Director of SEO and Content

Director of SEO & Content

Full-Time • Remote/Hybrid

The Director of SEO & Content leads Craft & Communicate’s integrated organic performance ecosystem—spanning SEO, AIO (AI Optimization), GEO, content strategy, and editorial excellence. This role ensures every senior-living community we represent has a modern, search-driven, AI-discoverable, high-converting content presence that reflects both industry best practices and the emotional storytelling required in senior living.

As both a strategic and operational leader, the Director develops the roadmap for organic growth, manages cross-functional specialists and writers, and ensures content and technical SEO work together to drive measurable increases in visibility, qualified traffic, and leads.

Key Responsibilities

Leadership & Strategy

• Set and own the agency’s SEO, AIO, GEO, and content strategy across all clients and internal frameworks.
• Develop quarterly and annual roadmaps aligned with the Digital Strategy department’s goals.
• Oversee and mentor SEO/AIO/GEO specialists, writers, and content leads.
• Work closely with Web Strategy, PR/Communications, Digital Ads, and Automation to ensure cohesive and integrated marketing.
• Define KPIs and success criteria for organic performance—rankings, AI visibility, local discovery, engagement, content performance, and conversions.

SEO, AIO & GEO Excellence

• Lead keyword, intent, and competitor research to identify growth opportunities and guide content plans.
• Oversee on-page optimization, metadata, structured data, AI schema, internal linking, and technical collaboration with the web team.
• Build and maintain AIO frameworks to ensure content is structured and optimized for emerging AI search and generative platforms.
• Manage GEO optimization strategies including local search, map pack visibility, and city/page expansion for multi-location senior living brands.
• Monitor performance, diagnose issues, and implement improvement plans using industry-standard tools (Semrush, BrightLocal, Local Falcon, Search Console, Gumshoe, etc.)
• Content Strategy & Editorial Quality
• Develop content strategies that serve search intent, AI indexing, brand storytelling, and senior-living lead-generation goals.
• Oversee creation of blogs, landing pages, SEO pillar content, guides, email content, and brand messaging.
• Ensure all content meets high editorial standards: accuracy, clarity, tone, grammar, accessibility, and compliance.
• Partner with PR/Communications to unify brand voice across thought leadership, social, and earned media.
• Lead the QA process for all organic content, ensuring human-led and AI-assisted excellence.

Cross-Department Collaboration

• Work with the Web Strategy team to ensure new builds and redesigns align with SEO and content best practices from the start.
• Support Digital Ads with landing page development and conversion-oriented content.
• Collaborate with Automation & Lifecycle Marketing to develop search-informed nurture journeys and email content.
• Train internal teams on SEO, AIO, content, and storytelling best practices.
• Reporting & Insights
• Own monthly and quarterly reporting for organic metrics and content performance.
• Translate data into actionable insights for clients and the C&C leadership team.
• Present recommendations with clarity, confidence, and strong client-facing communication skills.

Qualifications

• 5+ years of experience in SEO and content strategy, preferably in an agency environment.
• Deep understanding of modern search: E-E-A-T, AI-driven search, structured data, GEO, and multi-location strategy.
• Strong editorial skills and experience overseeing writers, editors, and content workflows.
• Proficient with major SEO tools (Semrush, Ahrefs, BrightLocal, Local Falcon, Search Console, Screaming Frog, etc.)
• Experience with senior living, healthcare, or high-trust industries preferred.
• Demonstrated leadership experience—mentoring, managing, and growing high-performing teams.
• Ability to translate complex analytics into strategic recommendations.
• Highly organized, proactive, and able to work cross-functionally in a fast-growing agency.

What Success Looks Like

• Measurable improvements in organic traffic, rankings, AI placement, and qualified lead flow.
• A unified SEO + content system that supports Web, Ads, Automation, and PR.
• High editorial standards across all content leaving the agency.
• A trained internal team that adopts and maintains best practices.
• Clients who clearly understand the value of organic and content strategy.

Other Details

• Position is contract-to-hire for the first 90 days.
• After initial contract period, employee will be eligible for full-time employment. All full-time employees are eligible for health insurance, paid time off, holiday pay, and 401K match.
• In order to be considered for this role, candidates must apply through our careers page at craftandcommunicate.com/careers.

Job Type: Full-time

Pay: $71,733.58 - $82,302.81 per year

Benefits:

• 401(k)
• Health insurance
• Paid time off

Work Location: Remote