GEO Senior Specialist

General Motors • Detroit, MI

1d • Hybrid

About The Position

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.

Requirements

• 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)
• 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.

Nice To Haves

• GEO/LLM-focused tools (nice to have but strongly preferred): Adobe LLM Optimizer, Profound, Brandlight, Bluefish or equivalent platforms
• 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).

Responsibilities

• 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.

Benefits

• From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed