Sr Search Engine Optimization Specialist & AI Search

Brief Description - We are seeking a highly skilled Senior Specialist – SEO & GEO to join our Digital Marketing team.

This role is ideal for a results-oriented SEO professional with 10+ years of experience in Technical SEO, AI Search Optimization (GEO/AEO), Product SEO, and SEO Analytics within enterprise digital environments. The Senior Specialist will lead initiatives that improve organic growth, AI search visibility, and product discoverability across Zurn Elkay’s global digital properties.

The position requires close collaboration with US Product Marketing, Web Development, Data, and Analytics teams to deliver technical SEO excellence, AI-search readiness, actionable business insights, and measurable performance improvements.

This role offers a unique opportunity to help build the next era of search at Zurn Elkay from traditional SEO and organic discovery to AI-powered and generative search experiences.

Technical SEO & Website Optimization

• Lead technical SEO initiatives across enterprise websites by monitoring SEO health, conducting technical audits, and prioritizing improvements that positively impact crawlability, indexation, rankings, and user experience.

• Manage and optimize Core Web Vitals, structured data, schema markup, canonicalization, redirects, XML sitemaps, robots directives, internal linking, website migrations, and technical implementation reviews.

• Partner with development and web teams to ensure SEO best practices are incorporated into AEM implementations, platform enhancements, site launches, redesigns, and migration activities.

• Utilize SEO platforms and auditing tools to identify, prioritize, and drive resolution of technical issues and opportunities impacting organic performance.

AI Search Optimization (GEO/AEO)

• Develop and execute strategies that improve visibility across AI-powered search platforms including Google AI Overviews, Microsoft Copilot, ChatGPT, Gemini, and emerging answer engines. • Drive Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) initiatives through entity optimization, semantic search strategies, structured content frameworks, FAQ programs, How-To content, and AI-ready content recommendations.

• Monitor AI visibility, search trends, competitor positioning, and brand presence across traditional and generative search experiences while identifying opportunities to increase share of voice.

• Leverage AI technologies to improve SEO workflows, content recommendations, scalability, and operational efficiency.

Product SEO & Content Optimization

• Drive SEO strategy for manufacturing-focused product websites by optimizing product detail pages, category pages, specification content, help center content, and product discovery experiences.

• Partner with Product Marketing and Product Management teams to improve product taxonomy, metadata, content architecture, and search visibility for key business units and product categories.

• Support SEO optimization efforts within AEM and inRiver environments, ensuring product information, structured content, and digital assets are optimized for both search engines and AI powered search systems.

• Conduct keyword research, content gap analysis, entity research, and topical authority planning to support content development and business priorities.

• Partner with external US-based vendors on setting and executing SEO/GEO/AEO strategy.

Digital Asset SEO & Content Innovation

• Improve discoverability of digital assets including images, PDFs, specification sheets, support documentation, videos, and other content resources.

• Drive initiatives such as Image SEO, digital asset optimization, image sitemap management, literature-to-web transformations, specification-file SEO, and DAM optimization.

• Support scalable content programs through AI-assisted workflows, SEO playbooks, prompt frameworks, and content optimization best practices.

SEO Analytics, Reporting & Business Insights

• Build and maintain SEO reporting frameworks using GA4, Google Search Console and Looker Studio to provide visibility into performance trends and business impact.

• Perform root-cause analysis to identify factors influencing organic traffic, rankings, AI visibility, and business outcomes, translating findings into actionable recommendations.

• Develop executive-level dashboards, SEO scorecards, and performance insights that connect SEO activities to measurable business objectives.

• Partner w…