SEO & GEO Manager of eCommerce

National Vision•Lawrenceville, GA

About The Position

National Vision is a leading optical retail company with over 1,200 stores across the U.S. and Puerto Rico. The SEO & GEO Manager will spearhead the organic discovery strategy for the company's online retail and eCommerce business, focusing on both traditional search engines and emerging AI-driven search experiences. The primary goal is to drive qualified traffic, enhance product and category visibility, and boost revenue through a multifaceted approach including technical SEO, content strategy, structured data, and Generative Engine Optimization (GEO). Success will be measured by improvements in organic traffic and revenue, better visibility for key terms, enhanced technical site health, increased presence in AI search results, and the development of scalable processes to improve discoverability throughout the digital commerce journey.

Requirements

7+ years experience in SEO, with significant hands-on experience in online retail, digital commerce, or eCommerce environments.
Four year college degree or equivalent experience in Marketing, Business, Communications, Computer Science, or a related field.
Proven success improving organic traffic, rankings, and revenue for large websites with product catalogs, category structures, and complex site architecture.
Strong expertise in technical SEO, including site audits, crawl diagnostics, canonicalization, redirects, structured data, internal linking, and JavaScript SEO considerations.
Experience optimizing eCommerce content and templates including product pages, category pages, filters, navigation, editorial content, and conversion-focused landing pages.
Demonstrated understanding of GEO concepts, including optimizing content for AI-generated search experiences, answer engines, and citation-based discovery.
Advanced proficiency with GA4, Google Search Console, and industry tools such as Screaming Frog, Semrush, Ahrefs, BrightEdge, Conductor, or similar platforms.
Strong analytical skills with the ability to translate data into clear recommendations and business outcomes.
Excellent cross-functional collaboration, communication, and project management skills.
Experience with enterprise eCommerce platforms such as Adobe Commerce, Shopify, Salesforce Commerce Cloud, or similar.

Nice To Haves

Familiarity with feed optimization, marketplace visibility, and product discovery experiences across retail ecosystems.
Experience partnering with engineering and product teams in agile environments.
Working knowledge of HTML, CSS, JavaScript, and CMS or commerce platform publishing workflows.
Experience building dashboards or executive reporting that connects organic performance to revenue, customer acquisition, and merchandising goals.
Background managing external agencies, freelancers, or offshore resources.

Responsibilities

Develop and execute a comprehensive SEO and GEO strategy to grow organic traffic, revenue, and brand visibility across search engines and AI-powered discovery platforms.
Lead technical SEO initiatives including crawlability, indexation, site architecture, internal linking, page speed, Core Web Vitals, structured data, and schema implementation.
Optimize eCommerce site experiences including product detail pages, category pages, collections, buying guides, FAQs, and editorial content to improve discoverability and conversion.
Own keyword, topic, and search intent research to inform merchandising, content planning, and on-site optimization.
Build GEO strategies that improve brand inclusion and representation in AI-generated answers, summaries, and shopping-related search experiences.
Create and maintain content frameworks that support authoritative, citation-worthy, and AI-readable content across commercial and informational user journeys.
Partner with content, merchandising, product, UX, analytics, and engineering teams to prioritize and implement SEO and GEO recommendations.
Monitor algorithm updates, AI search trends, and competitive activity, then translate findings into actionable changes.
Measure and report on performance using tools such as Google Search Console, GA4, SEO platforms, and emerging AI visibility tracking tools.
Define KPIs and dashboards for rankings, traffic quality, revenue impact, visibility in AI search, content performance, and technical health.
Support site migrations, redesigns, template changes, and new feature launches to ensure SEO and GEO best practices are incorporated from planning through release.
Manage agency or vendor relationships as needed and help establish best practices, workflows, and governance for organic search.