SEO Specialist

Position Summary
CLP is seeking an SEO Specialist to grow organic visibility and qualified traffic across two connected but distinct domains:

• ---------- , the speaker website and thought leadership platform and
• ---------- , the firm's client-facing site for executive coaching, leadership academies, and organizational consulting.

Priority is split roughly 80/20 in favor of ---------- , reflecting its role as the primary lead generation engine for speaking,
This person will own the full SEO function: strategy, on-page execution, content collaboration, technical health, and reporting. They will work closely with Carolina on positioning and voice.

Priority Split

• ---------- (primary focus, ~80%): personal brand SEO, keyword ownership of key terms, speaker visibility, AI/LLM search optimization (GEO), blog and content strategy
• ---------- (secondary focus, ~20%): service-page SEO for organizational consulting including leadership development.

Key Responsibilities
Strategy & Keyword Ownership

• Develop and maintain a keyword strategy for both sites
• Build and maintain keyword maps distinguishing personal-brand intent (speaking, book, media) from service intent (coaching, leadership development, consulting).
• Conduct competitive analysis for recommendations and ad support
• Identify content gaps and opportunities across both properties without duplicating effort or cannibalizing rankings between the two sites.

On-Page & Content SEO

• Optimize existing and new pages (titles, meta descriptions, headers, alt text, internal linking, schema markup) on both sites.
• Partner with Carolina on SEO-informed briefs for blog posts, keynote and speaker pages, and service pages and ensure past blog post are edited to be optimized. Make recommendations for Q&A or other strategies to support ranking.
• Maintain a content calendar that aligns SEO priorities with active initiatives (YouTube video arc, Substack/LinkedIn newsletter strategy, blogs, other media)
• Ensure consistent differentiation between Substack/LinkedIn content and website blog content per existing newsletter strategy, so content serves distinct SEO and audience purposes rather than duplicating.

Technical SEO

• Conduct technical audits (site speed, mobile usability, crawlability, indexation, broken links, redirects) for both domains.
• Manage and monitor XML sitemaps, robots.txt, canonical tags, and structured data/schema.
• Monitor core web vitals and implement fixes with web development resources.
• Make on-page WordPress edits

Off-Page & Local SEO

• Provide recommendations and support the implementation of backlinks strategy
• Manage local SEO for ---------- , including Google Business Profile and location-based service pages.

GEO / AI Search Optimization

• Optimize content structure and authority signals for visibility in AI-driven search and answer engines (ChatGPT, Perplexity, Google AI Overviews, etc.), building on prior exploratory work for ---------- .
• Monitor how the site's core IP terms surface in AI-generated answers, and adjust content
• Stay current on evolving best practices in generative engine optimization and advise on structural changes (FAQ schema, clear definitional content, citable frameworks).

Analytics & Reporting

• Set up and maintain dashboards for both sites.
• Deliver monthly reporting on rankings, organic traffic, conversions (speaking inquiries, coaching inquiries, book/agent interest, lead magnet signups), and progress against keyword ownership goals.
• Recommend data-informed adjustments to content and technical priorities each quarter.

Paid Advertising Support

• Set up and manage Google Ads campaigns to drive speaking inquiries and visibility for ---------- .
• Set up and manage Meta (Facebook /Instagram) Ads to support future CLP offerings
• Track paid campaign performance (spend, cost per lead, conversions)

Qualifications

• 3+ years of hands-on SEO experience
• Demonstrated experience with keyword strategy, on-page optimization, technical audits, and analytics tools (we currently use GSC, GA4, Ubersuggest, Clickrank, PPC)
• Familiarity with content-driven SEO for thought leadership is a strong plus.
• Working knowledge of emerging AI/generative search optimization practices.
• Experience with WordPress and Kajabi a plus
• Strong writing sense and ability to give SEO-informed feedback on content
• Experience with Google Ads and/or Meta Ads, or strong willingness to learn

Success Metrics (Sample KPIs)

• Ranking growth for owned category terms
• Growth in referring domains and domain authority.
• Organic traffic growth on both domains, tracked separately.
• Increase in qualified inbound leads (speaking inquiries, coaching inquiries, book/agent contact) attributable to organic search.
• Improved visibility in AI-generated search answers for core IP terms.
• Technical health scores (Core Web Vitals, crawl errors, indexation coverage) maintained or improved quarter over quarter.
• Cost per lead and conversion rate for paid campaigns, tracked against organic benchmarks.