyword-to-URL mapping framework.
- Develop location-wise landing pages.
- Optimise speciality-wise pages.
- Optimise treatment and procedure pages.
- Improve doctor profile pages.
- Develop city, locality and neighbourhood keyword strategies.
- Build internal linking between relevant pages.
- Prevent keyword cannibalisation.
- Ensure every landing page has unique, useful information.
- Monitor ranking and organic conversions for each page.

Important: No mass production of near-identical city pages. Each page must provide genuine local information and value to patients.

F. Keyword research and competitor intelligence

- Identify high-volume and high-intent healthcare keywords.
- Conduct competitor keyword gap analysis.
- Analyse competitor landing pages and content strategies.
- Track keyword positions across different locations.
- Identify high-converting long-tail keywords.
- Develop speciality-wise keyword clusters.
- Identify emerging treatment and procedure searches.
- Track branded and non-branded search visibility.

- Develop monthly keyword opportunity reports.
- Identify keywords where Sarvodaya has ranking potential but insufficient content.

G. AEO, GEO and AI Search Optimisation

- Optimise healthcare content for AI-driven search discovery.
- Develop answer-focused content structures.
- Identify patient questions through search data.
- Improve entity consistency across the website and external platforms.
- Strengthen doctor and hospital authority signals.
- Optimise relevant FAQs and medical information pages.
- Improve structured data and content accessibility.
- Monitor brand visibility in AI-generated search experiences where measurable.
- Develop strategies for Google AI Overviews and other answer engines.

H. Agency and vendor management

The candidate must be able to manage external SEO agencies without becoming completely dependent on them.

- Allocate explicit deliverables to agencies.
- Prepare weekly and monthly SEO execution plans.
- Review technical SEO and off-page deliverables.
- Audit backlinks delivered by agencies.
- Verify GMB optimisation work.
- Monitor organic growth against agreed targets.
- Identify poor-quality or repetitive agency activities.
- Conduct weekly performance reviews.
- Coordinate with the website development, CMS, IT, content and design teams.
- Personally execute critical SEO activities when agency output is inadequate.

I. Tools and platforms Mandatory working knowledge

Category Tools

Search analytics Google Search Console

Website analytics GA4

GMB management Google Business Profile Manager

Local rank tracking BrightLocal / Local Falcon

Backlink analysis Ahrefs / SEMrush / Majestic

Website crawling Screaming Frog

Keyword research Ahrefs / SEMrush / Keyword Planner

Technical SEO PageSpeed Insights / Lighthouse

Schema validation Rich Results Test / Schema Validator

Reporting Looker Studio / Excel / Google Sheets

CMS Enterprise CMS

Competitor research Ahrefs / SEMrush

AI search research Manual AI visibility monitoring and appropriate tracking tools

📌 Senior SEO (Faridabad)
🏢 Sarvodaya Hospital
📍 Faridabad