Job Description
Job Description
About the Role
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We are looking for a Senior SEO Manager to lead a holistic SEO strategy across both national (brand-level) and local search for a rapidly growing network of clinics.
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This role owns performance across the full organic ecosystem driving brand visibility, non-local keyword growth, and content strategy, while also ensuring strong, consistent local rankings, traffic, and lead generation across hundreds of clinic locations.
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You will be responsible for building an integrated approach where national SEO strengthens overall authority and demand, and local SEO converts that demand into high-performing clinic-level traffic and leads.
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Success in this role requires the ability to operate across both levels simultaneously, with clear accountability for local performance as a core driver of business results.
Key Responsibilities
SEO Strategy Ownership (National + Local)\n
\n - Own and execute a unified SEO strategy across national and local search
\n - Define how site-wide SEO (content, technical, authority) supports local visibility and conversions
\n - Identify growth opportunities across both national keyword rankings and location-level performance
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National / Brand SEO \n
\n - Lead national SEO initiatives, including:
\n - Keyword strategy and content planning
\n - Optimization of core site pages (service pages, hubs, blog)
\n - Internal linking and site architecture improvements
\n - Authority-building (link acquisition, digital PR)
\n - Drive growth in:
\n - Non-branded and branded organic traffic
\n - National keyword rankings
\n - Site-wide engagement and conversions
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Local SEO & Multi-Location Performance \n
\n - Own local SEO performance across 400+ clinic locations (growing to 1000+)
\n - Ensure locations are competitive in their markets for:
\n - Local pack / Maps rankings
\n - Geo-modified and “near me” searches
\n - Location page traffic and conversion performance
\n - Continuously monitor and improve organic leads at the clinic level
\n - Identify underperforming locations and implement targeted optimization plans
\n - Develop scalable frameworks to maintain strong performance across all locations
\n - Ensure clinic locations are visible not only in traditional local results, but also in AI-generated local recommendations and summaries
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Local Listings & GBP Management \n
\n - Oversee Google Business Profiles and listings across all locations
\n - Manage listings via Yext or similar platforms
\n - Ensure accuracy, consistency, and ongoing optimization of:
\n - NAP data
\n - Categories and services
\n - Attributes and updates
\n - Drive improvements in engagement signals (calls, clicks, directions) and reviews
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Performance Analysis & Optimization \n
\n - Monitor SEO performance across both national and local levels
\n - Diagnose issues across pages, keywords, and locations
\n - Develop strategies to improve:
\n - Local visibility and rankings
\n - National keyword performance
\n - Organic traffic and conversion rates
\n - Translate insights into scalable actions across teams
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Cross-Functional Collaboration \n
\n - Work closely with:
\n - Content and growth marketing teams
\n - Franchise marketing managers
\n - Web / product teams
\n - External SEO agencies
\n - Ensure alignment between national initiatives and local execution
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AI Search & Emerging Search Optimization \n
\n - Own strategy for visibility in AI-powered search results and answer engines
\n - Optimize content and location pages to increase likelihood of being cited and surfaced in AI-generated responses
\n - Identify high-intent queries (e.g., “best [service] near me,” “top clinics for [condition]”) and ensure strong representation in AI search results
\n - Partner with content and SEO teams to structure information for:
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Entity recognitionTopical authorityTrust and citation signals (E-E-A-T)\n
\n - Monitor presence and performance across AI search platforms and adapt strategies as these evolve
\n - Test and iterate on approaches to improve inclusion in AI-generated answers and recommendations
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Testing & Experimentation \n
\n - Design and run experiments across both national and local SEO initiatives
\n - Test and scale improvements in:
\n - Content and on-page SEO
\n - Location page performance
\n - Internal linking and site structure
\n - Review and reputation strategies
\n - Test AI-driven approaches to improve rankings, content performance, and conversion rates
\n - Evaluate and implement new AI tools that improve SEO efficiency and scalability
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Reporting & Accountability \n
\n - Own reporting across national and local SEO performance
\n - Track and communicate metrics including:
\n - National rankings and organic traffic
\n - Local rankings and Maps visibility
\n - Traffic and conversions at the location level
\n - Organic leads by clinic
\n - Provide clear recommendations tied to business impact
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Qualifications \n
Required
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\n - 4–7 years of SEO experience across both national and local SEO
\n - Experience managing SEO in multi-location / franchise network
\n - Proven ability to drive both site-wide organic growth and location-level performance
\n - Strong knowledge of:
\n - Technical SEO and on-page optimization
\n - Content and keyword strategy
\n - Google Business Profile and local ranking factors
\n - Experience with tools such as:
\n - Google Search Console
\n - Google Analytics
\n - Ahrefs / SEMrush
\n - Yext or similar local listings platforms
\n - Strong analytical and problem-solving skills
\n - Familiarity with how AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity) source, rank, and present information
\n - Experience optimizing content for entity-based search, structured data, and authoritative citation signals
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Job Tags
Local area