Search Optimization Specialist

About the role

The Search Optimization Specialist leads Plante Moran’s strategy for search visibility across traditional search engines and emerging AI‑powered discovery platforms. You will own the end‑to‑end execution of SEO, Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) to ensure the firm’s content is discoverable, trusted, and cited wherever prospects seek answers.

Key responsibilities

• Develop and implement a firm‑wide search optimization strategy covering SEO, AEO and GEO.
• Partner with content, digital marketing and subject‑matter experts to create search‑first content aligned with business goals.
• Conduct keyword, query and topic research to inform both traditional and AI‑driven discovery.
• Optimize on‑page elements (titles, metadata, schema) and guide off‑page tactics such as backlink acquisition and PR alignment.
• Structure content to perform well in featured snippets, voice search and AI‑generated answers.
• Monitor rankings, visibility, featured results and AI citations; share insights with marketing stakeholders.
• Maintain and evolve search tooling, measurement approaches and best‑practice documentation.
• Advise on site architecture, content governance and SEO fundamentals in collaboration with web and UX teams.

Required profile

• Bachelor’s degree in Marketing or a related field, or equivalent experience.
• 3–5 years of experience in SEO, content strategy, digital marketing or related search‑focused roles (B2B preferred).
• Hands‑on experience with enterprise SEO platforms.

Required skills

• Conductor
• SEMrush