Manager of SEO, Technical & Content

Position Summary Nothing Bundt Cakes operates 800+ bakery locations, and organic search is one of our highest-converting acquisition channels — SEO traffic converts well above the average of other channels. This role owns the technical foundation that makes that possible: site architecture and structured data, Core Web Vitals, multi-location listings accuracy across dozens of directory partners, and our emerging visibility in AI Overviews and generative/answer-engine search. The role also extends into on-site content ownership and lightweight product management of our AI chatbot vendor relationship. This is a hands-on, individual-contributor role for someone who is equally comfortable in Google Search Console and Screaming Frog as they are writing a schema spec, drafting a franchise landing page from scratch, or shaping a chatbot's conversation logic. Unlike many technical SEO roles, this one has no separate copywriter to hand content off to — the person in this seat is the one writing and publishing on-site SEO content, not just directing someone else's. Accountabilities/Duties Technical SEO Architecture: Implement and QA structured data (schema.org) across templates — product/location schema, PLP and PDP markup, and catching regressions such as incorrect CDN image URLs in schema outputManage indexation controls: robots.txt (including staging vs. production behavior), and noindex directives at the category, page, and product levelOwn Core Web Vitals and mobile page-speed performance, partnering with Engineering on fixes that affect conversion and organic rankingsRun recurring technical audits (crawl health, indexation, redirects, canonicalization) and turn findings into prioritized engineering ticketsLead international SEO setup for new market launches — hreflang, canonical, and sitemap strategy (e.g., current Canada site expansion)Serve as the SEO reviewer/approver on engineering tickets that touch metadata, markup, or crawlability before they ship to production High-Scale Multi Location SEO Manage on-site location metadata, local landing page content, and organic health for every bakery locationOwn the listings/data-aggregator integration (e.g., RioSEO submission API) that syncs hours, opening dates, and location status to Google, Yelp, Facebook, and other directoriesMonitor listings-change alerts daily and resolve data discrepancies before they reach guestsManage Google Business Profile at scale, including new-location onboarding and review/reputation escalations in partnership with Marketing and Franchise SupportCoordinate with Franchise Support and Reporting on location data accuracy (naming, status, opening dates) as bakeries open, rename, or close AO/GEO – AI & Answer-Engine Visibility Develop and maintain technical and content strategies that improve Share of Voice in AI Overviews and other LLM-driven search resultsTrack AEO/GEO performance using SEO platforms (e.g., SEOClarity, SE Ranking) and report on Share of Voice against industry benchmarksStructure content and markup specifically to be well-parsed by generative search systems, in addition to traditional ranking factorsStay ahead of a fast-moving space — this function did not exist in most SEO roles two years ago and is evolving quickly Conversational AI Product Management (Chatbot) Own the vendor relationship with our chatbot platform (Quiq), including roadmap planning, requirements, and prioritizationWrite user stories and acceptance criteria for chatbot features (e.g., order/loyalty lookups, product recommendations, location-aware responses)Tune conversation/model logic and prompts so the bot resolves guest questions accurately and supports revenue goalsTrack post-launch KPIs (containment rate, conversion, guest satisfaction) and drive iteration with the vendor and internal Engineering/Analytics partners SEO Content Ownership Write and publish SEO-optimized copy for key landing pages (franchise opportunities, location pages, seasonal/product pages) end-to-end, from outline to shipped pageOwn on-site metadata (titles, descriptions, headers) across the site and every new page launchRun a content refresh program: identify underperforming or outdated pages via rankings/traffic data and rewrite them on a regular cadenceMaintain and prioritize the content backlog as part of the broader site roadmap (technical SEO, content, and IA improvements), and report on publishing velocityKeep content aligned to brand voice and tone while writing for search intent, coordinating with Marketing on brand guardrails rather than handing off execution to them Core Values/Leadership Competencies Servant’s HeartDeveloper of peopleVision castingLeads by exampleSpirit of a ChampionExhibits extreme ownership – 100/0! Mentality – 100% responsibility and zero excuses!Excellence driven, desires feedback and improvementExhibits sound judgmentGenuine ConnectionsIntensely collaborativeProfessional with the ability to influence at all levelsCommunicates often and openly Required Education/Certifications and Work Experience Requirements: 5+ years in technical SEO, ideally including enterprise, multi-location, or franchise-model experienceHands-on expertise with structured data / schema.org implementation and troubleshootingWorking knowledge of Core Web Vitals, crawl/indexation management, and site migrationsExperience managing local/location-based SEO and business listings at scale (Google Business Profile, listing aggregators)3+ years writing and publishing SEO-optimized web copy — this role writes content directly, with no dedicated copywriter to hand it toStrong editorial judgment: able to write on-brand, guest-facing copy as well as technical specsFamiliarity with Google Search Console, GA4, and a technical crawler (e.g., Screaming Frog)Able to work directly with Engineering — comfortable in Jira, reading tickets, and writing clear technical requirements Strongly Preferred Experience optimizing for AI Overviews / generative search (AEO/GEO) — this is a fast-growing, premium-paid specializationInternational SEO experience (hreflang, multi-region site structure)Exposure to conversational AI / chatbot product management, prompt design, or vendor managementExperience with enterprise SEO platforms such as SEOClarity, SE Ranking, or BrightLocal-style tools Tools used in this role Google Search Console GA4 / GTM Screaming Frog GTmetrix SEOClarity SE Ranking RioSEO Google Business Profile Jira / Confluence Schema.org / JSON-LD Why Nothing Bundt Cakes? We offer a competitive benefits package including medical/dental/vision insurance, employee life insurance, PTO, paid holidays, 401(k), and cake and Bundtwear allowances. We provide a casual and collaborative work environment with a focus on increasing your wellbeing through company events, celebrations, and regular volunteer opportunities. CA Applicant Privacy Policy