SEO/AEO Manager

DM Injury Law; Kansas City (MO); On-site; USD 90,000 - 140,000; Full time

Job summary

DM Injury Law is seeking an SEO & AEO Manager to own organic search and local search performance across multiple markets. You’ll guide strategy, work hands‑on where strongest, and lead developers, writers, and vendors to drive qualified leads and signed cases.

You’ll also lead AI search initiatives, optimize technical foundations, and build content authority while aligning with state bar rules and client trust signals. This role emphasizes measurable business impact.

Qualifications

• 4+ years of hands-on SEO experience in competitive or multi-location businesses.
• A track record of SEO strategies that produced measurable business results.
• Strong technical, on-page, and local SEO, plus content strategy.
• Working knowledge of AI search and emerging AEO practices.
• Fluency with Google Search Console, GA4, and enterprise SEO platforms such as Ahrefs, Semrush, Conductor, or similar.
• Ability to analyze complex data and turn it into clear action.
• Experience working with developers, writers, and cross-functional stakeholders.

Responsibilities

• Own organic and local search performance across markets.
• Lead keyword research, search intent analysis, and competitive benchmarking.
• Guide optimization of practice area pages, location pages, attorney profiles, site architecture, and internal linking.
• Manage Google Business Profile optimization, citations, and review strategy.
• Build market-specific plans to close performance gaps and support expansion into new markets.
• Measure AI search performance and benchmark against competitors.
• Run technical audits covering crawlability, indexing, rendering, mobile usability, Core Web Vitals, and schema.
• Review site changes, migrations, and launches for search impact.
• Build content and authority with content and creative teams; develop digital PR and link-building opportunities.
• Define KPIs and deliver clear reporting to marketing leadership.

Skills

SEO strategy

Technical SEO

On-page SEO

Local SEO

Content strategy

Data analysis

Cross-functional collaboration

Tools

Ahrefs

Semrush

Conductor

GA4

Looker Studio

Domo

Job description

Job Overview:

When someone is hurt and looking for a lawyer, they might search Google, check the map pack, or ask ChatGPT. DM Injury Law needs to show up, and be trusted, in all those places.

As our SEO & AEO Manager, you’ll own organic search and Answer Engine Optimization (AEO) across our personal injury markets. You’ll set the strategy, do hands‑on work in the areas where you’re strongest, and direct developers, writers, and vendors on the rest. Success is measured in qualified leads and signed cases, not just rankings.

Key Responsibilities:

Own organic and local search performance

• Build and run SEO strategy across multiple markets and personal injury practice areas, covering local, regional, branded, and non‑branded queries.
• Lead keyword research, search intent analysis, and competitive benchmarking, and prioritize work by expected business value.
• Guide optimization of practice area pages, location pages, attorney profiles, site architecture, and internal linking.
• Manage Google Business Profile optimization, citations, and review strategy, and track map pack visibility at the market and ZIP‑code level.
• Build market‑specific plans to close performance gaps and support expansion into new markets.

Lead our AI search (AEO) strategy

• Measure how Google AI Overviews, ChatGPT, Gemini, Perplexity, and other AI platforms reference and recommend personal injury firms and benchmark us against competitors.
• Improve entity recognition, authoritative citations, structured data, and AI‑accessible content.
• Build repeatable testing and reporting for AI visibility and share of voice and recommend practical experiments as the landscape changes.

Keep the technical foundation healthy

• Run technical audits covering crawlability, indexing, rendering, mobile usability, Core Web Vitals, and schema.
• Work with developers to resolve redirects, canonicalization, duplicate content, and architecture issues.
• Review site changes, migrations, and launches for search impact before and after they go live.

Build content and authority

• Partner with content and creative teams on search‑intent‑driven content and prioritize updates by expected value.
• Strengthen trust signals through attorney expertise, case results, and testimonials, working within [firm name]’s legal advertising review process and applicable state bar rules.
• Develop digital PR, backlink, and third‑party authority opportunities.

Measure and report what matters

• Define KPIs that connect visibility to qualified leads and signed cases, using Search Console, GA4, rank tracking, call tracking, and [CRM/intake data].
• Diagnose trends and separate seasonality, competitor moves, technical issues, and algorithm changes.
• Deliver clear reporting, forecasts, and prioritized recommendations to marketing leadership.

What Success Looks Like

• First 90 days: Audit SEO and AEO performance, set competitive benchmarks, and deliver a prioritized roadmap with owners, milestones, and measurable goals. Ship early wins and establishes regular reporting.
• First six months: Improve visibility for priority keywords and local markets, strengthen key practice area and location pages, and launch a repeatable AEO testing framework. Show progress toward more qualified organic leads and signed cases.
• First year: Drive sustained non‑branded growth, gain local market share in priority markets, and improve our presence in AI‑powered search. Demonstrate clear business impact in leads and signed cases and leave behind a program that scales with new markets.

Key Skills and Qualifications:

Who You Are

You’re curious, analytical, and accountable. When traffic drops, you investigate instead of just reporting it. You connect ranking gains to real business outcomes, test new approaches, and bring data‑backed recommendations to the table.

Required

• 4+ years of hands‑on SEO experience, ideally in competitive or multi‑location businesses.
• A track record of SEO strategies that produced measurable business results.
• Solid skills in technical, on‑page, and local SEO, plus content strategy.
• Working knowledge of AI search and emerging AEO practices.
• Fluency with Google Search Console, GA4, and an enterprise SEO platform such as Ahrefs, Semrush, Conductor, or similar.
• Ability to analyze complex data and turn it into clear action.
• Experience working with developers, writers, and cross‑functional stakeholders.

Nice to Have

• Legal or personal injury marketing experience.
• Multi location SEO in competitive markets.
• Local tools such as Local Falcon; AI visibility tracking tools.
• CallRail, Domo, Looker Studio, and conversion attribution experience.
• Digital PR and link‑building experience.

EQUAL EMPLOYMENT OPPORTUNITY EMPLOYER

DM Injury Law,LLC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.