Search Engine Optimization :: Lyndsay Walker :: Toronto, Ontario

Big changes in 2009 for Lyndseo

A lot has happened since my last post on December 31, 2008.  Most notably, I am no longer working for WestJet Airlines.

I have decided to move back to Winnipeg where my husband and I have family.  It’s been a tough adjustment for us in Calgary. We gave it two years, but never really felt settled.

Right now, I’m trying to figure out what that means for me.  Either:

A) I look for employment as an in-house SEO
B) I look for employment at an agency
C) I take on clients independently through Lyndseo

Option A is not likely to happen. I’m really anxious to get a chance to work with a variety of companies and industries and have the ability to flex my internet marketing muscles.  SEO is most definitely my specialty, but in the past few years I’ve had the opportunity work get my hands dirty in other areas of web marketing as well.

I’m open to suggestions, job opportunities and contract opportunities.  You can send me a note through my contact page or come follow me @lyndseo on Twitter!

SEO – or Search Engine Optimization – on business card?

It’s about time for me to order business cards again, and this time I want to stray from my OFFICIAL title of “Web Business Coordinator” and go with something that better describes my actual role with WestJet, which is Web Analytics and SEO Coordinator.

Here’s my thing.  That’s a long title if I spell out “Search Engine Optimization”.  Web Analytics and Search Engine Optimization Coordinator.  Or Search Engine Optimization and Web Analytics Coordinator.

So if I go with “Web Analytics and SEO Coordinator”, will people know what SEO means?  When I think back to who I’ve given my card to in the past year, most were at conferences I’d say.  But am I just confusing those who don’t know the lingo?

I don’t know, what do you guys think?

WestJet’s Hiring: Business Analyst II, Web Business

City: Calgary Province: AB
Category: Marketing/Sales Job ID: MK010-08
Posting Date: January 9, 2008 Closing Date: January 22, 2008
Duration: Full Time
Description:Looking for a great place to work? A place where an award-winning culture means empowerment, teamwork and a passion for what you do?
Then think WestJet. It’s a great place to land.

To work in conjunction with the Web Business team and WestJet internal clients to meet the Web Business team’s mission of attracting prospective Guests to our Websites, converting Prospects to Guests by closing sales, providing additional products and services for Guests, serving Guests on our sites, and bringing them back for more!
Do this by:

•Helping the Web Business team evaluate and execute on projects in conjunction with our team, other teams, our IT teams, and third parties.
•Performing assessments, analyses, and solution documentation
•Defining and analyzing business requirements as identified by key business stakeholders and involve the input and support of IT WestJet staff and external vendor partner(s).
•Providing comprehensive, thorough and accurate analysis of the requirements, using a variety of tools, processes, and documentation standards
•Following the established WestJet business analysis process to move projects through an existing ‘gating’ system.
•Consulting with Business areas to clearly identify business opportunities and continuous improvement ideas for Web Business.


•Within the scope of the role, understand and pursue WestJet’s business, marketing, and internet strategies.
•Possess a strong understanding of web technology and web business / e-commerce
•Participate in quality control of the content of WestJet’s internal and external web sites, and related internet-based tool-sets, such as JetMail, Get Set, and Omniture.
•Develop and maintain a strong working relationship with other Web Business team members and stakeholders (e.g. other Marketing and Sales team members, SSC, IT, etc.) to the betterment of WestJet.
•Develop opportunity and feasibility documents; determine costs, or reduction in cost and ROI on new opportunities.
•Work with the Web Business Team, IT, and other stakeholders to collect, define, challenge, provide critical analysis of, and articulate business requirements for new initiatives.
•Identify and articulate efficient and effective solution options to requirements that are clear, concise, and understandable by a broad and diverse audience.
•Display innovation, creativity, and ‘outside the box’ thinking in managing the analysis and identification of solution options to requirements that recognize a balance between ‘wants’ and ‘needs’.
•Work collaboratively and build solid relationships with other business areas to ensure their requirements are captured and documented in the ‘bigger picture’ view of the change or enhancement.
•Use and apply proven skills in developing and modifying process flow maps, Business Use Case documents, state diagrams, and other core documentation artefacts as appropriate.
•Use ‘best practice’ approaches that are appropriate to the breadth and depth of gathering requirements, and balance time needed versus cost to key stakeholders.
•Employ a broad set of techniques to create collaborative work relationships, conduct return on investment analysis, and surface potential risks.
•Pro-actively assess and recommend solutions to enhance and improve e-business systems and business process performance, based on a thorough understanding of airline and other industry systems.
•Demonstrate an ability to assess operational data, intuitively identify trends in business direction based on the data, and offer conclusions to stakeholders that can lead to more detailed analysis.
•Provide expertise and knowledge support to business units in reviewing new opportunities and determining possible analysis business and technical ‘touch points’ in the e-business systems.
•Maintain a strong working knowledge of key business processes within WestJet.
•Work on project teams representing marketing and the web
•Assist with other projects as required
•Other related duties as required


•Degree / diploma in business, information technology, project management or Business Analysis, or other related combination of education and experience.
•3-5 years experience leading people and projects teams.
•Minimum 3 years Business Analyst or System Support experience.
•Intermediate level experience in MS Project and Visio.
•Proven understanding of the requirements gathering process and the tools, methodologies and techniques used to acquire, model, document, and communicate results.
•Proven abilities in negotiation and mediation.
•Strong business understanding of enterprise computer systems and their characteristics.
•Experience participating in enterprise-type scale projects that cross multiple business areas.
•Well rounded and proven business analysis and problem solving skills.
•Ability to manage cost/benefit trade-offs for changes and new opportunities.
•Ability to prioritize and work on multiple projects simultaneously.
•Exceptional oral and written communication skills.
•Ability to work in and manage multiple tasks in a fast-paced environment.
•Ability to work with tight deadlines.
•Excellent editing skills and attention to detail.
•Enthusiastic personality that welcomes change.
•Excellent communication skills, both oral and written.
•Ability to present ideas, negotiate, facilitate and problem solve.
•Excellent analytical and problem solving skills.
•Proficient knowledge in Microsoft Word, Excel, and Outlook.
•Proven ability to work independently and in group situations.
•High energy

•Other capabilities that are desirable include:
oExperience in the aviation / travel industry
oUnderstanding of web commerce in the travel industry and other industries
oProject Management experience.
oAirline industry experience.
oParticipation in a professional course or association that teaches or supports the Business Analyst profession.
oReservations business and systems knowledge.
oExperience working in or with companies that exhibit strong cultural values and practices.

WestJet is an equal opportunity employer and encourages applications from all qualified individuals. WestJet’s hiring policy is to recruit and select the best applicant for employment solely on the basis of their qualifications for the position. WestJet does not discriminate against applicants based on race, national or ethnic origin, colour, religion, age, sex, sexual orientation, marital status, family status, disability or a conviction for which a pardon has been granted.

Safety comes first at WestJet.

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