About the Role

Organic search is already one of Fora's largest acquisition channels and represents a significant opportunity for future growth. As AI transforms how people discover information, Fora is investing in both traditional SEO and the emerging discipline of generative engine optimization to ensure the company remains visible wherever travelers and future advisors seek trusted guidance.

As the Director, SEO/GEO, you will define and execute Fora's organic search strategy across both traditional search engines and AI powered discovery platforms. You will build the technical foundation, experimentation framework, and scalable systems that drive sustainable growth while helping shape how Fora appears across the evolving search landscape.

This is a hands on individual contributor role for an experienced technical specialist who enjoys building as much as strategizing. You will partner closely with Content, Product, Engineering, Brand, Analytics, Marketing, Finance, and external partners to develop scalable systems, automate workflows, and rapidly test new approaches as search continues to evolve. While Fora may leverage agency support to accelerate execution, this role will own the long term vision, strategy, and technical direction for SEO and GEO.
Key Responsibilities

• Own Fora's end to end organic search strategy across technical SEO, site architecture, on page optimization, and content strategy, with goals tied to traffic growth, advisor acquisition, bookings, and broader business performance.
• Lead Fora's generative engine optimization strategy by ensuring content, destination expertise, and advisor knowledge are structured and surfaced effectively across AI powered discovery platforms, including ChatGPT, Perplexity, Google AI Overviews, Gemini, and emerging search experiences.
• Partner with Engineering to conduct technical SEO audits and improve crawlability, indexation, structured data, Core Web Vitals, site performance, and overall search health.
• Develop keyword, topic, and entity strategies that reflect how people search today, including conversational, intent driven, and long tail queries.
• Partner with Content to develop content briefs and optimization strategies that perform across both traditional search engines and AI generated answers.
• Design measurement frameworks that track visibility across search engines and AI platforms, building reporting that connects organic performance to advisor growth, bookings, and key business outcomes.
• Build AI agents, scripts, and automated workflows that scale research, technical auditing, content optimization, citation monitoring, and reporting.
• Continuously evaluate emerging search technologies, algorithm changes, and AI platform behaviors, rapidly testing new approaches and translating insights into actionable strategies.
• Manage relationships with SEO and GEO agencies, vendors, and contractors to extend execution where appropriate.
• Partner with Analytics and Finance to measure program performance, forecast impact, evaluate return on investment, and connect SEO investment to core business metrics.
• Collaborate cross functionally to ensure SEO and GEO are embedded into how Fora builds, launches, and optimizes products and content.

Requirements

• Seven or more years of experience leading SEO strategy and driving organic growth for a consumer, marketplace, or technology company.
• Deep technical expertise in SEO, including crawling, indexation, site architecture, structured data, schema markup, and Core Web Vitals.
• Hands on experience writing scripts, building AI agents, or integrating APIs and automation tools to improve SEO workflows and operational efficiency.
• Experience developing strategies for AI powered search, generative engine optimization, answer engine optimization, or large language model visibility.
• Strong proficiency with Google Search Console, Google Analytics 4, Ahrefs, Semrush, Screaming Frog, and AI platforms such as ChatGPT and Claude.
• Demonstrated ability to quickly learn new technologies, experiment with emerging tools, and translate insights into scalable solutions.
• Track record of using data to prioritize roadmaps, measure impact, and drive meaningful business outcomes.
• Experience partnering effectively with Engineering, Product, Content, Brand, Analytics, Marketing, and other cross functional stakeholders.
• Ability to operate independently, identify opportunities proactively, and execute with a high degree of ownership.

Strongly Preferred

• Experience in travel, marketplaces, creator platforms, or other two sided businesses.
• Experience managing external agencies, consultants, or contractors.
• Curiosity about the future of search, AI powered discovery, and the evolving ways travelers research, plan, and book travel.

Compensation

Compensation for this role varies based on experience, with an indicative range of $150k - 210k + equity.

• Unlimited vacation
• Health Insurance (including an option completely covered by Fora HQ)
• Dental & Vision Insurance
• Wellhub Memberships
• 401k plan with company match
• Commuter Benefits
• Supplemental Life Insurance
• Stock Options

This role is based in our beautiful New York City office (Tribeca/Fidi) with lots of natural light and great views.