SEO/SEM Marketing Specialist

Location: Remote · Employment Type: Full-time

About the role

Instrumental is growing, and we are looking for an SEO Specialist to help clients become more discoverable, measurable, and competitive across traditional and AI-powered search. This is not a traditional marketing role. You will combine search strategy with hands-on technical implementation: auditing websites, improving organic visibility, configuring and validating analytics and conversion tracking, and helping clients understand how people find and engage with their businesses. You will also help clients adapt to AI-driven discovery through Answer Engine Optimization (AEO), prompt tracking, and practical visibility measurement. You will work closely with clients and internal teams to identify opportunities, make or coordinate improvements, and connect search performance to meaningful business outcomes. The work calls for curiosity, precision, sound judgment, and a willingness to explain technical topics in clear, useful language. Search is changing quickly; we value people who can experiment thoughtfully while keeping the fundamentals strong.

Company overview

Instrumental is a digital sales and marketing agency based in Golden, Colorado and a proud Elite HubSpot Partner. We partner with growth-minded organizations to build scalable, data-driven marketing and revenue strategies within the HubSpot ecosystem. We show up unapologetically on our own terms. We lead with authenticity, build real relationships, and deliver exceptional work. There is a bit of Western frontier energy in how we operate. We are self-made, trailblazing, and committed to doing things the right way. We are not the loudest in the room, but we earn trust quickly. Whether partnering with a Fortune 500 company, a CMO, or a founder building something from scratch, we meet people where they are and lead with a human-first approach. We care deeply about the craft behind a well-built HubSpot solution and the artistry behind a well-told brand story. Our work speaks for itself. We have earned more HubSpot Impact Awards than any other agency because we stay focused on what matters most, delivering meaningful results that drive real client success. At Instrumental, high standards and strong culture go hand in hand. We support each other, take ownership, and take pride in the impact we create together.

Candidate profile

You show up as your authentic self, grounded, prepared, and ready to contribute. You take ownership of your work, follow through on commitments, and communicate proactively. You ask thoughtful questions, build trust easily, and look for ways to improve both your work and the team around you. You adapt your approach to meet people where they are, whether working with founders or enterprise-level leaders, without losing your authenticity. You value both discipline and creativity, and you care about doing things the right way. You are organized, reliable, and able to balance multiple priorities while maintaining a high standard of work. Most importantly, you care about your work, your team, and the impact you are making.

AI philosophy

AI is part of how modern teams do great work. At Instrumental, we expect a baseline of curiosity, initiative, and practical experimentation when it comes to AI. Our team members consistently look for ways to improve how work gets done, whether that means increasing velocity by reducing time to complete a task or elevating excellence by improving the quality, clarity, and usefulness of the outcome. You do not need to be an expert, but you should be open to exploring and adopting new tools and ways of working. We see AI as a way to enhance thinking, not replace it, and as a key part of building a more intelligent, efficient, and high-performing team.

Responsibilities

• SEO Strategy and Implementation
  • Audit websites and search performance to identify technical, on-page, content, local, and authority-building opportunities
  • Conduct keyword, topic, intent, competitor, and search-results research; prioritize opportunities by relevance, business value, and likelihood of impact, not search volume alone
  • Build practical SEO roadmaps and execute or coordinate prioritized work, including metadata and heading updates, internal linking, URL and canonical improvements, redirects, content optimization, and local search enhancements
  • Investigate crawling, indexing, site architecture, mobile experience, Core Web Vitals, image, and page-performance issues; document findings and coordinate fixes with web, development, and client teams
  • Work with sitemaps, robots.txt, Google Search Console, HubSpot SEO tools, and site crawlers to help search engines discover and interpret important content
  • Recommend and support structured data and schema implementation, including JSON-LD, where it helps clarify entities, services, locations, and answers
  • Support website launches, redesigns, migrations, and domain changes by identifying search and measurement risks and validating key technical elements before and after release
• Analytics, Tracking, and Measurement
  • Set up, configure, audit, and troubleshoot measurement across Google Tag Manager (GTM), Google Analytics 4 (GA4), Google Search Console, HubSpot, and related platforms
  • Translate business goals into a clear measurement plan: define key events and conversions, document what they mean, and align reporting across organic, paid, referral, and other relevant channels
  • Implement or coordinate tracking for forms, calls, booking or quote actions, cross-domain journeys, and other meaningful user interactions, based on the client’s systems and access permissions
  • QA tags, triggers, events, forms, and conversion paths to confirm that tracking fires as intended, avoids duplicates, and captures the right actions. Investigate discrepancies between analytics, advertising platforms, and CRM records
  • Maintain clear event maps, naming conventions, implementation notes, and change logs so teams can understand what is tracked and why
  • Build or improve analytics views, dashboards, and reports; monitor data quality and explain measurement limitations, consent dependencies, and attribution caveats clearly
  • Connect search visibility and website engagement to leads, lead quality, pipeline, or other agreed business outcomes, and use the findings to recommend next steps
• AI Search and Answer Engine Optimization
  • Develop and execute AEO strategies that help clients improve their chances of being understood, surfaced, and cited by AI-powered search and answer experiences
  • Configure and maintain AI-search foundations in supported platforms, such as brand and business profiles, products and services, ideal customer profiles, and tracked prompts
  • Research realistic audience questions and build prompt sets around client priorities, products, services, personas, and buyer intent
  • Establish AI-search visibility baselines and monitor measures such as prompt coverage, brand mentions, share of voice, citation frequency, sentiment, and referral activity where the platform and data support them
  • Identify content and technical gaps from AI-search findings; recommend useful improvements to page structure, direct-answer content, FAQs, entity information, citations, and structured data
  • Explain the evolving capabilities and limitations of AI-search tools and metrics. Set responsible expectations, distinguish measurable evidence from directional signals, and avoid overstating attribution or results
  • Educate clients and teammates on AEO tools, prompt selection, tracking, and practical workflows so they can participate in and sustain the work
• Performance, Reporting, and Optimization
  • Monitor organic search, website, and AI-search performance; investigate changes and separate actual demand or ranking shifts from tracking, site, or attribution issues
  • Analyze rankings