Organic Search & SEO Manager

Embrace Pet Insurance•Cleveland, OH

1d•Hybrid

About The Position

Embrace is seeking an Organic Search & SEO Manager to shape how one of the country’s leading pet insurance brands gets discovered across traditional search engines and the rapidly evolving world of AI-powered search. This role will own the organic search strategy and roadmap, combining deep SEO expertise with experimentation in emerging areas such as Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). The ideal candidate has a strong track record of building and scaling SEO programs that drive measurable business growth - not just rankings and traffic. You’ll partner across Marketing, Product, Engineering, and Content and lead external agency partners to turn organic search into a meaningful driver of qualified traffic, customer acquisition, and revenue. We’re looking for someone with a strong SEO foundation, analytical rigor, commercial mindset, and curiosity about how consumer discovery is changing.

Requirements

7+ years of experience in SEO, organic search, or a closely related discipline.
Demonstrated track record of growing organic search performance and connecting SEO initiatives to measurable business outcomes.
Strong understanding of technical SEO, including site architecture, crawlability, indexation, internal linking, and structured data.
Experience developing content and keyword strategies based on customer intent and business opportunity.
Strong analytical skills and experience using platforms such as Google Analytics, Google Search Console, SEMrush, or similar tools.
Experience managing SEO agencies, consultants, or other external partners.
Ability to translate complex search concepts and data into clear recommendations for both technical and non-technical stakeholders.
Strong cross-functional communication, collaboration, and influence skills.
Curiosity about AI-powered search and an ability to adapt strategy as search behavior and technology evolve.

Nice To Haves

Experience in a direct-to-consumer, ecommerce, financial services, insurance, or other performance-oriented business.
Hands-on experience experimenting with AEO, GEO, AI-search visibility, or optimization for generative search experiences.
Experience measuring SEO against customer acquisition, conversion, or revenue goals.
Experience working closely with Product and Engineering teams on technical SEO initiatives.
Experience operating in a highly competitive search category.

Responsibilities

Develop and own Embrace’s organic search strategy and roadmap, connecting SEO priorities to traffic, leads, customer acquisition, and revenue.
Identify and prioritize the highest-impact opportunities across technical SEO, content, authority, and emerging search experiences.
Evolve our search strategy as consumer behavior shifts from traditional search toward AI-powered and zero-click discovery.
Establish clear KPIs and measurement frameworks that connect organic performance to business outcomes.
Communicate strategy, opportunities, performance, and recommendations to marketing leadership and cross-functional stakeholders.
Lead SEO strategy across site architecture, crawlability, indexation, internal linking, metadata, structured data/schema, and other technical SEO fundamentals.
Partner closely with Product and Engineering to identify, prioritize, and implement technical SEO opportunities.
Evolve keyword strategy beyond search volume and rankings to incorporate customer intent, conversational search, and emerging discovery behaviors.
Monitor changes in search algorithms and platform behavior and translate them into actionable priorities.
Partner with content and brand teams to develop authoritative, useful content that meets customer needs and drives organic growth.
Identify content gaps and opportunities based on customer intent, competitive insights, search behavior, and business priorities.
Guide optimization for traditional search results, featured snippets, zero-click experiences, answer engines, and AI-generated responses.
Champion content quality, authority, and E-E-A-T principles across the organization.
Help define Embrace’s approach to emerging AI-driven search and discovery.
Experiment with strategies designed to improve Embrace’s visibility and authority within AI generated answers and search experiences.
Monitor how Embrace and competitors are represented across AI platforms and identify opportunities to improve visibility.
Develop measurement approaches as the tools and standards for AI-search performance continue to evolve.
Educate internal stakeholders on meaningful changes in the search landscape and their implications for the business.
Own organic search reporting and performance analysis.
Connect organic performance to downstream outcomes such as leads, quote activity, customer acquisition, conversion, and revenue.
Use data to identify opportunities, prioritize investments, evaluate tests, and recommend changes.
Develop clear insights and recommendations rather than simply reporting rankings and traffic.
Own relationships with external SEO agencies and strategic partners, including scope, priorities, performance, and accountability.
Ensure agency resources are focused on the opportunities most likely to drive meaningful business impact.
Partner closely with Product, Engineering, Paid Media, Content, Brand, Analytics, and Partnerships.
Influence priorities across teams and build organizational understanding of organic search as a growth channel.