SEO/AEO Manager

DM Injury Law•Kansas City, MO

About The Position

DM Injury Law is hiring an SEO/AEO Manager to own organic search and Answer Engine Optimization (AEO) across its personal injury markets. The manager will set strategy, perform hands-on work in areas of strength, and direct developers, writers, and vendors on other work. Success is measured by qualified leads and signed cases, not rankings alone. The role leads organic and local search strategy across multiple markets and practice areas; evaluates Google AI Overviews, ChatGPT, Gemini, Perplexity, and other AI platforms; maintains the technical health of the website; supports content and authority development; and reports on performance and business impact. In the first 90 days, the manager is expected to audit SEO and AEO performance, establish competitive benchmarks, deliver a prioritized roadmap, ship early wins, and establish regular reporting. Within six months, the role is expected to improve visibility for priority keywords and local markets, strengthen key pages, launch a repeatable AEO testing framework, and show progress toward more qualified organic leads and signed cases. Within the first year, the role is expected to drive sustained non-branded growth, gain local market share in priority markets, improve visibility in AI-powered search, and demonstrate business impact while building a scalable program for new markets.

Requirements

At least 4 years of hands-on SEO experience, ideally in competitive or multi-location businesses.
A track record of SEO strategies that produced measurable business results.
Solid skills in technical, on-page, and local SEO, plus content strategy.
Working knowledge of AI search and emerging AEO practices.
Fluency with Google Search Console, GA4, and an enterprise SEO platform such as Ahrefs, Semrush, Conductor, or similar.
Ability to analyze complex data and turn it into clear action.
Experience working with developers, writers, and cross-functional stakeholders.
Curiosity, analytical ability, and accountability, including investigating traffic declines and connecting ranking gains to business outcomes.

Nice To Haves

Legal or personal injury marketing experience.
Multi-location SEO experience in competitive markets.
Experience with local tools such as Local Falcon and AI visibility tracking tools.
Experience with CallRail, Domo, Looker Studio, and conversion attribution.
Digital PR and link-building experience.

Responsibilities

Own organic and local search performance across multiple markets and personal injury practice areas.
Develop and run SEO strategies for local, regional, branded, and non-branded queries.
Lead keyword research, search-intent analysis, competitive benchmarking, and prioritization based on expected business value.
Guide optimization of practice area pages, location pages, attorney profiles, site architecture, and internal linking.
Manage Google Business Profile optimization, citations, and review strategy, and track map pack visibility by market and ZIP code.
Develop market-specific plans to close performance gaps and support expansion into new markets.
Measure how AI search platforms reference and recommend personal injury firms, and benchmark DM Injury Law against competitors.
Improve entity recognition, authoritative citations, structured data, and AI-accessible content.
Build repeatable testing and reporting for AI visibility and share of voice, and recommend practical experiments as the landscape changes.
Conduct technical audits covering crawlability, indexing, rendering, mobile usability, Core Web Vitals, and schema.
Work with developers to resolve redirects, canonicalization, duplicate content, and site architecture issues.
Review site changes, migrations, and launches for search impact before and after implementation.
Partner with content and creative teams on search-intent-driven content and prioritize updates by expected value.
Strengthen trust signals through attorney expertise, case results, and testimonials while following the firm's legal advertising review process and applicable state bar rules.
Develop digital PR, backlink, and third-party authority opportunities.
Define KPIs connecting visibility to qualified leads and signed cases, using Search Console, GA4, rank tracking, call tracking, and CRM/intake data.
Diagnose performance trends and distinguish seasonality, competitor moves, technical issues, and algorithm changes.
Deliver clear reporting, forecasts, and prioritized recommendations to marketing leadership.