**Objective of the role** Act strategically and technically to drive the organic growth of La Moda's websites, leading diagnostics, prioritization and technical SEO initiatives focused on crawling, indexing, architecture, performance, search experience and organic revenue growth. The person will be responsible for turning technical analyses and performance data into clear action plans for technology, e-commerce, content and the partner agency. **Scope of activities** **Technical SEO and governance** • Perform recurring technical audits across La Moda's brand websites. • Identify issues related to crawling, indexing, rendering, canonicalization, pagination, redirects, status codes, sitemaps, robots.txt and URL architecture. • Assess technical impacts of site changes, new pages, collections, campaigns, integrations and platform adjustments. • Monitor implementations with technology, product, e-commerce teams and external partners. • Ensure SEO best practices on category pages, product pages, internal search, collections, landing pages and corporate pages. • Support migration projects, structural changes, template adjustments, performance improvements and critical SEO fixes. **SEO strategy and performance** • Build, support and monitor the strategic SEO roadmap, prioritizing requests by impact, effort and revenue potential. • Identify organic growth opportunities for Lança Perfume, My Favorite and other digital initiatives within the group. • Analyze organic competitors, search trends, seasonality, strategic categories and user behavior. • Support the definition of targets, KPIs, projections and organic growth plans. • Investigate drops, fluctuations or opportunities in organic traffic with both technical and business perspectives. **Data, tools and reporting** • Track metrics in Google Search Console, GA4, SEMrush, Screaming Frog and complementary tools. • Monitor organic sessions, organic revenue, conversion, CTR, impressions, average position and performance by page/category. • Perform analyses of Core Web Vitals, load speed, page experience and mobile performance. • Analyze logs, crawler behavior and opportunities to optimize crawl budget, when applicable. • Prepare executive analyses and practical recommendations to support decision-making. **Interface with internal teams and agency** • Act as the primary technical SEO contact with technology, e-commerce, product, content, CRM and media teams. • Provide technical guidance to the partner agency on technical SEO and organic strategy. • Validate technical recommendations sent by the agency and ensure alignment with internal priorities. • Translate SEO needs into clear briefs, technical tickets and actionable plans. • Support SEO coordination in organizing priorities, tracking results and communicating with stakeholders.

• Acompanhar a rotina de entregas da agência parceira de SEO. • Organizar demandas, prazos, aprovações, ajustes e retornos internos. • Revisar conteúdos, pautas, briefings e recomendações enviadas pela agência. • Garantir que os materiais estejam alinhados ao posicionamento das marcas e às prioridades de SEO. • Consolidar dúvidas, ajustes e solicitações internas para encaminhamento à agência. • Participar de reuniões de alinhamento, registrar próximos passos e acompanhar status das demandas. • Revisar conteúdos otimizados para SEO antes da publicação. • Avaliar títulos, headings, meta titles, meta descriptions, URLs, links internos e uso adequado de palavras-chave. • Apoiar a otimização de páginas de categoria, produto, blog, landing pages e páginas institucionais. • Identificar oportunidades de atualização, expansão ou melhoria de conteúdos existentes. • Acompanhar publicação e validação de conteúdos no site. • Garantir consistência entre SEO, branding, linguagem da marca e intenção de busca. • Realizar pesquisas de palavras-chave para categorias, produtos, coleções, campanhas e conteúdos. • Mapear intenção de busca dos usuários e oportunidades por etapa do funil. • Identificar termos com potencial por volume, concorrência, sazonalidade e relevância comercial. • Apoiar a construção de clusters de conteúdo, pautas e arquitetura temática. • Monitorar evolução de palavras-chave prioritárias. • Validar termos estratégicos sugeridos pela agência antes da aplicação em páginas ou conteúdos. • Acompanhar indicadores em Google Search Console, GA4, SEMrush e ferramentas similares. • Monitorar desempenho de conteúdos publicados, páginas otimizadas e categorias estratégicas. • Avaliar evolução de cliques, impressões, CTR, posição média, sessões orgânicas e comportamento por página. • Identificar páginas com perda ou ganho de performance. • Apoiar a construção de relatórios recorrentes e consolidação de aprendizados. • Levantar insights para melhoria de conteúdos, categorias, páginas de produto e páginas comerciais. • Manter controle das demandas de SEO em andamento. • Apoiar a priorização de pautas, conteúdos, otimizações e aprovações. • Organizar calendários de conteúdo SEO junto à agência e áreas internas. • Acompanhar aprovações com áreas de branding, marketing, produto e e-commerce. • Garantir que as demandas sejam executadas dentro dos prazos combinados. • Apoiar a coordenação de SEO e o Especialista SEO na consolidação de informações, status e planos de ação.

• Own SEO strategy and execution for a portfolio of home-services clients (HVAC, plumbing, remodeling, junk removal, painting, etc.). • Create and maintain SEO roadmaps covering technical improvements, content, local visibility, link building, and GBP optimization. • Contribute to building scalable SEO processes, templates, QA checks, and reporting standards. • Stay current on Google algorithm updates, AI-influenced search trends, E-E-A-T considerations, and local ranking factors. • Improve GBP rankings across primary and surrounding service cities through repeatable optimizations. • Optimize categories, attributes, service areas, citations, photos/videos, and local trust signals. • Conduct city-level keyword research and local expansion planning for increased visibility. • Support consistent map pack and local SERP performance in competitive markets. • Build content plans for service pages, location pages, blogs, and topical authority clusters. • Create SEO briefs, outlines, and frameworks aligned with search intent and semantic SEO. • Review content for SEO quality, local relevance, and conversion alignment. • Collaborate with internal/external writers (human and AI-assisted) to maintain standards. • Coordinate link acquisition activities (citations, outreach, partnerships, placements) with clear targets. • Maintain simple, scalable backlink playbooks suitable for home-service verticals. • Track backlink gaps and authority metrics and recommend improvements. • Run technical audits covering crawlability, indexation, architecture, internal linking, duplication, schema basics, and Core Web Vitals. • Work with WordPress and development resources to implement SEO fixes and improvements. • Use GA4, GSC, and SEO tools to track performance, identify opportunities, and report progress. • Collaborate with paid media/LSA and strategy teams to align messaging and growth priorities. • Explain SEO priorities clearly to internal stakeholders and support consistent delivery.

• Own local SEO strategy and execution for multiple home-services clients • Build and manage SEO roadmaps focused on rankings, leads, and local visibility • Drive consistent Google Business Profile performance across competitive service areas • Lead scalable SEO processes, QA checks, and reporting standards • Stay current on Google updates, local ranking factors, AI-influenced search trends, and E-E-A-T for service businesses • Optimize GBPs for service-area and hybrid businesses • Improve rankings across primary cities and surrounding service areas • Manage categories, services, attributes, citations, media, and trust signals • Support sustained map pack visibility in competitive metro markets • Build and review content strategies for service pages, city pages, and blogs • Create SEO briefs aligned with local intent and lead generation • Ensure content quality, local relevance, and conversion effectiveness • Collaborate with human and AI-assisted writers while maintaining standards • Conduct technical SEO audits (indexation, crawlability, internal linking, CWV awareness) • Work with WordPress and development teams to implement fixes • Coordinate local link building, citations, and authority-building efforts