SEO/AEO Specialist

Reporting to the Manager - Web Experience Optimization, the SEO/AEO Specialist reviews our websites to ensure they win across all primary search engines and AI platforms. They conduct technical audits to identify issues with crawlability, indexability, and speed, helping our sites stay competitive and ready for both traditional bots and new AI crawlers. 

Working within the Manager’s strategy, the Specialist performs data-driven keyword research and content reviews to find search trends and fill knowledge gaps. They apply E-E-A-T principles, Natural Language Processing and Entity Optimization to ensure our brand earns top rankings and AI citations. They also build and manage Schema markup to label our data, making it easy for engines like Bing and ChatGPT to trust our content. 

Partnering with Product, Design, and MarTech, they deploy scalable improvements that keep our sites healthy and help the brand grow. Success means getting the right people to our sites so they become customers and bring in revenue. We track progress by winning more market share in both regular and AI search, driving organic growth, and making sure our sites work perfectly for both people and bots. 

Key Responsibilities & Duties:

Technical Site Health & Engineering: 

• Audit and optimize site backend infrastructure (JavaScript, CSS, HTML, sitemaps, robots.txt files, hreflang and canonical tags etc.) 
• Resolve crawling, indexing, rendering and performance issues  

• Manage Structured Data  

• Work with the Product Owner to build/prioritize backlogs for MarTech teams. 

Content & Answer Optimization (AEO) 

• Conduct periodic content audits 
• Apply NLP, Entity Optimization, Topic Clustering, and E-E-A-T 
• Develop optimization guides 
• Track AI citations 
• Optimize for conversational intent and semantic search. 
• Implement and maintain internal linking strategies to strengthen topic clusters, improve crawlability, and signal content relationships to search engines and AI models. 

Analytics, Measurement & Reporting  

• Track and report on SEO/AEO health using the KPIs set by the Manager, WEO. 
• Work with Analytics to build and manage dashboards that track growth and AI citations. 
• Measure ‘before and after’ results to show exactly how much traffic and visibility our technical and content optimizations gained. 
• Analyze data to find performance issues or content gaps, then suggest evidence-based ideas for the experiment backlog. 

Cross-Functional Collaboration 

• Collaborate with Product Owner, Design/UX, Brand, Content, Martech, and Analytics to align search goals, fixes, priorities and reporting. 
• Ensure WCAG compliance 
• Facilitate cross-departmental SEO/AEO knowledge-sharing initiatives. 
• Partner with CRO Specialist to ensure experiments maintain SEO / AEO integrity. 

Enablement & SEO/AEO-Driven Culture 

• Create SEO/AEO playbooks 
• Coach content authors on writing intent-driven, SEO/AEO-ready content 
• Deliver training sessions to build SEO/AEO awareness across marketing teams.  

AI Search Research & Innovation 

• Conduct market, competitor, and trend research 
• Monitor emerging AI Search platforms and track shifts in LLM behavior. 
• Test new AEO tactics 
• Surface findings and recommendations to the Manager for roadmap consideration 

Required Qualifications:

• Bachelor's degree in Digital Marketing, Computer Science, Data Analytics, or related field 
• 3+ years of hands-on experience in SEO, with early experience in AEO for high-authority sites  
• Proven track record of executing technical and content optimization initiatives that delivered measurable traffic and visibility improvements 
• Experience in applying E-E-A-T to build brand credibility. 
• Strong knowledge of Core Web Vitals, Structured Data (JSON-LD), and bot/AI model behavior (crawling/indexing). 
• Practical HTML/JavaScript/CSS knowledge to troubleshoot front-end rendering and communicate with engineering. 
• Experience using NLP, Entity Mapping, and Topic Clustering to establish domain authority. 
• Proficiency in keyword/prompt research, intent mapping, and metadata optimization for ‘people-first’ search. 
• Proficiency in Adobe Analytics and GA4 to evaluate complex datasets. 
• Strong experience of Screaming Frog, PageSpeed Insights, Google Search Console, and Chrome DevTools for technical auditing. 
• Hands-on experience with SEMrush, Conductor, and Enterprise CMS environments. 
• A disciplined, data-backed approach to ROI targets. 
• Skilled in creating technical playbooks and leading internal workshops. 
• Comfortable with ambiguity and evolving best practices in AI search. 
• Proactive commitment to staying current with SEO/AEO trends and platform changes. 
• Ability to collaborate with Product, CRO, Design/UX, Brand, Analytics, Content, and Martech teams. 
• Ability to work closely with a Manager, contributing insights and recommendations while executing against agreed priorities. 
• Fluent in English