Job Title: Senior SEO and GEO Specialist
Location:Mississauga, Canada (Hybrid)
What We're Looking For:This is a unique opportunity to join a world-class sales organization in an individual contributor role focused on fueling inbound growth and discovery through organic digital channels. As SOTI continues to scale globally, we are investing in new ways for customers to discover our solutions through high-impact, non-paid digital touchpoints.
We are looking for a driven, SEO-savvy, and content-aware digital specialist with experience growing B2B visibility and engagement across search engines, AI-powered discovery tools, and third-party platforms. Reporting to the Manager - Web Strategy and Organic Growth, this person will be key to generating demand through improved organic visibility, review platforms, and content alignment with user intent.
What You'll Do:Next-Generation Organic Discovery- Boost SOTI's visibility across LLM chatbots (ChatGPT, Bing Copilot, Google Gemini, Grok, etc.) by optimizing web presence, implementing strategic structured data, and developing content specifically designed for AI discovery mechanisms
- Stay ahead of evolving AI algorithms and discovery mechanisms, continuously adapting and refining strategies to capitalize on emerging organic channels
- Leverage insights from competitor analysis and SERP trends to identify opportunities and continuously optimize for both traditional and AI-based search results
- Grow SOTI's presence on third-party review sites (G2, Capterra, etc.), driving more reviews and strategically converting those reviews into qualified leads and sales opportunities
Traditional Search Engine Optimization- Improve SOTI's organic search performance by identifying high-intent keywords, analyzing search intent, and developing a comprehensive content strategy aligned with customer journey stages
- Audit, monitor, and optimize search engine indexing and ranking performance across global markets using tools like SEMrush, MOZ, Google Search Console, Ahrefs, and other enterprise SEO platforms
- Conduct comprehensive technical SEO audits including site architecture, crawlability, Core Web Vitals, mobile optimization, and schema markup implementation
- Lead on-page SEO optimization efforts across landing pages, blog content, resource hubs, and product pages to maximize relevance and click-through rates
- Develop and execute backlink acquisition strategies, including digital PR outreach, strategic partnerships, and content marketing initiatives to improve domain authority
- Implement advanced SEO strategies such as topical authority building, content clustering, pillar-cluster models, and semantic SEO optimization
Demand Generation & Lead Conversion- Develop and execute strategies to drive demos, trials, and contact inquiries from soti.net through organic channels and apply a demand generation lens to all SEO initiatives
- Align with marketing teams to identify high-intent keywords and target audiences, ensuring content strategy supports the full buyer journey and accelerates conversion
- Monitor and analyze lead attribution across organic channels, connecting search traffic to pipeline and revenue to demonstrate SEO's business impact
- Work with content, product marketing, and web teams to ensure all content is optimized for organic discovery while maintaining focus on converting traffic into qualified leads
Cross-Functional Collaboration & Strategy- Collaborate closely with Paid Search and Web teams to ensure cross-channel cohesion, identify keyword insights from paid campaigns, and share learnings to improve overall performance
- Partner with content, product marketing, design, and development teams to align SEO strategies with business objectives and product roadmap
- Monitor and report on organic performance KPIs including rankings, traffic volume and quality, engagement metrics, conversion rates, and lead attribution
Experience You'll Bring- 5+ years of hands-on SEO experience, with a proven track record of driving organic traffic growth and lead generation for B2B SaaS companies
- Expert-level knowledge of Google Search Console, Google Analytics, and enterprise SEO platforms (SEMrush, Ahrefs, Moz, or similar)
- Deep understanding of technical SEO, on-page optimization, information architecture, and core ranking factors
- Proficiency with HTML, CSS, and basic web development concepts to communicate effectively with engineering teams
- Demonstrated experience with content strategy development, keyword research methodology, and buyer journey mapping
- Experience managing backlink strategies, including outreach, relationship building, and competitive backlink analysis
- Strong analytical skills with the ability to extract insights from data, build dashboards, and communicate results to stakeholders
- Project management and execution skills; ability to prioritize initiatives and manage multiple workstreams independently
- Excellent communication and collaboration skills with ability to work cross-functionally and influence without authority
- Experience optimizing for LLM visibility, AI-powered search features, or emerging discovery mechanisms
- Proven experience managing SEO for global markets or multi-regional strategies
- Track record of improving organic visibility on third-party review sites and converting reviews into business opportunities
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