Off-Page SEO Strategist

Description

Role Overview

We are seeking an Off-Page SEO specialist to play a pivotal role in TELUS' new Generative Engine Optimization (GEO) strategy. In this role, you will be at the forefront of how TELUS appears in AI-powered search results, monitoring and optimizing our brand's citations, mentions, and authority across generative AI platforms. You will combine SEO expertise with digital marking and PR understanding and cutting-edge AI citation tracking to build TELUS' digital authority and visibility.

This is an exciting opportunity to shape the future of search at one of Canada's most recognized brands, working cross-functionally with content, PR, product, and brand teams to amplify TELUS' presence in both traditional search and emerging AI-driven discovery platforms.

Key Responsibilities

Generative Engine Optimization (GEO) & AI Citation Monitoring

• Monitor, track, and analyze TELUS’ citations and brand mentions within AI-generated search results using platforms like Ahrefs, Meltwater AI Lens, and other emerging GEO tools

• Develop and maintain dashboards and reporting frameworks to measure AI visibility, citation accuracy, and share of voice in generative search results

• Identify opportunities and risks related to AI-generated brand mentions, working proactively to optimize how TELUS is represented by AI systems

• Stay ahead of industry trends in GEO, LLM optimization, and AI search behavior to inform strategy

Digital PR & Earned Media

• Collaborate with the PR team as they develop and execute digital PR campaigns aimed at earn high-quality backlinks and brand mentions from authoritative publications, industry outlets, and relevant digital platforms

• Collaborate with TELUS' corporate communications and PR teams to align SEO objectives with broader brand storytelling initiatives

#LI-REMOTE

Off-Page SEO Strategy

• Design and implement comprehensive off-page SEO strategies to improve domain authority, backlink profiles, and organic search rankings

• Conduct competitive backlink analysis and identify link-building opportunities across TELUS' various lines of business

• Leverage digital PR, content partnerships, and strategic collaborations to build sustainable off-page SEO value

Cross-Functional Collaboration

• Partner with content, product, brand, and regional marketing teams to identify opportunities for AI mentions and earned media coverage

• Work closely with the technical SEO and content teams to ensure off-page efforts align with on-site optimization and content strategies

• Educate internal stakeholders on GEO best practices and the evolving landscape of AI search

• Collaborate with data and analytics teams to measure the business impact of off-page SEO and GEO initiatives

Reporting & Analysis

• Provide regular reporting on brand mention sentiment, and AI citation performance

• Translate complex data into actionable insights and strategic recommendations for senior leadership

• Set KPIs and benchmarks for off-page SEO and GEO success, continuously optimizing strategies based on performance data

Qualifications

Required Qualifications

• 3+ years of experience in off-page SEO, digital PR, link building, or a related field

• Proven track record of earning high-quality backlinks and brand mentions from authoritative websites and publications

• Hands-on experience with SEO tools such as Ahrefs, SEMrush, Moz, or Majestic

• Experience with media monitoring and PR platforms

• Strong understanding of search engine algorithms, ranking factors, and off-page SEO best practices

• Excellent written and verbal communication skills with the ability to craft compelling pitches and stories

• Strong analytical skills with experience in data analysis, reporting, and performance tracking

• Ability to work cross-functionally and influence stakeholders at all levels

• Self-starter with strong project management skills and attention to detail

Nice to Have

• Experience with AI search monitoring and familiarity with how LLMs (Large Language Models) cite sources and generate responses

• Knowledge of AI-powered media intelligence platforms

• Background in digital PR within the telecommunications, technology, or B2C sectors

• Understanding of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles and their role in SEO