Search Optimization Strategist

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The Search Optimization Strategist is responsible for leading the firm’s approach to search visibility across traditional search engines and emerging AI‑powered discovery platforms. This role owns strategy and execution across Search Engine Optimization (SEO), Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) to ensure Plante Moran content is discoverable, trusted, and cited wherever prospects seek answers.

This role works cross‑functionally with content, digital marketing, subject matter experts, and web teams to influence how the firm appears in organic search results, featured answers, and AI‑generated responses. The Search Optimization Strategist reports to the Senior Digital Marketing Manager.

Role

Lead and implement firm‑wide search optimization strategy across SEO, AEO, and GEO to increase organic visibility, authority, and share of voice

Partner with content, digital marketing, and subject matter experts to shape search‑first content strategies aligned to business goals and audience intent

Conduct keyword, query, and topic research to inform traditional search optimization as well as AI‑ and answer‑based discovery

Optimize web and digital content for on‑page SEO (titles, metadata, structure, schema); provide guidance for off‑page optimization including backlinks, PR alignment, and authority signals

Ensure content is structured and written to perform well in featured snippets, voice search, and AI‑generated answers (e.g., clear answers, structured formats, citation‑ready content)

Monitor and analyze performance across rankings, visibility, featured results, and AI citations; socialize insights and opportunities with marketing stakeholders

Use and help evolve search tooling and measurement approaches (e.g., enterprise SEO platforms, analytics, emerging AI visibility tools)

Establish and reinforce search optimization best practices across teams through documentation, collaboration, and education

Collaborate with subject matter experts and content team to guide development of staff‑authored content, including interview‑led content and thought leadership

Make recommendations for improving site structure, content governance, and SEO fundamentals in partnership with web and UX teams

Contribute to and advance content governance standards, workflows, and optimization processes

Support integrated marketing campaigns by ensuring search optimization is embedded from planning through execution

Qualifications

Bachelor’s degree in Marketing, or related field; or equivalent education, training, or experience

3–5 years of experience in SEO, content strategy, digital marketing, or search‑focused roles (B2B experience preferred)

Hands‑on experience with enterprise SEO tools (e.g., Conductor, SEMrush, Moz, or similar)

Strong understanding of modern SEO fundamentals, including technical SEO, on‑page optimization, and authority signals

Working knowledge of AEO concepts (featured snippets, voice search, question‑based optimization) and GEO concepts (AI‑generated answers, citations, entity authority), or demonstrated ability to learn and apply emerging search practices

Ability to translate search data and insights into clear, actionable recommendations for both technical and non‑technical stakeholders

Exceptional written and verbal communication skills, with strong critical thinking and attention to detail

Strong presentation skills and comfort communicating with senior and cross‑functional stakeholders

Understanding of the buyer’s journey and how search behavior maps to content and conversion

Collaborative, proactive, and consultative approach to working with colleagues across the firm

Proficiency with Microsoft Office Suite and familiarity with project management tools (e.g., Workfront or similar)

Benefits & Work Environment

Flexible work model (workplace‑for‑your‑day) encouraging balance with in‑person collaboration

Diverse, inclusive culture with commitment to equity, inclusion, and belonging for all staff

Drug‑free workplace policy

Robust benefits package including health, dental, vision, disability, and life insurance; flexible time off and pre‑determined holidays; 401(k) plan; flexible benefits plans; business‑related travel reimbursement

Eligibility for discretionary bonus plan and pension plan for eligible staff categories

Equal Opportunity & Workplace Policies
Plante Moran is an Equal Opportunity Employer. Plante Moran maintains a drug‑free workplace. The company is committed to a diverse workplace and creates a culture where each person feels accepted and valued.

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