Generative Search Strategist

Abbott; Chicago (IL); On-site; USD 129,000 - 259,000; Full time

Benefits offered by this job

Health benefits

Tuition reimbursement

Career development

Job summary

Abbott Park, IL or Willis Tower Chicago seeks a Generative Search Strategist to optimize Abbott’s enterprise digital presence. Define traditional and AI‑driven search strategies, set governance, and align content, architecture, and metadata to improve discoverability for Abbott.com and brand platforms.

Collaborate with content, digital marketing, and public affairs teams; build dashboards, playbooks, and training to scale best practices.

Qualifications

• Bachelor’s degree in marketing, digital, communications, or a related field.
• 8–10+ years of experience in search, digital marketing, or content optimization.
• Deep understanding of modern SEO and generative search concepts.
• Strong experience optimizing corporate websites and brand content ecosystems.
• Experience with SEO and analytics tools.

Responsibilities

• Define and execute traditional and generative search strategies, including technical, content, and authority-building pillars.
• Establish the operating model and governance across the organization for cross-functional delivery.
• Build and maintain AI-search roadmaps aligned to brand and business goals.

Skills

SEO

Generative search

Digital marketing

Content optimization

Analytics

Cross-functional collaboration

Education

Bachelor’s degree in marketing, digital, communications, or a related field

Tools

Google Analytics

SEMrush

Ahrefs

Google Search Console

Job description

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 122,000 colleagues serve people in more than 160 countries. JOB DESCRIPTION: Working at Abbott At Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life. You’ll also have access to: Career development with an international company where you can grow the career you dream of. Employees can qualify for free medical coverage in our Health Investment Plan (HIP) PPO medical plan in the next calendar year. An excellent retirement savings plan with high employer contribution Tuition reimbursement, the Freedom 2 Save student debt program and FreeU education benefit - an affordable and convenient path to getting a bachelor’s degree. A company recognized as a great place to work in dozens of countries around the world and named one of the most admired companies in the world by Fortune. A company that is recognized as one of the best big companies to work for as well as a best place to work for diversity, working mothers, female executives, and scientists.

The Opportunity This position works onsite out of our Abbott Park, IL or Willis Tower, Chicago location. Abbott aims to deliver a superior, customer-centered digital experience across its corporate brand channels—ensuring content is discoverable, relevant, and engaging across global and local search ecosystems. The Generative Search Strategist will play a critical role in optimizing Abbott’s enterprise-wide digital presence, driving visibility and performance across our digital ecosystem (Abbott and related brands). This role will be instrumental in enhancing and executing how Abbott’s brand, stories, and thought leadership are surfaced in both search engines and generative AI-driven discovery platforms. The person will integrate SEO, GEO (Generative Engine Optimization), AEO (Answer Engine Optimization) best practices into content, site experience, and digital workflows to ensure Abbott remains visible in evolving search behaviors across multiple touchpoints. Your work will evolve our technical foundations for structured content, content development recommendations, establishing cross-functional partnerships and maturing a framework for data and experimentation.

Core responsibilities include:

• Define and execute the traditional and generative search strategies, including technical, content, and authority‑building pillars, to improve Abbott’s presence in AI-generated search results and answer engines for Abbott’s corporate digital properties, including Abbott.com and brand storytelling platforms
• Establish the operating model across the organization and governance to drive cross-functional integration and delivery
• Govern enterprise‑wide traditional search standards, including site architecture, schema, metadata, and content optimization.
• Build and maintain AI-search roadmaps aligned to brand and business goals
• Continuously refine approach based on search trends, audience behavior, and algorithm changes
• Conduct audits of digital ecosystem to identify gaps impacting generative performance and partner with content and digital marketing teams to embed best practices into content creation, editorial planning, and campaign execution
• Optimize content for AI discoverability, including structured content, semantic depth, entity clarity, and authoritative signals
• Monitor how Abbott’s brand and content appear in AI-generated answers and identify opportunities to improve representation
• Conduct competitive and market‑level search analysis to inform strategy.
• Partner with content teams to develop formats (e.g., FAQs, structured narratives, expert content) that perform well in generative search environments and embed GEO/SEO best practices into workflows
• Partner with the Public Affairs teams to help manage third‑party content and publisher approaches and opportunities
• Build and maintain dashboards and reporting to track progress across corporate channels
• Translate insights into clear recommendations for content and improvements
• Provide training and guidance to content creators, web teams, and digital stakeholders on traditional and generative search best practices
• Develop scalable resources (playbooks, checklists) to support consistent application of search and generative optimization techniques
• Act as a subject matter expert on evolving search behaviors and AI-driven discovery trends

Education & Experience

• Bachelor’s degree in marketing, digital, communications, or a related field
• 8–10+ years of experience in search, digital marketing, or content optimization
• Deep understanding of modern SEO and generative search concepts
• Strong experience optimizing corporate websites and brand content ecosystems
• Experience with SEO and analytics tools (e.g., Google Search Console, Google Analytics, SEMrush, Ahrefs, or similar)
• Familiarity with how AI search engines retrieve, synthesize, and surface content
• Ability to connect search and GEO insights to brand visibility and content strategy outcomes
• Strong collaboration skills across content, digital, marketing and public affairs teams
• Excellent communication skills with the ability to translate complex concepts into actionable guidance
• Forward-thinking mindset with curiosity about AI-driven search evolution and experimentation
• Detail-oriented, proactive, and focused on continuous optimization

Learn more about our health and wellness benefits, which provide the security to help you and your family live full lives: www.abbottbenefits.com

Follow your career aspirations to Abbott for diverse opportunities with a company that can help you build your future and live your best life.

Abbott is an Equal Opportunity Employer, committed to employee diversity.

Connect with us at www.abbott.com, on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews and @AbbottGlobal

The base pay for this position is $129,300.00 – $258,700.00

JOB FAMILY: Public Relations DIVISION: PA Public Affairs LOCATION: United States > Abbott Park : AP06D

ADDITIONAL LOCATIONS: United States > Chicago : Willis Tower Building 233 S Wacker Dr.

WORK SHIFT: Standard TRAVEL: Yes, 10 % of the Time MEDICAL SURVEILLANCE: Not Applicable SIGNIFICANT WORK ACTIVITIES: Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)

Abbott is an Equal Opportunity Employer of Minorities/Women/Individuals with Disabilities/Protected Veterans. EEO is the Law link - English: http://webstorage.abbott.com/common/External/EEO_English.pdf EEO is the Law link - Espanol: http://webstorage.abbott.com/common/External/EEO_Spanish.pdf

Abbott is about the power of health. For more than 135 years, Abbott has been helping people reach their potential — because better health allows people and communities to achieve more. With a diverse, global network serving customers in more than 160 countries, we create new solutions — across the spectrum of health, around the world, for all stages of life. Whether it’s next‑generation diagnostics, life‑changing devices, science‑based nutrition, or novel reformulations, we are advancing some of the most innovative and revolutionary technologies in healthcare, helping people live their best lives through better health. The people of Abbott come to work each day with relentless energy, enthusiasm and a promise to enhance the health and well‑being of millions of people. They push the boundaries to help manage and treat some of life’s greatest health challenges. We invite you to explore opportunities at Abbott, to see if your talents and career aspirations may fit with our openings. An equal opportunity employer, Abbott welcomes and encourages diversity in our workforce.

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