Job Overview
For multi-location businesses, organic search is won one market at a time. As a Senior Analyst of Organic Search with a Local SEO focus, you'll be the person who turns local performance data into strategic direction: identifying which locations are winning, which are falling behind, and what to do about it. You'll run in-depth analyses of SEO and AEO initiatives with a sharp eye on local visibility, including Google Business Profiles, local pack and map rankings, location pages, citations, and reviews, and translate findings into recommendations clients can act on.
This isn't a role where you hand off a spreadsheet and call it done. You're expected to advise: to frame insights through a business lens and help clients understand what local search performance means for store visits, calls, appointments, and revenue. You'll also be an early adopter and power user of AI tools, finding ways to manage local SEO at scale across dozens or hundreds of locations. Our clients span B2B organizations with complex sales cycles through to multi-location businesses in higher education, healthcare, retail, and grocery, so you'll gain deep exposure to both lead-based pipeline strategy and in-store and ecommerce impact. If you get excited about finding the insight no one else saw in a location-level dataset and explaining why it matters, you'll thrive here.
Account Strategy & Execution
- Execute and manage end-to-end organic campaigns: SEO, AEO, and content initiatives, with an emphasis on local and multi-location programs.
- Conduct keyword research and analysis to inform SEO and AEO strategies, including local intent, "near me," and market-specific queries.
- Implement on-page and off-page optimization techniques to improve rankings, local pack visibility, and answer engine visibility.
- Monitor and analyze website performance using analytics tools, providing insights for continuous improvement.
- Analyze competitors' SEO, AEO, and local search strategies at the market level and recommend adjustments based on industry trends.
- Conduct successful end-to-end SWMs.
Local SEO Management
- Own Google Business Profile strategy and optimization across client locations: categories, attributes, services, products, posts, photos, and Q&A.
- Manage location data accuracy and NAP consistency across citations, directories, data aggregators, and listing management platforms.
- Develop and optimize location pages and store locators, including local schema markup and internal linking structures that scale.
- Build review strategies with clients, monitor review volume, rating, and sentiment, and recommend response and generation practices.
- Diagnose and resolve local issues such as duplicate or suspended listings, ownership conflicts, and location openings, closures, and moves.
Local AEO & AI Search Visibility
- Monitor how client locations appear in AI Overviews, answer engines, and LLM-driven local recommendations.
- Recommend content, profile, and structured data improvements that make locations clear and citable for AI-driven local search.
AI Tools & Process Innovation
- Use AI tools, including keyword clustering, content optimization, and bulk location data analysis, to enhance the speed and depth of execution across large location portfolios.
- Actively experiment with new AI tools and techniques; share learnings and contribute to team playbooks and templates, including scalable local SEO workflows.
Content Performance Measurement
- Evaluate content and location page performance, identifying top-performing pieces and markets and areas for improvement.
- Analyze user engagement metrics such as bounce rate, time on page, and conversion rates, and provide optimization insights.
- Provide recommendations to optimize content for search engines, answer engines, and local user experience.
Analysis & Reporting
- Generate comprehensive reports on organic and local campaign performance using analytics tools, including GBP insights, local rank tracking, calls, direction requests, and location-level conversions.
- Roll up location-level data into clear market and portfolio views that show where to invest next.
- Provide actionable insights and recommendations grounded in data analysis.
- Present findings to internal teams and clients in a clear, understandable manner.
Consultative Client Engagement
- Frame insights in terms of client business goals, such as foot traffic, appointments, and revenue impact, and strategic next steps, not just metrics.
- Develop the ability to lead portions of client strategy conversations, not just present data.
- Coordinate with client location managers, operations, and franchise or regional teams to keep location information accurate.
- Communicate campaign strategies, performance updates, and recommendations clearly and professionally.
- Address client feedback and ensure satisfaction.
Cross-Functional Collaboration
- Collaborate with other departments to integrate organic and local insights into overall marketing strategies, including local paid media and location-based campaigns.
- Contribute analytical expertise to cross-channel initiatives.
Thought Leadership & Practice Development
- Serve as the team's go-to resource for local SEO questions and emerging local search changes.
- Identify opportunities for process improvement within the organic search function.
- Implement best practices and methodologies to enhance efficiency and effectiveness.
Organizational Culture
- Uphold and promote the agency's core values, fostering a positive and inclusive workplace culture.
