Generative Engine Optimization (GEO) Specialist

We are seeking a Generative Engine Optimization (GEO) Specialist to drive Hilti’s visibility in AI-generated search responses across platforms including ChatGPT, Copilot, Gemini, and Perplexity. This role sits at the intersection of content, technical SEO, and community — executing the near-term activation work that will move Hilti’s AI citation share while the broader programme scales, ensuring the brand is accurately represented, discoverable, and authoritative across AI-generated responses.This is a hands-on execution role. The ideal candidate is comfortable working in Contentful CMS, understands how LLMs select and cite content, can engage authentically in online communities, and can manage short-form social content.Key ResponsibilitiesOn-Site Content OptimizationExecute GEO content improvements in Contentful CMS — restructuring PDPs, adding AI-optimized FAQs, converting table-based content to crawlable HTML, and ensuring content freshness (AI engines heavily favour content less than 90 days old)Implement and QA schema markup (FAQPage, HowTo, VideoObject, CollectionPage) directly in Contentful — ensuring schema is rendered in-page and visible to AI crawlers, not injected via tag managersOptimize page structure for AI comprehension: metadata, heading hierarchy, internal linking, entity coverage, and topic clusteringConduct keyword research alongside entity optimization and topic clustering, tailored for both traditional and generative searchMonitor Hilti’s AI citation share and brand presence using Brandlight and comparable tools; translate findings into prioritized content actions, continuously refining strategies as AI search behaviour and best practices evolve — this is a new discipline and the playbook is still being writtenAnalyze performance via Google Search Console, GA4, SEMrush, and Brandlight; report on visibility trends across categoriesStay current with the evolving landscape of AI search algorithms, LLM behaviour, and search trendsOff-Site & CommunityManage Reddit participation across relevant communities — authentic engagement, answering product questions, and identifying threads where Hilti content can add value (Reddit is currently the top-cited social domain in AI responses for our categories)Manage low-risk community management across other channels while the permanent Social headcount ramps in 1H27Create and publish TikTok content aligned to GEO priorities — short-form to support brand presence, longform for AI citation valueSupport outreach to high-citation third-party publishers (e.g., best-of lists, editorial roundups) where Hilti has citation gaps — coordinating briefs, product information, and follow-upYouTube & VideoIdentify YouTube content gaps based on AI citation data and brief or produce content that matches high-citation formats: ranked/best-of, product explainers, how-to longformOptimize video titles, descriptions, chapters, and transcripts for AI discoverability — AI engines index transcripts, not view countsRequired Qualifications3+ years of experience in SEO, digital marketing, or a related roleHands-on experience with Contentful CMS (or equivalent headless CMS)Strong understanding of on-page and technical SEO: schema markup, HTML structure, metadata, internal linkingExperience with SEO and analytics tools (SEMrush, Google Search Console, GA4)Familiarity with how LLMs surface and cite content — GEO, AEO, or AI visibility experience a strong plusDemonstrated experience in online community management, including RedditComfortable creating short-form social content; TikTok experience preferredStrong written and verbal communication skills, with a track record of driving cross-functional alignment without direct authorityStrong analytical and problem-solving skillsSkillsSEO & GEO strategy and executionContent optimization for LLM citation (structure, freshness, entity coverage)Contentful CMS — hands-on content creation and managementHTML and technical SEOSchema markup and structured dataReddit community management and social engagementTikTok content creationYouTube content strategy and transcript/metadata optimizationThird-party editorial outreach and coordinationAI brand monitoring (Brandlight or equivalent)Data analysis and performance trackingCross-functional collaborationAdaptability in a fast-evolving AI landscape