Search Engine Optimization (SEO)/ Generative Engine Optimization (GEO) Content Consultant, DGCA, Digital Strategy Section, NYHQ, remote. Req# 585591

This assignment helps ensure the ranking of UNICEF’s Parenting Hub on traditional search engines and strengthens its visibility in AI platforms. It takes place during a period of transition, limited staffing and major technological shifts in these areas. Operating under a deliverables-based contract, the consultant will play a critical role in researching keyword gaps and opportunities, developing content to rank on search engines and feature in AI responses, as well as tracking and optimizing performance. Working closely with the Web Editorial team, the consultant will combine an editorial and technical lens to develop and optimize content that is 1. Engaging and useful for its target audience, and 2. Maximizes the likelihood of the audience discovering this content on search engines and AI platforms. The work will directly support UNICEF’s Parenting Hub by ensuring the accessibility, visibility and relevance of content, which is key to our ability to achieve our digital goals and grant deliverables.

About UNICEF

If you are a committed, creative professional and are passionate about making a lasting difference for children, the world's leading children's rights organization would like to hear from you. For 70 years, UNICEF has been working on the ground in 190 countries and territories to promote children's survival, protection and development. The world's largest provider of vaccines fordeveloping countries, UNICEF supports child health and nutrition, good water and sanitation, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS. UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments. UNICEF has over 12,000 staff in more than 145 countries.

Consultancy: Search Engine Optimization (SEO)/Generative Engine Optimization (GEO) Content Consultant  

Duty Station: DGCA/Digital Strategy Section   

Duration: 5 January 2026 – 31 December 2027

Home/ Office Based: Remote

BACKGROUND

Purpose of Activity/ Assignment:

This assignment helps ensure the ranking of UNICEF’s Parenting Hub on traditional search engines and strengthens its visibility in AI platforms. It takes place during a period of transition, limited staffing and major technological shifts in these areas. Operating under a deliverables-based contract, the consultant will play a critical role in researching keyword gaps and opportunities, developing content to rank on search engines and feature in AI responses, as well as tracking and optimizing performance.

Working closely with the Web Editorial team, the consultant will combine an editorial and technical lens to develop and optimize content that is 1. Engaging and useful for its target audience, and 2. Maximizes the likelihood of the audience discovering this content on search engines and AI platforms. The work will directly support UNICEF’s Parenting Hub by ensuring the accessibility, visibility and relevance of content, which is key to our ability to achieve our digital goals and grant deliverables.

Scope of Work: 

Keyword research and on-page optimization

• Conduct keyword research on assigned topics to identify valuable search terms.
• Identify content gaps and opportunities based on keyword research.
• Conduct in-depth analysis to identify opportunities for on-page optimization of existing content.

Content creation

• Draft engaging, practical content as assigned, informed by keyword research and user insights. Content types range from explainer articles to expert interviews.
• Liaise with UNICEF focal points on the review and approval of content.
• Build content in UNICEF’s Drupal CMS using the latest SEO/GEO best practices, including optimized content structure for AI consumption where applicable.
• Maintain compliance with UNICEF Writing Style Guide, Brand and other relevant standards.

Track and analyze performance

• Produce analytics reports, using tools like Google Analytics and SemRush, including insights and recommendations for improvement.
• Produce 2-3 reports to support donor reporting, including the LEGO Foundation.

Documentation and knowledge transfer

• Prepare quarterly updates on emerging trends in generative search with recommendations on testing ideas.
• Maintain detailed documentation and filing.
• Prepare a comprehensive final handover package and briefing to ensure continuity beyond the consultancy period.

Reporting

Provide biweekly updates on progress, opportunities and risks to the project supervisor.

There’s currently no sufficient funding to cover all planned activities that continue until 2027. Some deliverables are planned to be completed if additional resources become available

Terms of Reference / Key Deliverables:

Work Assignment Overview/Deliverables and Outputs/Delivery deadline

Project phase 1

1.  Keyword research and on-page optimization

- Produce up to 36 keyword research reports on an assigned topic (up to 3 per month) to identify valuable search terms and content opportunities, supported by keyword data and competitive analysis.

- Deliver up to 24 content optimization reports for existing pages/sections (1-2 per month), using tools like Google Analytics and Ahrefs to develop and implement evidence-based recommendations on ways to improve the user experience, visibility and traffic

31 Dec 2026

2. Content creation 

- Research, draft and produce up to 36 articles (up to 3 pieces per month), coordinating content reviews, building content in UNICEF’s Drupal CMS, filing documents in SharePoint library and adding keywords to Semrush.

- Draft up to 48 posts for WhatsApp Parenting channel (up to 4 per month) to promote content and set up tracked links as required

31 Dec 2026

3. Track and analyze performance 

- Produce monthly (x12) analytics reports, using tools like Google Analytics and SemRush, tracking performance indicators and including insights and recommendations for improvement.

