JOB SUMMARY

The SEO & AEO Specialist is responsible for driving organic visibility, traffic and performance across traditional search engines and emerging answer-based discovery platforms. This role leads research, strategy and execution for both Search Engine Optimization (SEO) and Answer Engine Optimization (AEO), ensuring content is optimized not only to improve keyword rankings but also to surface as authoritative answers within search engines and AI-powered search experiences.

WHAT YOU WILL BE DOING:

• Prioritize and manage optimization efforts to drive search metrics, rankings and citations to support strategic decisions.
• Partner with paid search agency of record to ensure alignment with paid and organic search strategies, by providing clear communication and direction.
• Partner with website analysts to understand all SEO/AEO/Search Engine Marketing (SEM) metrics.
• Collaborate with content team and online merchandisers to optimize on-page copy for relevance, intent and performance.
• Implement solutions to technical SEO issues (page elements, information architecture, URL structure, image optimizations, server-related issues, internal redirects, 404 errors, schema/structured data and internal linking enhancements).
• Create on-site and off-site link strategies and coordinate with Content, Merchandising, and IT to ensure growth in Domain Authority.
• Optimize content to perform in answer-based and AI-driven search experiences.
• Identify and target question-based, conversational and intent-driven queries aligned to customer needs and business goals.
• Collaborate with content teams to ensure clear, concise and authoritative answer formatting.
• Partner with developers to implement structured data and schema markup in JSON-LD format (e.g., FAQ, How-To, Product) to enhance answer visibility.
• Direct the strategic development and management of new and existing initiatives that will drive organic traffic, conversion, revenue growth, and profitability for the online channel.
• Remain up-to-date with the latest trends and best practices involving ranking factors, search engine algorithms and AI-powered discovery platforms.
• Conduct competitor analysis to make content recommendations.
• Track and analyze daily SEO and AEO performance metrics to understand strategy performance, effectiveness and identify optimization opportunities.
• Identify opportunities for improving the customer experience and work with the digital experience teams to implement.
• Generate and assist with marketing reports that will be communicated to the executive team and other internal stakeholders.
• Support keyword and content strategy across additional channels such as social platforms & YouTube.

WHAT IS REQUIRED:

• Bachelor’s degree in marketing or related field; or equivalent combination of education and/or experience.
• 3 years’ experience in paid and organic search or similar work.
• Strong understanding of technical SEO, on-page optimization, and content strategy.
• Demonstrates a strong commitment to staying current with emerging AI trends and technologies, with a continuous learning mindset and the ability to evaluate and compare tools to drive strategic SEO/AEO outcomes.
• Familiarity with structured data, schema markup (Schema.org JSON-LD), and answer-based search optimization.
• Intermediate proficiency in Microsoft Office: Excel (creating spreadsheets, formulas, sorting); Word (creating correspondence, forms); Outlook and file management.
• Strong analytical, problem-solving and organizational skills with the ability to translate data into actionable insights.
• Excellent communication skills with ability to build strong business partnerships with various stakeholders.
• Ability to manage competing priorities, projects and deadlines.
• Ability to quickly learn new technology.
• Must be able to travel to other work locations as needed.

PREFERRED QUALIFICATIONS

• Proficiency in SEO-related tools/platforms including Google Analytics, Google Search Console, Ad Words, Google Business Profile, Google Trends and Semrush or BrightEdge.