At a Glance
- Tasks: Drive innovative SEO and personalisation strategies for NSW Government's digital channels.
- Company: Join the NSW Department of Customer Service and shape digital government communications.
- Benefits: Competitive salary, flexible working arrangements, and opportunities for professional growth.
- Other info: Be part of a diverse team focused on improving customer experiences.
- Why this job: Make a real impact on how customers access government services online.
- Qualifications: 3+ years in SEO with strong analytical and communication skills.
The predicted salary is between 110266 - 122058 $ per year.
Join to apply for the SEO and Personalisation Advisor role at NSW Department of Customer Service.
About the team and the role
The NSW Government Digital Channels team is responsible for the central digital channels of the NSW Government, including nsw.gov.au and NSW Government social media platforms. We lead the transformation of the government's digital presence by delivering inclusive, consistent, and customer-centric experiences. Our flagship program, OneCX, is consolidating government information from many websites into a single, unified nsw.gov.au - putting the needs of the customer first.
As Advisor - SEO and Personalisation, you will report to the Senior Manager, SEO and Personalisation, and contribute to the strategy, execution, and uplift of our search (internal and external) and personalisation capabilities. You will help design, implement and continuously improve SEO, Google Vertex AI Search, and Adobe Experience Platform (Adobe Target) activities to ensure customers can discover and access relevant information and services across the site.
Your responsibilities:
- Deliver innovative, customer-centric SEO and personalisation initiatives through hands-on execution across nsw.gov.au, supporting measurable improvements in customer experience and discovery.
- Contribute to the optimisation of site search on nsw.gov.au, including ongoing monitoring, reporting, and performance improvements.
- Support the development and deployment of personalisation and recommendation strategies using Adobe Target and GA4, including campaign setup, segmentation, testing, and reporting.
- Prepare in-depth analysis and insights from tools such as Google Analytics 4, Search Console, SEMrush, Adobe Target, and internal search analytics using dashboards built in Google Data Studio (Looker Studio) to inform decision-making and drive continuous improvement.
- Collaborate with internal stakeholders, agency partners, content editors, product managers, and technical teams to support SEO, internal search, and personalisation goals.
- Develop documentation, standards, training materials, and processes to uplift capability in SEO and personalisation across NSW Government content teams.
- Stay across trends and opportunities in SEO, personalisation, AI-powered search, and web experimentation - and apply learnings to innovate and improve.
- Manage vendor relationships where required, including implementation partners for search and personalisation technologies.
Key Skills and Experience to be successful:
- 3+ years of experience in SEO for large-scale websites (government, enterprise, or e-commerce), with strong understanding of technical SEO, keyword research, structured data (schema), redirects, and web analytics.
- Experience working with internal site search and/or AI-powered search tools.
- Experience delivering or supporting personalisation or experimentation activities using tools like Adobe Target and GA4.
- Experience building or using Google Data Studio (Looker Studio) dashboards to present insights clearly to stakeholders and support data-driven decisions.
- Strong analytical mindset, with the ability to extract insights from multiple data sources and make actionable recommendations.
- Excellent stakeholder engagement and communication skills, including the ability to present technical concepts clearly to non-technical audiences.
Valued, but not required:
- Experience with Drupal CMS
- Understanding of ethical considerations in using AI and personalisation
How to Apply:
Your application should include a cover letter of no more than 2 pages, and an up-to-date resume of no more than five pages which clearly details your skills and experience as relevant to this role. Applicants invited for interview will be required to complete additional assessments.
Closing Date: 09:59 am, 24 June 2025
A career at the Department of Customer Service (DCS) gives you the opportunity to help improve government services and be part of reform that benefits people across NSW. We are focused on delivering excellent customer service, digital transformation, and regulatory reform. Come join us and influence the future of our great state.
Belong in our diverse and inclusive workplace. The strength of our workforce lies in its diversity and embracing difference, while the key to our success is leveraging the contributions of employees with different backgrounds and perspectives.
SEO and Personalisation Advisor in Sydney employer: NSW Department of Customer Service
The NSW Department of Customer Service is an exceptional employer, offering a dynamic work environment in the heart of Sydney CBD with hybrid working options. Employees benefit from a strong focus on professional development, collaborative team culture, and the opportunity to engage in impactful projects that shape the future of digital services in government. With a commitment to diversity and inclusion, the department ensures that all voices are heard and valued, making it a rewarding place for legal professionals to thrive.
Contact Details:
NSW Department of Customer Service Recruitment Team
