Director, Search Engine Optimization & Generative Engine Optimization (SEO/GEO)

Palo Alto Networks

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About The Position

Join the team responsible for establishing Palo Alto Networks as the undisputed digital authority in the age of AI. We are looking for a Director SEO/GEO to lead the evolution of our search strategy from traditional keyword centric SEO to AI-native Generative Engine Optimization (GEO). This role will be pivotal in shaping how our platform first strategy is discovered across traditional search engines and emerging LLM based answer engines. You will work cross functionally with Product Marketing, Unit 42 research, and engineering teams to build a high performance content ecosystem that captures maximum visibility and citations in AI Overviews and LLM search results.

Requirements

• 12+ years of digital marketing experience, with at least 5 years specifically focused on leading SEO strategy for complex B2B or SaaS environments.
• Demonstrated expertise in Generative Engine Optimization (GEO) and a deep understanding of how LLMs retrieve, "chunk," and cite content.
• Expert knowledge of technical SEO (Schema, JSON-LD, site architecture) and proficiency with enterprise tools like Semrush, Conductor, Google Search Console, and Adobe Analytics.
• Ability to present complex visibility trends to executive stakeholders and influence long term product and content roadmaps.
• Proven track record of staying ahead of rapid algorithmic shifts (e.g., Google Core updates) and a "disruptive" growth mindset to embrace emerging AI search paradigms.
• Strong understanding of SEM and how SEO/ GEO intersects.
• Proficiency in lead generation and understanding of Search’s role in conversions and pipeline.
• BS/MS in Marketing, Data Science, Computer Science, or equivalent practical experience.

Nice To Haves

• Previous experience in the cybersecurity sector, with the ability to translate complex technical threats into authoritative content structures.

Responsibilities

• Strategic SEO/GEO Leadership: Lead and build the end to end search intelligence program, combining enterprise grade technical SEO with advanced Generative Engine Optimization to drive organic growth and brand equity.
• AI Overview & LLM Domination: Develop and execute strategies to maximize inclusion in Google AI Overviews and secure citations as a primary "source of truth" in AI generated answers across ChatGPT, Perplexity, and Gemini.
• Content Architecture & Taxonomy: Architect fact dense topic hubs and "Cyberpedia" information structures that use semantic reinforcement and "answer-first" formatting to maximize machine readability.
• Technical SEO Excellence: Provide guidance on site wide crawl efficiency, structured data (JSON-LD), and complex indexation troubleshooting, including the deployment of llms.txt and .md plain text protocols.
• Performance Governance: Track new success metrics beyond clicks, including "Share of Model," citation triggers, and AI referral traffic, providing executive level reporting on SEO’s contribution to lead generation.
• Cross Functional Evangelization: Act as a strategic consultant for GTM teams, educating content writers on GEO strategy and building AI powered tools to scale optimized content creation.
• M&A Support: Lead the migration of search authority for acquired web properties ensuring historical rankings and citations are preserved and integrated into the core domain.
• Grow and manage a team of search experts.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Number of Employees: 5,001-10,000 employees