Mgr, Digital Marketing Organic Search

Description

Now is the time to join PDS Health. You will have opportunities to learn new skills from our team of experienced professionals. If you're ready to take your career to the next level and gain valuable experience, apply today!

Overview

The SEO Marketing Manager is responsible for the development, implementation, and management of PDS Health's search visibility strategy — spanning traditional SEO, answer engine optimization (AEO), and generative engine optimization (GEO) — across multiple national and localized PDS websites. The role will have a strong understanding of search engine algorithms, AI-generated answer systems (ChatGPT, Perplexity, Google AI Overviews/AI Mode, Gemini), ranking strategies, and industry standards. This role requires a strategic and analytical mindset, commercial fluency, and the ability to manage multiple projects under tight deadlines. The Manager will work closely with cross-functional teams to drive organic traffic and AI-driven visibility, increase conversions and appointment volume, and enhance PDS Health's discoverability and citation presence across both traditional and AI-powered search. This role will also examine how we work as a team, and look to upskill our team & redefine how we approach work utilizing AI & automation.

Responsibilities

• Build strategic search visibility roadmaps spanning SEO (on-page & off-page), AEO, and GEO that coordinate approaches across multiple national and local websites
• Own AI search visibility as a standing discipline: entity strategy, structured data and schema markup for machine extractability, and citation/mention tracking across ChatGPT, Perplexity, Google AI Overviews, and Gemini
• Responsible for the implementation of search tactics that are data-driven and measured against business goals: organic growth, AI citation/mention share, return visitors, acquisition and engagement, conversion, and downstream appointment volume
• Manage internal SEO team, external agencies and vendors to prioritize and execute against a cohesive search visibility strategy
• Responsible for technical SEO audits of web properties, including extractability and structured-data readiness for AI retrieval systems; present findings and recommendations to leadership and teams
• Build and maintain automated workflows for keyword research, SEO briefs, and content review to reduce manual execution and reinvest capacity into strategy, measurement, and AI visibility work
• Oversee ongoing maintenance and monitoring of backlink profile and broader off-site authority signals (industry publications, earned media, third-party citation sources that influence LLM retrieval); develop, execute, and manage a link building and digital authority strategy
• Responsible metatag/structured-data maintenance and improvement
• Own local and practice-level AI visibility: ensure PDS-affiliated practices surface and are cited correctly when patients query AI systems for local/condition-specific care (e.g., "best dentist near me," "dentist that treats X"); partner with Field Marketing and the MOD/Yext data pipeline to ensure listing and entity data quality supports this
• Collaborate with teams across channels to develop category strategies against dental industry and specialty markets, including how PDS Health is represented in AI-generated category comparisons; derive and deliver tangible business value from this holistic approach
• Collaborate with web developers, editors, video producers, marketing, design, and product to ensure all relevant activities that could benefit from search or AI visibility are optimized
• Build the internal and field team's understanding of SEO, AEO, and GEO and monitor execution by documenting guidelines and training as needed
• Monitor and administer web analytics dashboards, AI visibility monitoring tools, and key reporting platforms; provide regular reports connecting site traffic and AI citation performance to business outcomes, and make recommendations to strengthen user experience and discoverability
• Research the latest industry updates, SEO/AEO/GEO trends, search and AI model changes, and best practices to inform how you prioritize recommendations
• Mentor and lead team of specialists with support of manager

Qualifications

• 6-8 years relevant work experience in Search Engine Optimization for a business with national locations, including demonstrated experience adapting strategy to AI-powered search (AEO/GEO)
• 2-3 years of management experience leading an SEO or digital marketing team
• Bachelor's Degree from an accredited college in Marketing, Communications, or related field. In lieu of degree, 8+ years of experience is required.
• Demonstrated ability to effectively prioritize & drive business outcomes through search visibility, particularly in a large, multi-faceted and fast-paced environment
• Expertise with Conductor or BrightEdge, SEMrush, Google Search Console, Ahrefs, Screaming Frog, MOZ, PageSpeed Analysis, link analysis, and more
• Working expertise with at least one AI visibility/citation tracking platform (e.g., Profound, Otterly.AI, Semrush AI Toolkit, Ahrefs Brand Radar) or demonstrated equivalent experience building AI citation tracking from available tools
• Expert knowledge of technical SEO and structured data/schema strategy for AI extractability, proven ability to stay abreast of current standards, and willingness to perform regular technical and AI-readiness audits
• Ability to take in data, business objectives, and context to provide actionable, impactful SEO and AI-visibility recommendations across multiple brands
• Knowledge of HTML (including ARIA/accessibility, OG metatags, structured data/schema.org), CSS, XML and JSON sitemaps, and page optimization techniques and technologies

Preferred

• Experience with HTML, CSS & JavaScript coding, and other web programming skills
• Experience working with Adobe Analytics, Google Analytics, and Data Visualization (Tableau, PowerBI, Marketing Intelligence)
• Prior experience launching and/or growing new brands/sites/products with SEO, AEO, or GEO
• Prior experience working closely with an SEO agency to expand upon individual efforts and impact
• Experience building or scaling automated SEO/content workflows to reduce manual execution load
• Experience in retail and/or healthcare industries
• Experience connecting search/AI visibility performance to revenue, appointment volume, or comparable commercial outcomes

Knowledge/Skills/Abilities

• Excellent communication (interpersonal, oral and written) and teamwork skills
• Ability to multi-task effectively without compromising the quality of the work
• Ability to respond to common inquiries from customers, staff, regulatory agencies, vendors, and other members of the business community
• Detail-oriented, process-focused, problem-solver, proactive, ambitious, and organized with the ability to prioritize
• Polished communication skills and ability to drive a strategic conversation with leadership, including translating AI visibility and search performance into business and commercial terms
• Ability to measure the effectiveness of strategy (rankings, AI citation share, traffic, conversions) and make decisions based on data
• Comfort operating in ambiguity as AI search standards and measurement practices continue to evolve
• Ability to manage well in the midst of an evolving marketing department and fast-paced environment

Benefits

• Medical, dental, and vision insurance
• Paid time off
• Tuition Reimbursement
• 401K
• Paid time to volunteer in your local community

PDS Health is an Equal Opportunity Employer. We celebrate diversity and are united in our mission to create healthier and happier team members.

Salary Information

$130,000.00-$168,000.00 / Annually