Position SummaryThis role owns the technical foundation that makes that possible: site architecture and structured data, Core Web Vitals, multi-location listings accuracy across dozens of directory partners, and our emerging visibility in AI Overviews and generative/answer-engine search. The role also extends into on-site content ownership and lightweight product management of our AI chatbot vendor relationship.
This is a hands-on, individual-contributor role for someone who is equally comfortable in Google Search Console and Screaming Frog as they are writing a schema spec, drafting a franchise landing page from scratch, or shaping a chatbot's conversation logic. Unlike many technical SEO roles, this one has no separate copywriter to hand content off to - the person in this seat is the one writing and publishing on-site SEO content, not just directing someone else's.
Accountabilities/Duties:Technical SEO Architecture:- Implement and QA structured data (schema.org) across templates - product/location schema, PLP and PDP markup, and catching regressions such as incorrect CDN image URLs in schema output
- Manage indexation controls: robots.txt (including staging vs. production behavior), and noindex directives at the category, page, and product level
- Own Core Web Vitals and mobile page-speed performance, partnering with Engineering on fixes that affect conversion and organic rankings
- Run recurring technical audits (crawl health, indexation, redirects, canonicalization) and turn findings into prioritized engineering tickets
- Lead international SEO setup for new market launches - hreflang, canonical, and sitemap strategy (e.g., current Canada site expansion)
- Serve as the SEO reviewer/approver on engineering tickets that touch metadata, markup, or crawlability before they ship to production
High-Scale Multi Location SEO- Manage on-site location metadata, local landing page content, and organic health for every bakery location
- Own the listings/data-aggregator integration (e.g., RioSEO submission API) that syncs hours, opening dates, and location status to Google, Yelp, Facebook, and other directories
- Monitor listings-change alerts daily and resolve data discrepancies before they reach guests
- Manage Google Business Profile at scale, including new-location onboarding and review/reputation escalations in partnership with Marketing and Franchise Support
- Coordinate with Franchise Support and Reporting on location data accuracy (naming, status, opening dates) as bakeries open, rename, or close
AO/GEO - AI & Answer-Engine Visibility- Develop and maintain technical and content strategies that improve Share of Voice in AI Overviews and other LLM-driven search results
- Track AEO/GEO performance using SEO platforms (e.g., SEOClarity, SE Ranking) and report on Share of Voice against industry benchmarks
- Structure content and markup specifically to be well-parsed by generative search systems, in addition to traditional ranking factors
- Stay ahead of a fast-moving space - this function did not exist in most SEO roles two years ago and is evolving quickly
Conversational AI Product Management (Chatbot)- Own the vendor relationship with our chatbot platform (Quiq), including roadmap planning, requirements, and prioritization
- Write user stories and acceptance criteria for chatbot features (e.g., order/loyalty lookups, product recommendations, location-aware responses)
- Tune conversation/model logic and prompts so the bot resolves guest questions accurately and supports revenue goals
- Track post-launch KPIs (containment rate, conversion, guest satisfaction) and drive iteration with the vendor and internal Engineering/Analytics partners
SEO Content Ownership- Write and publish SEO-optimized copy for key landing pages (franchise opportunities, location pages, seasonal/product pages) end-to-end, from outline to shipped page
- Own on-site metadata (titles, descriptions, headers) across the site and every new page launch
- Run a content refresh program: identify underperforming or outdated pages via rankings/traffic data and rewrite them on a regular cadence
- Maintain and prioritize the content backlog as part of the broader site roadmap (technical SEO, content, and IA improvements), and report on publishing velocity
- Keep content aligned to brand voice and tone while writing for search intent, coordinating with Marketing on brand guardrails rather than handing off execution to them
Core Values/Leadership Competencies:- Servant's Heart
- Developer of people
- Vision casting
- Leads by example
- Spirit of a Champion
- Exhibits extreme ownership - 100/0! Mentality - 100% responsibility and zero excuses!
- Excellence driven, desires feedback and improvement
- Exhibits sound judgment
- Genuine Connections
- Intensely collaborative
- Professional with the ability to influence at all levels
- Communicates often and openly
Education/Certifications and Work Experience Requirements:Required: - 5+ years in technical SEO, ideally including enterprise, multi-location, or franchise-model experience
- Hands-on expertise with structured data / schema.org implementation and troubleshooting
- Working knowledge of Core Web Vitals, crawl/indexation management, and site migrations
- Experience managing local/location-based SEO and business listings at scale (Google Business Profile, listing aggregators)
- 3+ years writing and publishing SEO-optimized web copy - this role writes content directly, with no dedicated copywriter to hand it to
- Strong editorial judgment: able to write on-brand, guest-facing copy as well as technical specs
- Familiarity with Google Search Console, GA4, and a technical crawler (e.g., Screaming Frog)
- Able to work directly with Engineering - comfortable in Jira, reading tickets, and writing clear technical requirements
Strongly Preferred:- Experience optimizing for AI Overviews / generative search (AEO/GEO) - this is a fast-growing, premium-paid specialization
- International SEO experience (hreflang, multi-region site structure)
- Exposure to conversational AI / chatbot product management, prompt design, or vendor management
- Experience with enterprise SEO platforms such as SEOClarity, SE Ranking, or BrightLocal-style tools
Tools used in this roleGoogle Search Console • GA4 / GTM • Screaming Frog • GTmetrix • SEOClarity • SE Ranking • RioSEO • Google Business Profile • Jira / Confluence • Schema.org / JSON-LDWe offer a competitive benefits package including medical/dental/vision insurance, employee life insurance, PTO, paid holidays, 401(k), and cake and Bundtwear allowances. We provide a casual and collaborative work environment with a focus on increasing your wellbeing through company events, celebrations, and regular volunteer opportunities.
