Senior Manager, Web Optimization, Search Strategy

This is a fully remote position, open to applicants in United States.

📋 Description

• Act as the marketing leader for optimizing the website, enhancing search visibility, and improving content discoverability.

• Collaborate with the Web Team on the creation of new pages, product launches, acquisitions, content migrations, and regular updates.

• Coordinate with Product Marketing, regional marketing, business units, IT, and content owners to ensure website content remains accurate, up-to-date, and optimized.

• Convert business requirements into actionable recommendations regarding web content, search performance, structured data, and website engagement.

• Confirm that significant website modifications are captured in SEO, GEO, schema, analytics, and content for website chat.

• Discover and prioritize opportunities to enhance website engagement, search visibility, and conversion rates.

• Take ownership of and implement the enterprise SEO strategy across global web properties.

• Perform keyword research, analyze search intent, conduct competitive reviews, and carry out content gap analyses.

• Compose, edit, and optimize text for product, solution, landing, campaign, FAQ, metadata, title, and description pages.

• Create content briefs, provide keyword guidance, and offer on-page optimization recommendations.

• Track organic search performance and suggest enhancements to rankings, click-through rates, relevance, and qualified traffic.

• Offer SEO training and guidance to content creators and marketing stakeholders.

• Manage the GEO strategy and roadmap to enhance VIAVI's visibility across AI search and answer experiences.

• Formulate content and structured-data strategies that promote AI discoverability and accurately represent VIAVI offerings.

• Monitor AI referral traffic, search visibility, share of voice, and other related performance metrics.

• Analyze changes in AI search behavior and translate these insights into recommendations for content and web teams.

• Inform stakeholders about GEO principles and potential optimization opportunities.

• Spearhead technical SEO and structured data strategies across VIAVI's web properties.

• Identify, prioritize, and implement schema opportunities in collaboration with the Web Team and content owners.

• Establish and uphold standards for FAQs, metadata, structured content, and schema.

• Review aspects such as crawlability, indexation, page structure, internal linking, metadata, structured data, and content quality.

• Propose corrective actions and ensure that approved changes are implemented correctly.

• Oversee content, testing, and continuous optimization of website chat and conversational search experiences.

• Manage topics, facts, response libraries, URLs, FAQs, and supporting website content.

• Draft, test, validate, and refine conversational responses.

• Coordinate the implementation, releases, troubleshooting, and website modifications with the Web Team.

• Assess usage and performance data to identify common inquiries, content gaps, and areas for improvement.

• Maintain lead-capture functionalities within the website chat platform.

• Keep track of website, SEO, and GEO performance to spot trends and optimization opportunities.

• Examine website engagement, organic search visibility, content performance, downloads, referral sources, and user behavior.

• Conduct targeted user-journey and pre-funnel analyses as necessary.

• Provide stakeholders with insights and recommendations regarding pages, products, and audiences.

• Assist leadership and quarterly business reviews with insights on website, SEO, and GEO performance.

• Clarify measurement limitations arising from consent, privacy, tracking, or platform changes.

⛳️ Requirements

• Bachelor's degree in Marketing, Communications, Business, Technology, or a related field.

• Over 8 years of experience in SEO, GEO, website optimization, web strategy, digital marketing, or a related area.

• Proven expertise in Generative Engine Optimization, including AI search visibility, content optimization, and measurement methodologies.

• Extensive experience in developing and executing enterprise SEO strategies.

• Demonstrated capability in writing and optimizing website copy for technical products, solutions, or B2B audiences.

• Strong understanding of technical SEO, structured data, schema markup, keyword research, content strategy, and website architecture.

• Experience working closely with web development teams, product marketers, technical subject matter experts, and content creators.

• Practical experience with tools such as Google Analytics, Google Search Console, SEMrush, or similar platforms.

• Experience managing or optimizing website chat or conversational search content.

• Excellent writing, analytical, project management, and stakeholder communication skills.

• Ability to collaborate effectively across global marketing, web, technical, and business teams.

• Preferred: Experience in a global B2B technology or similarly complex technical setting.

• Preferred: Experience in optimizing technical product and solution content for specialized audiences.

• Preferred: Experience in implementing structured content, FAQ, and schema programs at scale.

• Preferred: Familiarity with privacy, consent, and digital measurement considerations for global websites.

• Equal opportunity and affirmative action employer; minorities, females, veterans, and persons with disabilities are encouraged to apply.

🏝️ Benefits

• Paid time off

• Health insurance

• Life insurance

• Disability insurance

• 401(k)

• Bonus program