Responsibilities

- Own Substack's SEO strategy across branded and non-branded queries — protecting and growing our domain authority, expanding reach into high-intent topic and creator-adjacent searches, and tracking ranking performance across key verticals - Partner with product and engineering to ensure that any product-level changes (new pages, URL structures, navigation, rendering, indexability) have SEO implications accounted for before shipping, not after - Own SEO across the website and publication pages, including structured data, page speed, crawlability, and content architecture - Stay ahead of the curve on answer engine optimization (AEO) — ensuring Substack content and creator pages are well-represented in AI-generated search results and featured snippets as search behavior evolves - Develop and maintain an SEO performance dashboard that gives the team visibility into organic traffic trends, ranking movements, and opportunity sizing - ASO & App Store Optimization: Own App Store and Google Play listing optimization across all Substack surfaces: the main app listing, bespoke vertical landing pages, and creator-specific pages - Design and run experiments to improve app install conversion rates, working with creative and data teams to test copy, screenshots, preview videos, and ratings/review strategy - Partner with the Head of Paid Acquisition on paid-to-organic handoffs — particularly where paid campaigns drive traffic to custom App Store landing pages and ASO affects the downstream conversion rate - Monitor competitor ASO strategies and maintain keyword coverage across category-relevant and creator-adjacent search terms in both stores - Top-of-Funnel Attribution & Onboarding: Own top-of-funnel attribution infrastructure in partnership with engineering and the paid acquisition team — ensuring we can accurately measure where new users come from across organic, paid, and referral channels - Manage and improve our deferred deep linking setup (AppsFlyer / OneLink) for organic entry points: SEO landing pages, App Store pages, referral links, and creator-shared URLs - Work with product and engineering to design and iterate on the new user onboarding experience, with a particular focus on users arriving from organic channels who may have lower initial intent than paid-acquired users - Define and instrument the funnel events needed to measure organic acquisition quality — from first touch through free subscription, app activation, and first paid conversion