SEO Specialist - Brand

SEO Specialist
ABOUT THE ROLE
We’re looking for a hands‑on Local SEO Specialist to own and grow search visibility across all of our locations. You’ll manage the full local search ecosystem — Google Business Profiles, location pages, citations, review strategy, and on‑page optimization — with a growing focus on AI and answer‑engine visibility. This role requires equal parts technical proficiency and strategic thinking, with a direct impact on local leads, calls, and foot traffic.

RESPONSIBILITIES
Google Business Profile & Local Listings

Own and optimize GBPs across all locations: categories, attributes, photos, hours, posts, and Q&A

Monitor and respond to reviews; audit and resolve duplicate listings, suspensions, and edits

Manage listings across Bing Places, Apple Maps, and key directories; maintain NAP consistency via citation tools (Yext, BrightLocal, or similar)

Rankings & On‑Page SEO

Develop and execute Map Pack ranking strategies across all markets; track rankings by location and keyword cluster

Audit and optimize location landing pages: local keyword targeting, LocalBusiness schema, page speed, and mobile UX

Conduct keyword research to capture high‑intent local queries; build scalable location page templates

Collaborate with web/dev teams to implement technical SEO fixes and structured data

Review Strategy & Reputation

Build proactive review generation workflows in partnership with operations and customer success teams

Monitor sentiment trends across locations and surface insights to leadership

AI Search & AEO/GEO

Optimize content and structured data for visibility in AI‑generated results: Google AI Overviews, ChatGPT Search, Perplexity, and Bing Copilot

Monitor brand citation accuracy across AI search surfaces; adapt content strategy as local intent queries evolve

Reporting & Collaboration

Track and report on local SEO KPIs: Map Pack positions, GBP engagement, location page traffic, review growth, and lead attribution

Partner with marketing, content, and operations teams; lead SEO onboarding for new location launches

QUALIFICATIONS
Required

2+ years of hands‑on organic and local SEO experience with a track record of improving Map Pack rankings and driving local lead growth

Direct experience managing 10+ Google Business Profiles simultaneously

Deep understanding of local ranking factors: proximity, prominence, relevance, and review signals

Proficiency with local SEO and rank tracking tools (BrightLocal, Local Falcon, Whitespark, Semrush Local, or equivalent)

Experience with citation management platforms and on‑page/technical SEO fundamentals including LocalBusiness schema

Comfortable in Google Search Console and GA4; able to build and communicate performance reports

Home services or similar vertical experience

Nice to Have

Familiarity with AI search (Google AI Overviews, ChatGPT Search, Perplexity) and AEO/GEO optimization

Experience launching SEO programs for new locations from scratch

Background in industries with strong local intent: home services, healthcare, legal, retail, or franchises

Basic HTML and comfort communicating technical requirements to developers

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