Description
At Northern Tool + Equipment we get up every day to serve the tradespeople who keep our country running strong and the weekend warriors who want to work like them. It’s our mission to make sure they have the right tools for the job, and an easy, hassle-free experience at our store so they can get in, get out and get on with the job at hand. Your top priority as an SEO Strategist is to be responsible for driving organic traffic growth and revenue through best-practice search engine optimization across content, technical SEO, and on-page optimization. This role owns SEO strategy, execution, and performance reporting, working closely with content, development, and eCommerce teams to improve visibility, rankings, and conversion. This role also leads the adoption of AI-enabled SEO practices, ensuring the business remains visible as search evolves through AI-driven results, generative search experiences, and automation. Your positive, professional, roll-up-your-sleeves-to-help attitude contributes to our winning culture and makes sure we leave a lasting impression.
Key Responsibilities:
Strategy & Planning
- Own the SEO roadmap aligned to business and revenue goals
- Adapt SEO strategy to evolving search experiences, including AI-powered search results
- Identify growth opportunities across content, technical SEO, and site structure
- Lead keyword research and search intent analysis, incorporating conversational and AI-led queries
- Define SEO priorities for categories, products, and evergreen content
On-Page & Content SEO
- Optimize category, product, and landing pages for search and conversion
- Partner with content teams to create high-quality content optimized for traditional search and AI-generated results and that demonstrates experience, expertise, authority, and trust (E-E-A-T)
- Guide the use of AI tools for content research, drafting, and optimization while maintaining accuracy, originality, and brand voice
- Ensure best-practice internal linking and page hierarchy
- Optimize metadata, headings, and structured content
Technical SEO
- Partner with developers to improve site performance, crawlability, and indexation
- Identify and resolve technical issues (Core Web Vitals, redirects, canonicals, schema)
- Implement structured data and schema to support machine understanding and AI-driven results
- Influence site releases, migrations, and platform changes from an SEO perspective
- Monitor site health using SEO tools and audits
Analytics & Reporting
- Track organic performance across traditional SERPs and emerging AI search interfaces
- Analyze how AI-generated results impact traffic, click-through rates, and conversion
- Build and leverage dashboards and reporting to communicate SEO and AI-search performance
- Use predictive insights and data modeling to identify future opportunities
Cross-Functional Collaboration
- Work with product, UX, content, and engineering teams
- Support paid media and CRM teams with SEO insights
- Educate stakeholders on SEO best practices
- Manage SEO support resources, agencies or freelancers where required
What you will bring to the table:
Required
- 5+ years of hands-on SEO experience (in-house or agency)
- Strong understanding of technical, on-page, and content SEO
- Understanding of AI practices and strategies pertaining to SEO
- Experience with eCommerce or large websites
- Proven track record of organic growth
- Strong analytical and problem-solving skills
- Ability to partner with and influence cross-functional teams to accomplish goals and advance work
- Ability to prioritize effectively to meet established goals and project deliverables.
- Ability to communicate, both orally and in writing, with a wide variety of customers, employees and others
- Demonstrates Northern Tool + Equipment’s Core Competencies
Technical Skills
- Google Search Console & Google Analytics
- SEO tools (e.g. Ahrefs, SEMrush, Screaming Frog)
- Understanding of HTML, CSS, and JavaScript fundamentals
- Experience with CMS platforms (e.g. Shopify, Magento, WordPress)
Preferred
- Experience in retail or eCommerce
- Experience with schema markup
- CRO or UX collaboration experience
About Us
Northern Tool + Equipment is a family business with roots stretching back three generations to Minnesota’s Iron Range, where our blue-collar work ethic and commitment to serving the people who do the tough jobs was born. Our mission is to be the best in the world at serving the professional tradespeople and those who want to work like them. With over 130 retail stores across 24 states, top national brands and global manufacturing operations designed to create our own specialized tools and equipment, we are busting our knuckles to deliver the products, prices and advice our customers need to succeed. We’re looking for people who share our blue-collar work ethic. If you’re the kind of person who likes to put your nose to the grindstone to help your customers and company succeed, we’d love to talk to you about becoming a member of our team.
Northern Tool + Equipment is proud to be recognized by Forbes as a Top Midsize Employer in 2023. We are committed to creating a workplace where your contributions are valued, and your professional growth is encouraged. When you join our team, you’ll enjoy a comprehensive and competitive compensation package that includes:
- Competitive Pay: Earn $90,000 to $135,000 annually, with your exact compensation personalized based on your skills, experience, and location. We believe in rewarding top talent with pay that reflects your value.
- Flexible Work Schedule: Achieve the work-life balance you deserve with our full-time, 8-hour shifts, Monday – Friday, complemented by a hybrid work schedule that allows you to work both remotely and in the office.
- Comprehensive Benefits Package: Your health and well-being are our priority. We offer a variety of health plans, so you can choose what best fits your needs. Employees working 30+ hours per week enjoy a robust benefits package, including medical, dental, vision, and a 401(k) plan with an enhanced company match to support your financial future.
- Generous Employee Discount: Love our products? So do we! Enjoy a significant discount on the quality tools and equipment we offer, helping you save on the items you love to use.
- Get Paid on Your Terms: With our Daily Pay option, you don’t have to wait for payday—access your earnings whenever you need them for added financial flexibility.
- Paid Holidays: Take time to relax and recharge with 7 paid federal holidays, because we know how important it is to have time for yourself and your loved ones.
- Incentives: Be rewarded for eligible incentive programs.
When you join Northern Tool + Equipment, you're not just starting a job—you're joining a community that supports your success. Come be a part of a team where your skills, dedication, and passion are recognized and celebrated. Your future starts here!