SEO/AEO Manager

The SEO/AEO Manager owns organic search and answer engine visibility across BAA's portfolio of tattoo, permanent makeup and body jewelry brands and ecommerce sites. This role leads technical SEO, on-site content and product page optimization, and ensures BAA's brands are found and cited in both traditional search and AI-driven answer engines (e.g., Google AI Overviews, ChatGPT, Perplexity), driving organic traffic and revenue from professional artists and consumers.

Responsibilities

Organic Search Strategy

• —Develop and execute the SEO and AEO roadmap across all BAA brand ecommerce sites, prioritizing opportunities by revenue impact and industry relevance.
• —Conduct keyword and topic research covering both professional (tattoo artists, PMU artists, piercers, studios) and consumer search intent.

Technical SEO

• —Own site health across BAA ecommerce sites, including crawlability, indexing, site speed, Core Web Vitals and structured data (schema).
• —Partner with ecommerce and development teams on site migrations, redesigns and new site launches to protect and grow organic traffic.
• —Manage cross-brand considerations such as duplicate content, canonical tags and internal linking across sites selling similar products.

Content & Product Page Optimization

• —Optimize product, collection and category pages for tattoo, PMU and body jewelry assortments, including titles, descriptions and on-page content across portfolio of websites.
• —Brief and partner with content and creative teams on guides, how-to and educational content that builds authority with professional artists.

Answer Engine Optimization (AEO)

• —Structure content, FAQs and product data so BAA brands are surfaced and cited in AI-generated answers and search features.
• —Monitor brand visibility and share of voice in AI answer engines, staying current on emerging search behavior and platform changes.

Reporting & Collaboration

• —Set KPI targets in conjunction with leadership, measure results using dashboards and reports on organic traffic, rankings, AI visibility and organic revenue.
• —Partner with Paid Media, Marketplace and CRM/Loyalty teams to share keyword, audience and content insights.
• —Performs other related duties as assigned.

Skills

• —Expert knowledge of technical, on-page and off-page SEO for ecommerce sites (e.g., Shopify).
• —Working knowledge of AEO/GEO practices, structured data and how AI answer engines source content.
• —Proficient in SEO tools such as Google Search Console, GA4, Semrush or Ahrefs and Screaming Frog.
• —Strong content and copy instincts, with the ability to brief writers and creative teams and provide constructive feedback.
• —Analytical mindset with strong reporting skills; proficient in Excel and dashboard tools.
• —Strong project management skills, with the ability to manage multiple sites and stakeholders.

Key Performance Indicators (KPI)

Visibility

• —Keyword rankings and share of voice for priority terms across brands
• —Brand presence and citations in AI answer engines and search features
• —Trend analysis on new and emerging topics across organic discipline, identifying growth opportunities

Traffic & Revenue

• —Organic impressions, session volume, conversion rate and organic revenue growth
• —Non-branded organic traffic growth across ecommerce sites

Site Health

• —Technical health scores, indexation and Core Web Vitals
• —Organic traffic retained through site migrations and launches

Qualifications

• —Bachelor's degree in Marketing, Communications, Business or a related discipline preferred
• —5+ years of SEO experience, including 3+ years in ecommerce
• —Hands-on experience managing SEO across multiple sites or brands
• —Strong knowledge of and demonstrated success in executing AEO & GEO best practices
• —Experience supporting site migrations or new site launches
• —Experience in consumer products, beauty or professional supply preferred