GEO Senior Specialist

Description
The Role
General Motors (GM) is a global leader in automotive manufacturing and technology, with innovation spanning electric vehicles, autonomous driving, and connected services. Our in-house search team ensures that our brands (Chevrolet, Cadillac, GMC, Buick, etc.) remain discoverable and competitive across both traditional search engines and emerging AI-driven surfaces. As search evolves from "10 blue links" to AI-powered summaries and conversational experiences, Generative Engine Optimization (GEO) has become a critical extension of our SEO program. We are seeking a highly motivated and analytical GEO Senior Specialist (L6) with 3-5 years of hands-on SEO experience and emerging GEO experience to help optimize our digital properties for both traditional and generative search. In this role, you will drive technical GEO/SEO audits, performance analysis, and hands-on implementation in partnership with cross-functional teams and agency partners.
What You'll Do

• Conduct comprehensive technical SEO and GEO audits of GM's websites and experiences, identifying issues related to crawlability, indexability, site speed, mobile usability, structured data, and international SEO, with a specific focus on how these factors affect generative AI visibility.
• Partner with development and engineering teams to prioritize and implement technical recommendations (e.g., HTML, CSS, JavaScript optimization, XML sitemaps, robots.txt, canonicalization, hreflang, schema markup).
• Monitor and troubleshoot technical issues impacting both traditional search and generative experiences (e.g., server errors, broken links, rendering problems, and content gaps surfaced by GEO tools).
• Track, analyze, and report on key performance metrics across organic and generative search , including traffic, rankings, conversions, user engagement, and visibility in LLM-powered experiences.
• Develop and maintain dashboards, scorecards, and recurring reports to communicate GEO + SEO performance and insights to stakeholders across media, product, analytics, and brand teams.
• Support the execution and interpretation of outputs from GEO/SEO tools and platforms such as Adobe LLM Optimizer, Profound, Brandlight, Bluefish, and traditional SEO tools (e.g., Google Search Console, Google Analytics, Adobe Analytics, SEMrush, Ahrefs).
• Conduct in-depth keyword, topic, and entity research to identify new opportunities for organic and generative search growth, including queries that commonly surface generative answers.
• Evaluate how GM content and experiences are represented in generative AI search engines and LLMs , documenting risks, gaps, and opportunities, and translating findings into clear, prioritized recommendations.
• Provide GEO + SEO best practices and strategic input for new website content, site refreshes, experience enhancements, and ongoing content optimization and experimentation.
• Collaborate on the development of page templates and experience patterns so GEO/SEO best practices are built into new development cycles from the start.
• Partner effectively with product, development, UX/UI, content, analytics, and brand/marketing teams to ensure GEO + SEO considerations are integrated throughout the digital product lifecycle.
• Serve as a day-to-day coordination point with agencies and vendors (e.g., Dentsu and GEO/SEO partners) for report intake, quality checks, follow-ups on recommendations, and validation of implementation and impact.
• Help maintain central documentation, playbooks, and intake/prioritization workflows for GEO + SEO requests and recommendations, and contribute to the broader GEO/SEO roadmap and strategic initiatives.

Additional Job Description
Your Skills & Abilities (Required Qualifications)

• 3-5 years of dedicated SEO experience , with a strong emphasis on technical SEO, performance analysis, and hands-on execution.
• Demonstrated understanding of, or direct experience with, Generative Engine Optimization (GEO) or adjacent work evaluating performance in AI-powered search, LLMs, or conversational assistants.
• Proven track record of driving measurable organic growth through technical implementations and data-driven strategies; experience contributing to GEO-related initiatives is a plus.
• In-depth knowledge of search engine algorithms, ranking factors, and SEO best practices , and how they intersect with emerging generative search experiences.
• Proficiency with industry-standard tools, including:
  • SEO analytics & diagnostics: Google Search Console, Google Analytics, Adobe Analytics, SEMrush, Ahrefs, Screaming Frog, DeepCrawl (or similar)
  • GEO/LLM-focused tools (nice to have but strongly preferred): Adobe LLM Optimizer, Profound, Brandlight, Bluefish or equivalent platforms
• Solid understanding of web technologies (HTML, CSS, JavaScript) as they relate to GEO/SEO, with the ability to understand and interpret code for optimization purposes.
• Strong analytical skills with the ability to interpret complex datasets, identify trends and anomalies, and translate insights into clear, prioritized action plans.
• Experience with website migrations, redesigns, and new site launches from an SEO perspective.
• Foundational understanding of content SEO principles (keyword and entity integration, content structure, user intent) and interest in how these signals influence generative AI outputs.
• Excellent communication and interpersonal skills, with the ability to explain complex GEO/SEO concepts to non-technical stakeholders and collaborate across diverse teams.
• Proactive, self-starter mentality with the ability to work independently, manage multiple projects simultaneously, and follow through on GEO + SEO recommendations.

What Will Give You a Competitive Edge (Preferred Qualifications)

• Experience working in a large, complex enterprise environment with multiple brands and stakeholder groups.
• Experience with various Content Management Systems (CMS) and their GEO/SEO implications.
• Knowledge of server-side vs. client-side rendering and how these architectures may influence both traditional and generative search.
• Familiarity with testing and experimentation frameworks (e.g., A/B testing, CRO) to validate GEO/SEO hypotheses and measure impact.
• Prior experience working with agencies and third-party vendors on GEO/SEO projects and tools (e.g., Adobe LLM Optimizer, Profound, Brandlight, Bluefish).

#LI-HP2
GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer of record on a government form, and any work authorization requiring a written submission or other immigration support from the company (e.g., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc.)
This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}.
This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.
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