What We're Looking ForPet parents increasingly start their research by asking an AI assistant: what helps a dog's itchy skin, which joint supplement a vet would recommend, whether a calming chew is safe for a senior cat. We want Pet Honesty to be the trusted, accurate answer in those moments, and we expect every team member to use AI tools thoughtfully, apply human judgment to their outputs and keep building AI fluency.
Pet Honesty is looking for an SEO and AI Search Leader to own how our brand, products and content perform across organic search and AI-powered search, shopping and discovery. The role spans every channel where pet parents research and buy: our DTC site, marketplaces such as Amazon and Chewy, and retail partners' digital shelves. You'll be responsible for how Pet Honesty is found, understood, recommended and cited by the platforms people use to research, compare and choose. On PetHonesty.com, you'll own both organic SEO and AI/LLM optimization against clear traffic goals, since organic search still drives a large share of our site traffic.
This is a technical, hands-on role for someone who knows how to turn SEO, AEO and GEO into an operating system. You'll run regular audits to find and fix what's broken, build and run the experimentation engine, test what improves crawlability, retrieval, visibility, citation and product recommendation, ship changes quickly and use the results to decide what to scale. You'll work across ecommerce, web, data, brand, copy, product and retail teams to make sure our digital presence is structured to perform as organic search, AI discovery and AI-assisted shopping evolve, and you'll connect that performance to traffic, conversion, subscriptions and revenue across channels.
You'll own the process end to end. Sometimes that means creating content yourself. Other times it means using AI, briefing a freelancer, working with our veterinary and formulation experts or partnering with web and engineering. The goal is to figure out what gets Pet Honesty discovered, cited and recommended, then build a repeatable system around it.
Reporting to the Chief Growth and Brand Marketing Officer, this is a full-time, remote position. Occasional travel may be required for team or company events.
What you'll be doing - Build and own Pet Honesty's company-wide search strategy, covering organic SEO and AEO/GEO across DTC, marketplace and retail channels, for both dog and cat parents.
- Conduct regular SEO and AEO audits (technical, content, keyword, schema and entity) to establish a true baseline, then turn findings into a prioritized roadmap that sets what gets fixed first and tracks progress over time.
- Test content, page structures, formats, sources, authorship and veterinary-expertise signals, and technical changes to learn what actually drives AI visibility, citation and product recommendation.
- Monitor how major AI and search platforms crawl, index, retrieve, cite and recommend Pet Honesty, including AI shopping and agentic checkout experiences.
- Partner with Ecommerce, Growth, Marketing and Business Intelligence to remove technical barriers and improve structured data (Product, Offer, Review, FAQ, Organization), semantic HTML, internal linking, site architecture and crawlability.
- Improve the quality and consistency of the product data AI systems draw on: ingredients, benefits, dosing guidance, reviews, pricing and availability across PetHonesty.com, product feeds, Amazon, Chewy and retailer product pages.
- Own onsite and offsite content, including pet health education, product pages, FAQs and comparison content, as discovery and experimentation surfaces.
- Structure content for retrieval and citation, with answer-first formatting, clear Q&A headings, FAQ blocks, concise machine-readable copy, and consistent entity and brand signals across the web.
- Set and maintain writing standards for search and AI retrieval, building on our existing Alexa and intent-based search guidelines. Partner with copy and channel owners so every team has a clear guide for SEO-friendly, machine-readable content, and make sure the standards are applied consistently across Pet Honesty's broader digital content ecosystem.
- Extend visibility across third-party platforms and communities that shape AI answers and brand authority in pet health: veterinary and pet-care publishers, review and comparison sites, Reddit, YouTube and pet parent communities.
- Make sure content and product claims stay accurate and compliant with pet supplement labeling and claims guidance, working with Regulatory and Quality.
- Maximize the long-term discovery value of high-priority content, veterinary expertise and proprietary research.
- Build and own the SEO and AEO scorecard. Connect organic and AI discovery performance to traffic, conversion, subscriptions, marketplace sales and retail demand.
- Use AI and automation extensively to speed up research, content development, testing, monitoring and analysis.
- Serve as the company-wide expert on SEO, AEO and AI discovery as the space keeps changing.
What you'll bring - 5+ years of experience in technical and organic SEO, with full-time focus on AEO and GEO in recent years and a track record of growing organic traffic.
- Hands-on experience improving visibility across AI-powered search, answer and shopping experiences such as ChatGPT, Gemini, Claude, Perplexity, Google AI Overviews and AI Mode, and Amazon's Alexa for Shopping.
- A strong understanding of how search engines and LLM-based systems crawl, index, retrieve, cite and recommend web content and products.
- Technical fluency with structured data, schema/JSON-LD (especially Product, Offer and Review), product feeds, semantic HTML, site architecture, rendering, canonicalization, internal linking and indexing.
- A strong experimentation mindset. You form a hypothesis, get something live, inspect what happened and make the next decision from the evidence.
- Experience running SEO and AEO audits across technical, content, keyword, schema and entity factors, and turning findings into a prioritized roadmap.
- Experience with Google Search Console, Google Merchant Center, Semrush, Ahrefs and AI visibility platforms.
- The ability to create and modify content when needed without relying on a traditional editorial production process.
- Experience writing content standards for answer-first, machine-readable copy and helping copy and channel teams put them into practice.
- Strong AI fluency and experience using automation to speed up research, creation, testing and analysis.
- The ability to brief and manage freelancers and internal experts, including veterinarians, to get work shipped quickly.
- Strong analytical judgment. Measurement in this space is still developing, and you need to be comfortable deciding what is signal and what is noise.
- The ability to work effectively with Ecommerce, Web, Engineering, Data, Brand, Copy, Retail and Regulatory teams.
- A track record of building new capabilities without waiting for someone else to hand you the playbook.
- Demonstrated ability to connect search and AI visibility performance to ecommerce revenue and other business outcomes.
Nice to Have - Experience with server logs or crawler analysis.
- Basic HTML/CSS, Python or SQL, APIs and automated workflows.
- Experience with Amazon or other marketplace SEO, retail media or digital-shelf optimization.
- Experience with proprietary research, or with pet health, supplements, CPG or other regulated categories.
- In-house DTC, ecommerce or omnichannel consumer brand experience is strongly preferred.
