America's Credit Union Interview Prep

second interview for the SEO & Digital Analytics Specialist

Setting up GA property

·       Creating property in google analytics and linking to website

·       Set up key events (pageviews, clicks, conversions)

·       Implement tags through GTM

How do you track conversions and events in GA4

·       Define what counts as a conversion (form submissions, clicks)

·       Set up events in GA4

·       Test to make sure data is recorded accurately

·       monitor conversion reports

how do you use google search console to diagnose SEO issues

·       monitor coverage reports for indexing errors

·       check performance reports for drops in clicks or impressions

·       review keyword rankings

·       look for broken links or slow loading pages

how do you implement GTM

·       add and configure tags for events

·       set up triggers to define when a tag should fire

·       test using the preview mode

how would you optimize a google ads campaign

·       monitor key metrics like CTR, conversion ate, and impressions

·       adjust bids, test new ad copy, refine keyword targeting, use negative keywords

high-priority page’s traffic drops 40% - what do you do

·       review GA4 and GSC to determine what’s the cause (indexing issues, content changes, technical errors)

·       check keyword rankings and engagement metrics

·       identify actionable fixes (restoring high ranking content, improving internal linking or addressing UX issues)

·       track changes

competitors are ranking higher on key keywords – how do you respond?

·       Conduct competitor and keyword gap analysis (SEMrush and GSC)

·       Identify where content is underperforming and adjust from there (optimizing on-page content, adding internal links, updating meta tags, creating new pages to target gaps)

Monitor performance

How would you optimize content for AI search / AEO?

·       Structure content to answer user questions clearly and directly

·       Use headings and scheme markup for context focusing on user intent

·       Goal: make content easy for AI tools to understand and reference

How do you turn analytics insights into actionable recommendations?

·       Start by identifying patterns or anomalies in data

·       Compare metrics to KPIs or benchmarks

·       Summarize findings in a dashboard or charts

·       Provide prioritized recommendations through storyboarding

Describe a time you solved a problem using analytics.

I analyzed a PWW campaign for engagement across Instagram and Facebook and noticed while reach was relatively high, our click-throughs to our website and other educational resources were pretty low.

I looked at which types of posts historically generated the most engagement.

analysis showed that posts with community photos or stories drove significantly more clicks than graphics alone.

I recommended shifting our content mix toward those formats.

After implementing the change, our CTR increased, and we saw better engagement quality.

How do you approach analyzing a large dataset or identifying trends?

·       First, you have to approach it by define the KPI or question you’re hoping to answer

·       Pull data → GA4 dashboards, Search Console, or socials

·       Identify patterns (traffic dips, content gaps, user flows)

·       Compare to benchmarks or past performance

·       Turn insights into actionable recommendations

Can you walk me through an SEO project you worked on and the impact it had?

·       With our international site launches, I was tasked with creating a new technical guide for each site to help differentiate our SEO visibility,

·       So I conducted keyword research using SEMrush and Google Search Console to identify keyword gaps, and then created guides, making sure to implement SEO best practices

·       Again, that helped differentiate our site visibility after going from 1 site to 4 and aligned more with regional search behavior

Tell me about a time you worked on a team and faced a challenge.

·       Situation: In CMU, one of our teams was managing a client account where the expectations weren’t clearly defined, and a few newer members were feeling overwhelmed and unsure how to move forward.

·       Task: As President, I needed to help the team get aligned, clarify the deliverables, and make sure everyone felt supported and confident with the next steps.

·       Action: I pulled the group together to walk through the client brief, asked questions to clarify missing details, and then broke the work into clear steps with assigned roles. I also created a shared outline and documentation template so everyone could reference the same information.

·       Result: Once we had structure and communication in place, the work flowed smoothly and the client was happy with the deliverables. It also helped the newer members feel more confident and comfortable contributing.

Walk me through how you would approach analyzing a website’s performance.

·       Start by identifying traffic and user behavior trends like

o   how people are getting to the site

o   what are the top pages

o   what are some of the underperforming pages

o   what does the event flow look like

o   bounce rates, engagement patterns and conversion activity

·       Also do an SEO analysis looking at search terms, metadata, competitor rankings

·       Identify any patterns and make recommendations on improvements to make and how to prioritize work going forward

What metrics do you think matter most for evaluating content effectiveness?

·       Engagement indicators like scroll depth, time on a page, bounce rate

·       Organic indicators like impressions, click-through-rate, ranking

·       Conversions: form fills, downloads, clicks

·       Look at internal search trends and the user behavior on the site

·       Also just making content structured and accessible

How do you approach an SEO opportunity or content gap analysis?

·       Start with use intent looking at what people are actively searching for and why

·       Compare existing rankings and content to keyword data

·       Review on-page elements like Headers, metadata, internal linking

·       Identify top priorities whether that’s missing content, outdated content, low click-through-rates

If we asked you to audit a page in GA4, how would you start?

·       Looking at pageviews, unique users, and traffic sources as well as engagement on the site, what are consumers engaging with, are there any clear friction points or barriers

How do you think about user behavior when analyzing data?

·       I try to think about user behavior in any project that I do and really think from the customer journey perspective

·       First need to identify intention indicators of different targets in terms of where they come from, what they’re looking for and what they engage with

·       Again consider the journey … is the landing page effective and are they completing the intended action or getting the information they need

·       I feel like I’ve developed a great sense of best practices for navigating a site in terms of CTA placements, readability, navigation and those are things I’m usually looking at from an analysis perspective

How do you prioritize which insights are worth acting on?

·       That can really be driven by looking back at either the business or department goals… what are the top priorities for the department or surrounding departments as well as identifying low vs high effort opportunities

·       I think the user experience should always be the top priority, so if there’s a bug or small improvements that data shows would be valuable… that’s probably what I would prioritize, especially if it is lower effort

What’s your experience with A/B testing?

·       Got a little exposure to A/B testing by conducting a CRO analysis and making recommendations

·       At least on the analysis side, I feel like I have a strong knowledge of what to look for from a functionality perspective, and then content could be advised more with the marketing strategies as well as what the data shows

How comfortable are you with exploring unfamiliar analytics tools or dashboards?

·       Over the last year I’ve become a lot more comfortable with analytics tools… because I understand the key metrics that are usually analyzed and what they mean for the business or content

·       I first got exposed to the Google Suite in an Advanced Digital course where we also did a lot of certifications and application projects, and then used them in my internship this summer as well

·       I also took a course this semester on data visualization using primarily tableau, but still learned the basics of taking data sets and pulling insights as well as storyboarding the key points or recommendations