Growth Manager, SEO & GEO

Responsibilities

• Scale SEO and GEO growth initiatives: Execute and expand existing organic growth programs, identifying opportunities to improve performance, increase efficiency, and drive greater impact across non-branded organic visibility, qualified traffic, MQLs, SQOs, and pipeline. Partner with the team lead to translate broader strategy into actionable priorities and measurable results.
• Optimize traditional SEO performance: Identify opportunities to improve rankings, organic traffic, and conversions across commercial, product-led, informational, and competitive search queries. Execute keyword research, content optimization, internal linking improvements, and other initiatives that increase qualified organic acquisition.
• Build and scale programmatic SEO: Expand existing programmatic SEO initiatives and identify new opportunities for scalable landing pages across industries, company sizes, use cases, compliance requirements, and other relevant search categories. Develop and improve page templates, workflows, and content strategies that balance scale, quality, differentiation, and conversion potential.
• Grow bottom-of-funnel organic acquisition: Expand and optimize high-intent content, including product-led content, comparison pages, alternative pages, buying guides, and other conversion-focused assets. Identify gaps in search coverage and work with Content and Product Marketing to develop content that aligns with Rippling’s positioning, product capabilities, and demand generation priorities.
• Execute and expand GEO programs: Improve Rippling’s visibility, mentions, and citations across AI-powered search experiences. Build on existing GEO initiatives while identifying new opportunities to improve how Rippling and its products appear in AI-generated answers, particularly for commercial queries, product comparisons, and high-intent buyer questions.
• Track and improve AI search visibility: Monitor brand visibility, citation share, competitor presence, and source coverage across a defined set of priority prompts. Use tools such as Profound to analyze performance, identify content and authority gaps, and prioritize actionable improvements across owned and third-party sources.
• Strengthen topical authority and off-site visibility: Identify and execute opportunities to improve Rippling’s authority through backlinks, digital PR, relevant third-party publications, and brand mentions. Work with internal teams and external agencies to expand successful programs and test new approaches that improve search rankings and AI citations.
• Drive technical SEO improvements: Identify and prioritize issues affecting crawlability, indexability, site architecture, internal linking, structured data, metadata, rendering, and site performance. Execute optimizations directly where possible and partner with Web Engineering on more complex implementations. Help maintain technical SEO standards and prevent regressions.
• Build new organic growth opportunities: Proactively identify gaps in Rippling’s current SEO/GEO programs, research emerging opportunities, and develop new initiatives from initial hypothesis through execution and measurement. Turn successful experiments into repeatable processes that can be scaled across the business.
• Measure and communicate performance: Maintain reporting that connects SEO and GEO initiatives to organic visibility, traffic quality, MQLs, SQOs, pipeline, and revenue. Analyze results, identify opportunities for improvement, and communicate progress and actionable insights to the team lead and cross-functional stakeholders.

Requirements

• 5+ years of experience in SEO, growth marketing, or a related discipline, ideally within B2B SaaS or enterprise technology, with a track record of improving organic acquisition, qualified pipeline, or other meaningful business outcomes.
• A hands-on execution mindset: Experience independently executing SEO and GEO initiatives, from optimizing existing programs to building new workflows, content strategies, and growth experiments. Comfortable moving between analyzing opportunities, implementing improvements, and measuring results rather than operating solely at the strategy or oversight level.
• SEO fundamentals: Understanding of keyword research, search intent, technical SEO, content optimization, site architecture, internal linking, structured data, and link acquisition, with experience applying these skills across large websites and multiple product or content categories.
• GEO and AI search experience: Understanding of how AI-powered search experiences discover, select, and cite sources. Experience testing and implementing strategies across platforms such as ChatGPT, Perplexity, Gemini, or Google AI Overviews is a plus.
• Analytical and commercially minded: Ability to interpret search and web analytics data, identify performance gaps, prioritize opportunities, and connect organic visibility and traffic improvements to conversions, MQLs, SQOs, and pipeline.
• Experience with SEO and GEO tools: Proficiency with Google Search Console, Google Analytics, Ahrefs, Screaming Frog, or similar SEO platforms. Experience with AI visibility measurement tools such as Profound is a plus.
• Programmatic SEO experience: Experience building, optimizing, or scaling template-driven landing pages and other repeatable organic acquisition programs while maintaining content quality, differentiation, and relevance to search intent.
• Content and search judgment: Ability to identify content gaps, evaluate search intent, and develop strategies for high-intent commercial queries. Experience with B2B buying journeys, product-led content, and conversion-focused landing pages is a plus.
• Technical fluency: Comfortable diagnosing technical SEO issues, interpreting crawl data, working with HTML and structured data, and translating technical requirements into actionable implementation plans. Able to execute straightforward optimizations independently and collaborate effectively with engineers on more complex changes.
• Ownership and bias for action: Proactive in identifying opportunities, developing hypotheses, and driving projects from idea through implementation and measurement. Able to balance scaling established programs with testing new approaches in a fast-paced environment.