SEO

Edelman is a voice synonymous with trust, reimagining a future where the currency of communication is action. Our culture thrives on three promises: boldness is possibility, empathy is progress, and curiosity is momentum.

At Edelman, we understand diversity, equity, inclusion and belonging (DEIB) transform our colleagues, our company, our clients, and our communities. We are in relentless pursuit of an equitable and inspiring workplace that is respectful of all, reflects and represents the world in which we live, and fosters trust, collaboration and belonging.

Role: SEO & GEO Specialist

Role Overview

The person will help improve how brands and their narratives are discovered across search engines, generative AI platforms, and the broader earned media landscape.

The role will sit at the intersection of search intelligence, AI discoverability, media intelligence, and earned storytelling. The individual will be responsible for identifying what audiences are searching for, understanding how AI platforms interpret and surface brands and topics, and uncovering emerging conversations that can be converted into relevant earned storytelling opportunities.

Key Responsibilities

SEO

• Conduct keyword, search intent, competitor, and content-gap analysis to identify organic visibility opportunities.
• Develop and support on-page SEO recommendations, including content structure, metadata, internal linking, headings, and keyword optimization.
• Monitor organic search performance, rankings, visibility, traffic, and competitive share of search.
• Use search trends and audience behavior to identify emerging topics and communication opportunities.
• Work with content and communications teams to translate search insights into editorial and content recommendations.
• Track algorithm and search ecosystem developments and assess their implications for brand visibility.

GEO

• Monitor brand and topic visibility across generative AI and AI-powered search platforms.
• Analyze how brands, competitors, products, executives, and key industry topics are represented within AI-generated answers.
• Identify the sources, narratives, entities, and content formats influencing AI-generated responses.
• Develop recommendations to improve brand discoverability, authority, citation potential, and narrative presence within generative search.
• Track AI visibility and benchmark brand performance against competitors across relevant prompts and topics.
• Stay abreast of developments across AI search, LLM-powered discovery, and evolving GEO/AEO practices.

Earned StoryEngine

• Support and manage the Earned StoryEngine by combining signals from earned, owned, search and shared.
• Identify cultural, category, competitor, and industry conversations that can become earned storytelling opportunities.
• Detect emerging narratives and whitespace where brands can credibly participate or lead.
• Translate data and signals into clear story territories, angles, hooks, and communications recommendations.
• Monitor competitor narratives and identify areas of narrative saturation, differentiation, and opportunity.
• Partner with strategy, creative, media relations, and client teams to turn insights into timely earned ideas.
• Develop regular trend, opportunity, and narrative intelligence reports for internal and client teams.

Measurement & Analytics

• Establish reporting frameworks across SEO, GEO, and earned storytelling.
• Build dashboards and recurring reports that translate performance data into actionable recommendations.

Skills & Experience

• Strong understanding of SEO, keyword research, search intent, and content optimization.
• Familiarity with GEO, AEO, generative AI platforms, and emerging AI-search optimization practices.
• Experience with SEO and analytics platforms such as Google Search Console, Google Analytics, SEMrush, Ahrefs, Similarweb, or equivalent tools.
• Experience with social listening, media intelligence, or trend-analysis platforms is advantageous.
• Strong analytical skills with the ability to convert complex datasets into simple, compelling insights.
• Strong understanding of earned media, communications, digital content, and audience behavior.
• Ability to identify trends and translate them into relevant brand and storytelling opportunities.
• Strong written and verbal communication skills with the ability to collaborate across analytics, strategy, creative, content, and media teams.

We are dedicated to building a diverse, inclusive, and authentic workplace, so if you’re excited about this role but your experience doesn’t perfectly align with every qualification, we encourage you to apply anyway. You may be just the right candidate for this or other roles.