Job Summary

The Local Search Manager leads and manages local search strategy to improve visibility, performance, and organic traffic across the organization. This role oversees local strategy, performance optimization, listings management, local page development, local testing, and project prioritization, while remaining current on evolving local search trends and generative engine optimization (GEO).

The Local Search Manager applies deep technical Search Engine Optimization (SEO) expertise to analyze performance data, identify opportunities for improvement, and translate insights into clear, actionable recommendations for leadership and cross-functional partners. This role collaborates with marketing, product, and technology teams to support scalable search strategies and ongoing optimization and reports to the Director of Organic Marketing.

Major Responsibilities

• Develop and execute a scalable local SEO strategy supporting 700+ physical locations.
• Optimize performance across Google Search, Google Maps, Apple Maps, and AI-driven search experiences (e.g., AI Overviews and generative search platforms).
• Monitor SERP volatility and proactively adjust strategy based on algorithm and AI-driven search changes.
• Identify and prioritize high-impact opportunities that drive measurable business results.
• Oversee and optimize Google Business Profiles and Apple Business Connect listings at scale.
• Maintain NAP consistency and citation accuracy across aggregators and directories.
• Leverage enterprise local management tools (e.g., Yext or similar platforms) to manage listings, monitor performance, and scale updates efficiently.
• Own strategy and optimization for location pages, including on-page SEO, internal linking, structured data (Local Business schema), and indexation best practices.
• Partner with development teams to improve crawlability, site architecture, and Core Web Vitals impacting local performance.
• Ensure scalable page templates align with both traditional search and AI-driven content interpretation.
• Guide localized content strategy aligned with user intent and geographic differentiation.
• Optimize content for entity recognition, FAQs, and AI-driven search visibility.
• Analyze performance data across Google Analytics, Google Search Console, GBP Insights, Apple Business Connect insights, and third-party platforms.
• Develop executive-ready reporting highlighting trends, risks, and growth opportunities.
• Forecast growth opportunities and identify market-level performance gaps.
• Build and manage a local SEO roadmap based on impact, effort, and ROI.
• Manage and mentor team members, establish KPIs, and drive accountability.
• Translate complex performance data into clear, strategic recommendations tied to revenue and lead generation.
• Collaborate cross-functionally with IT, product, analytics, and marketing teams.

Key Competencies

• Strong knowledge of local ranking factors, proximity signals, listings management, and scalable location page optimization.
• Ability to partner with development teams to implement structured data, improve crawl efficiency, and enhance page performance.
• Understanding of how AI search engines interpret entities, structured content, and authoritative signals.
• Strong analytical mindset with the ability to translate complex datasets into actionable growth opportunities.
• Ability to evaluate initiatives based on impact and drive execution through clear roadmaps.
• Experience managing teams and communicating complex concepts clearly to executives and cross-functional stakeholders.
• Focused on measurable performance improvements across rankings, traffic, conversions, and revenue.
• Ability to manage multiple projects simultaneously, prioritize tasks, and meet deadlines while maintaining high-quality standards and attention to detail.
• Commitment to staying updated with the latest SEO and GEO trends, algorithm changes, and industry developments through ongoing learning, training, and participation in relevant conferences and communities.
• Strong verbal and written communication skills to effectively communicate local SEO strategies, performance insights, and recommendations to stakeholders at all levels of the organization.

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the major responsibilities.

While performing the duties of this job, the employee is regularly required to sit, stand or walk; use hands to finger, handle, or feel; reach with hands and arms; stoop or bend; and talk or hear. The employee must occasionally lift and/or move up to 50 lbs. Must have appropriate vision to see up close, and at a distance with ability to adjust vision and focus.

Position Type/Expected Hours of Work

This is a full-time position, days and hours of work are Monday through Friday, 8:00 a.m. to 5:00 p.m. CT. This position might require after hours and weekend work.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The noise level in some work environments can be moderate.

Disclaimer

The above information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted, as a comprehensive inventory of all duties, responsibilities, qualifications required of employees assigned to this job.