Search Optimization Strategist

About the role

The Search Optimization Strategist leads 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.

Responsibilities

• 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
• Maintain and monitor 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
• 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)