• Own end-to-end SEO strategy from definition to execution. • Develop and execute a scalable SEO & AI SEO roadmap to drive organic traffic, AI visibility, leads, and conversions. • Lead technical SEO optimizations including site architecture improvements, Core Web Vitals, indexing and crawling troubleshooting etc. • Oversee content SEO strategy, conduct content audits, implement optimizations and production workflows across branded and non-branded content. • Optimize content across third-party platforms (OTAs, Google Business Profiles, reviews sites etc). • Conduct AI audits and implement optimizations to increase visibility in generative AI. • Stay ahead and mitigate risks from algorithm and search behavior changes. • Partner with Engineering to ensure optimal web performance and to implement CRO and UX optimizations ensuring alignment to best practices. • Own analytics, reporting, and insights, communicating impact to senior leadership and C-level stakeholders.

• Develop content strategies and conduct keyword research • Write briefs and understand search intent & contextual relationships • Monitor rankings and identify optimization opportunities • Develop and implement innovative concepts and SEO strategies • Conduct website audits, competitor analyses, and monitor SEO campaigns

• Own TopDog Law’s local search, LSA, and external authority strategy end-to-end across all active and expansion markets • Define and evolve strategy for Google Business Profiles, Local Services Ads, local rankings, external links, and local conversion performance • Establish standards and governance for scale across 40+ locations and service areas • Drive consistent optimization to maximize calls, clicks, and trust signals • Own review strategy as a growth and trust engine across GMB and LSAs • Define and maintain the canonical source of truth for firm and location data • Own external link acquisition strategy focused on local relevance, authority, and trust • Lead schema markup strategy including LocalBusiness, LegalService, Review, FAQ, and Service schema • Use performance insights to guide prioritization and optimization across GMB, LSAs, links, and organic traffic • Collaborate with web, product, performance marketing, CX, legal, and creative teams to ensure local presence, directories, and LSAs reinforce brand credibility, trust, and seriousness across markets.

• Track brand mentions and monitor changes in search engine results. • File complaints in Google Ads against competitors for trademark infringement or unfair advertising. • Submit reports for Trademark/Copyright violations and phishing to hosting providers and registrars. • Execute strategies to displace negative search results with positive brand content. • Coordinate with webmasters and platforms to remove or update misleading information. • Prepare regular reports on reputation KPIs and the effectiveness of brand protection efforts.