SUMMARY
The SEO/PPC SPECIALIST is responsible for growing brands' visibility and lead generation through both organic search and paid media. This is a true hybrid role: the specialist will spend roughly equal time managing search engine optimization programs and pay-per-click campaigns for BrandExtract and its clients, ensuring the two disciplines inform and strengthen one another.
On the SEO side, this person will conduct technical, on-page and content audits, perform keyword research, and develop strategies that improve organic rankings and traffic — including AI optimization (GEO/AEO) strategies that grow brand visibility in AI-driven search experiences such as Google AI Overviews, ChatGPT and Perplexity.
On the PPC side, they will build, manage and optimize paid campaigns across Google Ads, Microsoft Advertising and other platforms, managing budgets, bids and creative to maximize return on ad spend.
The ideal candidate is an analytical thinker who can translate data into actionable recommendations and present them confidently to clients. While social media management is not a primary requirement of this role, the specialist will partner closely with our social media managers on paid social and cross-channel campaigns, so a solid understanding of social media platforms, audiences and advertising is expected.
BRANDEXTRACT CORE VALUES
- Growth Focused
- Wonder Filled
- Always Leading
- Bold Honesty
- All In
- Action Oriented
CORE COMPETENCIES
Communications: Demonstrates exceptional written and verbal communication skills. Possesses the ability to lead persuasive client presentations, listen actively to stakeholder needs, and provide clear, concise clarification in real-time. Approach to communication enhances cross-functional collaboration.
Analytical Thinking: Gathers and analyzes information skillfully. Synthesizes complex data from multiple platforms into clear insights. Identifies trends, patterns and opportunities and uses data to support strategic and tactical recommendations.
Continuous Learning: Assesses own strengths and weaknesses. Pursues training and development opportunities. Seeks feedback to improve performance. Shares expertise with others. Strives to continuously build knowledge and skills, keeping pace with search engine algorithm updates, ad platform changes and the rapidly evolving AI search landscape.
Adaptability: Accepts criticism and feedback. Adapts to changes in the work environment. Changes approach or method to best fit the situation. Manages competing demands across multiple client accounts.
Achievement Focus: Demonstrates persistence and overcomes obstacles. Measures self against standard of excellence. Recognizes and acts on opportunities. Sets and achieves challenging goals.
PRIMARY RESPONSIBILITIES
SEO & AI Optimization
- Conduct thorough SEO audits of client and internal websites through a technical, on-page, content and off-site lens, and translate findings into prioritized action plans
- Perform ongoing keyword research to build strategic, forward-thinking keyword strategies for client websites based on goals and objectives
- Develop and implement SEO/GEO strategies designed to maximize organic performance and achieve business goals
- Own AI optimization (GEO/AEO) programs for BrandExtract and clients: monitor and grow brand visibility, citations and share of voice in AI-driven search experiences such as Google AI Overviews, ChatGPT, Perplexity and Gemini
- Optimize site content and structure for AI discoverability, including structured data/schema markup, entity optimization, and content formatted for answer engines and LLM retrieval
- Advise on content types, topics and keywords, and collaborate with copywriters and content managers to ensure keyword and AI-visibility strategies are properly implemented
- Monitor SEO and AI search performance using tools such as Semrush, Google Search Console, Google Analytics 4, Looker Studio and AI visibility tracking platforms, and communicate changes in industry trends, search engine algorithms and AI search behavior to the team and clients
- Recommend changes to website architecture, content, internal linking and other factors to improve organic performance, collaborating with development teams to resolve technical issues
PPC
- Build, manage and optimize paid search and display campaigns in Google Ads, Microsoft Advertising and other platforms for BrandExtract and its clients
- Manage digital advertising budgets and spend, including pacing, bid management and bid strategy adjustments
- Continuously analyze paid campaigns to identify opportunities, providing recommendations for optimization across ad copy, keywords, ad groups, audiences, targeting, bidding and landing pages
- Leverage AI-powered campaign tools (Performance Max, Smart Bidding, AI-assisted ad creative) while applying human judgment to guide strategy, budgets and quality
- Collaborate with internal teams to create and optimize landing pages that improve Quality Score and conversion rates
- Ensure alignment between paid search and organic search strategies so both channels reinforce one another
- Report on key SEO, AI visibility and PPC metrics, analyzing and interpreting trends and presenting actionable insights and results to clients
SECONDARY RESPONSIBILITIES
- Partner with social media managers on paid social campaigns (Google, Bing, Meta, and LinkedIn Ads), providing input on audience targeting, budget allocation and cross-channel measurement
- Contribute to integrated campaign planning, ensuring search, social and content efforts work together toward client goals
- Assist in scoping and pitching SEO, AI optimization and paid media programs for new clients and campaigns
- Help educate the agency and clients on AI search trends and evolving best practices for AI visibility
- Collaborate with the Analytics Manager on campaign tagging, conversion tracking and additional on-site tracking
- Plan, execute and measure A/B testing experiments and conversion optimization tests
- Assist in educating the agency and clients on the benefits of search marketing and the importance of online measurement and performance optimization
CONSULTED
- When Brand Strategists or managers require assistance regarding SEO, AI optimization, paid media, keyword strategies or search performance
- When social media managers are planning paid social campaigns that intersect with search strategies
- When new websites, landing pages or content strategies are being scoped or developed
INFORMED
- Whenever a project requires SEO, AI optimization, paid media or landing page development
- When portions of a project/website are changed or altered that will affect organic, AI or paid performance
- On any key developments that may significantly impact the schedule or effectiveness of marketing performance
QUALIFICATIONS
- Analytical thinker with a healthy attention to detail
- Self-starter who requires minimal supervision to stay on task, execute projects, and meet deadlines
- Strong communicator (both written and verbal) with the ability to clearly explain complex ideas and present search data and recommendations to clients in an approachable, expert way
- A firm grasp of SEO foundational principles across technical, on-page, content and off-site optimization
- A working understanding of how AI search engines and LLMs discover, evaluate and cite content, and how GEO/AEO differs from and complements traditional SEO
- Demonstrated success managing PPC campaigns and budgets across multiple accounts
- A solid understanding of social media platforms, audiences and advertising, with the ability to collaborate effectively with social media managers on cross-channel campaigns
- Curious and eager to continuously learn about the evolving search, AI and digital marketing landscape
- Ability to manage multiple projects at once, balancing competing priorities in a fast-paced environment
EDUCATION AND EXPERIENCE
- Bachelor's degree in marketing or a related field (preferred)
- 3+ years of hands-on experience in SEO and PPC (agency experience preferred)
- Experience developing or executing AI optimization (GEO/AEO) strategies, or demonstrated fluency with AI search platforms and how they surface brands
- Advanced knowledge of Google Ads and Microsoft Advertising; Google Ads certification preferred
- Advanced knowledge of analytics and SEO platforms such as Google Analytics 4, Google Search Console, Looker Studio, and third-party SEO tools (Semrush, Moz, Ahrefs, Screaming Frog, etc.)
- Familiarity with AI visibility tracking tools (e.g., Semrush AI toolkit, Profound, or similar) a plus
- Familiarity with popular Content Management Systems such as WordPress and HubSpot
- Working knowledge of paid social platforms (Meta Ads, LinkedIn Ads) preferred
- Knowledge of HTML, CSS and website fundamentals a plus
- Proficiency in Microsoft Excel and Google Workspace
