Digital Marketing Specialist
About The Position
USALCO is seeking a senior individual contributor to build and run its search engine optimization (SEO), answer engine optimization (AEO), and generative engine optimization (GEO) strategy. The role focuses on helping utility operators, engineers, distributors, and industrial buyers find and cite Usalco through traditional search engines and AI assistants. It combines strategy, hands-on execution, and reporting that connects visibility to qualified leads, and reports to the VP of Marketing. The position is remote. The specialist will develop search and AI visibility plans tied to business priorities; improve technical site health and structured data; shape content for search and AI answers; strengthen off-site authority; improve conversion paths; and connect analytics and attribution to Salesforce. Success in the first year includes completing a technical, content, and AI visibility audit with a prioritized roadmap and baseline KPIs, growing non-branded organic traffic and leads, improving citation share for priority topics, and attributing organic and AI referral traffic to leads and pipeline in Salesforce.
Requirements
- Bachelor's degree in marketing, communications, computer science, or a related field, or equivalent experience.
- At least 5 years of hands-on SEO experience, with a proven record of growing organic traffic and leads; B2B experience is preferred.
- Demonstrated AEO/GEO experience optimizing for AI Overviews, ChatGPT, Perplexity, or similar tools and measuring results.
- Deep technical SEO knowledge, including crawling, indexation, rendering, structured data, site performance, and migrations.
- Proficiency with SEMrush, GA4, Google Search Console, and Power BI.
- Working knowledge of HTML, CSS, and JavaScript as they affect search, and comfort working directly in a CMS.
- Ability to turn technical subject matter into a clear content strategy and explain results to executives and sales leaders.
- Self-direction to build a strategy and execute it in a remote role.
Nice To Haves
- Experience in industrial, chemical, manufacturing, or water and wastewater markets.
- Experience connecting web analytics to Salesforce for campaign attribution and lead source tracking.
- Familiarity with marketing automation platforms such as Account Engagement (Pardot), HubSpot, or Marketo.
- Experience with AI visibility tracking platforms.
- Python, SQL, or API skills for SEO automation and analysis.
- Digital PR or link-building experience in technical niches.
Responsibilities
- Build and own a multi-year search and AI visibility strategy tied to business priorities.
- Research keyword, question, and prompt demand across audiences and map it to the buyer journey.
- Set KPIs and targets and build business cases for tools, content, and technical investments.
- Run technical audits and manage site health, including crawlability, indexation, architecture, Core Web Vitals, internal linking, redirects, and migrations.
- Implement and maintain schema.org structured data for products, technical documents, FAQs, the organization, and locations.
- Prioritize and deliver technical fixes with web developers, IT, and agency partners.
- Structure content so AI systems can find, understand, and cite it, using answer-first formatting, consistent entities, authoritative sourcing, and machine-readable technical data.
- Monitor how AI assistants and AI search features describe Usalco and competitors; track citations and share of voice and address gaps.
- Strengthen off-site authority signals through industry publications, associations, directories, distributor listings, and digital PR.
- Test emerging practices and standards and scale effective approaches.
- Guide the content plan with search and AI answer data; write briefs and optimize pages, technical data sheets, and resources.
- Work with chemists, technical experts, and product teams to turn subject-matter expertise into content that ranks and gets cited.
- Manage local search presence across North American locations.
- Improve conversion paths, including landing pages, forms, calls to action, and gated content, to generate qualified leads from organic and AI referral traffic.
- Own search analytics across GA4, Google Search Console, Bing Webmaster Tools, and AI visibility tools, with attribution into Salesforce.
- Report monthly on visibility, traffic, leads, and influenced pipeline, including clear next steps.
- Manage the search tool stack and specialized agency or freelance support.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
