Auto req ID: 56782
Title: Lead Search Engine Optimization
Job Function: Digital
Location: JUNEAU
Workplace Category: Onsite
Company: Harley-Davidson Motor Company
Full or Part-Time: Full Time
Shift: SHIFT1

Job Summary
The Lead, Search Engine Optimization (Search Everywhere Optimization) defines and advances Harley-Davidson's enterprise search strategy across SEO, GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), and AIO (AI Optimization).
This role serves as a senior subject matter expert within Digital Products & Experiences (DPX), shaping how Harley-Davidson is discovered across traditional search engines, AI-driven platforms, answer engines, and emerging search ecosystems.
The Lead partners across Digital Product, Engineering, Marketing, Content, Analytics, and eCommerce to embed search into product, content, and experience design, enabling scalable and future-ready organic growth.

Key Responsibilities

• Guide enterprise search direction across SEO, GEO, AEO, and AIO, leveraging agency expertise and internal priorities
• Translate agency strategy into clear priorities, roadmaps, and execution requirements across Digital Products & Experiences
• Establish best practices and standards for search optimization across teams
• Act as the internal point of alignment across Product, Content, and Analytics teams
• Ensure search is embedded in product launches, campaigns, and digital experiences

Technical SEO

• Ensure organic health of web properties by maintaining crawlability, indexability, and site performance
• Lead and interpret technical SEO, GEO, AEO, AIO audits, including site speed, internal and external linking, schema, sitemaps, and robots.txt
• Partner with Product and Engineering teams to prioritize and deliver SEO-related development work
• Oversee deployment of SEO/AIO-driven technical enhancements across the site

Content & On-Page SEO

• Own keyword strategy, demand analysis, and content gap identification
• Drive long-form content creation and refresh initiatives based on consumer search intent
• Oversee on-page optimizations, including metadata, copy blocks, internal linking, and page targeting
• Support product launches, campaigns, and seasonal initiatives with SEO/AIO recommendations and execution

Tools, Vendors & Agency Management

Manages the SEO agency of record and external partners responsible for technical audits, content authoring, and SEO execution. Owns budget, forecasting, and ongoing evaluation of SEO tools and contracted services.

Primary platforms and technologies include:

• Conductor - Enterprise SEO and visibility analysis platform for monitoring performance and identifying opportunities
• SEMrush - Keyword research, competitive analysis, SERP, AI LLMs monitoring
• Screaming Frog - Technical site crawling and SEO/AIO diagnostics
• Google Search Console - Monitoring indexing status and organic search performance
• Adobe Analytics - Measurement of organic traffic, user behavior, and downstream business impact

Partners closely with Digital Product, Engineering, Analytics, and Content teams to translate insights into delivered site improvements.

Business Impact

• Drives one of the largest sources of net-new traffic and demand to H-D.com
• Enables multi-million-dollar contribution to traffic, lead generation, and eCommerce revenue
• Establishes durable SEO/AIO foundations that support long-term growth and marketing efficiency including for newly emerging Conversational AI

Education Requirements

• High School Diploma or Equivalent Required

Experience Requirements

This position typically requires a minimum of 8 years of relevant experience. In addition, the successful candidate will have demonstrated the following:

• Strong expertise in SEO strategy, technical SEO, and content optimization
• Experience managing SEO agencies, vendors, and enterprise SEO tools
• Proven ability to translate data and search insights into actionable business recommendations
• Strong cross-functional collaboration skills with Technical, Product, and Marketing partners
• Experience operating in complex, enterprise digital ecosystems

The pay range shown represents the national average pay range for this role. Your pay may be more or less than the stated range and is dependent on your geographic location and level of experience.

We offer an inclusive compensation package for all full-time salaried employees including, but not limited to, annual bonus programs, health insurance benefits, a 401k program, onsite fitness centers and employee stores, employee discounts on products and accessories, and more. Learn more about Harley-Davidson here.

Direct Reports: No
Travel Required: 0 - 10%
Pay Range: $115,500 - $184,900
Visa Sponsorship: This position is not eligible for visa sponsorship or visa transfer
Relocation: This position is eligible for domestic relocation assistance (within posted country)