Senior SEO Strategist

Senior SEO Strategist (Local & National)

Location: Utah (On-site or Hybrid) $75,000 – $95,000 + performance-based incentives
About the Role
We're seeking a Senior SEO Manager to own and execute end-to-end SEO strategy across two digital properties: a geo-targeted local site and a national brand site. This role requires a strong balance of technical SEO, content strategy, analytics, and emerging AI search optimization (AEO/GEO). You will be responsible for driving organic growth, improving search visibility, and generating qualified leads in a highly competitive legal landscape. This is a high-ownership role with direct impact on performance and growth.
Core Responsibilities

SEO Strategy — Local & National
Own end-to-end SEO strategy for two properties with distinct keyword and link-building roadmaps
Conduct keyword research, competitive gap analysis, and topical authority mapping across personal injury practice areas
Lead technical SEO audits including crawlability, Core Web Vitals, schema, site architecture, and canonicalization
Support and guide multi-language SEO strategies where applicable
Collaborate with Local SEO specialists on Google Business Profiles, review strategy, and local link building
AEO / GEO — AI Search Visibility
Develop and execute Answer Engine Optimization (AEO) strategies to capture:
Featured snippets
People Also Ask (PAA)
Position-zero placements
Optimize for visibility across AI-driven search platforms:
Google AI Overviews
ChatGPT
Perplexity
Claude and other LLM-driven search experiences
Structure content to earn citations in AI-generated responses (clear claims, authoritative sourcing, schema, FAQ structure)
Track and maintain firm and attorney entity presence within Google's Knowledge Graph to support E-E-A-T
Analytics & Tracking
Own GA4 implementation and data accuracy:
Event tracking
Conversion tracking
Attribution modeling
Funnel analysis
Manage Google Tag Manager (GTM):
Tags, triggers, call tracking, and funnel steps
Ensure reliable data to support SEO decision-making
Content & On-Page Optimization
Collaborate with attorneys and content teams to produce accurate, search-optimized content:
Practice area pages
City/location pages
FAQ and blog content
Enforce on-page SEO standards:
Metadata templates
Heading hierarchy
Internal linking structure
Schema types (LocalBusiness, LegalService, FAQPage, Person)
Ensure all content aligns with YMYL and E-E-A-T standards
WordPress & Technical Execution
Publish and manage pages within WordPress
Configure and optimize SEO plugins (Yoast / RankMath)
Coordinate:
Redirect management
Crawl directives
Structured data debugging
Page speed optimization
Work cross-functionally to implement technical improvements
Qualifications

Experience
5+ years of SEO experience (in-house or agency)
Proven ownership of SEO programs end-to-end
Experience managing SEO across multiple sites or properties
Legal industry experience strongly preferred
Analytics — Expert Required
Advanced GA4 configuration and reporting
Google Tag Manager (GTM)
Google Search Console (power user)
UTM tracking and attribution expertise
SEO Tools — Expert Level
SEMrush (full suite)
Ahrefs (link analysis & content strategy)
Screaming Frog (technical audits)
Technical & Platform Skills
WordPress (confident, hands-on)
Yoast SEO / RankMath
Basic HTML/CSS knowledge
Strong understanding of Core Web Vitals and technical SEO
What Success Looks Like

Growth in organic traffic and qualified leads
Improved rankings for competitive legal keywords
Increased visibility in featured snippets and AI search results
Strong domain authority and topical authority development
Clean, reliable analytics supporting SEO performance
Benefits

Medical Insurance: We offer Traditional & HSA plans, plus dependent coverage contribution.
Charitable Time Off: Give back and make a difference.
Family First: Paid parental leave.
Dental & Vision Insurance: Available options.
401k Plan: Retirement savings plan participation.
Compensation & Growth

Salary: $75,000 – $95,000 (based on experience)
Performance-based incentives available
Opportunity to expand into AI search strategy leadership
Clear growth path into a Lead SEO / Head of Organic role
Final compensation will be determined based on experience, skills, and demonstrated impact.