The SEO Marketing Manager is responsible for the development, implementation, and management of PDS Health's search visibility strategy - spanning traditional SEO, answer engine optimization (AEO), and generative engine optimization (GEO) - across multiple national and localized PDS websites. The role will have a strong understanding of search engine algorithms, AI-generated answer systems (ChatGPT, Perplexity, Google AI Overviews/AI Mode, Gemini), ranking strategies, and industry standards. This role requires a strategic and analytical mindset, commercial fluency, and the ability to manage multiple projects under tight deadlines. The Manager will work closely with cross-functional teams to drive organic traffic and AI-driven visibility, increase conversions and appointment volume, and enhance PDS Health's discoverability and citation presence across both traditional and AI-powered search. This role will also examine how we work as a team, and look to upskill our team & redefine how we approach work utilizing AI & automation.
Responsibilities- Build strategic search visibility roadmaps spanning SEO (on-page & off-page), AEO, and GEO that coordinate approaches across multiple national and local websites
- Own AI search visibility as a standing discipline: entity strategy, structured data and schema markup for machine extractability, and citation/mention tracking across ChatGPT, Perplexity, Google AI Overviews, and Gemini
- Responsible for the implementation of search tactics that are data-driven and measured against business goals: organic growth, AI citation/mention share, return visitors, acquisition and engagement, conversion, and downstream appointment volume
- Manage internal SEO team, external agencies and vendors to prioritize and execute against a cohesive search visibility strategy
- Responsible for technical SEO audits of web properties, including extractability and structured-data readiness for AI retrieval systems; present findings and recommendations to leadership and teams
- Build and maintain automated workflows for keyword research, SEO briefs, and content review to reduce manual execution and reinvest capacity into strategy, measurement, and AI visibility work
- Oversee ongoing maintenance and monitoring of backlink profile and broader off-site authority signals (industry publications, earned media, third-party citation sources that influence LLM retrieval); develop, execute, and manage a link building and digital authority strategy
- Responsible metatag/structured-data maintenance and improvement
- Own local and practice-level AI visibility: ensure PDS-affiliated practices surface and are cited correctly when patients query AI systems for local/condition-specific care (e.g., "best dentist near me," "dentist that treats X"); partner with Field Marketing and the MOD/Yext data pipeline to ensure listing and entity data quality supports this
- Collaborate with teams across channels to develop category strategies against dental industry and specialty markets, including how PDS Health is represented in AI-generated category comparisons; derive and deliver tangible business value from this holistic approach
- Collaborate with web developers, editors, video producers, marketing, design, and product to ensure all relevant activities that could benefit from search or AI visibility are optimized
- Build the internal and field team's understanding of SEO, AEO, and GEO and monitor execution by documenting guidelines and training as needed
- Monitor and administer web analytics dashboards, AI visibility monitoring tools, and key reporting platforms; provide regular reports connecting site traffic and AI citation performance to business outcomes, and make recommendations to strengthen user experience and discoverability
- Research the latest industry updates, SEO/AEO/GEO trends, search and AI model changes, and best practices to inform how you prioritize recommendations
- Mentor and lead team of specialists with support of manager
Qualifications- 6-8 years relevant work experience in Search Engine Optimization for a business with national locations, including demonstrated experience adapting strategy to AI-powered search (AEO/GEO)
- 2-3 years of management experience leading an SEO or digital marketing team
- Bachelor's Degree from an accredited college in Marketing, Communications, or related field. In lieu of degree, 8+ years of experience is required.
- Demonstrated ability to effectively prioritize & drive business outcomes through search visibility, particularly in a large, multi-faceted and fast-paced environment
- Expertise with Conductor or BrightEdge, SEMrush, Google Search Console, Ahrefs, Screaming Frog, MOZ, PageSpeed Analysis, link analysis, and more
- Working expertise with at least one AI visibility/citation tracking platform (e.g., Profound, Otterly.AI, Semrush AI Toolkit, Ahrefs Brand Radar) or demonstrated equivalent experience building AI citation tracking from available tools
- Expert knowledge of technical SEO and structured data/schema strategy for AI extractability, proven ability to stay abreast of current standards, and willingness to perform regular technical and AI-readiness audits
- Ability to take in data, business objectives, and context to provide actionable, impactful SEO and AI-visibility recommendations across multiple brands
- Knowledge of HTML (including ARIA/accessibility, OG metatags, structured data/schema.org), CSS, XML and JSON sitemaps, and page optimization techniques and technologies
Preferred- Experience with HTML, CSS & JavaScript coding, and other web programming skills
- Experience working with Adobe Analytics, Google Analytics, and Data Visualization (Tableau, PowerBI, Marketing Intelligence)
- Prior experience launching and/or growing new brands/sites/products with SEO, AEO, or GEO
- Prior experience working closely with an SEO agency to expand upon individual efforts and impact
- Experience building or scaling automated SEO/content workflows to reduce manual execution load
- Experience in retail and/or healthcare industries
- Experience connecting search/AI visibility performance to revenue, appointment volume, or comparable commercial outcomes
Knowledge/Skills/Abilities- Excellent communication (interpersonal, oral and written) and teamwork skills
- Ability to multi-task effectively without compromising the quality of the work
- Ability to respond to common inquiries from customers, staff, regulatory agencies, vendors, and other members of the business community
- Detail-oriented, process-focused, problem-solver, proactive, ambitious, and organized with the ability to prioritize
- Polished communication skills and ability to drive a strategic conversation with leadership, including translating AI visibility and search performance into business and commercial terms
- Ability to measure the effectiveness of strategy (rankings, AI citation share, traffic, conversions) and make decisions based on data
- Comfort operating in ambiguity as AI search standards and measurement practices continue to evolve
- Ability to manage well in the midst of an evolving marketing department and fast-paced environment
Benefits- Medical, dental, and vision insurance
- Paid time off
- Tuition Reimbursement
- 401K
- Paid time to volunteer in your local community
Compensation Information
$130,000.00-$168,000.00 / Annually