- Produce monthly (x12) analytics reports, using tools like Google Analytics and SemRush, tracking performance indicators and including insights and recommendations for improvement.

31 Dec 2026

4.  Documentation and knowledge transfer

- Prepare quarterly (x4) updates on emerging trends in SEO/GEO with recommendations on testing ideas.

- Prepare a comprehensive final handover package and briefing

31 Dec 2026

Project phase 2 

5. Keyword research and on-page optimization 

- Produce up to 36 keyword research reports on an assigned topic (up to 3 per month) to identify valuable search terms and content opportunities, supported by keyword data  and competitive analysis

- Deliver up to 24 content optimization reports for existing pages/sections (1-2 per month), using tools like Google Analytics and Ahrefs to develop and implement evidence-based recommendations on ways to improve the user experience, visibility and traffic

31 Dec 2027

6. Content creation 

- Research, draft and produce up to 36 articles (up to 3 pieces per month), coordinating content reviews, building content in UNICEF’s Drupal CMS, filing documents in SharePoint library and adding keywords to Semrush.

- Draft up to 48 posts for WhatsApp Parenting channel (up to 4 per month) to promote content and set up tracked links as required

31 Dec 2027

7. Track and analyze performance 

- Produce monthly (x12) analytics reports, using tools like Google Analytics and SemRush, tracking performance indicators and including insights and recommendations for improvement

- Produce 2-3 reports to support donor reporting

31 Dec 2027

8. Documentation and knowledge transfer 

- Prepare quarterly (x4) updates on emerging trends in SEO/GEO with recommendations on testing ideas

- Prepare a comprehensive final handover package and briefing

31 Dec 2027

Qualifications

Education:

A University degree in Communications, Digital Media, Journalism, or related field

Knowledge/Expertise/Skills required *:

• At least 5 years of professional experience in web content creation, including SEO.
• Experience with Drupal content management system.
• Experience developing content for a non-expert audience, ideally parents and caregivers.
• Experience working in an enterprise environment across a complex web ecosystem
• Advanced writing and editorial experience for digital platforms.
• Experience applying SEO practices to successfully position web pages in organic search results.
• Proficiency with web analytics, SEO tools and quality assurance tools (e.g., Google Analytics, Semrush and Siteimprove).
• Strong understanding of content strategy, SEO/GEO best practices and online publishing workflows

Requirements:

Completed profile in UNICEF's e-Recruitment system and

- Upload copy of academic credentials

- Financial proposal that will include/ reflect :

• • the costs per each deliverable and the total lump-sum for the whole assignment (in US$) to undertake the terms of reference.
  • travel costs and daily subsistence allowance, if internationally recruited or travel is required as per TOR.
  • Any other estimated costs: visa, health insurance, and living costs as applicable.
  • Indicate your availability

- Any emergent / unforeseen duty travel and related expenses will be covered by UNICEF.

- At the time the contract is awarded, the selected candidate must have in place current health insurance coverage.

- Payment of professional fees will be based on submission of agreed satisfactory deliverables. UNICEF reserves the right to withhold payment in case the deliverables submitted are not up to the required standard or in case of delays in submitting the deliverables on the part of the consultant.

U.S. Visa information:

With the exception of the US Citizens, G4 Visa and Green Card holders, should the selected candidate and his/her household members reside in the United States under a different visa, the consultant and his/her household members are required to change their visa status to G4, and the consultant’s household members (spouse) will require an Employment Authorization Card (EAD) to be able to work, even if he/she was authorized to work under the visa held prior to switching to G4.  

Only shortlisted candidates will be contacted and advance to the next stage of the selection process

For every Child, you demonstrate…

UNICEF’s core values of Commitment, Diversity and Integrity and core competencies in Communication, Working with People and Drive for Results. View our competency framework at: Here

UNICEF offers reasonable accommodation for consultants/individual contractors with disabilities. This may include, for example, accessible software, travel assistance for missions or personal attendants. We encourage you to disclose your disability during your application in case you need reasonable accommodation during the selection process and afterwards in your assignment. 

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check. 

Remarks:  

Individuals engaged under a consultancy will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures and will not be entitled to benefits provided therein (such as leave entitlements and medical insurance coverage). Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants. Consultants are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws. 

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. Selected candidates are subject to confirmation of fully-vaccinated status against SARS-CoV-2 (Covid-19) with a World Health Organization (WHO)-endorsed vaccine, which must be met prior to taking up the assignment. It does not apply to consultants who will work remotely and are not expected to work on or visit UNICEF premises, programme delivery locations or directly interact with communities UNICEF works with, nor to travel to perform functions for UNICEF for the duration of their consultancy contracts.