SEO Manager

Title: SEO Manager

Location: Raleigh United States

Job Description:

Job Description

Job Summary:

The Manager, SEO will lead the technical SEO strategy for our omnichannel retail ecosystem, ensuring our digital properties-including websites, mobile apps, and B2B platforms-are optimized to drive organic traffic, visibility, and conversions. This role will oversee a team of SEO specialists and collaborate cross-functionally to align SEO efforts with broader retail marketing and merchandising strategies. A key focus will be leveraging AI-driven SEO tools and adapting content strategies to align with emerging technologies like Google AI Overviews, ensuring our brand remains competitive in search.

What Will You Do?

Technical SEO Strategy Development

• Develop and execute a comprehensive technical SEO strategy tailored to omnichannel retail, focusing on organic growth, site health, and performance across desktop, mobile, and app experiences.
• Integrate AI-powered SEO tools and methodologies to enhance keyword targeting, content optimization, and predictive performance modeling.

AI for SEO & Google AI Overviews

• Lead initiatives to adapt content and technical SEO strategies for Google AI Overviews, ensuring visibility in AI-generated search results.
• Evaluate and implement AI-driven SEO platforms (e.g., BrightEdge, MarketMuse, Clearscope) to automate and scale content recommendations, competitive analysis, and SERP forecasting.
• Collaborate with content and merchandising teams to create AI-friendly content formats and structured data that align with evolving search engine behaviors.

Team Leadership & Development

• Manage and mentor a team of SEO specialists, fostering a culture of innovation and continuous learning in AI and retail SEO.
• Conduct regular training on technical SEO, AI tools, and emerging search trends.

Cross-Department Collaboration

• Partner with product, engineering, UX, and marketing teams to embed SEO into the digital product lifecycle.
• Advocate for SEO in merchandising, promotional campaigns, and seasonal retail strategies.

Site Architecture & Crawlability

• Optimize site architecture for crawlability and indexability, including sitemaps, robots.txt, and internal linking.
• Ensure scalable SEO practices across thousands of product SKUs and store pages.

Mobile-First & Page Speed Optimization

• Drive improvements in Core Web Vitals and mobile-first indexing, especially for high-conversion retail pages like product detail and checkout.
• Collaborate with developers to enhance site speed and performance across devices.

Structured Data & Schema Implementation

• Oversee structured data implementation (e.g., product, review, FAQ schema) to support rich results and AI search visibility.
• Stay current with schema.org updates and Google's evolving requirements for retail content.

Local SEO & Multichannel Optimization

• Lead local SEO efforts for store locations, ensuring accurate listings across Google Maps, directories, and voice search platforms.
• Integrate local SEO with in-store promotions and regional marketing initiatives.

On-Page SEO Strategy

• Optimize category pages, product descriptions, and metadata to improve rankings and conversion rates.
• Use AI tools to identify content gaps and opportunities based on search intent and competitor analysis.

SEO Reporting & Analytics

• Define and monitor SEO KPIs using tools like GA4, GSC, SEMrush, and AI-powered dashboards.
• Deliver actionable insights and performance reports to senior leadership, tying SEO efforts to revenue and customer acquisition.

Algorithm Updates & Industry Trends

• Stay ahead of search engine algorithm changes and retail SEO trends, including AI search evolution.
• Proactively adjust strategies to maintain visibility and relevance in competitive retail landscapes.

Technical SEO Audits & Implementation

• Conduct regular technical audits to identify and resolve issues such as crawl errors, duplicate content, and server misconfigurations.
• Work closely with developers to implement SEO fixes and enhancements.

Qualifications:

• Deep expertise in SEO tools: Screaming Frog, SEMrush, Google Search Console, Google Analytics, and AI-powered SEO platforms.
• Proficiency in HTML, CSS, JavaScript, and understanding of SEO implications in headless CMS and JavaScript frameworks (React, Angular, Vue).
• Experience with structured data, schema markup, and local SEO for multi-location retail.
• Strong understanding of mobile SEO, Core Web Vitals, and page speed optimization.
• Familiarity with eCommerce platforms (e.g., HCL, Shopify, Magento, Salesforce Commerce Cloud).
• Experience adapting SEO strategies for Google AI Overviews and other AI-driven search features.
• Excellent communication skills for cross-functional collaboration and stakeholder engagement.

Top 5 Required Technical Skills:

• AI-Enhanced SEO Strategy
• Search Engine Optimization (SEO)
• Data Analysis & Storytelling
• Website Analytics Tools
• Detail-Oriented Execution

Top 5 Required Leadership Skills:

• Perseverance
• Serve Others
• Agility
• Critical Thinking
• Passion for Customers

Certifications, Experience, and Education:

Certifications: Google Analytics, BrightEdge, MarketMuse, or other AI/SEO certifications preferred.

Experience: 5-7 years in technical SEO, with 2+ years in a leadership role within eCommerce or omnichannel retail.

Education: Bachelor's degree in Business, Marketing, eCommerce, or related field; or equivalent experience.

Location & Work Availability:

Hybrid role (4 days in-office, 1 day remote) based in Raleigh, North Carolina. Occasional travel may be required.

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