Search Engine Optimization Manager

ROLE CLARITY DOCUMENT — SEO MANAGER

ROLE DEFINITION

The SEO Manager handles the creation and implementation of SEO and AI Search visibility strategies. The role demands staying in sync with current search trends — including Google AI Overviews, AI assistant search (ChatGPT, Gemini, Perplexity), and evolving ranking systems — and achieving the set goals for the brands.

RESPONSIBILITY DELIVERABLES

• SEO & AI Search (GEO/AEO) Strategy Creation
• Google Ads Setup & Optimisation
• Team Handling
• Tool & AI Handling
• Brand Analysis & Reporting

TASKS & ACTIVITIES

• SEO & AI SEARCH STRATEGY CREATION
• Study the brand and have a clear domain and brand understanding
• Gather requirements from the client
• Conduct keyword and search intent research (including conversational and question-based queries used in AI search) and finalise with client's approval
• Competitor analysis: rankings, content gaps, backlink profile, and AI search visibility of competitors in the industry
• Build topical authority through content clusters (pillar pages + supporting content) instead of standalone keyword pages
• On-Page analysis and page optimisation by coordinating with the team — title/meta, internal linking, content depth, and E-E-A-T signals (author info, credentials, first-hand experience, trust pages)
• Implement structured data / schema markup (Organization, Service, FAQ, LocalBusiness, Product, Review) to improve eligibility for rich results and AI citations
• Optimise content for AI Overviews and LLM answer engines (GEO/AEO): clear direct answers, well-structured headings, factual accuracy, citable statements
• Set up an action plan for Off-Page optimisation: digital PR, brand mentions, quality link acquisition, and presence on platforms AI engines cite (directories, review sites, Reddit/Quora where relevant)
• Local SEO where applicable: Google Business Profile optimisation, reviews strategy, local citations, NAP consistency
• Monitor key technical parameters of the website: crawling and indexing (Search Console), Core Web Vitals, mobile usability, caching, broken links, duplicate content, canonical issues, XML sitemaps, robots.txt
• Track zero-click impact: monitor impressions vs clicks and adjust strategy toward conversion-focused and brand-building queries
• GOOGLE ADS SETUP & OPTIMISATION
• On-page and conversion analysis of the landing page (message match, load speed, form friction, mobile UX) before campaign launch
• Keyword, intent, and position research; finalise after client approval
• Select the right campaign type for the client's goal: Search, Performance Max, Demand Gen, Display, or Local — not one default structure for all
• Configure conversion tracking correctly before spending: GA4 events, Google Tag Manager, enhanced conversions, and call/form/WhatsApp lead tracking
• Set up the lead portal / CRM integration so leads are captured, attributed, and followed up
• Write and test Responsive Search Ads with strong hooks and clear CTAs; maintain ad strength and asset variety
• Continuous optimisation: negative keyword mining, search term review, audience signals, bid strategy tuning (smart bidding with correct conversion goals), budget reallocation to winning campaigns
• Protect quality: exclude invalid traffic, review placements (for PMax/Display), and watch lead quality — optimise for qualified enquiries, not just cheap clicks
• Share ad reports with the client and management as per the client's package, with plain-language insights and next actions, not just metrics
• TEAM HANDLING
• Conduct daily meetings to set individual targets
• Handle and clear doubts and issues within the team
• Daily monitoring of the team based on set targets
• Training of team based on knowledge requirement of each member — including AI search optimisation, schema, GA4, and correct use of AI writing tools
• Quality-check AI-assisted content before publishing: no thin, generic, or unverified AI content (Google's spam policies penalise scaled low-value content); every piece must add real expertise or first-hand value
• Document repeatable processes (SOPs) so strategy execution doesn't depend on one person
• TOOL & AI HANDLING
• Configure the brand's website in the SEO tool, select keywords, and map them to landing pages
• Connect necessary portals: Google Analytics 4, Google Search Console, Google Business Profile, Google Tag Manager, Meta — and configure selected competitors
• Set up rank tracking including AI visibility tracking (brand presence/citations in AI Overviews and AI assistants) where tools support it
• Use crawling/audit tools (e.g., Screaming Frog or equivalent) for regular technical audits
• Use AI assistants for research, content briefs, outlines, and audits — with human review and fact-checking before anything goes to the client or gets published
• Configure the report section of the brand and schedule it according to the client's requirements; use automated dashboards (e.g., Looker Studio) where useful
• BRAND ANALYSIS
• Actively take part in the client induction call with the creative director
• Get a preliminary audit report from the tool (technical health, rankings, backlinks, AI search presence)
• Analyse the overall strategy, competitor positioning, and missed opportunities available in the market — including untapped query types, content gaps, and local/AI search gaps
• Actively take part in sales meetings and support proposals with data-backed opportunity sizing

MEASUREMENT METRICS

• No. of projects with complete goal achievement
• Organic conversions/enquiries generated (not just traffic or rankings)
• Keyword ranking improvements and AI search visibility (AI Overview presence, brand citations)
• Technical health: Core Web Vitals pass rate, indexing coverage, zero critical errors
• Google Ads performance: cost per qualified lead / ROAS against client targets
• No. of trainings conducted
• No. of successful strategies executed and documented
• Client satisfaction and retention