Manager, Search Optimization, spanning Search Engine Optimization (SEO), Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO)

Overview As Manager of Search Optimization, you will lead cross-functional efforts to boost ADP’s visibility across traditional search, AI-generated answers, and agentic experiences. You’ll own end-to-end optimization roadmaps that tie traffic and revenue to business impact, collaborating with Content, Web, Engineering, and Analytics. You’ll translate data into concrete improvements and scale processes with playbooks and standards. This role offers autonomy, meaningful scope, and the chance to shape how ADP is found by business buyers and AI agents. ResponsibilitiesIdentify and prioritize optimization opportunities across technical SEO, content, site architecture, internal linking, structured data, brand, entity, and third-party authorityBuild and execute SEO, AEO, and GEO roadmaps tied to qualified traffic, conversion, leads, pipeline, and revenue—not rankings aloneImprove ADP’s visibility and citation presence across Google, AI Overviews, ChatGPT, Copilot, Claude, and other emerging discovery experiencesConduct technical audits, diagnose performance issues, and translate findings into clear requirements for web and engineering partnersUse search, audience, competitive, and AI-response data to identify opportunities and measure visibility, citations, share of voice, accuracy, qualified demand, and downstream conversionPartner with CRO, Web, Content, and Analytics to improve high-intent landing pages and search journeys through structured experimentationIdentify scalable opportunities across templates, taxonomies, structured data, internal linking, and programmatic content, then drive them from requirements through implementation and QAEstablish scalable search optimization standards, monitoring, measurement practices, and playbooks, enabling non-technical marketers to apply them effectivelyStay ahead of changes in search behavior, technology, and the competitive landscape, turning emerging developments into practical opportunities for ADP Key requirements3+ years of hands-on AEO/SEO experience in a fast-paced environmentStrong knowledge of crawlability, indexation, rendering, site architecture, internal linking, canonicalization, structured data, Core Web Vitals, and on-page optimizationExperience with Profound, Writer, Google Search Console, GA4, Screaming Frog, Ahrefs or Semrush, and enterprise analytics platformsStrong analytical self-sufficiency: ability to move from data to hypothesis and impact without a dedicated analystWorking knowledge of HTML, CSS, and JavaScript fundamentals, and ability to partner with developersClear written and verbal communication, judgment, and autonomyCuriosity about generative AI and practical experience evaluating AI-powered search and answer experiencesPersistence and pragmatism navigating large organizational dependenciesBonus: B2B/SaaS/fintech/payroll/HCM experience; log-file analysis, SQL, experimentation, content ops or AI-visibility platformscollaborationanalytical thinkingautonomytechnical SEOAEO and GEO knowledgestructured data