The Opportunity

This position works onsite out of our Abbott Park, IL or Willis Tower, Chicago location.

Abbott aims to deliver a superior, customer-centered digital experience across its corporate brand channels—ensuring content is discoverable, relevant, and engaging across global and local search ecosystems. The Generative Search Strategist will play a critical role in optimizing Abbott’s enterprise-wide digital presence, driving visibility and performance across our digital ecosystem (Abbott and related brands).

This role will be instrumental in enhancing and executing how Abbott’s brand, stories, and thought leadership are surfaced in both search engines and generative AI-driven discovery platforms. The person will integrate SEO, GEO (Generative Engine Optimization), AEO (Answer Engine Optimization) best practices into content, site experience, and digital workflows to ensure Abbott remains visible in evolving search behaviors across multiple touchpoints. Your work will evolve our technical foundations for structured content, content development recommendations, establishing cross-functional partnerships and maturing a framework for data and experimentation.

Core responsibilities include:

• Define and execute the traditional and generative search strategies, including technical, content, and authoritybuilding pillars, to improve Abbotts presence in AI-generated search results and answer engines for Abbotts corporate digital properties, including Abbott.com and brand storytelling platforms
• Establish the operating model across the organization and governance to drive cross-functional integration and delivery
• Govern enterprisewide traditional search standards, including site architecture, schema, metadata, and content optimization.
• Build and maintain AI-search roadmaps aligned to brand and business goals
• Continuously refine approach based on search trends, audience behavior, and algorithm changes
• Conduct audits of digital ecosystem to identify gaps impacting generative performance and partner with content and digital marketing teams to embed best practices into content creation, editorial planning, and campaign execution
• Optimize content for AI discoverability, including structured content, semantic depth, entity clarity, and authoritative signals
• Monitor how Abbotts brand and content appear in AI-generated answers and identify opportunities to improve representation
• Conduct competitive and marketlevel search analysis to inform strategy.
• Partner with content teams to develop formats (e.g., FAQs, structured narratives, expert content) that perform well in generative search environments and embed GEO/SEO best practices into workflows
• Partner with the Public Affairs teams to help manage third-party content and publisher approaches and opportunities
• Build and maintain dashboards and reporting to track progress across corporate channels
• Translate insights into clear recommendations for content and improvements
• Provide training and guidance to content creators, web teams, and digital stakeholders on traditional and generative search best practices
• Develop scalable resources (playbooks, checklists) to support consistent application of search and generative optimization techniques
• Act as a subject matter expert on evolving search behaviors and AI-driven discovery trends

Education & Experience

• Bachelors degree in marketing, digital, communications, or a related field
• 8 30+ years of experience in search, digital marketing, or content optimization
• Deep understanding of modern SEO and generative search concepts
• Strong experience optimizing corporate websites and brand content ecosystems
• Experience with SEO and analytics tools (e.g., Google Search Console, Google Analytics, SEMrush, Ahrefs, or similar)
• Familiarity with how AI search engines retrieve, synthesize, and surface content
• Ability to connect search and GEO insights to brand visibility and content strategy outcomes
• Strong collaboration skills across content, digital, marketing and public affairs teams
• Excellent communication skills with the ability to translate complex concepts into actionable guidance
• Forward-thinking mindset with curiosity about AI-driven search evolution and experimentation
• Detail-oriented, proactive, and focused on continuous optimization

Learn more about our health and wellness benefits, which provide the security to help you and your family live full lives:  www.abbottbenefits.com

Follow your career aspirations to Abbott for diverse opportunities with a company that can help you build your future and live your best life.

Connect with us at www.abbott.com, on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews and @AbbottGlobal

The base pay for this position is

In specific locations, the pay range may vary from the range posted.