• Optimize SEM account performance through ongoing effort of keyword expansion, ad copy testing, campaign structure improvement, and bid management. • Evaluate paid acquisition landing page performance, making recommendations for content improvement to increase quality scores and conversions rate. • Develop and employ successful bidding strategies and effective keyword management to hit target acquisition goals and efficiency metrics. • Implement paid marketing techniques, providing enhancement and optimization recommendations while proactively identifying new growth levers, platform opportunities, and performance innovations. • Analyze audience and exclude high/low efficiency groupings. • Partner with creative placement data to find new opportunities and target or teams to continuously iterate on messaging and formats based on data driven feedback loops. • Ensure clear communication of insights, trends, and campaign results to the broader team while driving continuous optimization and accountability. • Active contributor to testing roadmap and design. • Own the tracking and attribution, actively contribute to measurement strategy for paid channels.

• Content Structuring & Site Cleanup • Use Rankings Content Helper Post Updater (RIOCH) to organize and update page structures on law firm websites. • Leverage AI and automation to convert site content to the rankings theme. This includes assigning page types, categories, locations, and parent/child hierarchies for pages in large WordPress installs. • Perform one-to-one sitemap comparisons, flag discrepancies, and ensure consistent slug structures across sites. • Use Gutenberg Blocks to convert legacy content to block-based layouts, adding TOC, FAQ, video, CTA, and badges blocks as needed. • Clean HTML when necessary, removing outdated inline styling, unneeded badges, and ensuring consistent brand presentation. • Quality Assurance (QA) Using Bugherd • Use Bugherd to log and resolve QA feedback during development, ensuring clean typography, color consistency, spacing, and responsive functionality across devices. • Resolve on-page issues related to page layout and design. • Perform QA checks on desktop, tablet, and mobile, ensuring consistent cross-device performance. • Collaboration & Documentation • Collaborate with developers and designers to ensure updates are implemented correctly and efficiently. • Track and report completed tasks, maintaining organized records in ClickUp, Bugherd, and Google Sheets. • Flag “Needs Review” items for SEO or account team confirmation. • Communicate clearly and consistently with team members, ensuring projects move forward on schedule.

• Define and execute SEO + AEO + GEO strategy aligned to enterprise buyer journeys • Optimize content for featured snippets, direct answers, AI citations and references • Own technical SEO fundamentals such as crawlability, indexing, site speed, and Core Web Vitals • Build and scale high-quality backlink & authority programs • Measure success beyond traffic including pipeline influence, assisted conversions, and account-level impact.

• Draft foundational SEO deliverables including keyword research, meta-data optimizations, and on-page content recommendations. • Support the execution of Technical Site Audits, identifying issues like broken links, crawl errors, and page speed bottlenecks. • Produce weekly, monthly, and quarterly performance reports using tools like Google Analytics, Search Console, and Looker Studio. • Assist in conducting Content Gap Analyses to identify opportunities for clients to capture more organic traffic. • Manage administrative project needs, including drafting call agendas, taking meeting notes, and tracking action items for the team. • Stay up-to-date with search engine algorithm changes and industry trends to help the team pivot strategies proactively. • Perform Quality Assurance (QA) on your own work products to ensure they meet DEPT®’s high standards before client delivery.